TWITTER FOR FEATURE PHONES

TWITTER FOR FEATURE PHONES

In a move that follows similar steps taken by Facebook and Google+ to attract new users in emerging markets, Twitter has partnered with Turkish mobile operator Turkcell to allow subscribers to send tweets from their mobile phones at no charge. Twitter has made similar partnerships with about 250 operators in over 100 countries, allowing mobile phone users in India, Brazil, the Philippines, and beyond to post and/or read tweets for free.

Facebook launched a comparable initiative in May 2010 which they dubbed ‘Facebook Zero’. The move allowed users with participating operators access to a zero-rated (i.e. free to browse) basic version of the social network’s website. For emerging market consumers, many of whom access the web via mobile phones, the ability to use the service at no cost was a major pull. Facebook now finds the vast majority of its user growth from developing nations such as Brazil, India, and Vietnam.

Back in November 2012, Google announced its Google Free Zone service for Globe Telecom subscribers in the Philippines. Like Facebook Zero, Google Free Zone allows free access to basic google features on both feature phones and smartphones. Given that smartphone penetration is well below 50% in most developing nations, feature phone functionality is a key component in attracting emerging market use.

Twitter CEO, Dick Costolo, said in an e-mail to Bloomberg, “we need to deliver a more compelling product for low-end devices.” Thankfully, Twitter’s 150 character limit fits perfectly in the condensed format of the SMS, allowing for various ‘text-to-tweet’ services. With the development of Twitter for feature phones combined with zero-rated use of its service, Twitter stands poised for rapid uptake in emerging markets.

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