If you’re a mobile marketer, your marketing message might just be the next big thing in India, all thanks to a microblogging site’s ambitious investment abroad. Last week, Twitter purchased a startup corporation in India, called Zipdial.
Indicative of the current ubiquitous nature of mobile phones and the decrease in their manufacturing costs, India has grown to one of the largest users of mobile phones worldwide. But the country has yet to get fully connected to the internet via mobile technology. Many people still use the mobile internet on a pay-per-site basis, with fewer than 40% of the populace having any kind of mobile internet access.
Zipdial, however, has revolutionized advertising for the burgeoning economy of the developing country. The startup allows its users to call a business’ phone number, then simply hang up. The business then registers the incoming phone number and responds with free text messages, app notifications, and even voice calls with advertisements.
This method of advertising has been dubbed “missed call” marketing. It allows users of Zipdial to receive advertisements from businesses they are interested in without having an internet connection. And best of all, there is no mobile cost to the consumer for receiving these ads. It's an effective way in, providing solutions in places many mobile marketing campaigns cannot reach.
So why is Twitter so interested in India? Because it is now one of the most rapidly growing mobile markets in the world. As cited last week in a Mobile Marketing Watch article, the Internet & Mobile Association of India and IMRB International report that the mobile internet industry of India has had unprecedented growth in 2014 – and 2015 is on par to surpass even that. Mobile internet growth increased over 25% in all of 2014, and is forecasted to grow another 23% in just the first half of 2015. Also reported in the article, rural use of mobile phones in India is expected to grow another 18%.
Zipdial boasts that its campaigns have reached nearly 60 million users, and the company is run by just over 50 employees. Mobile journalists have predicted that this technology will be effective in other countries as well, like Brazil and Indonesia. And according to reporters, these markets are key for Twitter, as 77% of Twitter’s monthly active users hail from outside the United States.
Twitter did not disclose how much they paid for the firm. But this purchase certainly exemplifies the notion that mobile technology and text marketing are proliferating immensely throughout the developing world.