Hollywood’s The Wrap Takes The Covers Off of Twitter IPO with Brian Solis

 

The Wrap’s Brent Lang called Brian Solis to examine the various scenarios Twitter executives should consider for a successful IPO. Here are some of his thoughts from the article, “How Twitter Can Avoid Facebook’s IPO Nightmare.”

“What you have is a wary Wall Street that still has a memory of the dotcom bust fresh in its mind,” Brian Solis, a digital analyst at the research and advisory firm Altimeter Group, said. “There is certainly a perception that a quarter billion users is not enough and their operating loss is seen as a challenge.”

“It’s an internet company that most people don’t use,” Solis said. “It’s hard to understand for a lot of people and it’s hard to describe even by those people who do use it. Investors, many of whom are older, get what LinkedIn is because they understand the value of business networking.”

Solis advises that Twitter spend the run-up to its IPO explaining its suite of services to the general public in a way that even Luddites can grasp.

Twitter did just that Wednesday in a company post about its new See It feature. Titled “Change the channel directly from Twitter,” the post indicated the company would like to roll out the TV-friendly feature to other distribution partners beyond Comcast, presumably making revenue in the process.

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ABOUT ME

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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