Company Profile/

Basebone is a digital content provider focused on the mobile industry. We source, build and advertise content services directly to millions of smartphone users.

Our flagship product ‘Baseplay’ comprises games, music and streaming services. The freemium model offers users to view limited content for free or to subscribe for unlimited access, without ads.

The group is focused on African developing markets such as South Africa or Kenya, to drive growth within its mobile industry, becoming a leading player in South Africa where our performance speaks for itself since our market entry.

Our mission is to drive change through mobile innovation.

Learn more about Basebone and how to become one of our partners at


MEF Minute/

Unlocking mobile content in Africa, the Basebone imperative

MEF member Basebone is now 10 years old. The company has built a business on providing mobile entertainment and value-added services through paid subscription portals across 10 countries in four continents. Its focus is on high growth, mobile first regions.

The model works. In South Africa alone the company has over 30 million paid subscriptions achieved since market entry.

Yet delivering content isn’t straightforward. Ericsson’s 2016 Global Mobility Report suggests that there is an 85 per cent mobile subscription rate in Sub-Saharan Africa (expected to reach 105 per cent by 2022, with over 1 billion mobile subscriptions). Typically there is complexity at the network level where there is a mix of devices and low to high bandwidth connectivity options.

Content lives! Basebone’s Michael Holmqvist on succeeding outside the app store

Mobile entertainment portals disappeared when iTunes and Google Play came along, didn’t they? Absolutely not, says Michael Holmqvist, CEO of Basebone. He’s found a successful formula – and it’s ten years old this summer. He spoke to MEF Minute.

“In high growth markets, people don’t expect to get digital content for free. It’s different in Europe because of the ad culture. But in developing countries, they expect to pay.”


Are corporate social networks the key to owning the customer?

Arthur Goldstuck, Founder of World Wide Worx, discusses the role social networks play in enterprise’s attempts to engage customers, and how MEF member Basebone has set out to redefine the relationship.

When more than a quarter of a country’s total population is active on social networks, platforms like Facebook, Twitter and YouTube seem like obvious avenues for businesses to reach the customer.

There’s one flaw in the model, however: the customers still belong to the network. Facebook will always have more data, more insight and more history on the individual than any company that extracts mere contact details or financial information.

Free download – regional eBulletin: Africa edition – out now

As a mobile first region, the growth in Africa is relentless. Milestones like registering its billionth mobile subscriber; the systematic upgrading of mobile networks and the declining cost of smartphones continue to stimulate a dynamic pan African mobile ecosystem.

MEF’s new African regional eBulletin highlights the key trends, challenges and opportunities and showcases the business models and companies that are driving the African mobile economy.

Connecting the African mobile ecosystem

Last month, MEF hosted the fourth annual MEF Connects Africa during AfricaCom week in Cape Town, where MEF members and guests gathered to discuss the African mobile ecosystem an the opportunities and challenges it faces.
We asked some of the attendees for their take on the mobile situation in Africa and how they see the developing future of the ecosystem across some of the fastest growing markets in the world.

MEF Connects Africa in pictures

Check out a selection of photos from the fourth annual MEF Connects Africa, recently held during AfricaCom week in Cape Town.

The exclusive event, supported by Mozilla, Mahindra Comviva and Basebone was hosted in the penthouse suite of the luxurious Pepperclub hotel and brought together industry thought leaders for an evening of top level networking after a busy day at AfricaCom.

Thanks to our sponsors and guests – we hope you enjoyed a fantastic evening.

Free download – regional eBulletin: Africa Edition out now

As part of MEF’s activities at AfricaCom this week our new regional eBulletin shines the spotlight on Africa with a comprehensive round-up of the latest news and market data, as well as expert analysis into how the mobile ecosystem is developing across some of the fastest growing markets in the world, download the eBulletin for free now.
The Pan-African mobile ecosystem is diverse and complex. Whilst the continent builds out infrastructure and smartphone penetration continues to grow, feature phones are hitting critical mass and provide immediate and exciting opportunities for innovation in the diverse local markets

Africa: how to address one billion mobile connections

Ahead of AfricaCom next week, CEO Rimma Perelmuter looks at the mobile opportunity in Africa. Supported by Basebone, Mahindra Comviva, Infobip and Mozilla, MEF’s fourth annual MEF Connects Africa on November 17th will bring together senior executives and MEF members from both African and global mobile businesses.

The pan-African mobile ecosystem is complex. Whilst the region builds out infrastructure and smartphones take-off, feature phones are still hitting critical mass and offer an immediate opportunity in many diverse local markets. At the same time, the mobile consumer is still in many ways under-served which spells a significant market opportunity for the ever-growing mobile sector.

MEF Connects Nigeria – a view from the floor

Managing Director for Africa & Chief Communications Officer of Basebone James McNab shares his account of the recent MEF Connects Nigeria, held during Mobile West Africa 2015. Nigeria is well documented as a rapidly growing economy and no more so in the mobile sector. MEF’s recent Global Consumer Survey showed Nigerian consumers see their device as an essential part of everyday life with bookings, scanning barcodes and location based surveys...

Nigeria – it’s a mobile market, but not as you know it. . .

As part of its ongoing pan-African strategy, MEF is  hosting the inaugural MEF Connects Nigeria later this month in association with Basebone and Mozilla. Co-located with Mobile West Africa 2015,  attendees can learn more about this mobile-first market while networking with local carriers, pioneers and innovators. Here, Matthew Dawes, founder and CEO (that’s Chief Enabling Officer) of All Amber and Mobile West Africa 2015, shares his thoughts on why Nigeria is such...

5 minutes with… Basebone

In our 5 minutes with profiles, MEF members talk about their business, their aspirations for the future and the wider mobile industry. This week Michael Holmqvist, CEO introduces UK based mobile media & tech company, Basebone. What is Basebone? Basebone is a fast growing Mobile Media and Technology Company, headquartered in London with offices in 3 countries. The group is today active in 10 countries across 4 continents and we are constantly looking...