MXit – Breaking Barriers of Communication? By Lindsay Grubb

What is MXit? MXit IM is a next generation mobile instant messenger and social networking software application. It allows you the freedom to chat anywhere on earth from your java enabled mobile phone or PC for free. MXit makes it easier to communicate with your virtual universe by allowing you to connect with your contacts from Yahoo, ICQ, Google Talk, AIM or Windows Live Messenger all within one application. Users can choose from a number of MXit options including;

MXit: Mobile for your mobile, Blackberry, iPhone, Android or Windows Mobile

MXit: Evo for PC using Evo Instant Messenger

MXit: Evo for Web using Evo Webchat an integrated application that allows you to embed a widget into your blog or website for your own fully customisable branded social network.

MXit: for Pidgin with MXit PC support, where you can chat to all your Instant Messeger friends from on place.

MXit Adium with MXit MAC support – even MAC users can connect to MXit through Adium.

History MXit was born from necessity. It a GPRS based technology that was developed by research and development division of Swist Group Technologies as an answer to the high costs of SMS based applications, which was proving a barrier to entry into the market of Massive Multiplayer Mobile games.

In the latter part of 2003, the first version of MXit was released as the first mobile instant messenger of its kind in South Africa. In April 2004, Swist’s R&D division achieved independence as Clockspeed Mobile and on 1 July 2006 the entity became MXit Lifestyle (Pty) Ltd. MXit’s aim was to cross the boundaries of affordable communication and connect people from around the globe. In January 2007, media giant Naspers acquired a 30% stake in MXit Lifestyle with a view to enhancing MXit’s rapid international expansion plans. The MXit Brand According to their website, the MXit Brand is simple, energetic, iconic and a little rebellious. It is a brand that everyone can identify with, and to which everyone can aspire. It has achieved a cult status amongst its South African user base. In line with their brand philosophy, they spread the message of MXit through word-of-mouth and viral communication to retain the underground, anti-establishment appeal of MXit. What drives MXit’s popularity? MXit allows users to communicate with each other 24/7 at a fraction of the cost or normal SMSes. It has grown its user base to over three million users across South Africa, with over five million log-ins per day. It is MXit’s affordability that draws many users. All you pay for is the bandwidth you use, the application itself is free. The ability to talk to all of your contacts from one application rather than switching between multiple applications is also extremely appealing. The application is easy to use with simple options and menus. There is also a paid version of MXit which allows for the customisation of the users programme, the broadcast of messages, the ability to join chat rooms and spend the MXIt currency “Moola” to purchase skins or .music, news and more in the Tradepost. MXit Moola is simple to purchase via sms or by accessing the “Buy Moola” facility on Tradepost. This affordable, easy to use application has gained massive popularity throughout schools, universities and other communities, connecting people through mobile technology. MXit Opportunities for Your Business MXit can work with you to structure tailor-made solutions to send your content directly to your client’s mobile phones. It’s massive network of users offer the chance to access and promote your brand to this captive audience. It gives you the opportunity to uniquely position your advertising enhancing your marketing mix with mobile technology while growing brand loyalty. According to their website, MXit offers its clients the ability to deliver your message directly to the entire MXit community via text messages; the ability to link to downloadable content in the form of podcasts, music and movie clips directly to their mobile phone; feedback forms where you can ask questions and allow them to respond; branded content in the form of Wallpapers, Skinz and Emoticards offer a great branding opportunity; Splash Screen advertising uniquely targeted at your demographical sector; portal hosting and customised competitions to name but a few. Each feature is priced individually so you only pay for what you want. Some of their customers include Ster-Kinekor, Nu-Metro, Peugot, Samsung, Coca-Cola, Standard Bank, Engen, LoveLife, Quicksilver and Roxy, 24.com, Sports Illustrated, and Dial Direct amongst others. The Dark Side of MXit and Instant Mobile Messaging While MXit is an offering the world a cost effective and easy way to stay in touch, its massive popularity has raised some emotional issues.

The opportunity for sexual predators to target and approach our children is a terrifying thought – albeit not a new one. Just as we as parents need to manage our children’s use of the internet for the exact same reasons, we need to a close eye on whom our children are chatting with on MXit on a daily basis. There are scores of parents blaming MXit for the troubles befalling their children, but really is just an application which can be used in a positive manner not just a negative one, all it takes is a little supervision. If you are worried about your children, don’t let them use MXit unsupervised.

Problems raised in schools and universities. Remember a time when you had to stand in line to use the call box if you needed to phone your mom during break. Today pretty much everyone has a cell phone, whether it’s your Grade 1 learner or a third year varsity student. With products like MXit available, teachers and lecturers are facing an uphill battle to stop distractions in class. Most schools ban the use of a cellphone during classes but abuse still occurs.

The changing face of socially acceptable behaviour. In the past I’ve found myself in business meetings where one or more colleagues spend half the session smsing each other or external contacts. These days they’re using MXit or similar applications. It’s just plain rude quite frankly and disrespectful to the others taking the time to be in the meeting who are actually contributing to the discussions.

Unfortunately, this seems to be fast becoming the socially accepted norm. And it’s not just in the boardroom that this is happening, it’s pervading our daily lives, walk through a shopping centre and see how many people are furiously typing away whilst stocking up on bread and milk, or try going to lunch and have one of the guests at the table whip out their laptop while you’re eating and begin farming on Facebook because they had it scheduled in their planner on their cellphone.

Technology is a wonderful thing. We are finding easier and faster and cheaper ways of keeping in touch with friends and loved ones as they spread out across the globe. MXit is an excellent example, and is a truely useful application. One does wonder however, with all this rapid advancement in technology whether we’re breaking through or breaking down communication barriers.