However if you mean an overview of 36,6's offer or experiences with it, then it won't be a problem, Ewan. I can always dig out my trusty 6310i and get a 36,6 SIM for it.

I would be more interested to compare the ROI on Blyk versus every single other mobile advertising channel.

Not to bias toward Blyk but to see whether this relevance and targeting thing has an effect.

I suspect it does – due to which it is interesting to think about whether effective mobile advertising will be found in permission based direct marketing.

I suspect it will – so much so that I would wager the 'year of mobile advertising' will come when this logic is followed by the components of the value chain – most of whom are currently staring a dozens of balls in the air wondering which one to catch.

Right Answer: the ones which centre around permission, preference and the safeguarding of privacy.

Wrong answer: the ones which centre around assumption, inference and the abuse of people's information.

We have a slight issue in that the 2nd one is so much easier to understand and implement – but I hope that doesn't justify it as a productive model.

Fancy doing us an overview post, Patryk?