Overspending on Twitter Inc TWTR.N for $44 billion was the easy part.
Now, Tesla Inc TSLA.O Chief Executive Elon Musk must prove why he believes that Twitter 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
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, 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's plan to sell audiobooks as one example of barriers to entry.
Adding payments, which generally require identity verification, could complicate a service which has allowed anonymity to flourish, making Twitter a powerful tool for political activism in hostile environments, said Jason Goldman, a former Twitter board member.
"It's not possible at this point in the evolution of the mobile internet," Goldman added.
CUTTING CONTENT MODERATION
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
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.
Until Musk finds new sources of revenue, he can't afford to trigger a backlash from a group that contributes 90% of Twitter’s revenue.
OBEYING THE LAWS
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."
Reuters
Fri Oct 28 2022
![Analysis: For Twitter boss Elon Musk, now comes the hard part Analysis: For Twitter boss Elon Musk, now comes the hard part](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2022-10/51666933932_Twitter.jpg)
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. - REUTERS
![Hukuman penjara bapa lakukan serangan seksual ke atas 3 anak perempuan dikurangkan Hukuman penjara bapa lakukan serangan seksual ke atas 3 anak perempuan dikurangkan](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-04/51714453013_courtgavelmahkam.jpg)
Hukuman penjara bapa lakukan serangan seksual ke atas 3 anak perempuan dikurangkan
Dalam penghakimannya, Che Mohd Ruzima berkata perayu gagal membuktikan bahawa Mahkamah Sesyen terkhilaf dalam memutuskan kes itu.
![Pan-gon mahu kekal hubungan baik dengan Malaysia Pan-gon mahu kekal hubungan baik dengan Malaysia](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-07/81721124936_KimPanGon.jpg)
Pan-gon mahu kekal hubungan baik dengan Malaysia
Bekas ketua jurulatih Harimau Malaya Kim Pan-gon mahu mengekalkan hubungan baik dengan skuad itu biarpun tidak lagi bersama.
Nasib acara sepak takraw wanita diketahui Khamis ini
Nasib acara sepak takraw wanita berpasukan dalam Sukan Malaysia (SUKMA) edisi ke-21 di Sarawak akan ditentukan dalam Mesyuarat Jawatankuasa SUKMA Peringkat Kebangsaan pada Khamis ini.
JPBM Sabah serah jentera khas buat pasukan sukarela
Jabatan Bomba dan Penyelamat Malaysia (JBPM) negeri Sabah sedang dalam perancangan untuk menyerahkan jentera khas, iaitu Volunter Fire Rescue Tender (VFRT) untuk Pasukan Bomba Sukarela (PBS) di Sabah.
Sarawak akan pertahan pingat sukan Muay Thai edisi lalu
Skuad Sarawak akan berusaha mempertahankan masing-masing dua emas, perak dan gangsa dalam kejohanan SUKMA yang dimenangi dalam edisi lalu.
![Usaha pujuk Pan-gon tidak berhasil - Yusoff Mahadi Usaha pujuk Pan-gon tidak berhasil - Yusoff Mahadi](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-07/81721124841_TBFAM.jpg)
Usaha pujuk Pan-gon tidak berhasil - Yusoff Mahadi
FAM pernah berusaha memujuk Kim Pan-gon untuk terus mengemudi skuad Harimau Malaya hingga kontraknya tamat secara rasmi pada akhir tahun depan.
![Kaspersky tinggalkan pasaran AS bermula 20 Julai ini Kaspersky tinggalkan pasaran AS bermula 20 Julai ini](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-02/51708604164_kasperskyancamans.jpg)
Kaspersky tinggalkan pasaran AS bermula 20 Julai ini
Kaspersky mengesahkan kurang 50 pekerja akan terkesan, dan mereka akan diberikan pampasan susulan penutupan syarikat tersebut.
![ADB lulus pinjaman AS$100 juta kepada Uzbekistan ADB lulus pinjaman AS$100 juta kepada Uzbekistan](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-07/61721128485_Uzbekistanflag.jpg)
ADB lulus pinjaman AS$100 juta kepada Uzbekistan
Pinjaman itu bagi membantu Uzbekistan meningkatkan penjagaan pranatal untuk wanita hamil dan bayi mereka.
![Keluarga Nur Farah Kartini mohon henti keluar kenyataan guris hati Keluarga Nur Farah Kartini mohon henti keluar kenyataan guris hati](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-07/51721127722_NurFarahKartini.jpg)
Keluarga Nur Farah Kartini mohon henti keluar kenyataan guris hati
Kakak ipar mangsa Syeril Norsyuhada Suhaimi, 29, berkata mereka sekeluarga masih terkejut dan sedih atas kejadian yang menimpa Nur Farah Kartini.
