Youth focused MVNO Blyk has partnered with Velti to launch a content service in the UK. The new service, named “On Blyk“, will be based around a messaging paradigm for content discovery rather than expecting consumers to find content by browsing.

On Blyk was developed in partnership with Velti, using elements of its Mobile Marketing Platform to deliver highly targeted content to the network’s 16-24 year old members.

Content such as video, chat, wallpapers, games and ringtones are delivered through On Blyk, and some of the early content providers involved include Player X, Saffron Digital and Jumbuck. Based on stated user preferences and content consumption patterns, selected messages will be send to users to alert them to content they might like.

“As Blyk members use the portal we will be able to use this behavioural insight to deliver the most compelling, relevant and timely content to them,” said Velti CEO, Alex Moukas. “On Blyk’s use of our personalisation technology is a key element in determining what content members will be receptive to and delivering a valued experience.”

Read the MobiAD article: Blyk, The Ad-Funded Mobile Network – One Year Later: Still Learning, Still Innovating