Recently, South Africa based mobile instant messenger application Mxit, officially launched its services in India. The service was released at the press conference where the company's brand ambassador and former South African cricketer Gary Kirsten was also present.
Sam Rufus Nallaraj, CEO of Mxit India Pvt Ltd, reportedly said that the app would enable users to access features on the normal phones, which otherwise are available only on smartphones. Thus, with an eye to capture 700 million out of 900 million feature phone users in India, Mxit might just turn out to be one of the major player in India.
The application will in fact, enable a feature phone user to experience smart phone features and also give users access to an array of apps and games. The most desirable of all is the chat feature which will allow a number of people to join the chat at the same time. Additionally, it allows over 300 characters as compared to 140 characters in a SMS. The service is currently available in English. While the Hindi app is also sid to be coming along with 10 different Indian languages including Telugu in six months.
The app is compatible with a almost all the platforms like Java, Nokia, iOS, Android, Blackberry and Window phone. It will surely compete with a number of messaging apps like ChatOn, Line, WhatsApp and BBM in India.
Mxit CEO Francois Swart said, "Launching Mxit in India was a natural strategic next step, which allows us to continue building on the success we've had with the application in South Africa." He further added, "Expanding our emerging market footprint enables us to bring our innovative technology to the masses, making the ‘smartphone' experience affordable to every consumer, regardless of the device they use".
"India is currently the world's largest feature phone market and continues to grow," he said. "We're excited at the prospect of enhancing the lives of Indians by providing a functionality otherwise not available to low-end handset users, as well as replacing the reliance on SMS on feature phones with a cheaper, more engaging chat alternative."