Skip to main content

Twitter Acquisition Pending? A Snap Analysis

Back in June most of us got surprised by the news that Microsoft has acquired LinkedIn. Neither of us deemed this a bad move from a company point of view. There are just too many potential synergies between MS Dynamics CRM, Office365, Azure on one side and LinkedIn, as the leading business network on the other. At that time many of us, including myself, were musing about when Twitter will be acquired, and by who.

My initial guesses have been Apple or Google, then suggesting SAP to have a look into it. Thinking of it I could have added Oracle, IBM and Salesforce or media companies including telcos into the mix. In brief, a lot of companies should be interested in the treasure pit of data, behavioral data, that Twitter holds.

Why? There are multiple reasons. Twitter is the last remaining independent social media outside Facebook and the big Chinese ones that the big western companies will not get access to; Tencent, Alibaba, Momo, etc. are rather buying it themselves than being for sale (to a western company), Facebook doesn’t need to. Twitter has a profitability and growth challenge, but an interesting technology and, importantly, is a great source of real time information about a lot of topics, from business to consumer.

All this makes Twitter extremely interesting, especially in times and ages where data becomes the fuel of business.

Yesterday, on 23/09/16 several news outlets, including ZDNet, SiliconAngle, The Verge, Slashdot, USAToday and others, broke the news that a number of companies, notably Salesforce, but also Microsoft, Google, and Verizon, are in talks with Twitter, which are at one stage or another. So far Salesforce seems to be in the lead. As we know Salesforce was the party that lost out in the LinkedIn deal, where Microsoft shelled out staggering 26 billion dollar. Rumor is that Twitter’s price tag is even at $30 billion, which suggests competitive bidding – or a distorted sense of reality on Twitter’s side. Regardless of whether recode’s original estimation of $18 billion or something at $30 billion or beyond is closer to being true – it looks like it takes deep pockets to get Twitter. If you ask me, it is worth neither number, but that is a different topic altogether.

Price tag aside I am still convinced that any company that offers, and wants to continue to offer, a leading customer engagement solution and/or CRM suite, can take a lot of advantage of the firehose of information that Twitter is. Combine this with leading edge analytics like Einstein that just got delivered by Bob Stutz’s teams or Oracle’s AI – or SAP’s, for that matter -  and you have a very interesting case.  The same holds true for telcos and media companies, that generally merge their fields of business as the provision of the communications infrastructure gets more and more commoditized.

My PoV

To me it makes perfect sense that Salesforce (and allegedly Microsoft) are after Twitter. For the big business application vendors Twitter is perhaps the last chance to get hold of real time and real life data, offering new and additional data driven services to their engagement and service solutions via their analytics engines. Twitter’s data stream complements the AI and machine learning endeavours of these companies, too. In brief: If Twitter goes to a business applications vendor, the other ones will lose out. If the successful bidder is not called SAP or Salesforce, it is a big time lose! Microsoft already has LinkedIn, so would not really suffer although could get a really commanding position if owning Twitter, too! Oracle seems more intent in competing AWS on the infrastructure level at the moment, so they wouldn’t feel the pain as much, although they should …

SAP? SAP now has very competitive CRM side solutions again, has leading analytics, and also has started to look into the Data as a Service business.

In my eyes SAP would suffer.

A lot!

The cards are different in case a telco/media company, or IBM, or one of the Chinese giants wins. The first two possibilities would potentially level the playing field for the business application vendors (and give SugarCRM a good position, if IBM happened to be the one) and the latter would just change the dynamics of the Internet. Well, that one is hypothetical, anyways.

Ah, yes, before I forget: A price tag north of $30 billion is in the realm of hard to recover. It will be interesting to hear what the shareholders of the ‘winner’ have to say in the case of this type of price.


