How was KeTeKe, Telefónica’s social network

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Telefónica, one of the most important telecommunications companies in the world, decided to venture into the field of social networks at the beginning of the last decade with his own platform: Keteke.

Keteke sought to position itself as a social network of reference in the Latin American market

Keteke was launched by Telefónica in 2011 with the intention of competing with other popular social networks such as Facebook and Twitter. The platform was presented as a space for users to connect, share content and socialize online.

One of the main characteristics of Keteke was Your focus on the Latin American market, countries where Telefónica maintains a strong presence. The platform sought to attract Spanish-speaking users and offer them a local alternative to the aforementioned international social networks. In addition, there was an impact on the multiplatform characteristics that, in addition to allowing access from the computer or from the mobile, allowed access from the television, as it was included in the Imagenio service.

In terms of functionalities, Keteke allowed users to create profiles, share status updates, photos and videos, as well as connect with friends and follow other people. It also offered the ability to join groups and participate in online games and contests. However, despite their efforts, Keteke failed to gain popularity and faced difficulties in attracting a significant user base.

Why Keteke failed

One of the factors that contributed to Keteke’s failure was the fierce competition in the social media market. At that time platforms like Facebook and Twitter were already well established and they had a large number of active users. Convincing users to abandon those platforms and join Keteke turned out to be a considerable challenge for Telefónica, which had also bought Tuenti.

Keteke social network

In addition Keteke faced criticism for its lack of innovation and differentiation. Many users considered that the platform was simply a copy of other existing social networks and did not offer any unique or remarkable features that made it stand out.

As time passed, Telefónica realized that Keteke was not meeting its expectations and decided to end the platform in 2014. Although official figures on the number of Keteke users were not released, it is considered that the platform did not achieve the expected success and failed to position itself as a relevant option in the social networking market.

Keteke’s case serves as a lesson on the importance of innovation and differentiation in the realm of social media. Despite having the backing of a renowned company like Telefónica, the platform failed to gain traction and was finally closed.

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Brian Adam
Professional Blogger, V logger, traveler and explorer of new horizons.