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Overspending on Twitter Inc<\/a> for $44 billion was the easy part.
Now, Telsa Inc Chief Executive Elon Musk<\/a> must prove why he believes that Twitter<\/a> is worth 10 times that amount and turn around a social media platform that he has spent months ridiculing.
Earlier this month, the outspoken billionaire said: \"Myself and the other investors are obviously overpaying for Twitter right now. The long term potential for Twitter in my view is an order of magnitude greater than its current value.\"
Musk has provided few concrete details about his plans, and what he has shared appears far-fetched or contradictory.
Here is what lies ahead for Musk, the self-proclaimed \"Chief Twit\", according to current and former Twitter employees, analysts and investors who considered funding the deal.
X SUPER APP<\/a><\/strong>
Musk's biggest bet borrows from China's greatest hits of the 2010s. \"Buying Twitter is an accelerant to creating X, the everything app,\" Musk tweeted earlier this month.
The idea of an everything app, also referred to as a super app, originated in Asia with companies like WeChat<\/a>, which lets users not only send messages but also make payments, shop online or hail a taxi. The all-in-one service appealed to users who had fewer choices in a region where Google, Facebook and others were blocked.
Musk has told investors he plans to build one that will sell premium subscriptions to reduce reliance on ads, allow content creators to make money and enable payments, according to a source briefed on the matter.
There are no super-apps in the United States because the barrier is high and there are app choices aplenty, said Scott Galloway, co-host of tech podcast Pivot and a professor of marketing at New York University.
Apple Inc and Alphabet Inc's Google, which control the app stores on iPhones and Android phones, see themselves as super apps and would be unlikely to allow other super apps to develop, Galloway said. Consider Apple's recent rejection of Spotify<\/a>'s plan to sell audiobooks as one example of barriers to entry.
\"It's not possible at this point in the evolution of the mobile internet,\" said Jason Goldman, a former board member at Twitter.
CUTTING CONTENT MODERATION
<\/strong>
Current and former employees who spoke with Reuters said Musk's plans to lower the guard rails that are common across all social media platforms would lead to a deluge of hateful, harmful and potentially illegal content on Twitter. Already, it has struggled with identifying and removing child porn.
Members of Twitter's trust and safety team, which includes content moderators, are expected to be among Musk's deepest job cuts, employees fear.
\"Imagine a world where all those people are gone,\" one employee said. \"It's going to be a hellscape.\"
PREVENT ADVERTISERS FROM FLEEING
<\/strong>
In 2019, Musk tweeted \"I hate advertising.\"
On the eve of the deal's expected closing, he appealed directly to advertisers in an open-letter tweet: \"Twitter obviously cannot become a free-for-all hellscape, where anything can be said with no consequences!... Twitter aspires to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise.\"
Advertisers are not buying it.
They point to Musk's plan to reinstate the account of former U.S. President Donald Trump as a major impediment to spending money on Twitter. Twitter permanently suspended Trump for risk of further incitement of violence after the Jan. 6, 2021, attack on the U.S. Capitol.
Welcoming back Trump could alienate moderate and liberal-leaning users, and as a result push away major household brands who aim to market products and appeal to people across the political spectrum, said Mark DiMassimo, founder of ad agency DiMassimo Goldstein.
OBEYING THE LAWS
<\/strong>
Musk has promised to preserve free speech of all kinds, but has also struck a more conciliatory tone with global leaders who aim to rein in Big Tech.
In May, Musk said in a Twitter video that he agreed with the European Union's new digital media regulation, which will force Big Tech to do more to tackle illegal content or risk fines of up to 6% of global revenue, in one of the world's most severe approaches to regulating content online.
Regulators across Asia are also toughening legal stances against social media platforms and ordering the removal of content they deem illegal, which includes speech by political dissidents.
In India, Twitter has waged a \"sophisticated battle\" with the government to protect free speech online, and this battle would be at risk with Musk in charge, Goldman said.
Tesla's expanding business in China, where it generated $14 billion last year, could also put Twitter at risk, Goldman, the former Twitter board member, said.
\"The idea that he's going to be the one liaising with the Chinese government and potentially turning over information on users, that's very scary,\" Goldman said.
Twitter is staffed with experts who review data requests from governments, but Musk has shown his contempt of these experts, he said.
