By acquiring social media data company Topsy, Apple gains total access to Twitter data that Google does not have any more
Apple Balla reports that Until Twitter terminated the agreement with Google in 2012, the search engine had total access to its collected information. Twitter signed the agreement in November allowing Microsoft Bing the access to its data "firehose". By purchasing Topsy, Apple also became one of the few firms with full access to Twitter data.
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Topsy, Gnip, Data Sift and NTT Data are the "certified data resellers", the only firms with rights to collect data from Twitter and resell it. The Wall Street Journal reports that those companies are responsible for the majority of revenue from Twitter.
Topsy can resell the data to other software analyzing firms. The exclusive agreement with Twitter requires Topsy and other data resellers to protect the real name of users and to keep spam under control.
While Twitters are public, it is impossible to practically use information from 500 million daily twits without a powerful software and enormous storage. .
The acquisition of Topsy allows Apple to improve search algorithms for Siri, or for finding information in its online Stores. Topsy data could also improve Apple’s ability to identify mobile applications’ trends, and improve iTunes radio service, helping with the identification of trendy artists and songs.
Apple refused to comment on the purpose of purchasing Topsy, only confirming that the deal went through. The rumored price is about $200 million.