SA's largest online network launches mobile web offering

Accessible directly at http://m.24.com or by SMS'ing ‘Go' to 32424, 24.com Mobile includes portal content adapted for mobile phones such as breaking news from News24, as well as sport, finance, motoring and entertainment news, movie information and TV guides. Users will also have access to 24.com's free email service as well as a five day rolling weather forecast.

Russell Atkins, General Manager 24.com Mobile, says mobile web usage in South Africa is growing rapidly but has largely gone unnoticed by mainstream media and marketers. 24.com Mobile caters to this local demand in a vastly under-developed market.

Comments Atkins, “South African mobile internet usage is growing exponentially. We have a unique situation in that there is a very high mobile phone to PC ratio - one of the highest in the world. This coupled with extremely affordable mobile data rates, high penetration of GPRS or 3G ready phones and tech-savvy consumers will provide the catalyst for future growth.”

These market factors have driven the adoption of disruptive communication services such as MXit, now boasting over 3.5 million users. And, will provide a platform for the rapid adoption of mobile web content going forward.

Several international reports provide further evidence of the potential that exists for the proliferation of the mobile web locally:
– BBC reported 20% of their international WAP traffic originating from South Africa;
– Opera Mini, a leading mobile browser, report South Africa as one of their top five territories worldwide;
– An international mobile advertising network claim over 60 million page views per month originating from South Africa.

Whilst this growth is very encouraging, the local market is largely undeveloped from a media and marketing perspective. Outside of the operator portals, Vodafone Live! and MTN Loaded, only a handful of mobile sites serve the local market need. Local operators have focussed on moving subscribers into their own ‘walled gardens' where the majority of content requires a once-off fee or subscription. There is little education or marketing of the open web, and access is often cumbersome or hidden.

“Outside of the operator portals the market is undeveloped. We know consumers are accessing content internationally – and there is an abundance of content freely available. We need to provide compelling local content and services to attract these local users, rather than losing this traffic offshore. This is something 24.com is seeking to address and has established a dedicated mobile unit to target the opportunity. Early signs are that our mobile services are extending existing Web usage beyond office and home for current users - whilst attracting new audiences who are not yet familiar with our brands,” concludes Atkins.