African app company trumps Apple in launching first black emoticons

By Teo Kermeliotis for CNN | 4/30/2014, 9:40 a.m.
Without wasting any time, a Mauritius-based app company called Oju Africa announced a few hours later that it had already ...
The emoticons have been designed to be used across all Android platforms and will shortly be released on iOS. Photo courtesy of Oju Africa.

CNN: How do you feel about beating tech giants?

AP: I don't think really it's about beating anyone to it -- I just think that it's very important for us as, a small African company, to make it known to the world that we were the first to do it. Big companies work with small companies all the time. We would like the big companies to work with us.

We've developed something very unique, very innovative. It's been a big hit over the last three weeks and we feel that it will really help lift African innovation into the global audience because really not much things come out of Africa which you can sell overseas, most of the stuff will start from overseas and into Africa.

CNN: Are you afraid your emoticons might fall out of favor when bigger companies release their own icons?

AP: No, the big companies have the muscle anyway, they'll do whatever they want to do. At the end of the day, we will just continue with what we're doing, we don't have those budgets and resources like they do so really today it is about who makes the loudest noise, but at least we were the ones to make the noise first.

We're just going to keep on saying to people, "why do you want to actually go and develop and waste money when you can go right now to the Google Play Store in Android and download the Oju Africa app for free?" There's no need to go and reinvent the wheel -- it's already available and it's out of Africa where it's even better than someone in London or New York doing this. We've actually done this in Africa.

CNN: How many downloads have you had so far?

AP: We've had 16,000 downloads and most of them are from the U.S. -- we've had downloads from very seasoned markets and they've looked at it and said "hang on a minute, wow, this is a really cool innovation but it's coming from Africa." You know innovation is not something that belongs to the West, so we're very happy with what's happened but obviously we've got a long way to go.

CNN: Do you think that there should be more cartoon characters from Africa?

AP: Oju is an iconic African character -- if you look at the main logo with the tongue sticking out, he's a cheeky, very friendly, cool African character that also works in digital by the smilie, but also works in non-digital by a traditional character licensing.

Today Africa does not have its own Mickey Mouse, does not have its own Hello Kitty, there is no African character brand, and we said "hang on minute, we're sitting on something that has huge potential worldwide. I mean if you can imagine an Oju cereal packet like Coco Pops with Oju collectibles, if you can imagine Oju nappies for babies, an Oju chocolate bar, an Oju toy -- the possibilities are endless and this is what I believe really will help lift Africa.

CNN: What is the role of mobile in helping in the development of African countries?

AP: Mobile is basically what makes Africa go round today, what makes Africa work today. We never had any fixed infrastructure so Africa has come from nothing to wireless and in that process we've been able to develop some superior networks in Africa compared to the ones in the western world.

The mobile phone has become central to everyone's life -- contrary to popular belief the world is not round anymore, it's actually a four-inch screen for most mass market African consumers because this is where they're going to do all their business.

Milena Veselinovic contributed to this report.

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