MUMBAI: Tata Docomo, the telecom brand of Tata Teleservices (TTL), has announced the launch of first of its kind e-commerce initiative by a telecom company.

The company has introduced a Twitter application for its GSM pre-paid customers that will allow them to recharge and activate a Value added service/ application through Twitter with the use of hashtags.

The e-commerce initiative, called Twittcom, has been developed by the team at TTL.

TTL head of brand marketing Ritesh Ghosal said, "As a brand, Tata Docomo has always differentiated itself with its innovations, whether it is 1p/sec pricing for calls, or advertising, efforts have always been made to add value to the lives of consumers. With the increasing consumption of Internet and the rise of social media it makes ample sense to be present on the medium where people are spending time at present or they are likely to spend time in the future. Our community on Facebook is amongst the strongest in the world and Twitter too will reach the same levels quite soon."

For registering their numbers, customers have to go to the twitter handle of the company @tatadocomo, type in #reg and they will receive a pin code for verification through SMS. Once the verification code is received, customers need to go to the twitter handle again, key in #code and they will get a retweet confirming registration.

For activating value added services, a customer needs to go to the handle (@tatadocomo) and key in #act#. They will get a tweet back confirming activation of the service.