Archive for October, 2010

Djuzz’ CMS

October 25, 2010 Leave a comment

By Romulo “Je” Alipio, Executive Producer, Games

I’m going to make a bold statement. If you want to deliver multimedia content to a mobile device, Djuzz’ Content Management System (CMS) is by far and away the best platform.

When we first designed the Djuzz CMS, our intention was to develop a platform that could intelligently deliver games to mobile devices. But it has grown into much more than that. After a few feature additions and core tweaks, we’ve been able to extend the system to take in and efficiently distribute any type of content, including music, videos, apps, images and flash.

What makes the Djuzz CMS stand out?

It’s intelligent . . . .

1. Device Detection

Other systems typically ask users to identify the brand of their mobile phone. Then after clicking on Nokia, Motorola, etc., they have to click again to choose the model number. The Djuzz CMS detects devices automatically. We’ve streamlined the process to be intelligent enough to know which device you are using on the fly and then only serve content that works on that phone. We also update the Djuzz database daily, so that everytime a phone manufacturer comes out with a new device – which is just about every day – our CMS recognises it. I should add a footnote here, which is that Djuzz is designed to serve content for every mobile device except the iPhone, which has less than a five percent global market share.

2. Rankings

Djuzz ranks all of the content in its database using several key variables: date of upload (most recent), number of downloads (most popular), yield (number of pages users need to traverse to download the file) and conversion (percentage of users who download a file after reaching the download page). These rankings are popular tools for developers, publishers and surfers alike.

3. Syndication

The Djuzz Catalogue enables partners to replicate and rebrand the site, while specifying which content is included and featured, without losing any of the functionality of the original platform. This white label solution creates revenue opportunities and makes it easy to target new markets and syndicate mobile content, be it a ringtone or a movie.

4. Reports
The system’s back end produces online statistics for clients to assess performance. The stats – including conversions, downloads, ranking, traffic and yield – can be viewed with a broad stroke to provide an overall picture or by vertical channels, including:

  • Content
  • Device
  • Genre
  • Location
  • Partner

By expanding the Djuzz CMS to handle all sorts of content in an intelligent manner, we’re helping our partners tackle a distribution problem. More often than not, game developers, mobile companies and VAS (Value Added Service) providers want a single CMS and distribution channel that is powerful enough for them to use for all of their content. They want to be able to use a single CMS for all their business. And now with Djuzz, they can.

To learn more – and even be inspired – check out this short example of how a non-profit organisation is using Djuzz to broadcast short films, produced by youth in empoverished communities, to mobile users across the globe.

Categories: Je Alipio

The World Film Collective – A Case Study of the Djuzz CMS

October 25, 2010 Leave a comment

By Romulo “Je” Alipio, Executive Producer, Games

Few organisations demonstrate the transformative power of mobile phones like the World Film Collective, a non-profit organisation that teaches filmmaking to disadvantaged young people around the world. Their primary tool – the camera phone.

WFC offers free workshops to youth from marginalised communities, places like the Khayelisha Township near Cape Town, South Africa — where sixty percent of the population under the age of 30 is unemployed – and the Aida Refugee Camp in Bethlehem, where 80% of the refugees live below the poverty line.

The results are outstanding: short films – some fiction, some documentaries or news-styled reports – about everything from alcoholism to gender discrimination to night clubs and the World Cup.

Some of the workshop participants have gone on to receive internships from film companies or even a commission to make another film. But more importantly, the programme encourages creativity and empowers youth, giving them a voice they never had before.

Prior to the World Cup, the WFC trained youth from across South Africa to produce short films with their camera phones, showcasing the event from their own perspectives. They produced a lot of content, but had a problem when it came to distribution.

Most people believe that the easiest way to share a video online is YouTube. And if your audience has access to a computer, they’re probably right. However when it comes to the mobile internet, only high-end devices like the iPhone, Samsung Galaxy S or Sony-Ericsson Xperia can play YouTube videos. If you want to reach a mass market – particularly in emerging countries where there are a lot of old smartphones with fewer capabilities – you need a different solution.

And that’s where Djuzz comes in.

Our Content Management System (CMS) – originally designed to host and deliver games and applications – has been retrofitted to intelligently serve all sorts of multimedia content.

We provided the WFC with a quick, clean easy solution that gave them a presence on the mobile internet in less than a week. Using the Djuzz CMS’ online interface, the WFC uploaded some thirty videos, tested the content and created & branded a new mobile site as their own. The system also ranks content, showcasing the most popular and most recent items. The backend provides them with stats to assess the site’s performance as well as that of individual videos.

Within the first week, the WFC — and its young filmmakers – had 7000 new unique users and 1300 downloads. All at no cost. The WFC even earned some money through mobile ads.

To learn more about the Djuzz CMS, please check out this article, in which I talk more about the system’s distinctive features.

