Twilio Expands Into Marketing With First New Product Born Of $3.2 Billion Acquisition Of Segment
Summary
From the patio of his house on a hill in San Francisco’s Noe Valley, Twilio CEO Jeff Lawson gestures toward the massive Salesforce Tower that dominates the downtown skyline. Marketing was one of four potential sectors to move into that the San Francisco company identified in a presentation to investors on the benefits of the Segment deal, with the other three being customer service, product and sales. The new tools are built on top of Segment and will allow consumer-facing companies to create personalization akin to Netflix’s algorithm for entertainment recommendations or the curated shopping suggestions that users see on Amazon, Lawson says. He notes that Twilio’s advantage may be in its early API pedigree, which has resulted in a robust ecosystem of developers already used to the company’s products, as well as its strong footing in communications software, particularly for messaging. Segment had figured out how to collect and compute large data sets in real time, while Twilio had unified a messy infrastructure network for communications.
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