Strategic partnerships between social networks and telecoms aren’t unusual. In many cases, those relationships are used to provide a service to a developing country or offer subscribers free access to a premium tier. However, that’s not the case in the new deal made between Twitter and Deutsche Telekom.
Instead, the collaboration will create a unique experience for Deutsche Telekom customers that will enable them to keep up with Twitter directly from their home screens — right out of the box. In other words, T-Mobile Android users will get a pre-loaded Twitter Widget on their mobile devices.
The German carrier will make it available on select Android smartphones starting next year in Germany, the Netherlands, Romania, Greece, and Croatia. It’s easy to see how this is good for Twitter — the company has a low number of monthly active users (less than 10 percent) in Germany and T-Mobile is the country’s biggest mobile carrier.
As Twitter gains more members in specific markets, it will also give rise to new opportunities for advertisers with international reach, and not just on mobile. If the pre-installed widget causes more people to register on Twitter, those are accounts that you can target as a marketer both on desktop and mobile.
It appears that Deutsche Telekom, on the other hand, will get access to certain Twitter features before others. A spokesperson for the company stated that it will get early access to new tools and innovations on the technical side, as well as help integrating Twitter into its marketing campaigns.
Although this marks a new type of partnership for Twitter, it’s certainly not the first of its kind. Pinterest recently announced an exclusive deal with Telefónica which debuted a new Android widget for phones and tablets. Opportunities like these are a great way for social platforms to penetrate new markets while giving brands new opportunities to reach existing and potential customers within them.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.