Compounded by the success of its recent launch into Mexico, MXit’s expansion plans are rapidly gaining traction as a major player within the global mobile social network and instant messenger arena, and an application of choice for young adults the world over.
With a global subscriber base larger than 17 million young adults, MXit has underpinned its success in the Mexican market on its ability to develop features and innovations aimed directly at providing young adults in Mexico with relevant content and mobile communications that cost a fraction of the price of sending text messages.
“Our growth in specific markets, and around the world, is dependent on user recommendations, and MXit’s ability to innovate accordingly. We understand that users need to be excited about a mobile social network in order to recommend it, so we place relevance to market, innovation and creativity as the cornerstone of our business,” says Juan du Toit, international marketing manager for MXit.
Globally, MXit grows by an astonishing 25 000 to 28 000 users per day and processes approximately 250 million messages daily. Its international user base has doubled in the last year.
MXit offers its global users cost-effective one-on-one instant messaging, social networking within mobile communities, as well as the latest interactive mobile content, including virtual games, themed chat rooms, free content and interactive artificial intelligence characters. It adapts these features to suit the demographics, culture and language of each country it expands to.
“We have targeted Mexico in our international expansion plan as we felt the country was ready for an evolved and cost-effective mobile social network. Around 70% of the Mexican market engage with social networks, so it makes sense to offer these users a mobile application that expands their experience while lowering the cost of communicating on a mobile phone,” continues Du Toit.
As one of the large global mobile instant messengers, MXit’s sights are firmly set on further developing its international expansion by increasing its in-country operations to areas that are strategic, financially viable and where there is an opportunity to provide users with mobile features that enhance their lifestyles. MXit has successfully crossed the boundaries of affordable communication and connected users across the globe – particularly in South East Asia, Africa and now, in Latin America.
“We see ourselves as more than an instant messenger, but as a lifestyle brand that offers our users a range of diverse content and capabilities that include music, social networking and fashion. Our global partners recognise that they are able to reach the youth market by means of some very clever mobile marketing,’ continues Du Toit
“We have developed great partnerships with companies such as EA games, Nokia, Nike, Xbox, Adidas, MTV, Levi’s, to name a few. The offering is a unique solution for partner brands to build a commercially viable branded community on a mobile application with relevance to a very savvy youth market,” says Du Toit.
Established in South Africa in 2005, MXit has demonstrated its power by quickly becoming one of the world’s leading mobile social networks and one of the few IM applications that is commercially viable.
