Scarcely not only these partner relations will be quite complicated, especially if traffic will not be directed back on Twitter.com. Twitter service tends to take control of the content that will be shown to the users, limiting the access to its data for the third party services and apps.
It is worth mentioning that Twitter should say great thanks for its early success to once open access to the API. According to the certain data, 77% of sent tweets are usually sent through the service own infrastructure. Only 23% of people use third party client-apps for sending tweets.
Company’s true aim is to monetize as productively as possible those users, who take advantage of first party services of Twitter. To achieve this the social service will operate with mainstream advertisers and enter into partnership with large corporations, providing them an access to its big database of active users.
Huge, endless tweets stream is still powerful and often contradictory opinions source. However, Twitter knows the very method how to make it more safe for the advertisers.
The very result of recent Twitter’s partnership with NBC is a single branded page of tweets concerning Summer Olympic Games 2012. Twitter plans to repeat this very strategy in the future. Users in USA are sent to the page devoted to the Olympic Games tweets on twitter.com/#olympics. Of course, only NBC branding is placed there. Regular search page is available for other countries users that is quite natural because of geo-targeted advertising campaign.
Twitter tries its best to increase its revenues. Social service representatives can boast its popularity as much as they want, however, investors wait a significant return of their investments into the service. Judging from the recent Twitter’s steps, the service has chosen quite a safe way of receiving an income, monetizing tweets pages views as much as it is possible, at the same time entering into traditional partnership with advertisers.
If Twitter will succeed in monetizing of 80% of usual users, at the same time without repelling 20% of power users left, then, maybe, it will be able to combine revenue receiving with innovations.