#datafree MoyaApp in South Africa

A solution to the challenge of digital inclusivity

Globally, access to digital communications and services has increased societal inclusion and economic participation, whilst decreasing inequality. However for many people being able to access essential online services such as education, employment, health services etc. is something that many people in countries such as South Africa find out of their reach.

South Africa is a mobile first country with extensive network coverage and high smartphone penetration. However South Africa’s internet penetration rate is around 68.2% percent of the total population.

A primary reason for this discrepancy is the cost and affordability of mobile data.

At Datafree we identified an opportunity to empower inclusive mobile communication and digital services access by removing the cost of data barrier through developing and launching MoyaApp in 2019.

MoyaApp is a ”super-app” that provides #datafree access to messaging, content services and a mobile money account, all in the one app and without users having to have or use their mobile data credit.

MoyaApp started as a datafree messaging app, like WhatsApp but with no data cost.

Building out the solution, the ‘Discover’ section was added to incorporate over three hundred content services covering news, weather, sports, games, jobs search and empowerment, education resources, book reading, government and NGO services, marketplaces, financial service products, ticketing, healthcare vouchers, and other practical utilities.

Many of these services are provided offered by business partners to create an inclusive online environment where even users without data balance can actively engage in the digital world.

With the further addition of the MoyaPay mobile wallet fully integrated to banking, debit card and retail commerce rails, MoyaApp also addresses the challenge of financial inclusion and economic participation in the South African digital economy for all people.

How does “#datafree” work?

MoyaApp leverages mobile network operator (MNO) reverse billed data services.

Similar to toll-free calling, reverse billed data switches the cost of data burden from mobile network subscribers when accessing specific websites or apps by instead billing businesses and enterprises for the aggregate data usage of mobile users accessing their websites and apps.

In simple terms:- users don’t pay for mobile data to access a #datafree website or app, the owning business or enterprise does.

MoyaApp is pioneering the age of ‘toll-free data’ services.

The Datafree Platform cloud software service is a world leading technology to implement, manage, secure and optimise reverse billed data solutions across multiple MNOs in a single market.

As an application built on the Datafree Platform technology, MoyaApp takes the data cost burden away from users and passes it to businesses and enterprises looking to reach and engage people across all socioeconomic statuses in South Africa.

This approach allows enterprises to promote more inclusive access to communications, digital products and services and financial inclusion.

Bridging the Digital Divide

MoyaApp powers the support and integration of all South Africans into the modern information economy by overcoming the barrier of data cost affordability.

Through inclusive communications, access to online content access and financial services, MoyaApp closes the Digital Divide by enabling all South Africans to participate in the digital realm without the need to purchase mobile data.

MoyaApp is truly an equal opportunity experience for all people strengthening their capacity for communication, learning, development, growth, and equal job opportunities.

At its heart, MoyaApp is about bringing South Africans a meaningful digital experience where mobile data does not factor and participation is worry and cost free.

Some examples of the #datafree content services being used within MoyaApp each month include:

· 2.3 million people access the SASSA Social Relief of Distress Grant website;

· 1 million young people access the SA Youth employment service;

· 1 million people check the weather forecast;

· 1 million students access more than 40 educational and employment services;

· 800,000 people read international and local news (in English and Zulu);

· 750,000 people check local and international live soccer scores and news;

· 500,000 people check their electricity load shedding schedules;

· 500,000 people play casual games;

· 300,000 people read the Bible;

· 250,000 people use the local “AskGogo” classifieds market place;

· 90,000 people read books (from Worldreader.org).

Watch the Moya Story video

Click here to watch a six minute video of the Moya Story: https://moya.app/our-story/

Growth in South Africa

Since launch in early 2019 MoyaApp has grown exponentially to over 6 million monthly active users in South Africa, with 4 million active per day. For comparison, WhatsApp has 23 million monthly active users in South Africa.

The growth of MoyaApp has been organic through word-of mouth.

The value of inclusive access increasingly is being highlighted to businesses and enterprises of all types operating within the country.

MoyaApp’s business partners include large government agencies, NGOs, news publishers, large retailers, FMCG companies, e-commerce businesses, advertising and market research agencies, casual game publishers, leading bank and financial service providers, ride-sharing and transport ticketing businesses, and many more.

Through MoyaPay, financial inclusion is showing excellent traction and growth approaching 500,000 registered and KYC verified MoyaPay account holders within 12 months, and continuing to grow at 75,000 new, verified registrations per month.

New financial inclusion services soon to be launched in MoyaApp include low cost international remittances and low cost financial product services including funeral, cross-border body repatriation and smartphone device insurance products, followed by micro-loan services.

Resilience / business model

MoyaApp provides businesses and enterprises with a range of business services to reach and engage the MoyaApp audience including:

· advertising;

· content inclusion (adding websites into the ‘Discover’ section to reach and engage the MoyaApp audience, with reverse billed data usage paid for by enterprise customers);

· messaging API and chatbots;

· market research services

· rewards quizzes;

· MoyaPay financial transaction services.

Use cases have developed across a wide range of business partners from large public and private enterprise organisations through to small businesses across the country, all of which participate in serving digital services and content for MoyaApp users to engage with.

These businesses pay for the opportunities to reach and engage the mainstream population of South Africa creating a sustainable business for MoyaApp.

What´s next?

MoyaApp in South Africa continues to grow continuously adding new content services and users.

The vision is to become a primary communications and digital engagement platform of choice for people in South Africa.