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Why the Twitter-Vodafone partnership looks promising?

30-July-2013
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Why the Twitter-Vodafone partnership looks promising?

Strategic partnerships have helped catapult brands’ fortunes. In a recent move, Vodafone has tied up with Twitter to drive mobile internet usage amongst its customers.

Under this arrangement, Vodafone India customers will get to experience the ‘Twitter for Android’ app and its mobile website for free for a period of three months. Further, Twitter will promote the ‘no mobile internet charges’ experience on Vodafone. With an integrated customer experience module, Vodafone and Twitter will be aiming to ensure seamless and transparent browsing experience by informing the customer on the applicable charges, especially when they are accessing links via their Twitter timeline and elsewhere on Twitter’s network.

Commenting on this initiative, Vivek Mathur, Chief Commercial Officer, Vodafone India said, “Our partnership with Twitter and this offering is yet another step in our ongoing endeavour to make mobile internet more fun, smart, engaging and easy.”

Mathur further said that over the last two quarters, the brand has seen a consistent growth in its revenue from the data side of the business. He also mentioned that an aggressive digital campaign will be soon launched to push this initiative. There are other marketing activities lined up too, which the brand will roll out soon.

Elaborating further on the partnership, Rishi Jaitly, Market Director, Twitter India said, “As a real-time information network full of links, media, and content, our platform offers the mobile ecosystem novel ways to introduce their subscribers to all the Internet has to offer. We are pleased to partner with Vodafone India to offer its subscribers a unique opportunity to use Twitter to follow the people and organisations they care about. Whether it’s hearing the latest news, connecting with cricket stars in real time, or laughing at the day’s best jokes, Twitter brings Indians together and closer to our interests.”

As part of its strategy to democratise data, Vodafone has been hand holding customers to use mobile internet and educating current and potential users about how internet can add significant value to them. The company is also building content partnerships, simplifying pricing, educating retailers and offering choice to customer basis their interests and consumption patterns.

Vodafone’s Twitter tryst for IPL 6
Vodafone India is currently one of the largest and engaging brands on Twitter with over 104,127 followers.

This is not the first time that Vodafone has joined hands with Twitter. The telecom service provider had carried out various activities during the Indian Premier League (IPL) Season 6. One such activity involved initiating the first cricket chat with Ravi Shastri during IPL 6, wherein Vodafone enabled fans to tweet Shastri a question on the live match and get a personalised analysis from him. This resulted in over 1,000 tweets to Shastri during the course of the IPL season.

New opportunities for Twitter
According to various media reports, Twitter is looking at India as a lucrative market for online advertising, with the country’s rapidly increasing population of Internet users, as well as users of the microblogging website. India currently has almost 20 million Twitter users, according to a joint study by market research firm IMRB International and the Internet and Mobile Association of India.
 

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