Categories: case study, Je Alipio


October 25, 2010 Leave a comment

Over the past couple months, in response to rapid growth and strong uptake of the service, we’ve implemented several important upgrades to Djuzz. Regular readers of this blog know that Djuzz started out as an ad-supported games and applications portal. But as Je shares in this article, Djuzz has grown into a multi-media engine that can serve everything from ringtones to movies.
As of the end of September, Djuzz had 7,000 games aggregated from more than 100 partners and distributed by at least 600 catalogue partners.As a result in Q3 2010, there were 17.8 million game downloads up 54% from Q2 (11.6 million downloads).
We’ve also seen a new pattern in consumption. The conversion rate for downloads increased from 0.58 in Q2 to 1.56 games per user in Q3.
With the completion of upgrades, we also resume our partner reports . . . you can download the Djuzz Mobile Gaming Metrics for September here.
And here are The Top 10 Games on Djuzz in September:

Top 10 Games Downloaded
Category Title Downloads
Racing 1. Underground Racer 111,786
Sports 2. Cricket T20 World Championship 102,171
Racing 3. High Speed 3D 99,839
Action & Adventure 4. Avatar Last Air Bender 89,549
Action & Adventure 5. Iron Man 2 76,925
Arcade 6. Kung Fu Fighter 76,854
Racing 7. Cash Arena 3D 76,424
Racing 8. Formula Firestorm 66,907
Sports 9. Footballz Africa Edition 63,606
Sports 10. 2008 World Soccer 61,996
Five titles – Underground Racer, 2008 World Soccer, High Speed 3D, Crash Arena 3D and Iron Man 2 – were also in the August Top Ten List.

For more updates, check out the Djuzz blog.

Categories: Uncategorized

Download the BuzzCity Android SDK

October 23, 2010 Leave a comment

The BuzzCity SDK for Android is available for download here. The SDK enables Android developers to embed advertising in their applications and games, providing an additional revenue stream.

It supports all releases of the Android platform (from 1.5 to the latest) and no license fees apply. To start earning, developers will need to sign up as a BuzzCity publisher.With the SDK, applications will be able to retrieve both text and graphical ad banners. Account and revenue statistics are completely transparent with real-time updates available at Buzzcity.

The SDK is free to use and applications will be approved and classified within 24 hours.

Categories: Uncategorized


October 14, 2010 Leave a comment

Our recent release of the Mobile Ad Index for Q3 2010 received a lot of interest. In particular, attention focused on Kenya which has seen 6 months of triple digit growth ; probably a direct result of the price war between Zain and Safaricom.

So we thought we’d share a bit more about the Kenyan mobile user and what they usually get up to …..

Who is the Kenyan mobile surfer?

Teenagers (15-20 years old) form a large portion (32%) of the Kenyan mobile surfers, but…

The workforce makes up the majority (67%); the single largest age group is between 20-25 years old and make up 43% of respondents.

Not surprisingly, the student population is high (39%) but among those who work 20% are self employed, running their own businesses or as freelancers. Another group of 16 % works as service personnel or perhaps as administrative / sales assistants.

Of those who work 44% have Middle Level College education and 27% have secondary education. Twenty one percent have University or Postgraduate Degrees.

The largest single group earns less than USD 40 per month, not surprising perhaps, considering that one-third of survey respondents are students.  The second biggest income bracket, though, is the largest in this survey:  more than USD 90 per month.

Earnings  USD
3000 Shilling below
USD 38.81
39.09 %
3001 – 4000 Shilling
USD 51.75
14.81 %
4001 – 5500 Shilling
USD 71.15
  8.64 %
5501 – 7000 Shilling
USD 90.56
10.29 %
Above 7000 Shilling
USD 90.57
27.16 %

Of those who surf the internet on their mobiles, 29% are female and 71% are male.

Where are they?

Most surfers are in Nairobi Province (35%) while there is a fairly even spread in the Coast Province (19%), Rift Valley (16%) and the Central Province (12%). The rest of Kenya (18%) makes up the base for mobile surfing.

Kenyan Mobile Surfer: Location

The majority gain access to the internet via Safaricom (94%) while the remainder surfs with Celtel (5%) and Telkom (1%).

Kenyan Mobile Carriers

By the end of September, the top three handsets used for surfing are Nokia (52%), Motorola (5%) and Samsung (13%). Click here to view key features of their handsets.

What do they surf for?

Kenyans are heavy users of the mobile internet!

Ninety-four percent (94%) access the mobile internet at least once a day and almost half (45%) go online more than 5 times a day. One-third spend at least one hour online each session.

More than 75% of Kenyans use the mobile internet to communicate with friends (via chat, moblogs, discussion forums, etc.).

