Oneapp is a very cool concept. I met with them earlier today and how they encapsulated it is that it is “the appstore for feature phones”. Its a Microsoft initiative where they want to make crappy phones able to do cool stuff. You do this by downloading a thin client and they put the rest of the content in the cloud. It’ll give you the ability to have facebook, twitter (and other yet to be developed) crucial applications on your phone. Its launching through mibli, an existing application which is similar/complementary to mxit.

If you look at the below video you’ll see that it is the global launch of this application, so it’ll be intriguing to see how it progresses. To state the obvious, it seems interesting to me because there’s a hell of a lot more feature phones out there than smart phones.


This post is more for the benefit of my non-South African readers, South Africans would be aware of the phenomena.

I had a meeting with some guys from Mxit yesterday. Mxit is a very interesting product. Its a social network/instant messaging platform for your mobile phone that has 14MM users in South Africa (around 1/3 of the population). How it works is that you’ll install Mxit on your phone and add your friends mobile numbers, Google Talk, MSN etc and be able to chat to them for free on your phone IM style.

They have a micropayment system called Mxit Moolah which then allows you to purchase games, wallpapers, song downloads, access to news and video and other paid content. One of the struggles is that they have to have initial payments come through the handset operators who take a 50% rev share immediately (however there are no further transaction costs when they’re purchasing on their own ecosystem). The costs are extremely low, if you want to have a chatroom style chat, its about R0.05 (about eur0.004) compared with an SMS of R0.80.

They’re an interesting case from a marketing perspective too, they’ve spent nothing on marketing to get them where they are, its all been viral. They’re expanding to other developing markets too, very interesting company.

getting started on a mobile strategy

Advertising on Times Square, New York CityImage via Wikipedia

One of the more interesting presentations I saw last week was from Sophie Stuart who runs mobile for Hearst in the US. One of the better overviews she gave was about how to kickstart your mobile strategy. This was for the neophyte (and directly focused on having a large amount of content ready to be repurposed), however I think they’re useful tips for anyone looking at mobile

• what does your user need on-the-go from your brand?
• re-edit everything into “snack-sized” pieces
• q&a, quizzes, lists, polls
• make it portable: send to a friend, response options
business model
• free to user (mobile)
• ad-supported (CPM is best – advertisers want data)
• subscription fees (digital magazines/e-readers)
• carrier relations: no exclusives, monthly promos, ad splits
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