This archive report was first published on 2 September 2019.
Safaricom's Bonga Chat App: A Failed Experiment ¶
Launched in 2019, Safaricom's Bonga chat app was meant to revolutionize mobile messaging in Kenya. However, the app failed to gain traction, and its demise was confirmed in June 2019.
According to sources, the app's development team, Safaricom Alpha, faced significant issues, leading to the app's collapse. Several team members left the company, and the project was eventually shut down.
As reported by Tech-ish in December 2018, the Bonga app was still in its beta testing phase. The app allowed users to chat with friends, send money, pay bills, and purchase goods and services, all within a single platform.
However, the app's limitations were numerous. It lacked encryption, video calling, and voice calling features, making it less appealing to users. Moreover, the app's unique selling point, M-Pesa, was already available on existing platforms, making it redundant.
The app's failure raises questions about Safaricom's innovation strategy. The company's Innovation Unit, Safaricom Alpha, was expected to push the boundaries of innovation, but its efforts were largely focused on building a messaging app that failed to gain traction.
As noted by TechCrunch in 2017, Safaricom Alpha was established to move beyond M-Pesa and explore new opportunities. However, the unit's efforts were largely centered around building a messaging app, which ultimately failed.
The Bonga app's demise serves as a reminder of the importance of innovation and the need for companies to adapt to changing consumer needs.
