The mobile phone operator Blyk is set to launch a new mobile phone service in the UK which will offer users free calls and text messages in return for agreeing to accept advertisements on their phones, the International Herald Tribune (IHT) reports.Blyk is a pan-European free mobile network which is funded by advertising and targets 16 to 24-year-olds.
Consumer marketing director for the company Jon Fisher stated: "Blyk is dedicated to giving its members the best experience possible and in order to do that, we have always planned to launch at a time that delivers the highest level of service for both our members and our advertising partners."
Despite mobile advertising currently being a "tiny business", experts predict that spending on such advertising could surge within the next five years, according to the IHT.
Chief marketing officer of Amobee Media Systems Patrick Parodi stated that there is currently a "battle raging" between companies to cash in on the potential revenue from mobile advertising.
Last week, the search engine giant Google launched an AdSense for Mobile service, which allows website owners who have created content for mobiles phones to target users through their handsets.
The service allows publishing partners to generate income by placing targeted mobile text adverts.
Rival firm Yahoo! also made a further push into the market last month when it acquired the German mobile in-game advertising and marketing solutions firm Actionality.
