Twitter has announced that they are purchasing ZipDial, a startup based in Bangalore, India. The company did not disclose how much they paid for ZipDial, but the acquisition is seen as a strategic move to expand Twitter’s reach and accessibility in emerging markets.
Expanding Twitter’s Reach
Twitter is looking to use ZipDial to make Twitter available to more people in more areas around the world. This acquisition is particularly significant as it highlights Twitter’s commitment to increasing its user base in regions where internet connectivity can be sporadic or limited. By leveraging ZipDial’s innovative platform, Twitter aims to bridge the gap between offline and online engagement, making it easier for users to access and interact with content even when they are not connected to the internet.
ZipDial has built a mobile platform that lets people follow and engage with content across all interfaces. The user experience combines SMS, voice, mobile web, and access to mobile apps to bridge users from offline to online. For example, through ZipDial, it’s easy to engage with a publisher or brand by making a toll-free “missed call” to a designated phone number. The caller will then begin receiving inbound content and further engagement on their phone in real time through voice, SMS or an app notification. These interactions are especially appealing in areas where people aren’t always connected to data or only access data through intermittent wifi networks.
Innovative Engagement Solutions
ZipDial’s platform is particularly innovative because it allows users to engage with content without incurring any costs. In many emerging markets, data costs can be prohibitively expensive, and consistent internet access is not always available. ZipDial’s solution of using “missed calls” to trigger content delivery is a clever workaround that ensures users can stay connected and engaged without needing a constant internet connection. This method has proven to be highly effective in India, where ZipDial has seen significant success.
For instance, during the 2014 Indian general elections, ZipDial partnered with various political parties to provide real-time updates and information to voters. Users could give a missed call to a specific number and receive updates via SMS, ensuring they stayed informed even without internet access. This approach not only increased voter engagement but also demonstrated the potential of ZipDial’s platform to drive meaningful interactions in low-connectivity environments.
Twitter has partnered with ZipDial over the last two years, and the acquisition will increase Twitter’s investment in India. This move is part of a broader strategy to tap into the rapidly growing digital market in India, which boasts over 1.3 billion people and a burgeoning middle class with increasing access to mobile technology. By integrating ZipDial’s technology, Twitter can offer a more inclusive and accessible platform, catering to the unique needs of users in these regions.
Moreover, this acquisition aligns with Twitter’s mission to give everyone the power to create and share ideas and information instantly, without barriers. By making it easier for people in emerging markets to access Twitter, the company can foster greater global connectivity and ensure that more voices are heard on its platform.
In conclusion, Twitter’s acquisition of ZipDial represents a significant step towards expanding its reach and accessibility in emerging markets. By leveraging ZipDial’s innovative platform, Twitter can provide a more inclusive and engaging experience for users in regions with limited internet connectivity. This move not only strengthens Twitter’s presence in India but also underscores its commitment to making its platform available to more people around the world.
Source Twitter
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