Tweets as Text Messages: Unresolved questions for low internet penetration markets

I am sorry if the title of this post reads like a research paper, (yes you got it) I will blame it on pressures of Grad school. Anyhow:

There has been a lot of chatter that the power of twitter lies in its integration with mobile devices. More specifically tweets being 140 characters can be easily sent via text messaging. And given that in markets where internet growth has kind of hit a wall ( India) mobile phones and text messaging are growing like wildfire. I believe India has 500 million mobile users now versus some 35 million internet users and my sense is that only a third of these internet users would be accessing the net everyday. As for their cellphones well they wine, dine, move and even sleep with them.

So by signing deals akin to the one they signed recenty with with Bharti Airtel ( India’s largest mobile provider) is Twitter all set to widen its user base? Even if an average twitter user tweets twice a day it will cost him Rs 3, and given that there are 50 people he follows he recieves 100 tweets a day. That’s enough gossip to keep someone satiated . As for Twiter if 10 million people do this (2% of mobile users) and as per a revenue share arrangement with Bharti they earn Rs 0.50 per tweet that is about Rs 10 million a day ( USD 80 million annually) – this is assuming a very conservative user base ( If 9.5 millions are already on Facebook already twitter’s integration with text should give it a much larger user base).
Think Something’s amiss? Read on
Consider two people, Amit and Neha ,18 and 20 years old.(SEC B2) They go to a degree college in Muzzafarpur in Bihar (Imagined Data). They have had mobile phones for some time and by now are fairly hooked to text messaging. However they have never used the internet yet. How will they ever discover the utility of twitter? How will they add friends to follow? They represent 90% of India’s mobile users who (almost) all of whom don’t access the internet.

That said the euphoria surrounding Twitter and mobile devices is not unfounded. Existing users of twitter can tweet more frequently and actively ,on the move. But for the millions of ‘Amits’ and ‘Nehas’ how will they even learn about twitter and appreciate its use in their lives unless they discover it on the Web. The extended usage on mobile can only follow that discovery.

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Author: harshT

Assistant Professor at the Missouri School of Journalism

1 thought on “Tweets as Text Messages: Unresolved questions for low internet penetration markets”

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