The 140 character social network, Twitter, which is about to file its IPO, has launched its country specific blog today. The company that has been present in the country (in terms of business operations) from 2012 has posted its first post today and it has been done by India Market Director, Rishi Jaitly.
The blog post starts with a bunch of tweets from early twitteraties sharing their experience to the ones that brought forward the power of the 140 characters. The post finally drifts to the cricketing legend Sachin Ramesh Tendulkar, who has finally decided to retire and is playing his second last test at Eden Gardens in Kolkata.
Twitter India joins BCCI and Mumbai Indians in supporting #ThankYouSachin for his glorious 24 years of cricketing. As we reported earlier that BCCI is giving a chance to fans to tweet a message for the master and BCCI would deliver a personalized message while the 199th test match is going on. Rishi, in his blog post, shares the details and makes people aware of the interesting initiative.
Apart from launching the blog, Twitter is slowly growing its team too. Recently the Twitter India team added Pratiksha Rao and Aneesh S Madani. Rishi had tweeted about it after the Diwali weekend on November 4.
— Rishi Jaitly (@rsjaitly) November 4, 2013
As per Pratiksha’s LinkedIn profile, she has joined Twitter as an Associate Partnerships Manager. Prior to this Pratiksha has been working with companies like Ixigo and NDTV Lifestyle with content being the primary focus. On the other hand, Aneesh, who has had a professional experience in sports and entertainment marketing and has worked with companies like Neo Sports and Nimbus, has joined Twitter for Sports Partnerships.
The last major hire by Twitter was earlier in the second quarter. Arvinder Gujral had joined the company as Head of Mobile Business Development for India & South East Asia. Prior to joining Twitter India, Arvinder’s last assignment was with Aircel designated as Head Data VAS, New Products and Aircel Digital.
In its latest S-1 filings, Twitter has clearly said that the next bunch of users will come from the emerging markets like Asia and India is a big market for the company. It all started with the hiring of Rishi Jaitly late last year as Director of the Indian market. Since then, one of the key focuses of Twitter has been to tempt mobile users to use the platform – recent partnerships with operators like Vodafone in the country and tying up with celebrities to get their tweets onto feature phone without any data packs.
While Twitter is pushing the network to new audiences, it has also slowly emerged as the secondary device or the second screen experience in the country which is still dominated by TV as a medium of reach. While it has been partnering with television channels to influence audiences to engage on the network while watching soaps, it also recently partnered with Airtel DTH provider to bring live tweets on the idiot box. Though I doubt about the limitations of bringing live tweets on TV and ruining the TV experience but it is still a positive move considering the strong bond Twitter is forming with TV.
Twitter, which makes a significant portion of its revenues from ads, had partnered with Komli Media APAC’s Leading Digital Media Network as its ad sales partner in India to bring targeted advertising in the country.
However, in its recent pre-IPO S-1 filings, Twitter has raised serious concerns about India adversely impacting its business and results since its inability to offer full features in markets like India. It has further revealed that users access the company’s products and services through feature phones with limited functionality in India, rather than through smartphones, the microblogging site or desktop applications which may result in reduced ad engagements.
It would be interesting to witness the growth of the company specifically after the IPO filing in a country that is posing challenges along with new opportunities too.
Image courtesy: Kaushal Karkhanis