Twitter is seeking to capitalise on emerging markets expansion with the purchase of Zipdial, an Indian mobile content marketing start-up which enables people to connect through Twitter even when offline.
Their service allows mobile phone users to receive marketing text messages, app notifications or voice calls after dialling a free number – thus avoiding the often excessive costs of web access in areas where connectivity can be haphazard at best.
This allows brands to remain in communication with consumers even when logged out.
Explaining Twitter’s first ever investment in the subcontinent the micro blogging platforms vice president of product, Christian Oestlien, said: “Over the next several years, billions of people will come online for the first time in countries like Brazil, India and Indonesia. For many, their first online experience will be on a mobile device – but the cost of data may prevent them from experiencing the true power of the internet. Twitter, in partnership with ZipDial, can make great content more accessible to everyone.
“Today, people across India use ZipDial’s platform to access great content, including cricket scores, audio programming, Tweets from their favorite Bollywood stars – and much more – on their mobile phones. Leading figures, including actors, politicians and athletes, also use the platform to instantly reach millions of citizens on Twitter through text and voice messages.”
The deal is estimated to amount to around $20m.