But sir, you're Blyk?

After pondering the upcoming European-wide launch of new mobile operator, Blyk, I began to think more and more about their choice of brand.

1. If you type Blyk into Google, it asks you, ‘Did you mean black?‘

2. Find yourself a South African in the nearest Walkabout pub and ask them to say the word ‘black’ and they’ll respond with ‘blyk’.

3. Ask the South Africaner to tell you about the Rugby game yesterday, and he/she will narrate a win by the ‘New Zealand All Bylks’.

4. Remember the film Lethal Weapon 2? Got this from the imdb. Sargent Murtaugh is trying to create a diversion on the security desk of the South African Consultate so that his colleague, Riggs, can slip into the back office and do some detective work. (That, and hunt for a nubile Patsy Kensit). Murtaugh, black, isn’t welcome in the racist Pre-Mandela-Release Consulate…

[At the South African Consulate]
Roger Murtaugh: How you doin’?
[his handshake is ignored by the Envoy]
Consulate Envoy: I think there must be some mistake.
Roger Murtaugh: Say what?
Consulate Envoy: Listen to your friend here, he knows what he’s talking about. I don’t think you want to go to South Africa.
Roger Murtaugh: Why not?
Consulate Envoy: Because you’re blyk!
Leo Getz: [to Murtaugh] You are.
[to Envoy]
Leo Getz: He is.

I changed the Because yo’re blyk line there. It did read ‘black’ — but the actor in this role is doing a Soud Afrikaaaaaan accent and, of course, pronounces it ‘blyk’.

So. Brave. Very brave to launch a mobile operator with the brandname Blyk.

Incidentally, a chap called Steve has posted a note on the Blyk blog asking who they’re MVNOing with — The comment was posted on the 3rd… that’s 3 days and no response yet. Either Blyk don’t know, haven’t done the deal yet, aren’t quite as open as they pupport to be or are too busy to see to their blog at the moment.