Twitter has failed to come up with the new ideas needed to reach a wider group of users.
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Against that background, the preliminary acquisition discussions have raised an inevitable question: If Twitter's current management cannot reap more value from Twitter's distinctive real time social network, is there anyone else who could?Nor is it clear why Salesforce – or any other company – would buy Twitter just for this access to the data.Google's interest in Twitter points to the sort of acquirer who would be able to reap the most immediate value from a deal.Twitter could become a new growth engine for Google's advertising business, which faces a challenge as it tries to translate its search business to mobile devices, he says.The data on Twitter's own 313m active users a month would also complement Google's other businesses. However, the historical rivalry between Twitter and Facebook may present a barrier to any deal.Apple even briefly considered investing in Twitter in 2012, before it went public, people familiar with the talks said at the time.Like others, however, Apple could get access to Twitter data without owning the company. Unless Twitter's owners are prepared to settle now for much less than their company once seemed worth, any agreement on an acquisition will be hard to reach.
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