Twitter Inc. must solve its product positioning problems and the firm believes that a restructuring of the product team should do the trick. Recode reports that Twitter has restructured its product team in a move that saw the firm promoting Jeff Seibert to the head of consumer product. The move underscores the firm’s goal to put the right people at the right places as it continues to find a permanent CEO.
Jeff Seibert had previously been in charge of Fabric (Twitter’s platform for developers) before the promotion. Now, he’ll stop dealing with geeks as he focuses on the consumer side of Twitter’s products. Kevin Weil, Senior VP of products at Twitter will still have strategic oversight on the big picture of Twitter products such as Vine, Periscope and the upcoming “Project Lightning”.
Right people in the right places
Much of Twitter’s problem in the last couple of years has been a people problem in which geeks were unable to simplify the platform for everyday users. Twitter is simply daunting for new users who do not find enough motivation to learn how the service works. The firm has acknowledged this fact in a broad discussion titled “Why aren’t more people — meaning regular people — using Twitter? We’re working on it. Give us time.”
The firm expects Seibert to refocus Twitter’s products to become more less daunting for everyday users. VP Weil in a statement to Re/code says, “We’re lucky to have a number of strong product minds at Twitter and I couldn’t be more excited to have Jeff on my team focused on the core Twitter experience.” The current change underscores interim CEO, Jack Dorsey’s position during the Q2 earnings call that the product team needs to improve on its act.
Search for a permanent CEO continues
Twitter has been practically stuck in a limbo after the sudden exit of Dick Costolo as CEO at the end of June. Co-Founder, Jack Dorsey took over as interim CEO and sources within Twitter opine that his body language suggests that he wants to stay for the long haul. However, Twitter needs a full-time CEO, and Dorsey’s positon on Square makes things somewhat tricky.
Twitter has reportedly gone out of bounds in its search for a CEO. The firm was said to have approached Cisco CTO Padmasree Warrior and CBS Interactive president and CEO Jim Lanzone to take the helms at Twitter.
Analysts are however, urging the firm to speed things up in its quest to find a replacement CEO. Robert W. Baird & Co. analyst Colin Sebastian says that Twitter needs to be transparent about how far it has gone in its quest for a CEO. In his words, “The company, its employees and certainly its shareholders are in a little bit of limbo,” adding “That qualifies it as an urgent matter of business.”