Twitter has bought Yes Inc. in a move that sees its CEO, Keith Coleman take up the role of Vice President of Product at the social network. The newly acquired social app maker is responsible for apps such as Frenzy and WYD.
The appointment was confirmed in a tweet by Twitter's Chief Technology Officer, Adam Messinger on Thursday, 1st December 2016. Prior to starting Yes, Inc. in 2014, Keith Coleman led the development of products such as Gmail and Inbox at Google.
So what will the acquisition of Yes, Inc and Keith Coleman's appointment bring to Twitter's table?
The social network has come under fire in recent times for being slow to adopt important changes to its app. The six-man team at Yes Inc., however, has a reputation for churning out social sharing products at a fast and consistent rate; In their two years, in addition to Frenzy and WYD, they've created Heyo!, a messaging platform, as well as another app that helps parents arrange play dates for their kids.
Their rate of development and production is what Twitter needs at the moment.
In addition, Keith Coleman's experience and proven record will make him a valuable asset as VP of Product, a position that Twitter has repeatedly found difficult to fill in in the face of new competition and mounting user complaints.
On the other hand, what does this mean for Yes Inc. and Keith Coleman?
Twitter will not be putting its muscle behind the company's products, like some would expect. In fact, Yes Inc.'s team members have been offered roles at Twitter and the company will be shutting down its apps as part of the integration.
Keith Coleman does not appear to be big on tweeting though, the new VP has put out a grand total of 147 tweets since he started using the app in 2007.
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