So what does a minnow like Mxit have that makes it so confident it can crack India? The answer is simple: a vision beyond smartphones. Unlike its bigger, richer, more established competitors, Mxit offers connectivity to old fashioned “feature phones,” of which there remain many users in India.
“An African messaging app could beat out WhatsApp, Line and WeChat in India” via Leo Mirani at Quartz.
As a mobile app company we know (and love and hate) the choices you have to make when supporting multiple devices and OS’s. It’s easy to get tunnel vision and think about amazing experiences that we can build on the latest, high-powered devices; Mxit’s potential success is another great reminder that for large portions of users in developing countries, feature phones remain the primary (and sometimes only) way they experience the mobile internet.