UberMedia is the well-known technology development company that is responsible for creating many Twitter applications that users use today. Many of the applications created by the company are notably responsible for over 10 percent of the daily activity use by members on the social networking site. Although the relationship between Twitter and UberMedia has been fiscally profitable, the technology applications company recently decided to create its own microblogging social networking platform to carve out a target market niche of its own and to attract any Twitter users who may be dissatisfied with the popular brand platform.
UberMedia’s decision to create a separate entity of its own was to primarily decrease their Twitter dependency that has developed from having such a well-known brand with stellar social applications and tools. The UberMedia platform is also considering starting its own microblogging platform as a way to diffuse a strained business relationship that has developed between the two companies. Since February 2010, UberMedia has not been in good graces with Twitter due to some accusations by the company, saying that UberMedia violated some of the terms of service involving three of Twitter’s social networking applications. Because of those accusations and purported violations, business executives felt that the UberMedia business strategy would best be served by developing a microblogging platform of its own.
Earlier in 2010, UberMedia was accused by Twitter of violating some of its terms of service by the popular blogging brand, and as a result, was suspended. When UberMedia named its blogging portal UberTwitter, Twitter promptly demanded that UberMedia change its name, which it did. Now called UberSocial, but perhaps not in enough time to salvage the business relationship and confidence that it had with its biggest client. UberMedia’s marketing chief executive, Steve Chadima, wants to concentrate on growing the Twitter platform and increasing user activity, despite starting their own microblogging platform. The motivation is to continue a good business relationship while making full use of the resources at their disposal as having Twitter for a client.