\"Whether or not Trump is going to come back on, I think that's a parlor game,\" Goldman said. \"But what's actually going to happen is a dissident's IP address will be dropped on the floor.\"
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对于Twitter Elon Musk老板,现在是最难的部分
麝香最大的赌注借鉴中国2010年代的精选。“创建X购买Twitter是一个催化剂,应用的一切,“麝香本月早些时候在推特上。
读到
过度消费上Twitter Inc .)以440亿美元的价格是比较容易的部分。
现在,Telsa公司首席执行官Elon Musk必须证明为什么他相信推特价值10倍,转身一个社交媒体平台,他花了几个月的嘲笑。
本月早些时候,直言不讳的亿万富翁说:“我和其他投资者现在显然以过高价格收购Twitter。长期潜力Twitter在我看来是一个数量级大于其当前值”。
麝香对他的计划提供了一些具体的细节,和他共享显得牵强或矛盾。
这就是未来的麝香,自称“首席责难”,根据Twitter现任和前任员工、分析师和投资者认为融资交易。
X超级应用
麝香最大的赌注借鉴中国2010年代的精选。“创建X购买Twitter是一个催化剂,应用的一切,“麝香本月早些时候在推特上。
所有的应用程序的想法,也称为超级应用,与这样的公司起源于亚洲微信,它不仅允许用户发送消息还支付,网上购物或拦出租车。一体化服务吸引用户有更少的选择在一个地区谷歌,Facebook和其他被封锁。
麝香对投资者表示,他计划建立一个出售优质订阅减少对广告的依赖,允许内容创造者和启用支付赚钱,据一位消息人士。
在美国没有super-apps因为门槛高和有丰富的应用选择,搭档斯科特Galloway说技术播客主和纽约大学营销学教授。
苹果(aapl . o:行情)和字母的谷歌控制iphone和Android手机上的应用程序商店,认为自己是超级应用程序和不太可能允许其他超级应用开发、Galloway说。考虑苹果最近的拒绝Spotify计划销售有声读物的进入壁垒的一个例子。
此时“这是不可能的在移动互联网的发展,”杰森说,高盛前董事Twitter。
削减内容适度
现任和前任员工告诉路透说麝香的计划降低警卫队rails是常见的所有社会媒体平台将导致一大批可恨的,有害的,在Twitter上潜在的非法内容。它已经在识别和消除儿童色情。
Twitter的信任和安全小组的成员,其中包括内容版主,预计将在麝香最深的裁员,员工的恐惧。
“想象在一个世界,所有这些人都不见了,”一位员工表示。“这将是一个hellscape。”
防止广告商逃离
2019年,麝香写道:“我讨厌广告。”
前夕,关闭交易的预期,他直接吸引广告商的公开信推:“Twitter显然不能成为混战hellscape,任何可说没有后果!…Twitter渴望成为世界上最受尊敬的广告平台,强化你的品牌和企业成长”。
广告商不买它。
他们指出,麝香的计划恢复帐户的美国前总统唐纳德·特朗普是一个主要障碍在Twitter上花钱。Twitter永久暂停了特朗普进一步煽动暴力的风险在1月6日,2021年,袭击美国国会大厦。
欢迎回到特朗普可以疏远中度和自由主义倾向的用户,因此推开主要的家居品牌目标市场的产品和吸引人在政坛上,广告公司的创始人Mark DiMassimo说DiMassimo戈尔茨坦。
遵守法律
麝香已承诺保持各种各样的言论自由,但也用了平和的语气与全球领导人旨在遏制大型科技股。
今年5月,麝香在Twitter视频表示,他同意欧盟的新数字媒体的监管,这将迫使大型技术做更多应对非法内容或风险全球收入的6%的罚金,在一个世界上最严重的方法来调节在线内容。
亚洲监管者也增韧的法律立场对社交媒体平台和下令删除他们认为非法内容,其中包括演讲的持不同政见者。
在印度,Twitter已举办了一次“复杂的战斗”与政府保护网上言论自由,这场战斗将风险与麝香,古德曼说。
特斯拉的扩大在华业务,去年创造了140亿美元,也可以让Twitter面临风险,高盛前Twitter董事会成员说。
”的理念,他是一个与中国政府保持良好关系及可能将用户的信息,这很可怕,”高盛表示。
Twitter是配备专家审查数据来自政府的请求,但麝香表明他藐视这些专家,他说。
“特朗普是否要回来,我认为这是一个室内游戏,”高盛表示。“但会发生什么是持不同政见的IP地址将掉在地上的东西。”
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