The hassle of running around looking for advertisement mediums may stop as new interventions enter the advertising industry through the use of mobile phones.

A new company, Kaelekae, has developed software called k-Mobic (k-Mobic is a free Setswana software application that runs on cellphones)where every mobile phone user, provided the phone is colour screen, would be able to access and view adverts such as the wanted items, houses to let or buy, jobs, events and company addresses and locations.

Mpho Setuke, who recently graduate from a German university with Masters in Digital Media focusing in Mobile Internet said the new software would also make available services such as networking with friends, browsing fresh news headlines, getting the latest sports updates, (local and international), taking pictures from your phone and sending them to friends, sending emails, chatting, browsing TV Guide, search for businesses and services and finding out about upcoming events in town and many others.

The software, according to Setuke, would be user friendly and translatable to Setswana for users who are not conversant with English. "Users would be accessing these services for free. We will benefit from the money we charge companies and individuals who would be advertising. We also ensured that downloading the software is available for free," said Setuke.

According to the young entrepreneur, k-Mobic will work on many phones called Java Enabled Phones. "Generally, phones with color screens are Java enabled. If your phone has a built-in camera, then be assured that it is a Java Enabled Phone. Many other phones without a camera are also Java enabled. If anyone wants to check if their phone is a Java phone, they should go to 'Settings'. If somewhere under 'Settings' you see 'Java Settings' then your phone is a java phone! Your phone must also have proper GPRS/WAP (or EDGE in latest phones) settings for k-Mobic to work," he said.