Directly after polite introductions and without much fanfare, Twitter CEO Evan Williams went straight to the point at the start of his keynote conversation at the interactive portion of SXSW.

"We're announcing the new platform for integrating Twitter into web sites. It's called '"At Anywhere,'" he said. His announcement was met with silence before a cautious audience applauded.

The goal, Williams said, is to lower the barrier for companies to connect with their users.

"One of the things we found is discovery is one of the hardest challenges," Williams said. "It puts things in context." So while you‘re on a Web page discovering information, now you'll be able to follow the main players directly from their site.

The service works similarly to Facebook Connect. It allows users to interact with Twitter directly on web sites that subscribe to the service.

"What it really does is provides brands, publications, with an opportunity to integrate Twitter onto their web portals,” GolinHarris Digital Accounts Supervisor Alex Tan said. “And what's really interesting is that it keeps them on your web site."

Williams was ambiguous about the business model, but by the look of the partnerships, with Bing, Amazon and The New York Times among the first, it's clear the partnership is where the dollars are.

"Creating a business model is no different in my mind because it's about creating value, creating the right product, so inevitably it's going to take experimentation,” Williams said. "We're still focused on how do we create the best experience for users or businesses? We just want to make it better, easier and faster."

“Web sites really are the fastest destinations for people to find information about your brand,” Tan said. “Being able to point them directly and easily - which is another key component of it - directly to your other social sites is really important.

The news also means the service will continue to remain free and ads won't interrupt the community stream.

The service may also further integrate Twitter in to everyday life. “I can see user engagement increasing on Twitter,” social media consultant Kate Buck said. “If they aren't on Twitter, they'll need to sign up to be part of the conversation.”

While this announcement isn't a major technological breakthrough, Twitter is hoping this news is as well received as those they've brought to this crowd in the past.