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Mxit plans international expansion

Paul Vecchiatto
By Paul Vecchiatto, ITWeb Cape Town correspondent
Cape Town, 15 Aug 2007

Mxit, the locally-developed mobile instant messaging (IM) platform, has almost reached its five million user milestone as it prepares to launch internationally within the next few months, says brand manager Laura Hallam.

The company is confident it can go up against the "big boys" in the international markets, she notes. Mxit has carved out a particular niche in the mobile IM space, where there are few players globally, Hallam explains.

One such potential competitor would be Yahoo Messenger, a desktop-based IM system with 275 million users. Two years ago, Yahoo Messenger teamed up with UK mobile network operator Vodafone. However, it is not known how successful that has turned out to be.

In January, Naspers, one of SA's largest media groups, bought a 30% stake in Mxit. Naspers already has some experience in the overseas IM market, with its QQ service being one of the largest in Asia with more than 25 million users.

"We are likely to launch in Europe, because that is where most of our international base seems to be located," Hallam says.

She says Mxit estimates its international base to be about 10% of its total subscribers; however, it is difficult to give an exact number because that community is an integral part of the overall figure. The company claims it adds about 1 000 international users per day.

Lost in translation

Part of the international launch plan is that Mxit will be translated into other languages, such as Portuguese, Spanish and French. Local languages will also be incorporated at later stages.

"The problem with translation is that everything needs to be translated, such as error messages and so on. It is a time-consuming process, but we are working on it," Hallam says.

Mxit version 5.2, its first new release in a year, will be available from the end of this week and includes AE128 encryption technology.

Hallam says the addition of encryption means other services such as cellphone banking can be explored in the future.

Another key feature of this new version is the addition of compressed sound clips that accompany messages and pictures, at no extra charge over and above data charges.

"Obviously the mobile phone in use must support these features, and we anticipate the community will switch over and use this feature to replace voice mail and quite probably implement it as a quasi push-to-talk," says Mxit MD and founder Herman Heunis.

Heunis says Mxit will also strengthen its relationship with Naspers, with plans to offer content from the group's 24.com portal.

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De Lille sticks to Mxit guns
Naspers targets R5.4bn for tech push
Naspers adds to its mix
Mxit goes it alone

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