Twitter eyeing Japan for revenue from data for businesses

April 21, 2016 by By Yuri Kageyama
This Nov. 4, 2013, file photo shows the icon for the Twitter app on an iPhone in San Jose, Calif. Twitter has its eyes on Japan, with its 3.5 million users, to make money from companies eager to use Twitter data to research retail trends, manage inventory and improve customer service. Although tweets are public, the San Francisco-based social media company offers special technological tools to better analyze and take into account for all tweets, including those in archives, through partner companies such as NTT Data and NetBase, which pay Twitter. Randy Almond, Twitter's head of marketing, told reporters at its Tokyo headquarters Thursday, April 21, 2016. (AP Photo/Marcio Jose Sanchez, File)

Twitter has its eyes on Japan, with its 35 million users, to make money from companies eager to use Twitter data to research retail trends, manage inventory and improve customer service.

Although tweets are public, the San Francisco-based social media company offers special technologies for better analyzing them, taking into account all tweets, including those in archives, through partner companies such as NTT Data and NetBase, which pay Twitter.

Randy Almond, Twitter's head of data business marketing, told reporters Thursday the partners in turn get paid by companies hoping to improve their businesses using information from Twitter data. Twitter rarely gets paid directly by the brands.

Examples include monitoring consumer reactions to a new product, the demographics of users or complaints about what's not in stock at a store. All that can be tracked by Tweets, Almond said.

Twitter says it deals properly with people's privacy concerns, and the strength of Twitter is that the information is immediate, and all public, unlike private messages or email.

"That is something we take very seriously at Twitter," Almond said of security issues. "we don't surprise the user because, if we do that, then that means that you as a user may not want to use Twitter."

Making money off online services is a challenge, and data analysis sales are one way Twitter is tackling that problem. The company, based in San Francisco, does not break down revenue for data marketing.

In the U.S., for instance, a coffee retailer began to offer baristas college scholarships to retain them as employees after finding out through Twitter data that loyal companies fled after their favorite baristas quit.

In Japan, tweets from regular people are getting splashed in attractive ways at huge displays at events and baseball games, using special curation technology, according to Twitter.

The number of Twitter users in Japan has grown fivefold since 2011. Japanese was the first language Twitter was offered in after English, and Japanese is the most frequently used non-English language on Twitter.

Explore further: Twitter adds button to share tweets in direct messages

Related Stories

Twitter buys data analytics partner Gnip

April 15, 2014

Twitter says it has bought its data partner Gnip, which provides analysis of the more than 500 million tweets its users share each day—to advertisers, academic institutions, politicians and other customers.

Twitter expands privacy on direct messages

April 20, 2015

Twitter said Monday it was making it easier to take direct messages private, carving out a bigger space for targeted exchanges on the popular microblogging service.

Recommended for you

Sculpting stable structures in pure liquids

February 21, 2019

Oscillating flow and light pulses can be used to create reconfigurable architecture in liquid crystals. Materials scientists can carefully engineer concerted microfluidic flows and localized optothermal fields to achieve ...

Researchers make coldest quantum gas of molecules

February 21, 2019

JILA researchers have made a long-lived, record-cold gas of molecules that follow the wave patterns of quantum mechanics instead of the strictly particle nature of ordinary classical physics. The creation of this gas boosts ...

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.