Others (11%) surf the mobile internet for entertainment (to play games, listen to music and watch videos); six percent surf for information.

While as many as 36% do not download games often, at least 34% do so once a week and another 14% download games once a fortnight. Kenyans are persistent gamers – 46% play almost daily and another 40% play whenever they get the chance.

The typical user from Kenya enjoys  outdoor sports (40%), new technology (20%) and family activities (17%).

Most users (82%) have made purchases via their phones;

  1. 36% make daily purchases,
  2. 30% make weekly purchases and
  3. 16% make monthly purchases.

Among their latest purchases are prepaid airtime (39%), mobile content (19%) and bill payments (10%). Most of these purchases (57%) were charged to their phone accounts while 27% of users elected to pay at the venue.

Consumer products that are high on Kenyans’ wish lists (& are likely to buy in the next 12 months) are DVD players and home entertainment systems (30%), computer-related peripherals (25%) and smartphones (16%).

Kenyans also want to buy a broad range of consumer products and utilities with their mobiles. They also want to buy books, music and movies (48%), make travel bookings (21%) and buy gifts (12%).

As in many other markets, users are not on the move when they surf, users mainly surf while they are at home (76%) or at work (11%).

While users surf throughout the day, surfing activity peaks in the early (26%) and late (41%) evenings. Surfing activity is low but evenly spread out earlier in the day but starts to rise in the mid-afternoon (14%).

Categories: Uncategorized

BuzzCity Tours : November 2010

October 12, 2010 Leave a comment

Many of us will be travelling again this November and hope to be meeting up with you.

Categories: Uncategorized


October 11, 2010 Leave a comment

By Romulo “Je” Alipio, Executive Producer, Games

Earlier this year, I was thrilled when I wrote that Djuzz was celebrating its 100,000th download, just six weeks or so after the soft launch of the mobile games portal. Today, some eight months later, if I were to be thrilled by the same number, I’d have to jump up and down, well a lot . . . twice a day, in fact. As of October, the Djuzz Catalogue

  • offers 7000 games and applications
  • created by over 100 game developers
  • syndicated by 550 partners 
  • who attract 85,000 unique visitors every day
  • who are downloading 6 – 7 million apps and games every month.

Our top markets now are a diverse lot: India, Indonesia, South Africa, the UK, US and Malaysia.

Over time, we did some research on how to improve traffic and traction on the site, mapping out the impact and effect of different features. And we also listened to our premium catalogue partners – sometimes over the phone or by email, sometimes in face-to-face meetings – to learn what they need to make Djuzz work best for them.

As a result, we’ve just rolled out a number of new features and tools that enhance user experience and provide better value for our partners. I’d like to share a few of these with you now.


As regular readers of this blog know, the Djuzz Catalogue is a white label solution that enables partners to brand the platform as their own. Now, from the background colour to text fonts to the image on the search button, there are more ways to customise Djuzz so that it’s consistent with your brand identity. And of course, partners can still insert their own logos, page headers and company information.

Each of the circled numbers in the picture above indicates a part of the layout that can be customised.


Choose only the applications and games and apps that you’d like to include in your catalogue. Previously, syndication partners could customise by category, for example choosing to only offer action games. But we found that this created a problem for our partners who are game developers. Selecting by genre or category often created a catalogue that included content produced by competitors, so they couldn’t publicise it. That was a no-go. So now, Djuzz Catalogue partners can create their library by category, developer or individual game title.

For example, in the screenshot above, you can see a list of the current Djuzz Catalogue Movie & TV apps. Users simply check off the ones they’s like to include in their own platform.


Choose which apps and games to feature on your home page. Again, you can customise by category, developer or individual game title to determine which games are showcased under Quicklinks, Latest Games and Top Games. This feature is particularly useful for partners who are launching a new app and want to really promote it.


Previously, partner catalogues all had a url that was a sub-domain of Djuzz like No more. If you want your catalogue to feature your own url, just let us know. (Email djuzzbiz AT buzzcity DOT com.)


Customise who can access your catalogue . . . by region, country or even by carrier (in some countries only). This opens up opportunities to distribute titles that are territory-restricted. And of course carriers can now choose to offer content only to their own consumers.


With all these new features, I’d also like to welcome our newest catalogue partners, including:

Also, game developer EA Mobile (Electronic Arts) is set to launch content on multiple channels, starting with Maxis in Malaysia, followed by Indonesia, Thailand and Vietnam. EA has a great library, including:

Personally, I’m torn between FIFA Street 3 and Fight Night Round 4. Both games make perfect use of the limited screen, sound capability and controls. The games are also just difficult enough to make it challenging, but not impossible, to hit the next round.

I hope you’ve found today’s column to be useful. Drop me a line at   if you have any questions . . .or would just like to challenge me to a game!

Categories: Je Alipio, mobile gaming, report Tags: