Mondia, a Dubai-based mobile technology company specialising in the marketing and distribution of digital content, today announced the launch of time-based entertainment platform called Monsooq in SA.
According to the company, “Monsooq is a first-of-its kind model where time is the currency and users pay only for the time they spend consuming content”.
Mondia explains that Monsooq does not require contracts or subscriptions. Instead, it notes, new visitors to monsooq.com will receive 60 minutes’ worth of free access to content, after which pricing is R2 per 30 minutes.
This time-based model allows consumers to buy entertainment time just as they would cellular airtime and use that time to consume any content they choose, including movies, series, games and music on a single platform.
The company adds that whether a consumer wishes to play a game for 30 minutes while commuting, or binge a new series for six hours, they are able to load that amount of time to their profile securely on debit or credit card.
Dr Amadeo Rahmann, Mondia CEO, says: “Africa is the next frontier in regard to digitalisation. Our extensive footprint, increasing customer base and significant experience in the region make Africa a natural choice of focus for us.
“African markets are primed for the democratisation of content, and Mondia is firmly focused on changing the way in which people consume entertainment. Mondia has incredible reach and deep understanding of the geographies in which we operate, with 1.4 billion potential users in the right emerging markets.”
Mondia says it sees exceptional potential in the continent. It points out that Africa has a population of 1.1 billion, which is expected to double by 2050.
Africa also has the youngest population of any continent, it says, adding that this demographic dividend is expected to generate 10-15% GDP growth in the next 15 years.
According to research conducted by PwC South Africa in 2019, entertainment and media (E&M) spend in South Africa is expected to reach $10 billion by 2023, says Mondia, adding that Nigeria saw a 25.5% rise in E&M revenue in 2017 to $3.8 billion.
Monsooq features a recommendations engine to ensure consumers find the content. Content will be localised and customised, with a minimum of 50% of local content offered alongside international content. Mondia aims to build the content economy and bring value across Africa as Monsooq expands.
The platform has partnered with content providers such as Viva Nation TV, a music and lifestyle channel offering African and international video content; Wi-flix, an online streaming platform providing African and foreign content, TV channels, sports and over 20 000 hours of entertainment; EPIC ON, which provides Bollywood and Esport Plus, offering an array of gaming content.
In addition, Mondia will feature its own entertainment services, which include content from partners such as Universal Music.
Monsooq launches in South Africa, with other markets like Egypt, Nigeria, Tunisia and Kenya to follow.
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