Kobo Instant Messenger is an instant/social messaging and Market place classifieds app that is primarily targeted towards emerging markets, particularly Africa, South America and South-‐East Asia. It comes in 16 languages (English, Arabic, French, Spanish, Italian, Portuguese, Russian, Chinese, Japanese, Turkish, Hebrew, Danish, Swedish, Dutch, German, and Norwegian) with an attractive easy to use interface. It is available on the Android and Blackberry OS platforms and is compatible with close to 7000 handsets/devices. It affords users to make new friends, buy, sell and trade goods and services, post and search jobs, and much, much more in a most secure environment.
It has an efficient authentication feature that facilitates user registration via phone numbers and offers more than your average messenger on the market by not just allowing users to keep in-‐touch with their friends and loved ones but allows users to make new friends from around the globe, network, advertise goods and services, buy and sell new and used items and much, much more.
With over 1000 persistent chartrooms from over 200 countries around the world, Kobo Instant Messenger has ambitions of scaling beyond the borders of Sub-‐saharan Africa into North Africa, South America, the Middle East and South East Asian emerging markets. We have a special focus for countries with high internet penetration in Africa.
Our special focus countries are Nigeria (with an estimated 63million internet users), Egypt comes second (with an estimated 36million internet users), followed by Kenya (21million), Morocco (16million), South Africa (8.5million), Tanzania (5.6million), Algeria (5.2million), Uganda (4.3million), Tunisia (4.1million) and Ghana (3.5million).
By being 'special focus' it means we have created more chat room privileges for users from these specific countries in accordance with the number of major cities in each of
them (for example, for Nigerian users on the system, the chat room list for Nigeria will contain more chat rooms for the over 100 major cities and universities in the country, while by contrast a low internet penetration country such as Togo will have only the 8 basic chat rooms to visit, also another high internet penetration country like Egypt would have over 50 chat rooms for over 50 major Egyptian cities, etc).
Our target customers are primarily young african mobile users to whom mobile internet use is a daily habit and see mobile messaging as not only a means of keeping in touch with friends and family but also as a means of making new friends, bypassing sms as a means of sending messages, and have embraced social messaging as a viable means of telecommunication.
The geographic characteristics that define our target market: They are young, hip and internet savvy africans who own a mobile/smart-‐phone that can access the internet.
Demographic characteristics: They are young men and women (both single and married) of between the ages of 18 and 24 years old who are uninhibited about socializing and meeting new people and making new friends.
Psychographic characteristics: They are africans, student or working-‐class and are willing to spend money on products that they perceive will add value to and enrich their lives. Studies have shown that Nigerians, for example, (with over 170 million inhabitants and an army of an estimated 50million-‐plus internet user-‐base with over100 million mobile subscribers), spend more money on mobile recharge cards than they spend on food. More and more of these recharge cards are used to purchase internet bundles that enable them to connect their mobile devices to the web to surf and socialize. This demographic are our target customers.
Our product is an Instant Messenger that doubles as a social networking platform (consisting of instant messaging, Chat rooms, Photo-‐sharing) and Marketplace Classifieds app.