Twitter is working hard to create a profile and use among people in developing markets, and today is one part of this strategy came into focus. He signed a contract with the mobile software company Myriad to provide access to Twitter through mobile devices without mobile internet connection, rather than rely only on text transmission technology called USSD.
Myriad deal with Twitter is similar to a partnership, which was made public last week when Reuters reported the company U2opia Mobile has been linked to Twitter on USSD services. Although this article hinted as a site can work, Myriad has provided us with more information and screen.
Twitter access via USSD is not new: Myriad was offering it for a year already markets such as Argentina, allows users to post messages and read those sent by their contacts. However, this progression Twitter is now for the first time , officially confirming the USSD partners and it moves to step up their services to different concept : USSD users , at least initially, would be ' out ' experience in service , without the need to log in or even sign up, and it will be read-only , without the possibility to comment on their status updates .
USSD application in the background, is a short Unstructured supplementary service data, and it is a technology that is built into even the most basic GSM phones. USSD channel operates independently of the SMS do not even need to use the Twitter messaging. Other social networks like Facebook, have also been deployed over the USSD channel to reach out to customers emerging markets where PC penetration is low and mobile communication device.
Myriad also for many Facebook on USSD deployments we have seen, such as this one with the orange covering Africa. So far, Myriad had about 17 million unique users of its services throughout Africa, Latin America, in Asia (where he is working with Vodafone in India and other various markets) - about 20 countries , all of Facebook. Service has seen a strong take-up, with the deployment of one of Egypt picked up 50,000 new consumer a week when it first started. (This has been helped by a clever marketing tactic - user had to enter * 125 # to activate the service, a specific reference to the date of their spring revolution. )
Screen shot 09/12/2013 at 09.45.57 Twitter is a natural partner USSD services. How to send text messages, USSD text to 160 characters. For Twitter, it is even better than Facebook because this is text driven network, Olivier Bartholot says, many of San Francisco-based corporate development VP and GM facilities solutions. It's 140 characters, so it is perfect for what you can provide in terms of user experience.
For social networking, you can see an obvious interest in technology access to their services to those who either do not have smartphones, or who do but are loathe to spend money on 3G, or just do not have a way to link USSD -based social networking services are attractive because they can sell their customers the opportunity to value-added services.
While Facebook service includes two-way communication - users can search for friends, invite friends, accept or reject friend requests, post status updates and comment / like / unlike your friends' status updates - Bartholot says that Twitter has decided to take a different approach.
This is a " disconnect experience" and you do not have to connect to the end user. Instead, the service is intended as a lean back more as a broadcast tool. What happens is that we get a list of the proposed high -level consumers in each country. Since we create a list of categories. We get tweets from these users, and choose to follow show host and movie star, or a theme, like sports, the user get tweets from the people or selected categories.
The proposal will be highly localized in different markets. The specific operator in Africa, for example, you might want to create a category of weather update farmers, fishermen and others who work in the field. Operator in India may have to create observation Bollywood celebs. The mixture seems to be very practical / useful, and pure entertainment, like the wider Twitter experience.
One important element to Twitter USSD service stresses that it plays in the overall concept of how social networking services go ' round: more than 90 % of consumers are simply " lurkers " who read what others write, and most of the rest do so (and so are some of the starlets and bot - as news accounts have only write and do very little reading). This is a great way to give users a first taste of what Twitter is all about, especially outside the U.S the USA, Twitter is known. Elsewhere, not so much. Idea is to introduce and grow with the user and he or she will update more and more sophisticated phones and networking.
There are some compelling statistics to back up the USSD view Twitter and Facebook. In Brazil, for example, 265 million mobile users, but those who do not use the data regularly 210 million. They have smart phones, but they just do not have the funds to pay for a subscription. Even among smart phones, is not very high: 220 million feature phones, compared with 45 million smart phones. Myriad now have to install some 45 USSD services to carriers and radius 40 more.
The service is expected to start before 2014, there are still a few air balls. Bartholot adds that there may be more two-way communication added over time, as Twitter continues to monitor the take up of this initial service revenue. In addition, the company is still weighing how to serve advertisements on the service, and whether it will count it in your views for 1000 metrics.