Twitter has partnered with German telecommunications giant Deutsche Telekom to “create a unique experience” for Telekom’s mobile subscriber base. At first, that means customers with Android phones will have a new Twitter widget pre-loaded onto their device’s home screen, though it also brings new advertising opportunities for Deutsche Telekom.
“With the cooperation with Twitter we will reach even more people in the future even better,” Deutsche Telekom CEO René Obermann said in a press release. “If you want to know about the latest topics you’ll find the answers on Twitter. Twitter connects. Just as we do.”
It’s clear what Twitter gets out of the deal: Access to Telekom’s strong subscriber base in Germany. Its worldwide subsidiaries also can be useful for the social network, which is continuing to try and expand its subscriber base, especially after going public earlier this year.
In exchange, Telekom gets something of a draw for its customers, but more importantly, it gets to be a “preferred partner for Twitter when it comes to innovative marketing, advertising and customer services opportunities” on the social network. For a company that touts its social presence, that could be a major benefit.
It’s not clear if the partnership will have any trickle-down effects for T-Mobile, a subsidiary of Deutsche Telekom which counts the German company as its majority stakeholder, since the partnership is first being rolled out in Europe. But if that partnership makes it to the states, it could be another weapon for T-Mobile to try and grab more customers.