The Mxit Messenger is Late to Market & Needs A Better Value Proposition

You must have heard about Mxit, the new app from Africa that wants to take on the Indian market. The app makers recently announced their intention to focus on India, a market where phone usage is similar to its home country.

mxit app
mxit app

We tried the app out and here’s what we found: it doesn’t give a smartphone user a compelling reason to shift from Whatsapp or Line. The app could also use a lot of usability fixes and of course, more people.

In a market where Whatsapp, WeChat, Line and others are entrenched, the South African Mobile social network will have to offer much more than local language support to win users over.

It is being sold as something that works better with feature phones, which everyone assumes is big in countries like India. But that is also changing fast. (Read: The Indian Mobile App Race: The Race Mobile Messengers Are Winning)

In 2013, feature phones were put on notice by the scorching smartphone growth. Between July- Sep 2013,  for the first time ever, feature phone shipments showed negative growth as smartphones saw a rise in shipments by 152.3%.

Mxit, which launched with Hindi, says that other Indian languages are coming soon. The app works on Java, Nokia, iOS, Android, Blackberry and Windows phone OS.

India App Data
WhatsApp has 35 million users in India and Line boasts of 10 million userbase.

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