Salesforce.com, Google, and Disney are all considering bids to purchase the social media giant Twitter, but Salesforce is emerging as the front-runner.
Marc Benioff, CEO of Salesforce, thinks that the social media outlet has a wealth of untapped opportunities in the e-commerce market, advertising, and other data markets, according to the Wall Street Journal.
Experts put a $20 billion price tag on Twitter, a figure almost half of the total market value for Salesforce which is just over $49 billion.
While there is no promise that Twitter will in fact sell, there are a few more players in the market for the social media site that could raise the stakes.
If $20 billion dollars is the ball park figure for Twitter, Salesforce competitors may have more wiggle room to acquire the social media giant. Alphabet Inc., the parent company of Google, has a market valuation of over $550 billion dollars. Disney also has substantially more capital than Salesforce, touting a market value of just under $150 billion.
Benioff failed to secure a deal with LinkedIn, losing the deal to Microsoft in early June. Microsoft was able to put together a $26.2 billion dollar deal, a price substantially higher than the expected price of Twitter. If Google or Disney were able to up the price for Twitter in a bidding war, one could wonder if Salesforce has the finances to play ball.
The acquisition of Twitter would be the single largest play that Salesforce has ever undertaken. The company made a $2.8 billion purchase of an e-commerce outlet in July, and this week it struck a deal with an AI company for $700 million. While these are large acquisitions, purchasing and managing an entity like Twitter, a company with around 3,900 employees, is an entirely different beast.
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