![Sultan Selangor jalani pemeriksaan kesihatan untuk pembedahan katarak mata Sultan Selangor jalani pemeriksaan kesihatan untuk pembedahan katarak mata](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-07/81721125507_SultanSelangor.jpg)
Sultan Selangor jalani pemeriksaan kesihatan untuk pembedahan katarak mata
Sultan Selangor Sultan kini berada di hospital untuk rawatan pemeriksaan kesihatan bagi menjalani prosedur pembedahan katarak mata.
![Selepas setahun, Threads kini punyai lebih 175 juta pengguna aktif bulanan Selepas setahun, Threads kini punyai lebih 175 juta pengguna aktif bulanan](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2023-12/51702622584_TBThreadsjpg.jpg)
Selepas setahun, Threads kini punyai lebih 175 juta pengguna aktif bulanan
Threads dilancarkan pada Julai 2023, memperlihatkan jutaan pengguna berebut mendaftar dalam hanya beberapa jam ia diperkenalkan.
![Pendapatan X merosot teruk, bakal lancar sistem pembayaran sendiri Pendapatan X merosot teruk, bakal lancar sistem pembayaran sendiri](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-06/41718408932_XTwitter.jpg)
Pendapatan X merosot teruk, bakal lancar sistem pembayaran sendiri
Pendapatan X dalam enam bulan pertama 2023 ialah $1.48 billion yang bersamaan penyusutan 40 peratus berbanding tempoh sama tahun lalu.
![Indonesia sedia haramkan X jika tidak halang kandungan lucah Indonesia sedia haramkan X jika tidak halang kandungan lucah](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-05/71714708473_tbGENERICPHONE.jpg)
Indonesia sedia haramkan X jika tidak halang kandungan lucah
Menteri berkenaan telah menghantar surat amaran kepada X berkaitan perkara ini.
![Likes di X kini disorok untuk semua pengguna Likes di X kini disorok untuk semua pengguna](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-05/71714708473_tbGENERICPHONE.jpg)
Likes di X kini disorok untuk semua pengguna
Hanya pemilik akaun boleh melihat Likes peribadi selepas ini.
![Ciri pemesejan peribadi Chats diperkenal di Bluesky Ciri pemesejan peribadi Chats diperkenal di Bluesky](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-05/51716441791_mediasosialBluesky.jpg)
Ciri pemesejan peribadi Chats diperkenal di Bluesky
Sokongan media, mesej berkumpulan dan beberapa ciri keselamatan akan diperkenalkan pada Chats di masa akan datang.
![X bakal tampil ciri sorokkan Like kepada semua pengguna X bakal tampil ciri sorokkan Like kepada semua pengguna](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-05/51716377152_TBXHIDEPROFILE.jpg)
X bakal tampil ciri sorokkan Like kepada semua pengguna
Sebelum ini untuk menyorokkan Like anda perlu melanggan kepada X ah
![X kini beralih kepada domain X.com, tidak lagi guna jenama Twitter X kini beralih kepada domain X.com, tidak lagi guna jenama Twitter](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-05/51716004099_TBXCOM.jpg)
X kini beralih kepada domain X.com, tidak lagi guna jenama Twitter
https://amanz.my/2024454834/
![X perkenal 'Stories' - ciri rumusan berita oleh AI untuk pelanggan berbayar X perkenal 'Stories' - ciri rumusan berita oleh AI untuk pelanggan berbayar](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-05/61714965864_XStories.jpg)
X perkenal 'Stories' - ciri rumusan berita oleh AI untuk pelanggan berbayar
Ia boleh diakses pada tab -Explore-, yang sedia menyenaraikan sejumlah berita yang hangat dibincangkan pada platform tersebut.
![Threads kini mempunyai lebih 150 juta pengguna bulanan Threads kini mempunyai lebih 150 juta pengguna bulanan](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-04/51714008781_TBThreadjpg.jpg)
Threads kini mempunyai lebih 150 juta pengguna bulanan
Pengguna telah mula lebih bergiat berkongsi melalui Threads, dan ada yang telah mula hanya menggunakan Threads semata menggantikan Twitter.
![X akan buang ciri sorok calit biru X akan buang ciri sorok calit biru](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2023-03/51680060544_TwitterVerifiedlo.jpg)
X akan buang ciri sorok calit biru
X mula beri notifikasi bahawa ciri menyorokkan calit ini akan dihentikan dalam masa terdekat. Ia muncul dalam tetapan pelanggan X Premium.