Leading developer of Twitter applications UberMedia is planning to create its own microblogging platform to attract users who have voiced complaints with Twitter, according to multiple sources from a CNN report.
A homegrown platform would give UberMedia’s business model more stability by decreasing their dependency on Twitter for the success of their top applications, which account for over 10 percent of daily user activity on Twitter by some estimates.
It also may be a necessary strategy for the developer, who’s relationship with Twitter turned sour in February when three of UberMedia’s applications were accused of violating terms of service and subsequently suspended.
Twitter demanded UberMedia change the name of its UberTwitter client (now called UberSocial) before playing nice again, but such behavior doesn’t exactly instill long-term developer confidence.
One thing is clear: UberMedia is going to need Twitter — or more specifically top Twitter clients. The company’s acquisition history, which includes the purchases of Tweetdeck, Echofon, Twidroyd and Mixx, suggests that its plan also includes leveraging what’s already out there.
“Our foremost desire is to continue to innovate on the Twitter platform and bring more users and usage to Twitter,” said UberMedia marketing chief Steve Chadima in the report.
That statement seems like an acknowledgement that UberMedia’s dependence on Twitter isn’t likely to change anytime soon.
VentureBeat and marketing technology analyst David Raab are working on a new Marketing Automation usage and ROI study
. If you currently use a marketing automation system, help us out by answering the survey.
If you do, we'll share the resulting data with you.