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Twitter Confronts International Opportunity, Challenge

NEW YORK (The Street) -- Twitter's (TWTR - Get Report) public debut has certainly been different than that of main rival Facebook (FB - Get Report). After breaking out of the starting gates and hitting a high price per share of over $50, the stock has cooled down, closing on Veterans Day at $42.90. Volume was merely 16 million shares, having traded over 117.7 million shares on IPO day, Nov. 7.

What should concern shareholders and potential buyers is that only around 25% of Twitter's ad revenues derive from international advertisers. In the maze of regulatory filings, the company basically said it was poised and ready to grow the use of its advertising platform overseas. Twitter is reportedly setting up offices in ports of call like Paris, London and Singapore to make haste on its promise to seize this advertising potential.

The company's corporate profile promises magical qualities and potential to grow by leaps and bounds. "Twitter is a global platform for public self-expression and conversation in real time. It provides various products for users, including Twitter that allows users to express themselves and create, distribute, and discover content."

TWTR also offers Vine, a smartphone app that creates and shares short, looping videos, and #Music, a mobile application that helps users discover new music and artists based on Tweets. The company also provides a set of development tools, public application programming interfaces, and embeddable widgets that developers can use to contribute their content to its platform; distribute Twitter content across their properties; and enhance their sites and applications with Twitter content.

In addition, Twitter offers products comprising promoted Tweets, promoted accounts, and promoted trends for advertisers, while offering subscription access to its data feed for data partners. Twitter has strategic partnerships with Comcast Corporation  (CMCSA) and NBCUniversal.

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