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Trump Approves Oracle/TikTok Deal, Securing the App’s Future in the US

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trump approves oracle tiktok deal securing the apps future in the us

It looks like TikTok will live to fight another day after all.

Last Thursday, a consortium group, lead by enterprise computing giant Oracle, submitted its proposal on a takeover of the US operations of Chinese-owned TikTok, in order to address concerns raised by the US Government that TikTok could be sharing data with the Chinese government. The White House said that it would respond to the deal within 36 hours. 

On Saturday, US President Donald Trump said that he had agreed to the terms outlined in the Oracle-lead deal:

I have given the deal my blessing, if they get it done that’s great, if they don’t that’s okay too. I approved the deal in concept.”

That’s not exactly the final sign-off required, but it was enough for TikTok to put out an official statement on the new arrangement.

As noted by TikTok, the new deal will see Oracle become the ‘trusted technology provider’ for the app, which will include hosting all US user data, and ensuring that such remains separate from Chinese parent company ByteDance. How, exactly, that will work is not clear – theoretically, while TikTok remains under ByteDance ownership, it’s just as likely to share data with the Chinese regime as it was previously. But the technical details have reportedly been laid out in the full proposal, including the separation arrangements.

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The full documentation also reportedly states that TikTok will have its own, separate board in the US, which would be approved by the US Government, and that that board will likely include “a former NSA or CIA official with a high-level security clearance”.

Essentially, Oracle will become the secure cloud provider for the app, while also taking a 12.5% stake in the company. Walmart is also included in the Oracle deal, and will take an 8% stake in the newly formed ‘TikTok Global’ entity. TikTok Global, which will operate separate from ByteDance, but will be licensed from the Chinese company, will list for an IPO early in 2021. 

Again, the specifics of how it will all work are not clear, but it appears that TikTok Global will be able to utilize all of TikTok’s current algorithms and systems, while operating a completely separate user database. 

Walmart’s interest is in eCommerce and on-platform selling, which has become a key component of the Chinese version of the app.

Douyin eCommerce

If Walmart can become the facilitator of the platform’s in-app purchase flow, that could help it establish a stronger link into the rising eCommerce sector – which has accelerated significantly in 2020 due to the COVID-19 lockdowns.

For Oracle, the deal will help to further establish it as a key provider of cloud infrastructure. Oracle already provides cloud services to Zoom and other web entities, and through further investment enabled as part of the TikTok deal, it’ll not only be able to better showcase its capacity for such, but also boost its capability in line with increased need.

As noted by TikTok, the deal also includes a commitment from TikTok Global to establish a new US base of operations, which will employ 25,000 staff. President Trump says that deal will also include a $5 billion contribution toward an education fund.

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Trump had initially called for the US Government to receive some form of payment for facilitating the takeover deal, but was dismayed to find that this was not possible under US law. The $5 billion education fund, however, essentially caters to the same purpose, all be it in a less direct manner. At the same time, Trump has also touted a new ‘patriotic education commission’ to help re-establish national pride and identity, which will likely be enabled by this new allocation.

So what does that mean for TikTok? 

Originally, TikTok was set to be removed from US app stores on Sunday, in line with the initial Executive Order, but in light of the latest developments, the Department of Commerce has now extended the timeline for the ban, giving it till September 27th to finalize details of the Oracle deal.

That means TikTok will likely continue to operate as normal, with users seeing no change as a result of the negotiations, at least at this stage.

In terms of what it means for the future of the app, as noted, it looks like the new ownership group has also avoided another key concern, with the deal seemingly allowing it to continue using TikTok’s algorithms, despite the introduction of a new Chinese law which stops the export of technological advancements in foreign trade deals. Licensing the algorithms from ByteDance appears to meet the CCP’s requirements, so TikTok should, more or less, continue on as it has been, with theoretically limited disruptions.

But then again, the new investment group will be looking to recoup its costs. That could see a bigger push on ads in the app, while the eventual separation of TikTok Global could see the new ownership group faced with challenges of content moderation and management, with limited assistance from the experienced leadership of ByteDance. 

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That, eventually, could see TikTok lose momentum, and Walmart’s eCommerce push could also change the user experience. 

Potentially.

Mostly, these are all ‘what ifs’ at the moment, and no one really knows what’s going to happen once the full separation is in effect.

So, did the process achieve its intended goals?

In the initial Executive Order, the Trump administration raised concerns that TikTok could:

  • “Allow the Chinese Communist Party access to Americans’ personal and proprietary information – potentially allowing China to track the locations of Federal employees and contractors, build dossiers of personal information for blackmail, and conduct corporate espionage.”
  • “Censor content that the Chinese Communist Party deemed politically sensitive, such as content concerning protests in Hong Kong and China’s treatment of Uyghurs and other Muslim minorities.”

On the first point, it’s possible that a separate TikTok Global could ensure database separation and keep US user info out of the reach of the CCP. Without knowing the full technical details, it’s difficult to say, but some have already suggested that while it remains under Chinese ownership, the threat level remains here the same.

On the second, if TikTok Global utilizes the same algorithms, there’s the same potential for censorship – or potentially, similar censorship by the US Government, which will, as noted, have newfound influence over how the app works. 

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But again, it’s mostly speculative. What we do know, right now, is that President Trump has given the green light to the basis of the deal. Once its officially in place, we should have more insight into its workings.

There are also further questions left unanswered as yet – will TikTok Global be allowed back into the Indian market? Did the fact that Oracle’s CEO served in the Trump transition team have anything to do with the deal? Will military personnel be able to use TikTok again?

There’s more to come, but it looks like we’re moving into the next stage of the process.

Interim TikTok CEO Vanessa Pappas also posted this video clip:

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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