A thoughtful piece from 37Signals on the necessity to monetise Twitter
“That doesn’t exonerate them from building a more stable service. Especially not considering that they have five million dollars of other people’s money to do it with and a few years of practice.”
“If the growth in Twitter usage was mirrored by an equal growth in Twitter profits, the necessary investments needed for infrastructure would be self-evident. But when the money pot is an ever-shrinking gift-with-strings-attached, you can’t just blow your way out of the issue with cash.”
It’s true. Twitter’s scaling issues are a bugbear in their sides because as their userbase is growing, the Potential Value (in terms of Attention) of the company grows but the Actual Value (in terms of revenue) stays stagnant. And they have a huge amount of Virtual Debt in the shape of investors who will want a return. So, yes, the service itself is cool but is it sustainable?
It seems to me they have three options:
- Someone buys them for a gazillion dollars. This is what happened to Jaiku. Google bought them and then kinda ignored them. I guess it was a defensive buy? It then becomes someone else’s problem at how to make money out of it? I must say I don’t mind the way Twitterific handles it – advertising sponsored play is good enough. This is the model that the investors will likely want.
- They find out a way to make money. What about building in the feature that Twitter-ites (Twitterlanders? Tweeters?) could make their own adverts? Anyone can tweet but Tweetvertising allows graphics? Maybe even audio or video? Maybe even some opt-in tracking (as if I’m being forced to watch adverts, at least make them interesting to me!). Or maybe offer Tweets separate to SMS to mobile phone companies? Make it unlimited for people who have signed onto Tweet plans but limit those of us who slip in under the radar with data. That’s certainly going to reduce some of the ‘noise’. I am guessing here that they already get a percentage of every SMS sent them? Unless this is truly revolutionary, it’s probably not going to please the investors.
- They break out the infrastructure and make it P2P. This could shift the responsibility for uptime to others and allow them to host their own options for advertising or value-added services. Maybe even license the software out so there are a bazillion twitter servers out there. This would be the method by which Twitter could sneak up and murder Instant Messaging in it’s sleep. I tweeted recently that Twitter was not Broadcast IM. But, of course, it is.
End of the day, it’s not my problem but I wonder what happens when they spent the last cent of the VC money they have received. Does the world go dark?