The Mobile and Media Company

History

Mobafone was first established in 2001 at Flensberg, Germany by Thorsten Knaebel. Thorsten’s previous successful start up businesses included a company which developed interactive web applications and another in the online retail space.

He subsequently shifted direction with his vision that wireless hand held mobile devices would be the future for dissemination of information rather than a bulky PC. Mobility, immediacy, the ability to personalise, and the capacity for 360 degree feedback would create opportunities to better define markets and develop valuable consumer relationships.

The first step in this vision was developing and distributing mobile phone content to consumer markets in Germany. As one of the early leaders in this nascent industry, Mobafone quickly grew farther north and east to Denmark, Austria and Switzerland.

In 2003 the strategic decision was made to concentrate upon Germany and Denmark and shift focus to the high growth markets of South East Asia.

This was to take advantage of number of perceived advantages:

Greater subscriber growth rate than in established markets.

In the less developed markets mobile phone growth dwarfs internet subscription rates – opportunity to leverage where less people have access to a computer.

Reduced number of competing players pressuring margins.

Reduced operating and development costs.

Realisation that each national market is different and need a presence to have a competitive advantage.

In 2004 opened joint venture in Thailand.

In late 2004 majority Mobafone owned subsidiary in Indonesia.

Currently spread over 3 sites in the North of Germany, Bangkok and Jakarta. Germany remains the centre of technical excellence and distribution point for content to the European market, particularly concentrated upon Germany and Denmark. Bangkok and Jakarta serve both the local markets with local market solutions and act as development centers for solutions that can be distributed globally. These sites are managed by experienced foreign nationals.