Last Year's Top 5 Popular Posts

Metaverse - The Return of the Undead

There. Is. No. Metaverse. I am sorry to be a party pooper but read me out. It doesn’t exist. At least not yet. And not for quite some years to come. I am talking of a decade or more. Perhaps not ever. And whence it comes, it probably looks different from what we see now, and we will likely call it by a different name. Does this statement surprise you? I mean, many people, companies and investors are looking at metaverse as being the next big thing. Crunchbase already in November 2021  reported more than $10.6bn being invested  into metaverse related startups. According to a Galaxy  report quoted by Institutional Investor , crypto and blockchain startups alone collected more than $32bn in 2021.  Microsoft just invested a whopping $70bn in Activision Blizzard , which is clearly a metaverse play. So much money cannot be wrong, right? Google trends also suggests that there is quite some interest in these topics that came up quite recently and quite suddenly, which means that the trend has

With Oracle Fusion Marketing into the Future of CRM?

The News On September 20, 2021 Oracle announced during an Oracle Live event named “ The future of CRM ” Oracle Fusion Marketing , which is not the same as Oracle Marketing. According to Rob Tarkof f, EVP and GM Oracle Advertising and Customer Experience, Oracle Fusion Marketing is a layer that automatically executes account based marketing and sales campaigns.  The product aims at enabling an end-to-end process from creating a marketing campaign to closing the sale, bridging the divide between marketing and sales.  It does so by combining services that are delivered by three products: ·       Unity, Oracle‘s Customer Data Platform ·       Fusion Advertising, Oracle‘s digital advertisement platform ·       Fusion Products & References, Oracle‘s recommendation platform under one easy-to-use user interface that is modeled as a guided procedure.  Oracle Fusion Marketing simplifies and accelerates the creation and execution of marketing by ·       Building a target audience of known co

The almighty Metaverse - its Rise and Fate

This is the third part of my return of the undead series. The first two parts dealt with identifying what components or building blocks a metaverse ecosystem needs to consist of . These components basically define how metaverse can work and serve as a model for the identification of how/where participants in an ecosystem could earn their revenues.  Figure 1: The metaverse ecosystem These building blocks are mainly independent of the notion of a(n open) metaverse, as described by Tony Parisi in his article The seven Rules of the Metaverse . They also apply to a more multiverse type world of a collection of closed metaverses – something that I really do not want to call metaverse. The openness, that is necessary for a “metaverse” to thrive can be achieved either by common consent or via regulation – or more likely by a combination thereof. In any case, I believe that some amount of regulation is necessary in order to create and maintain a level playing field and to avoid one or few compa

How to orchestrate customer journeys in real time at scale

Customer journeys are as individual as customers. Every customer has different needs, preferences, knowledge, information and another way to resolve their issues. In brief, every customer has a context of their own. As a consequence, customer journeys are often non-linear and move across different channels and devices. In between the online steps there might very well be some offline steps. Customer journeys are usually emerging sequences of interactions or engagements between the customer and the business towards a goal.  This goal needs to be the customer’s goal, albeit in the limitations of a business environment. Customer journeys can, in fact, be compared to conversations, which are also not linear. With this thinking, it is only a small step to the thought that customers do manage and orchestrate their journeys individually and for themselves. Consequently, there is no need to design their journeys for them. It can even  be counterproductive. A better approach is to provide custo

The impact of the supply chain on the customer experience

There are a couple of lessons that the pandemic taught us, apart from that there are different opinions about whether Bill Gates makes us all drones via the vaccines … The most important one is that there is a need to not only look at the demand side but to also look at the supply chain when one wants to improve the customer experience, especially when the customer intention is a purchase. You now might say that the experience happens at the touch point, which is for example the e-commerce site. However, this is only partly true. It is important to make sure that the front end provides the right information, with good performance and without too much distraction, and to have a smooth and comfortable checkout process. In other words, provide a great e-commerce site. Still, this is only half of the story. And this is, where the supply chain comes into the picture. Detour – what does the customer expect? On the base level, a customer expects that things just work,