While all the talk at this year’s Mobile World Congress has centred on the launch of a variety of app stores, UK, mobile advertising-funded MVNO Blyk has launched On Blyk, a new content portal. The service is built primarily on messaging and is now available to all Blyk users in the UK.

Blyk aserts that most mobile content services at the moment are built on the assumption that users will find what they want by browsing to it. On Blyk is based on the insight that messaging is the simple dominant mobile behaviour for 16-24 year olds and that messaging can drive the discovery of relevant content.

The portal acts as a conduit for Blyk members interested in content from relevant brands or lifestyle choices; which moves away from the traditional mobile portal business model.

“We liked the proposition On Blyk offered us and joined the service when we realised the flexibility of the Blyk network. We can control price points, promotional activities and the discovery of our content, in a more efficient way than other operator offerings,” said Tony Pearce, Player X CEO.

On Blyk was developed in partnership with Velti, using elements of its Mobile Marketing Platform.

Meanwhile, in Greece, local operator Cosmote has spruced up its content offering working with Velti to integrate Volantis’ Framework and Storefront products. ‘Cosmote my view’ was deployed in mid-2008 and is now being rolled out to the operator’s full customer base. The new service has a portfolio of well-known content providers, as well as a series of microsites offering entertainment services.

“Our goal was to grow content sales and increase revenues through a more dynamic and personlised portal. Customers can have their own site for information, communication and entertainment, via a fresh services menu that addresses customer needs,” said Apostolos Andriopoulos, Cosmote Core Network and Services Director.