TweetDeck, a London based startup has been acquired by Twitter, for $40 million in cash and stocks.
In a blog post confirming the acquisition:
This acquisition is an important step forward for us. TweetDeck provides brands, publishers, marketers and others with a powerful platform to track all the real-time conversations they care about.
In order to support this important constituency, "we will continue to invest in the TweetDeck that users know and love."
TweetDeck founder Iain Dodsworth blogged about the direction the team might take:
The mainstream Twitter user-base is well catered for by twitter.com and the official mobile clients. And by becoming part of the official platform, TweetDeck will now fill that role for brands, influencers, the highly active and anyone that just needs "more power".
TweetDeck users fear, that the feature to connect with other social networks maybe removed after the deal goes through. Many are uncertain as to how Twitter will utilize TweetDeck, but an obvious move might be to deploy the desktop and mobile application as a 'trade up' from the official Twitter.com interface and mobile application. This would be similar to Google's strategy of acquiring companies for their talent rather than their product alone.
Twitter is in unchartered waters for advertising, brands, and collaborative campaigns, whereas Tweetdeck, Hootsuite, CoTweet, and others have quickly made a mark. This year, Twitter made it very clear that they want to have more quality control within their eco-system of apps and create a more unified experience.