Twitter plans to aggressively hire local brainiacs for its new Kendall Square headquarters for Twitter TV and Crashlytics — two ventures the San Francisco social media colossus sees as the keys to its future.
"This is absolutely critical stuff that's very important to the future of Twitter," Alex Roetter, vice president of engineering, told the Herald at Twitter's new Cambridge office yesterday. "The two projects that we started with here are just centrally important projects to the company."
Built around two Cambridge-based acquisitions the social media giant made last year, Bluefin Labs and Crashlytics, Twitter's local office is working on connecting advertisers with users watching live television and tracking bugs and crashes in mobile apps.
Twitter's television efforts, including targeted advertisements through its Twitter Amplify program — being developed in Cambridge — will be crucial for Twitter's future revenue and user experience.
"I can get you messages that not only are really valuable and interesting to you but also valuable to marketers," Roetter said. "It's a really big part of our strategy going forward."
Twitter this week hired Baljeet Singh, a veteran of YouTube and Google, to head the television and video products, seen as a key path to profitability. Singh developed YouTube's pre-video ads, among other projects.
The other project based in Cambridge, Crashlytics, still sells its bug and crash tracking system for apps to other developers. Roetter and senior vice president of engineering Chris Fry see Crashlytics as a significant part of Twitter's "mobile first" strategy.
"We care that the world's mobile developers have the best tools to build the best experience for end users," Roetter said.
The company also plans to increase the head count in Cambridge, currently at more than 100 employees spread over two floors. While the company won't say how many people it plans to hire, the new office has rows of empty desks ready to be filled. Twitter's job listings show 16 openings in Boston.
"We've already been hiring a bunch of new people, and we plan to keep doing that," Roetter said. "We're aggressively investing in not just the projects that they were doing as independent companies but new projects on top of them."
Tim Rowe, founder and CEO of the Cambridge Innovation Center in Kendall Square, said the arrival of Twitter and other tech giants brings jobs, money and talent to the area's startup culture.
"It's not just that it's cool," Rowe said. "It helps ensure everyone's future."
Fry said the products being developed in Cambridge will shape what Twitter becomes.
"You can come work in Boston and make fundamental changes to what Twitter is," he said. "We decided to go big in Boston."
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