With the advent of BlackBerry 10 and the consequent exit of the traditional BlackBerry Internet Services (BIS) R59 offering, the local market has been left with a gap for affordable data usage.
So say analysts, who indicate that over-the-top (OTT) players - like Google, Microsoft/Skype and Facebook - may step up and fill the gap.
This is on the back of an announcement yesterday that the world's largest social network is partnering with 18 mobile operators in 14 different countries worldwide to offer cellphone users free or low-cost Facebook Messenger services.
Among the 14 countries chosen for cheap mobile messaging are large emerging markets such as Indonesia, India, Egypt, Philippines and Brazil - sparking speculation that SA (one of Africa's biggest Internet markets and a hub for mobile growth) could be among the next wave of countries to see the offering.
With a burgeoning local mobile market and about 6.8 million people accessing Facebook on their phones, industry experts say SA would be a viable option for such an OTT service.
SA earmarked
World Wide Worx MD Arthur Goldstuck says SA and Nigeria "must be next on the radar" for such an offering, given that other large emerging markets are growth areas for Facebook.
He says these are typically big Internet markets that are not necessarily catered to, due to the high cost of connectivity.
"In terms of volumes of people, SA is not as big as the other markets [Facebook has targeted], but it is one of the biggest Internet markets in Africa, alongside Nigeria and Kenya."
IDC telecoms analyst Spiwe Chireka says it would be "very viable" for SA's operators to partner with Facebook to bring cheap mobile messaging to the market.
Apart from the gap BIS has left in the market, Chireka notes that social media has been among the top drivers of data usage in SA. "Therefore, any affordable offering to support this will be most welcome."
Irreplaceable BBM
However, Chireka says there are certain things that Facebook packages will not replace, like free messaging services such as BlackBerry Messenger (BBM), "which are and will continue to be a major selling point for most providers".
She says the "bang for your buck" that BBM offers is unparalleled. "It will be interesting to see if Facebook Messaging will take off and be as popular as BBM - but, in my view, BBM and BIS are like petrol and a car; the two go together and having both is what has allowed the 'BlackBerry vehicle' to move."
Another interesting trend to watch, says Chireka, is if BBM usage will continue at the vast rates it has, without BIS.
"I guess, because BIS is still available for the 7.1-platform, it's not likely we will see a dent any time soon in BBM usage. But in the long term, it is worth keeping an eye on Facebook Messaging, Google Messaging, etc."
Goldstuck echoes Chireka's sentiments around the power of BBM, and says Facebook Messenger would not replace BBM - rather it may simply emerge as a compelling alternative.
"The appeal of BBM lies in more than just the flat rate BIS proposition." He says the BBM interface in itself holds large appeal for users.
Operator negotiations
SA's largest mobile operator, Vodacom, says there are currently no negotiations with Facebook to introduce low-cost or free unlimited messaging services to customers in SA.
Despite the seemingly viable case SA presents for such services, Vodacom says Facebook messages consume so little data that customers can send "hundreds of Facebook messages" for as little as R1.
"Vodacom does not have a special tariff for Facebook Messaging, and customers sending and receiving Facebook messages will consume data from their normal data allocation and be charged according to their tariff plans."
Cell C confirms the company does have a working relationship with the Facebook team, and says it will look at partnerships to introduce products and services that meet the communication needs of the local market - in particular Cell C customers. "Cell C is looking at providing its customers with a range of services and access to social platforms at affordable rates."
Telkom's mobile arm 8ta says it has not been in any discussions with Facebook.
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