After launching last fall, the UK-based MVNO Blyke, which offers free mobile service in exchange for viewing ads, is off to a fast start. But can it sustain that early success?
Blyke offers 217 free SMS messages and 43 free minutes to young consumers, mostly 16-24, who are willing to watch up to six ads a day. Within six months of its launch, the service has reportedly reached the 100,000-member mark, and the company has talked about launching in the U.S. But Virgin tried an ad-supported mobile play in the States before, and it hasn't performed well. Does Blyke know something Virgin doesn't?