Twitter executives to discuss results: this year will increase marketing

After the earnings announcement, Twitter Executive Chairman Omid Cold Shahristani (Omid Kordestani),play baby games CEO Jack Dorsey (Jack Dorsey), Chief Operating Officer Adam Bain (Adam Bain), chief financial high Anthony Noto (Anthony Noto) and other executives attended the earnings conference call held later, results and highlights and to answer analysts' questions. The following is a question and answer session analysts main content: Canaccord analyst: You mentioned the need to restart growth in the number of monthly active promotion of users, now the conversion rate for each channel how? Secondly, with regard Periscope, look this product has great potential, but you have to do to enhance the user activity and user breadth of coverage, both of you have any plans? Noto: The company in January monthly active user number growth has three main parts, one is a new user, but some of the original user or re-active, three are new user retention rate continued to increase, so we are now the situation is very satisfactory. The first quarter is usually our peak season, have more opportunities to enhance the natural growth in the first quarter had a lot for Twitter to enhance the number of user activities and events, we are taking advantage of these opportunities, the progress is now also very satisfied. Dorsey: Periscope, we are now increasing investment in technology, the whole team is working around video technology scale. We recently launched a new feature that anyone can watch live streaming content via Periscope Twitter stream. So anyone can open the phone live, anyone can view the content through Twitter. So, our content distribution platform and strategy continues to expand, we will continue to enhance the size and experience. Deutsche Bank analyst: In your letter to shareholders mentioned recently launched Timeline lifting algorithm enhance the overall use of Twitter, can you tell us about the details in this regard? You are expected to use Twitter as a whole and the degree or activity continue to enhance it? Dorsey: We see today new Timeline upgrade has brought good growth, which we are very excited, because it really significantly enhance the user experience. If you now open the Twitter application, you can see the people you care about hair all the best content, as long as you go to refresh you can see, we have seen the number of people sent content and forwarding of content has improved, and is a very significant improvement, it also shows that we really need to keep improving the company's core product Timeline. Nomura Securities analyst: From the outside, now Twitter's management changing very unstable, can you tell us what is the reason for the management restructuring is? Do you think after the recent management changes will reach the future is not stable? In addition, data on Twitter 5.0, you in recent quarters have not been released operational data,play baby games but through on-site activities for development and transformation is a Twitter user's strengths to the Super Bowl, this year compared to the number of micro-blog during this period declined last year, can you tell us about the operational data and user activity related? Are you still an open letter to shareholders mentioned advertising and MoM YoY have improved, so that the user activity affect it? Dorsey: management team aspect of Twitter, the 2016 is certainly expanding the management team of the year, my main focus is on recruitment, hiring more officers, we now have a new board and a new executive chairman chief marketing officer, by the management restructuring, we think a lot, you can hope to find opportunities to strengthen the company's areas of strength. Marketing is obviously an area in which, with the commercialization of related products, engineering and design is another important area, but other areas are relatively large changes in the consumer goods, engineering and design In addition, we now have to pay these to the CTO Adam Maixin Jie (Adam Messinger), Adam is a real technology first, he for the company's situation if the palm, his most important task is to ensure that we can in between the three teams KONE together to help the company as a whole to grow faster. Now we live in the relevant areas, in this area we will be faster and more agile, because it is very urgent, so in this area we will continue to expand the team, a major focus is to expand the product's management team, as well as expanding the product manager team, engineers and technical management team. The current management structure for the new company, the integration of the different teams and organizations, on the whole I think this is very helpful. Noto: user activity, we have a lot more to enhance the operational data, aspects of our daily active users more concerned about the fourth quarter, daily active with the third quarter was essentially flat compared to the first quarter of this point of view also remained stable. Long terms, an elevated view of some users, whether it is long or when the overall user per user when using long true. In addition, we search volume grew by double digits. Overall, the more important data is on the rise. Amount of advertising, from the beginning of this year the company's advertising volume in significantly improved, mainly due to the amount of advertising the international market in enhancing US domestic advertising volume also have less promotion, we enhance the amount of advertising is mainly the increased demand in 2015, our the number of advertisers and the average amount per serving advertisers have improved. The most recent quarter, the company's number of advertisers to reach 13 million, an 90% improved, for us to look at this scale growth rate is very high, and this data is still growing now, I think we can improve your ad amount to achieve the company's growth expectations. Analyst: 2015, you made a lot of progress in terms of marketing, then in 2016 in this regard we will continue to accelerate it? Dorsey: We are the company's efforts in marketing and sales for the fourth quarter to bring the performance improvement is very satisfied, more importantly, we have learned will be applied to 2016, we are pleased to invited Leslie (Leslie ) do, chief marketing officer, I hope she can from American Express (American Express) to the accumulated experience of the company and the team in the past. We learned in the fourth quarter two important lessons in the fourth quarter, we adopted the first integrated marketing model, not only served also launched a television ad based on the effect of advertising and marketing, television advertising has a more lasting impact, we clearly It conveys the message that time is what the user should go to Twitter up.play Frozen Games. The effect of advertising in the fourth quarter with good results, can reveal is that the user acquisition costs and enable users to re-active the costs are much lower than the user can create value for our lifetime. In fact, the month by active users obtain marketing retention rate of more than our natural Being active users monthly data. We will continue to join in the company's marketing strategy, while continuing to simplify the products, we will continue to deliver to the market value of Twitter, but marketing is to assume such a role. By 2016, we will continue to target opportunities facing the company to increase investment.