Mullvad swinging for the fences suddenly. They have a billboard in South San Francisco, too. Did they get a cash infusion? Why all of the sudden are they expanding? Honestly, I'd have changed the name by now...
No cash infusion. We've been growing for years, just like many other VPN services. We're still quite a bit smaller than e.g. Nord and Express though.
As for our choice of advertising, we don't run an affiliate program, nor do we want to track our customers through online ads, so we're trying this instead. It's cheaper than you might think.
// Fredrik (cofounder of Mullvad)
Because there are VPNs with good censorship circumvention tech, and there are VPNs with good privacy guarantees, but I know none which can provide both. What Mullvad offers now is either a decade old stuff which is blocked even by subpar DPI solutions, or a set of (more modern) protocol bridges which are painful to setup and sometimes IP-banned.
Having said that we have clearly prioritized privacy for a long time. For what it's worth we have several censorship improvements on the roadmap. Stay tuned.
On the other hand we ran a very political advertising campaign one-two years ago when we protested a new EU law proposal. We plastered Stockholm's airport in billboards targeting EU politicians and journalists. We published a book and sent copies to several hundred politicians. It was quite a success. Incidentally our office was raided by the Swedish police a month later - the first time in 14 years.
I really appreciate your feedback. Are you able to pinpoint more exactly why you feel that our advertising undermines trust in our brand? Is it simply the fact that we're advertising at all?
Our marketing team works hard to ensure that our advertising doesn't make security guarantees we can't keep, or sell the product through fear-mongering. I feel that we've found a set of advertising messages that work, but clearly it still causes some unease and skepticism.
Perhaps it's simply a worry that we'll change because Mullvad is growing up and is no longer an obscure underdog?
https://mullvad.net/en/blog/advertising-that-targets-everyon...
Although the society is almost zero privacy, it have historically had some funny IT figures for privacy and digital issues so people searching up for the background of the name might stumble upon it.
[1] https://youtu.be/rHVVpNRwLk0?feature=shared
[2]https://en.m.wikipedia.org/wiki/Bahnhof
[3] Peter Löthberg https://www.reddit.com/r/todayilearned/comments/1d8056g/comm...
> Mullva?
(for people wondering, it's clitoris).
In this case, we say "duh lorr uhss" instead of "do lor ez". The second one doesn't sound like clitoris at all, but the first one.. okay it doesn't sound similar to me either, but it's closer at least.
[0] https://en.wikipedia.org/wiki/English_phonology#Unstressed_s...
[1] "schwa" is the name of the mid, central, unrounded vowel, IPA [ə]
I'm not sure how much it adds to their bottom line for each sale, but my corp was using the Mullvad VPN addition to tailscale to do global testing by our developers.
IE; "is something blocked, do we detect GEOIP properly" etc;
UK use of VPN’a outside the office/work environment is gonna skyrocket.
We have neither won the lottery nor taken on outside investment. We've been growing for years, and we've reached a point where we can afford campaigns like this. It is an interesting experiment by our marketing team. Still, I think people on HN overestimate the cost of campaigns like this.
I'm assuming it has something to do with the push in recent years to expand their userbase, but they don't seem to be able to keep a clean enough pool of IPs like the big popular ones to cope. I know all VPNs struggle with this but it was getting ridiculous, where every single server in a country would receive infinite re-captcha.
> where every single server in a country would receive infinite re-captcha.
What does that even mean? Have you also disabled cookies?
Typically it's a Cloudflare captcha if you're doing that, not a re-captcha. And afaik pretty much everyone gets this treatment with zero history. Welcome to the modern web.
Cloudflare recently started holding stackoverflow hostage as well. "Weird" OS + "weird" browser + cookie autodelete = www is hell, even on clearnet. I hate cloudflare so much it's unreal, including everyone who works for them, for enabling this nonsense.
One other issue I had with Mullvad that put the nail in the coffin for me was randomly laggy DNS resolvers, they would get fixed just by the time I start investigating it, but it kept happening... I say this as a mostly happy user for probably 7 years, but then found myself having to turn it off more than on to be able to access most sites.