Ad-funded mobile operator launches in the Philippines

Great news for innovation in the global mobile industry. You know Blyk, the ad-funded MNVO that we all know and love? Well their model has been weighed, measured and found relevant by Smart Communications in the Philippines.

They’re launching an ad-funded mobile service for subscribers that, as the International Herald Tribune reports, “…agree to receive unlimited advertisements on their cell phones.”

Subscribers will get 100 pesos (US$2; €1.3) worth of prepaid service every month, and every ad they view on their phones will earn them extra service and other rewards, said Ardie Balderama, marketing officer for Connectivity Unlimited Resources Enterprise Inc., a subsidiary of Smart Communications Inc.

“For our subscribers, it will be like earning money by watching commercials on television or viewing print ads in newspapers and magazines, except they will do it through their mobile phones,” he said.

Not just anyone can join though. It’s currently operated by invitation only and it’s limited to 10,000 subscribers ‘every month’. (I’m not clear if that’s 10,000 new subscribers per month or a maximum of 10k at any one time, yet.)

The service is due to go live on the 1st of June and it’s definitely one to watch. If it too receives anywhere near the same level of traction that Blyk is getting (with ROI for advertisers shooting to the likes of 29% response rates), then it won’t be long, I don’t think, before every new territory will feature an ad-funded mobile service offering.