The creators of a multiplatform digital entertainment service hope to attract SA's 450 000 broadband Internet subscribers and 32 million cellphone users.
Arvato Middle East Sales and empowerment partner TSS this week launched Getmo.com, an online entertainment service. They claim it is a first for SA - providing download services for both PC and mobile phone users.
"There are more than 450 000 broadband subscribers in SA and even though that is a small proportion of the country, it is still a strong consumer base," says Arvato SA director Jehan Mackay.
He explains that the service aims to attract both mobile and PC users by pursuing a multiplatform strategy. "We are giving mobile users the opportunity to consume entertainment just as much as their PC-based counterparts."
According to an Arvato statement, Getmo offers a variety of digital content, including music, movies, ringtones and video clips for cellphones.
Mackay hopes to expand the market by growing and selling local content to consumers at affordable prices. "We have very compelling content on our Web site and, through our sponsorship deals, we hope to bring in more local content at good prices and in the future, for free."
MP3 obstacles
However, Africa Analysis media analyst David Moore says the number of clients Getmo hopes to draw is "a bit ambitious". The analyst points to foreign markets, such as the US and UK, where the concept of buying individual MP3s took a while to catch on.
Moore says the service appears to be the first of its kind in SA. "The specific multiplatform strategy is certainly a new concept." He explains that, up until now, digital content providers in SA have provided games, movies and music, yet not altogether. "When one of the mobile operators is eventually issued their DVB-H licence (mobile TV), then you might see them coming up with similar concepts."
Rhythm Online founder and director Albert du Plessis says any competition in the online music market is good. "A free market has always been beneficial to all those who work hard at providing the best service - we would welcome an awareness and increase in market activity in the MP3 downloading field."
According to PC Format Magazine, Getmo's WAP service provides users with unlimited basic content for R40 per month, with premium content being on a pay-per-download basis. The full Internet version service is R70 per month for basic content, while premium content is also pay-per-download, it adds.
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