Moboom Ltd, owner of the global business directory Hotfrog, is pleased to announce the appointment of Reputation Matters to operate the Hotfrog platform in South Africa under license.

Australian based company, Moboom, has revolutionized how websites can be mass produced at a high quality and rendered across all devices seamlessly. Global business directory, Hotfrog, operates in 32 countries in 15 languages, and since its inception in 2006, has grown substantially to host 101million small business listings across virtually every business category.

The appointment comes ahead of the planned release of Hotfrog Digital, a complete rebuild of the directory on the patented Moboom platform.

The upgrade will ensure that Hotfrog’s small business subscribers will enhance their online presence by being part of a super-fast loading directory site, with accurate data securely hosted on Amazon Web Services (AWS).

The new Hotfrog site will provide South African subscribers with a range of upgrade options. Hotfrog will create a website for every business listed on the site at no charge; if the business wishes to keep the site, they will pay a nominal fee for hosting. This will ensure that every South African business listed has the opportunity for a professional web presence at a low fee.

In addition, through a partnership with Yext, a digital knowledge management platform, Hotfrog subscribers will also be able to easily publish their business details to many leading search engines and authoritative websites. This will ultimately boost their chances of being found online, particularly on mobile devices as at least half of the South African population owns a smartphone*.


Regine le Roux, managing director at Reputation Matters, says, “I am delighted to partner with Hotfrog to help deliver a cost-effective web presence to many South African small businesses.

“This initiative forms part of our Awesome AfriCAN initiative whereby we are firstly providing members in our communities with computer literacy skills, and secondly with entrepreneurial skills. We have the most amazing entrepreneurs who need just that little bit of support and guidance to help them take their businesses to the next level.

“We need to help our entrepreneurs to build reputable businesses from the outset. In the long term this will positively contribute to job creation, poverty alleviation, and ultimately positively contribute to the reputation of our country and continent, stimulating economic growth,” adds le Roux.


Reputation Matters will be training up community members to help build the websites, in so doing creating more jobs and at the same time helping entrepreneurs with a greater opportunity of marketing themselves.

“We aim to partner with many leading banks, charities and corporate organisations who share the same values and want to invest in our informal traders. Ultimately, we want to assist in having South African sole traders and small business owners get their business on the map and be found by consumers and helping them to grow,” says le Roux.

Gavin Burnett, Moboom Chief Executive Officer (CEO), says, “It was an easy decision to appoint Regine and her company, Reputation Matters as our partner in South Africa. She is passionate about helping local South African business operators grow their businesses and she recognizes that having a quality, cost-effective web presence is a critical component.

“While there are alternative solutions, none have the ability to scale and keep pace with the ever changing landscape of devices. Only Moboom can programmatically create stunning websites for tens of thousands of businesses and provide seamless upgrades without the client having to do a thing,” concludes Burnett.


The new South African Hotfrog site will be released in December 2018.

For more information on Reputation Matters visit




About Moboom

The Moboom platform has revolutionized how websites can be mass produced to a high quality and render across all devices seamlessly. In partnership with AWS, Moboom has created one of the fastest loading, most secure platforms in the world which provides outstanding SEO benefits for its clients.


About Hotfrog

Hotfrog is a global business directory which operates in 32 countries in 15 languages. Founded in Australia in 2006, it has grown to a size of 101million small business listings across virtually every business category.

About Reputation Matters

Reputation Matters has been providing customised reputation research and management solutions since its inception in 2005. The company is 100% woman-owned and a level four, exempted micro enterprise BBBEE contributor.

Reputation Matters believes that if you treasure your reputation, you will measure it and are very proud of their proprietary reputation research tool, the Repudometer®. The model scientifically measures and quantifies organisations’ reputations based on an assessment of ten elements. The Repudometer® assists organisations in understanding who their stakeholders are, what perceptions each stakeholder group has of the organisation, and how to implement results-oriented, research-based communication solutions that helps take their reputations to the next level.

Reputation Matters’ vision is to be Africa’s go to reputation research and management partner for sustainable organisational growth. The values that drive this vision are authenticity, growth, and respect.

Reputation Matters have offices in Gauteng and the Western Cape.

For more information about Reputation Matters, visit call +27 (0)11 317 3861 (Jhb) | 021 790 0208 (Cpt). Reputation Matters is also on Facebook and Twitter@ReputationIsKey.