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In the mobihood

Tue, 01 Nov 2011 13:18
Catherine Lόckhoff
SMS remains the largest mobile phone communication platform in Africa. Mobile Internet continues to grow, but there is still not enough local and contextually relevant content available, despite increased market demand.

Operators are slowly coming around to the fact that content drives data usage, however data charges are still exceptionally high and continue to cripple users. The way users consume content has irreversibly changed; as a result they are seeking premium local content that is free and readily available.

Head of Brand Strategy at bozza.mobi Catherine Lόckhoff is highly active in the mobile market. Bozza is a start-up founded by Emma Kaye who set out to create a mobile distribution platform for local artists and filmmakers. Through the mobile application users can access premium content that is relevant, experiential, interactive and free.

“Accessed through a mobile application Bozza is a mobihood – a mobile neighbourhood – where communities can tell their stories from the inside out. Focused on contextually relevant made-for-mobile content, Bozza is about self-expression and enables friends and communities to see and share through local music, videos, photos, myhood (the m-commerce platform) and more,” she explains.

The word ‘bozza’ is slang for boss and is often used to describe someone who owns his / her dream, overcomes obstacles no matter what and is in control of their life. Bozza is a pan-African company with offices in Cape Town.

“There is much debate about the app market,” continues Lόckhoff. “Despite it being relatively small outside of South Africa, the market is growing. In apps data charges are cheaper and phone book and Facebook Connect integration means users can fulfil the need to be where their friends are. Social integration is key.”

Most individuals in Africa engage with digital communication, information and entertainment through their mobile phones. Content drives the uptake of technology; yet despite the global increase and focus on the value of content, there continues to be a lack of locally generated, contextually relevant content for the African market.

“The Bozza market likes to explore,” continues Lόckhoff, “as well as participate and be entertained by hyper-localised content whether it is video (such as Bollywood, Nollywood) music, stories or information. As a mobihood Bozza aims to create a platform for African content (visual, audio and text) by an African market. While fulfilling the needs of the consumer, Bozza will simultaneously create a sustainable business environment for emerging filmmakers, artists and local trade who have formerly been restricted by geographic and socio-economic boundaries.”

Bozza will include hyper-localised mobile news channels, local video, music and text, relevant third party content (news, gossip, weather, horoscopes and so on) and a market place called myhood, where users and traders (formal and informal) can advertise their goods.

“The future of mobile lies in the sustainability and relevance of content and the integration of services and social interaction into multi-service platforms,” claims Lόckhoff. “One device will give you access to a myriad of services such as communication, banking, health, education, entertainment, commerce and more, of which m-commerce will underpin the ecosystem.”

SCREENAFRICA Print Magazine – November 2011 (view here)

By Andy Stead

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