For Elon Musk, buying Twitter would be the easy part -- analysts say the real mess lies ahead

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For Elon Musk, buying Twitter would be the easy part -- analysts say the real mess lies ahead
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Fixing Twitter with monetization and subscriber engagement, “a Rubik’s Cube problem,” will be a big challenge, Wedbush analyst Daniel Ives said after Elon Musk proposed to move forward with the acquisition on its original terms at $54.20 per share.

With Tesla Inc. Chief Executive Elon Musk proposing to move forward with his $44 billion offering for Twitter Inc. after months of legal feuding with the social-media platform after he attempted to back out of the deal, Wall Street analysts say the real mess lies ahead.

“We continue to believe Musk saw the writing on the wall and knew his chances of a victory in Delaware were slim to none with the best path accepting the current deal and move forward,” Wedbush analyst Daniel Ives said in a note on Tuesday. Whatever Twitter becomes, there are questions about whether a format overhaul —one that users could have to pay more for — will work, and concerns about whether Musk’s handling of the company will facilitate the spread of misinformation and online harassment. Steep costs cuts are likely regardless, analysts say.

Stifel analyst Mark Kelley also noted that since Musk’s deal to buy Twitter was announced, the company had seen “a steady drumbeat of departures across the ranks” with a “product that has been in limbo.” MKM Partners analyst Rohit Kulkarni noted that Twitter Blue, a monthly $2.99 subscription service offered by the company, offers quicker navigation and allows users to retract tweets before others can see them, among other features. But he also wrote in a Wednesday note that a bigger move toward subscriptions “could lead to ad dollars driving toward other smaller players like Pinterest PINS, -1.37% and Snap SNAP, +2.68%.

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