In yet another boost to the use of social media from mobile devices, Reliance Communications (RCom) has offered free Twitter usage to its prepaid customers. The telecommunications company has signed a unique partnership with Twitter that will allow all GSM prepaid subscribers to send & receive unlimited ‘Tweets’ without incurring any data charges.
Normally, all the data flows through a singular APN (Access Point Name) & is effectively a non-decipherable stream if these sites are accessed via the browser. However, to address this issue & ensure users are not billed for data that is consumed while accessing Twitter, RCom & Twitter have jointly come up with a special app. This customized version has been branded accordingly & customers will be reminded of incurring data charges if they try to access Twitter outside the app’s ecosystem. Presently, the users can use the mobile specific Twitter site too.
Social Media usage has escalated primarily due to the rising proliferation of internet enabled portable devices. Using this pretext, some large mobile service providers even demanded a slice of the revenue pie the web entities earn. Though nothing has come of it yet, this is an interesting synergy.
Speaking of revenue sharing, it has not been made clear as to how the companies are going to monetize this partnership. Being free, RCom’s users will surely adopt the same with gusto. This should easily enhance the traction for Twitter. However, the only advantage for RCom seems to be advertising, wherein it can claim a unique Value Added Service (VAS) for present & potential customers.
By etching this agreement, the company has set a distinctive precedence claimed Nilanjan Mukherjee, Chief Revenue Officer, Reliance Communications Wireless, “We are delighted to be the first operator to partner with Twitter in India on Twitter Access and offer the first of its kind unlimited Twitter access on our superior network. Our partnership with Twitter in India further strengthens our offering on the social media platform and is in line with our continuous efforts to offer innovative products with incredible affordability for our customers”
Interestingly, the mobile company hopes to ride on the popularity of cricket since the free service will be bundled with live cricket match updates. Will customers opt for RCom for such an incentive?