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In case you hadn’t heard, Twitter had a very big day yesterday. By submitting its S-1 application to the SEC just before close of business last night, the seven-year-old social platform finally made its IPO public. In the filing, rich details about Twitter’s financials, including its $20.62 per share stock assessment and that in the first six months of 2013 the company’s revenue was a staggering $253.6 million. But despite the robustness of numbers like these, Twitter’s bottom line was less rosy, revealing an annual eight-figure net loss and accumulated deficit of $418.6 million. This is why monetization of Twitter, a big topic last month when they hired former Ticketmaster executive Nathan Hubbard to spearhead the T-commerce mission, is so critical. Can Twitter succeed where so many, including Facebook, have failed? In this latest video interview, L2’s Head of Research & Advisory Maureen Mullen addresses this question and also discusses which industries are better-suited to T-commerce than others–and whether luxury brands are among them.

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