After a not so successful attempt to to push its own messaging app, Mara Social said it has acquired Nimbuzz, a long time messaging app that lost ground in the wake of Facebook and even WhatsApp.
In 2015, Mara had announced it will launch a messaging app for mobile and even an eCommerce platform that was to mimic Alibaba Group’s model for Africa and Africans to trade with the world.
Mara did not disclose how much it paid for Nimbuzz’s asset.
Nimbuzz was launched in 2008, before Facebook and Twitter gained grounds as leaders in social networking and messaging.
Mara will be looking at leveraging the 200 million subscribers to boost its user base for Mara Chat
Anubhav Nagar, CEO of Mara Social Media said “We see a strong momentum for consumer messaging apps, which are set to overtake social media apps globally. According to reports and current trends it is clear that social media apps are likely be eclipsed by messaging apps in the next two years. This is the opportunity, which we identified with Nimbuzz.”
Ahuti Chug, Chair of Mara Social Media said “Users are now demanding a messaging app experience that goes beyond entertainment or communications. We see this as a gap in the offering of the existing messenger players in most markets and it opens up a huge opportunity for Mara to tap in to. We are extremely excited about this move and with the fact that it makes us a global player in this space.”
Mara said it will roll out hybrid approach for the Nimbuzz messenger which would be an amalgamation of content, Incubator platform, smart marketplace and consumer communities. Mara plans to integrate the Nimbuzz platform with its existing Mara platforms including Mara Mentor and Mara Jobs into Nimbuzz Messenger and vice versa.
Other attempts at building a complete market place is Mara’s foray into classifieds and jobs market. It launched Mara Jobs in 2016 but it has not being promoted across Africa & the Indian Sub-Continent where it plans to roll out the service.