Creatively mobilising SA business

“Initially our key focus was on providing content services directly to consumers. However, we soon identified new opportunities in the market because the trend worldwide is for companies to increase sales and brand awareness by interacting directly with their customers,” says Legg.

“Moreover, media groups are also aggressively adopting new digital media distribution channels. So we took a decision to focus on media groups and the corporate market. Opera now assists clients in developing their own mobile strategies and services, allowing them to embrace the cellphone as the country's pre-eminent interactive communications channel.

“The pace of change and technological development in the mobile communications market means we are constantly reviewing our services and business models. Flexibility, agility and innovation are the key watchwords. For instance, traditional WASP commercial models are not always appropriate.”

Although Opera Interactive has only been fully operational in South Africa since May 2006, its client base includes: e.tv, Johnnic Media, SonyBMG, Virgin Mobile, Cell C, 24.com, M-Net, Seventeen, Lotus FM and Procter&Gamble. These clients are served by a 15 strong local Opera team.

“It's not necessarily about sharing revenue generated at the expense of subscribers,” says Legg. “The key is brand enhancement and we achieve this by informing and entertaining consumers with creative mobile services and content based on our extensive mobile marketing experience gained around the world.”