Today Twitter announced that it has reached an agreement with ZipDial, a mobile marketing platform based in India. From this acquisition, Twitter hopes to increase its reach and attract more users to its platform. Let’s see how.
As the announcement states, billions of new users are expected to have their first online experience through the screen of a mobile device. However, poor data coverage in combination with increased cost per megabyte, render this option unaccessible in some parts of the world.
ZipDial offers access to content through its mobile platform and lets people follow and engage with brands across all interfaces. Their technology combines SMS, voice, mobile web, and access to mobile apps to bridge users that don’t have access to the mobile web.
As Christian Oestlien (@christianism), VP of Product says:
Over the next several years, billions of people will come online for the first time in countries like Brazil, India and Indonesia
India is of particular interest to Twitter, as it’s densely populated and it has a developing mobile network, hence, Twitter sees great potential in the specific area. Through ZipDial, Twitter will have access to all this audience, just like it has done in the past; in fact, the acquisition comes after a series of successful collaborations between the two companies.
In addition, the acquisition will add another engineering hub, this time in Asia, giving extra resources for R&D and possibly new features in the near future – let’s not forget that Twitter’s major focus is on video.
So, it looks like Twitter has secured a great opportunity for audience and product growth. This can only translate in one key factor: More income for the social media platform.
Social media networks have been greatly focused on improving accessibility in emerging markets. Twitter is not the first to follow this path, as Facebook has been developing its Internet.org project in African countries.