Why no one wanted to buy Twitter

São Paulo -The Twitter is for sale. With millions of users producing content in real time could be a tool to collect behavioral data and increase the accuracy of advertising.

However, the social network has not received any offer to purchase, while giants like Google, Facebook, Microsoft and Apple were among the prime suspects for the acquisition.

With this, the company's shares plunged 15% in one day and it lost billions in market value, reaching US $ 12.6 billion. What happened for buyers to give up the operation?

"The first thing that attracts anyone to look at Twitter is the amount of available data. The network gives a very broad view of how people connect and how they communicate," said Jenny Sussin, director of technology consulting Searches Gartner.

However, many of these data are already open, accessible to anyone who wants to analyze them. "Why a company would pay for Twitter if she can already have your most valuable asset, your data, for free?" Says the expert.

"Access to other data and features of Twitter is worth $ 20 billion? Probably not," he said. However, if the value of the shares fall further, it is likely that investors return to be interested.

Salesforce is a company that would still be considering the acquisition, said CNBC, but the current price would still be too high for shareholder approval.

A mess

The high price and lack of attractive úncios are not the only obstacles between the company birdie and possible buyers.

"Twitter has become a mess," she said. "The content is difficult to organize and there are many trolls (people involved in spreading hatred and provoke involved in a discussion on the Internet)."

In addition, the network has found it difficult to increase revenue with advertisements and bring new users to its platform. Therefore, the market value was the peak of $ 50 billion in 2013, the year of its IPO, for only US $ 12.6 billion at the beginning of the week.

Increased competition

The social network, which appeared in 2006, now has 313 million active users and 3,860 employees in over 35 offices around the world.

With only 10 years, the social network has experienced radical changes in your market. When it came, the model was innovative and there was nothing like it. With short messages, anyone could communicate with the world and reach people who never imagined in real time.

A decade later, many competitors have come and threaten the company says Sussin. Messaging applications, such as Facebook Messenger, Whatsapp, Telegram and Viber, multiplied, taking the place of Twitter for conversations. In addition, users can also post what they are thinking about Snapchat.

"The company is recognizing that needs to change. Maybe it is seeking a buyer to look at your business from another angle, "says the consultant.

If you find you can walk the same path of Myspace, the social network that still exists but is relevant.