MediaTek, Twitter pair up for feature phone integration

Taiwanese chipset maker to preinstall microblogging app into mobile middleware platform for feature phones, so users including those in emerging markets can experience Twitter in same way as smartphone users.

Taiwanese mobile chipset maker has partnered Twitter to integrate the microblogging service as an default application in MediaTek's middleware mobile platform. The move is aimed at giving users, especially those in emerging markets, easier access to a "rich Twitter experience" on affordable mobile devices, including feature phones, the companies said.

By preloading the Twitter app into MediaTek 's MRE (Maui Runtime Environment) middleware, as the default feature in its reference design for mobile handsets, feature phones can run Twitter on minimal memory and hardware requirements and companies can offer price-friendly mobile devices with value-added mobile Web services, MediaTek said in a press release Wednesday.

Users with "smart-feature" phones will be able to experience "rich native-application experience" of Twitter consistent with smartphone applications such as Twitter for iPhone or Twitter for Android, it added. Feature phones are also known colloquially as dumb phones, in contrast to smartphones .

MediaTek said the global partnership underscored the "significant potential to present users worldwide with a gateway to access Twitter", and enable users in emerging markets to easily access a rich Twitter experience on affordable mobile devices.

The continuous growth of mobile Internet use yearly, especially in emerging markets, was something both companies want to tap. Said Cheng-Te Chuang, corporate vice president of MediaTek: "Our new partnership with Twitter further reinforces MediaTek's focus on providing differentiated services and value for handset brands, giving them the means to offer affordable, compelling and differentiated mobile solutions to consumers in key emerging markets."

Jana Messerschmidt, vice president of business development at Twitter, added that mobile Internet presented a great opportunity for the microblogging service to "reach every person on the planet".

MediaTek's collaboration with Twitter was similar to its earlier partnership with Facebook in November last year.


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