Duncan Harling, loveLife mobile marketing specialist, says the idea was born after they realised that users were forking out a lot of money due to data charges. "We are hoping to provide a cheaper platform where users can interact with each other at less the costs," he says.
He says the chat application will serve two purposes: "Users will be able to interact with each other and also get MYMsta's message. We will be killing two birds with one stone basically."
Since its inception in June 2008, MYMsta has had over 5 million page impressions. In addition, the current average time spent on MYMsta per user is six minutes and 30 seconds, double the global average of time spent on any other mobile network. This statistic is testimony to the fact that loveLife's audience has an inherent need to access important information in an environment where they are able to participate, through a channel they freely have access to, namely their cellular phones.
Duncan says he hope to take MYMsta's user base from 55 000 to 250 000 within 12 months.
It is important to note that MYMsta is not another Facebook or MXit.
Though a social network, MYMsta seeks to not only remotely connect the youth to their friends and family but also for loveLife to directly engage with them, change their mindsets and link them to opportunities in order to shape their identity.
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