New Mxit CEO to drive change, smartphones

2013-09-20 11:00
Mxit. (Duncan Alfreds, News24)

Mxit. (Duncan Alfreds, News24)

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Cape Town - Mxit's new CEO hopes to drive the company to exploit the growing smartphone market in South Africa.

"The mobile landscape is a very dynamic and competitive space, much more so now than when Mxit first entered the market. What we have lacked in the past is a strong smart phone presence. But that is changing," said new CEO Francois Swart.

Swart has been leading the company since the departure of Alan Knott-Craig jnr and was announced as CEO on Friday.

He said that the company continued to be relevant in the South African market, despite its roots as a cheaper alternative chat application on feature phones.

"South Africans spend more time on Mxit than any other social network. It was 'born' around about the same time as Facebook, and long before Whatsapp, BBM or WeChat. Mxit has been the chosen chat platform for the South African youth for the last eight years and it still is," he said.


Mxit has around seven million active monthly users and the company has been driving online safety for teens as well as educational programmes.

Swart, though, believes that the company should target businesses to show what the social network has to offer.

"Our top priority over the next few months is to show the business community what a powerful platform Mxit is to reach the youth of South Africa. There is nothing else like it."

Mxit has been able to attract big brands such as KFC Vodacom and BlackBerry, and Swart said that SA, as a developing market, has much potential for growth, particularly as the cost of smartphones declines.

"We are sitting on this massive opportunity for a mobile social network that operates in the vortex of cheaper mobile devices, massive desire for connection and a need for education and entertainment."

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Read more on:    mxit  |  mobile

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