Still, there’s been longstanding debate about whether the super-app phenomenon can take off in the U.S. The elusive grail of super-app status is powerful for the few companies that have succeeded in creating one, most notably Tencent’s WeChat, with over 1 billion active users in China. In effect, the app becomes a mini operating system and ecosystem unto itself. Musk has tweeted about his ambition to turn Twitter into an “ everything app,” a potential future state he’s alluded to in tweet missives in recent months.Īn everything app, commonly referred to as a super app, is a platform that conjoins a plethora of disparate functionalities and activities - socializing, games, banking, payments, food ordering and ticket buying - all within a single app, with one user profile and shared payment rails. Musk may have just initiated his big Twitter play and original intent behind the purchase: orchestrating a massive internet-property renovation, aimed at reclaiming the opportunity that passed through his hands decades earlier with PayPal. But through a different lens, the rebrand signals a rite of passage for the platform formerly known as Twitter. On the surface, these latest developments align with Musk’s erratic decision making since acquiring the platform. Within 24 hours of making that request, he’d swapped out the iconic blue bird. In true Elon fashion, Musk solicited his Twitter followers to send in logo suggestions and ultimately selected a fan-made X. The rebrand looked operationally frenetic. Adding to the intrigue this past week, Musk suddenly rebranded Twitter as “X.” Since then, the social media giant has experienced rough seas, with layoffs and advertisers distancing themselves from the platform. Is Elon Musk enjoying his personal online clubhouse or mounting one of the most significant online property renovations we’ve seen? And is it all to chase the golden goose that got away decades ago?Įlon Musk made headlines when he acquired Twitter and promptly took it private last year.
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