Mxit has lunched a preferred developer program (PDP) to encourage the development of third-party apps on the platform.
The PDP was established to “recognize and reward” app developers who are already building apps for third parties on the platform.
The launch of the program features 8 members who have committed to build engaging and scalable applications and communities on Mxit for their clients.
These members are: Bazooka Games, Cytrus, Deloitte Digital RSA, Harsi Games, INESSOFT, Kazazoom, NATIVE and Springfisher.
“The program is designed to connect people who want custom Mxit apps built with the best developers available for hire,” said Andy Volk, vice president of developer relations at Mxit.
“It’s also a great opportunity for us to acknowledge some of the best developers on Mxit who continue to build on their knowledge and insight of what works,” he said.
The PDP forms part of the new direction for Mxit, which is embracing its position as an open platform.
In recent months, Mxit has seen a significant shift in company strategy.
In 2012 the company acquired mobile community specialist company, Motribe, and partnered with big South African banks for a mobile money service called Mxit Money.
The mobile social platform also secured a R100 million investment in October 2012, but soon after saw its former CEO, Alan Knott-Craig Jnr step down from the company.
In subsequent months, nearing the end of 2012, much uncertainty surrounded the company – and in December 2012, Mxit accepted the voluntary resignation of 41 of its employees.
Mxit’s acting-CEO, Francois Swart, who took over control from Knott-Craig, was tasked with pegging a new strategy for the social network.
“Our goal is to more than double our user base during the next year. To achieve this we need to take a very focused approach to what Mxit does and does not do,” Swart said at the time.
According to Mxit, the R100 million investment, as well as the savings from company-wide cost cutting, will be channelled into key growth areas to push its new strategy.
This includes self-service community creation tools, developer support, technology innovation, advertising partnerships and collaboration with key companies and brands.