UberMedia’s Twitter roll up continues with TweetDeck

UberMedia, the company that has been buying up Twitter apps including UberTwitter and EchoFon, is making its biggest catch yet — TweetDeck.

The acquisition was first reported in TechCrunch, and was later confirmed by All Things Digital’s Peter Kafka, who said that UberMedia will pay $30 million in cash and stock. He said the deal isn’t complete (which is presumably why neither company has announced it), but “it’s pretty far along, with signed term sheets, etc.”

This seems to solidify UberMedia’s plan to become the biggest player in the Twitter ecosystem — or as chief executive Bill Gross described his goal last month, “the best partner to Twitter in enhancing the Twitter ecosystem.”

It’s interesting to look back at a list of apps that Twitter published last September. Among the apps not developed by Twitter itself, TweetDeck was the most popular, except for Twitpic (which is a photo-sharing service, not an app for accessing Twitter). And of the top five third-party apps on that list, UberMedia now owns three.

At the time, VentureBeat’s Owen Thomas used the list to argue that external third-party developers aren’t particular important to Twitter anymore. However, if a single company controls most of the big apps (Loic Le Meur of competitor Seesmic says UberMedia’s apps are now responsible for 20 percent of all daily tweets), that equation starts to change.

(Update: Owen notes in the comments that I’m conflating two different metrics here. The Twitter blog post referred to unique users, while Le Meur is talking about tweet volume. An application could have be responsible for a large amount of tweets relative to its user numbers if they’re all “power users”.)

London-based TweetDeck raised less than $5 million in funding from Betaworks (also an UberMedia investor) and others.

  • http://ditherati.com/ Owen Thomas

    Anthony, it's important not to mix apples and oranges, or birds and bots. The list you referred to compared apps by unique users, and showed that third-party apps reach a very small percentage of Twitter's audience. The metric you're discussing, tweet volume, is something else altogether.It makes sense to me that power users — whether publishers using automated feeds, social-media self-promoters seeking to build their following, or straight-up spammers — might prefer third-party tools designed for their specialized uses. So they put out 20 percent of the tweets. Is anyone listening to them? For all the talk of reaching influencers and buzz marketing, advertisers care about reaching people, not tweet factories.

  • http://twitter.com/mediaroost Media Roost

    This is interesting news. Seems like the twitter app market is starting to consolidate, and the question is one of revenues: With twitter starting to support 'ads,' will that be sufficient to drive growth in this 3rd party industry? Or can a model of selling seats in applications which are really useful drive that growth? I'm the CEO of a startup with a multi-user twitter 3rd party app, and I think about this every day.Mark Krieger, @mediaroost

  • http://www.venturebeat.com Anthony Ha

    Ah, good point, I'll add a link to the story noting the distinction.

  • http://www.venturebeat.com Anthony Ha

    Interesting. Which way are you guys leaning?

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