Super App or Super Focus? How Digital Platforms Position Themselves for Sustainable Growth
In July 2023, Elon Musk announced a bold move: Twitter would rebrand to X and evolve into an “everything app”. X introduced monthly subscription fees for premium features, launched its own generative AI system, and announced plans for peer-to-peer payments and financial services. Yet within months, the platform faced advertiser boycotts, revenue declines, massive layoffs, plunging valuations, and heightened regulatory scrutiny over disinformation and harmful content.
