For Variety VIP+ subscribers: Guest writer mberg__ posits that to fathom Elon Musk’s X-pertise, one must remember his PayPal X-perience
Despite a reputational and financial downslide, Twitter/X arguably has the components that matter — distribution, attention and data. Butare core to Musk’s super-app ambition. With his experience in the payments industry, Musk could begin to roll out frictionless payments services on Twitter/X.
Integrating payments would be similar to what Block , led by former Twitter CEO Jack Dorsey, has done with Cash App: wrapping drab P2P transactions in mobile-first, gamified user experiences that borrow DNA from engagement mechanisms on social media. But users will be the big unknown during the renovation — and the critical X factor to its success en route to super app. While some users may embrace the change, others may resist, feel alienated or defect altogether. Indeed, Musk’s reputation and chaotic leadership might be a major barrier of his own making toward sustaining interest and support from users during this transition.
A lot of things can be said about Elon Musk. But as an entrepreneur, his ability to take on massive challenges, fueled by a long-term vision, is still significant. If anyone’s got the stamina to will something like this into existence, it might be him. Will users appreciate their town square turning into a sprawling mall? Do we want a super app controlled by Elon Musk? Whatever the answer, it’s Elon’s house now. But everyone’s free to come and go as they want.
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