Microsoft isn't exactly tech's most consumer-friendly company. But it aspires to break out of its Windows desktop, suit-and-tie, 9-5 image to capture more of the consumer market.
Wedbush Securities analyst Daniel Ives agrees.
Protection of that data is Microsoft’s biggest selling point to the Trump administration which is concerned about TikTok’s ties to the Chinese government. What kind of data are we talking about? Your location, times you are on the app, the time of day you consume certain genres or content, says Shelly Palmer, CEO at The Palmer Group, a tech strategy advisory group.
“From an advertising business standpoint, the value of TikTok to Microsoft could potentially be very large, but I want to emphasize that it’s just potential at this point,” eMarketer's Williamson said. “TikTok is very early in the development of its ad business, and there’s no guarantee that it will attract a large share of ad dollars."
"The perception of Microsoft being your grandpa’s technology company, from a consumer perspective, not enterprise, would change overnight," he said.0kayk30n | ♬ love galore demo | on TikTokTrump said Monday that he will wait until Sept. 15 to take action on TikTok, giving Microsoft or another company time and opportunity to purchase it.
On Sunday night, Microsoft took the unusual step of publicly acknowledging acquisition talks before a deal was reached. In a blog post, Microsoft said it will"move quickly to pursue discussions with TikTok’s parent company, ByteDance," with a final decision expected no later than Sept. 15.
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