Orange is launching a new service, which will see advertisers pay to communicate directly to customers via their mobile phones.
The service, Orange Shots, will launch February 1. Orange claims more than 100,000 customers have already signed up to receive and interact directly from chosen advertisers.
The service will be run using former advertising-supported MVNO Blyk which shut down in July last year and entered in to an exclusive partnership with Orange. The advertising will be managed by Unanimis.
Trials have been carried out with around 30,000 Orange customers using the free text and music tariff, Monkey, which launched last September. Customers on the tariff opted in for the trial. The service will eventually be available for all customers on prepay and contract.
Brands used in the trials include 4Music, Ubisoft and Snickers with customers receiving information, offers and downloadable content. Orange claims response rates of 21-39 per cent over the period.
It said the service offers a new way for it to profile customer needs and habits and also opens a new revenue channel and opportunity for advertisers. It claims to have a “substantial” number of advertisers ready to use the service.
Orange vice president of wholesale business development and partnerships Marc Overton said: “Orange Shots will transform mobile advertising as we know it. It’s a win-win for brands, as well as customers, with advertisers continually seeking new and innovative ways to engage with consumers, and our customers getting rewarded with access to exclusive, interactive content and offers, knowing that they’re tailored specifically to them and their interests.
“We have been getting incredibly good feedback from customers and interaction and response rates.”