New Delhi, Oct 13 (IANS): Anil Ambani-led Reliance Communications has launched 'Smartcare on Twitter' to provide various user account management services to its wireless subscribers through the micro-blogging site's live, public platform, a company statement said here on Tuesday.

The new customer service initiative platform will let users explore a range of account information and services without having to reach out to traditional customer service representatives, it added.

Smartcare on Twitter will empower wireless customers to manage their user account by using their Twitter account login. Users need to tweet to '@RelianceMobile' to avail multiple services in real-time.

"This is part of our endeavor to empower customers, making service and self-help possible on Twitter's popular social media platform, creating pride of ownership," Gurdeep Singh, CEO, Consumer Business, Reliance Communications said.

"This is the country's first such initiative by a telecom player, utilising the Twitter platform, including real-time back-end analytics tracking to enable customers to make informed choices and customise their accounts as per their preferences and usage requirements," he added.

"As Indians spend more and more time on social media, most forward-thinking and successful organisations such as Reliance Communications are integrating Twitter into their operations to increase engagement and satisfaction with their customers," Arvinder Gujral, director, business development, Twitter Asia-Pacific added.