Micro-blogging site Twitter on Thursday released Twitter Lite — a much lighter version of its platform on a web based service in India first. After the turbulence of 2016, Twitter is expecting a smoother year ahead, with the micro-blogging firm expecting big gains in India, one of its fastest growing markets, say its top executives. They would add many more users through Twitter Lite, launched on Thursday keeping in mind areas where connectivity was poor, Twitter’s Southeast Asia and India managing director Maya Hari and Twitter Southeast Asia business development director Arvinder Gujral said.
“Twitter has struggled to generate ad revenue as it is 50% to 60% more expensive than Facebook. Advertisers have moved to outcome-based models rather than brand recall — something that Facebook is very good at,” said Sanchit Vir Gogia, Chief Analyst and CEO of Greyhound Research, a technology transformation research, advisory & consulting firm.
The Lite launch could change the company’s fortunes, Gogia said. “Increase in the total number of users should give them an advantage, however, if advertisers don’t see Twitter as a platform that can convert users into sales then the magic won’t last,” he said.