Computing
If Facebook Made a Phone, Would You Friend It?
Experts weigh in on whether the concept would be a hit with users.
Why would you want to buy a "Facebook
phone," if—as is widely rumored—one is under development?
Here's why: if social networking is already the center of your
online activity, a Facebook smart phone might be far easier to use. If a
fraction of Facebook's 800 million users were to make the switch, they
would represent a powerful market force.
The phone project was revealed in
reports
last week that said Facebook had forged a partnership with handset
maker HTC and was planning to use a version of the Android operating
system, which will be tweaked to integrate Facebook deeply into its
services and will support HTML5 as a platform for mobile games and apps.
The reports said the phone could take 12 to 18 months to reach market.
Facebook is saying nothing about the project; a spokesman said the
company would not comment on "rumor and speculation."
Already, Facebook's are among the most popular apps on most smart
phones.
The company says that its apps on different platforms have 350 million
active mobile users. The problem Facebook confronts is that its product
is not very deeply "integrated," in industry parlance, into the devices
that people use socially every day to e-mail, send photos, and keep in
touch with friends. It's just one of many apps people use.
For example, on an
iPhone,
if you open a Web page and click on the menu, you have the option of
tweeting the link but not of sharing it on Facebook. That's because
Twitter got itself integrated, and Facebook, for whatever reason, did
not. On some Android phones, Facebook is integrated in this way, but it
could be even better integrated into the devices.
To use an iPhone to send a link to your Facebook friends, you need to
take more steps to open and use the Facebook app. And much the same
problem pertains to reporting your location, sending a photo, playing
games, or engaging in any of a host of other activities.
But on a Facebook phone, such functions could be the default option.
And people would find it easier to use Facebook itself—making Facebook
an even more titanic Hoover of personal
information than it already is.
Facebook could go even further by
directing
all communications—including voice and text messaging—through its
platform. And it could use that same platform to deliver content,
including music and video, to users.
"This could potentially shift the paradigm of what social
networking
and mobility can be and should be," says Raymond Llamas, a senior
research analyst for IDC's mobile devices group. "Consider this: a smart
phone that automatically checks you in on your location, finds your
friends in the same area, uploads pictures of what you do to Facebook
for all your other Facebook friends to see."
The biggest challenge, Llamas says, would be convincing people to switch from existing
phones, which do a pretty good job on many fronts, including providing a way to use Facebook via an app.
Then too, the company would have to expand the functionality of its
phone beyond Facebook. "Here's the whole crux of the situation for
them," says Mike Morgan, an analyst at ABI. "Is FB enough to make a
device desirable? To this I would say no. The day of single-purpose
devices has long since passed."
Chetan Sharma, a mobile communications consultant, says that
Facebook's user base makes "entry into the [smart-phone] market
compelling." However, he adds that simply adapting the Android operating
system may not be enough. "If they want be serious longer term, they
might have to own a platform. They could also entirely focus on
HTML5-based platforms and services and avoid the investment" of
developing apps for a new operating system.
Al Hilwa, program director for IDC's application development
software group, says that in the long view, a giant like Facebook just
needs to spread its reach, much the way Google branched out by launching
the
Android mobile platform and the Google+ social
network.
"If someone gets into your business, it's almost incumbent on you to
get into their business—otherwise, you get into a situation where they
block you out. That's not an immediate risk right now for Facebook, but
that is one of the considerations. You want to try and own the whole
data chain, end to end."
Indeed, ABI's Morgan says that a Facebook-centric smart phone is an
obvious next step. "If Facebook wants a stronger mobile presence it
needs to be deeply embedded so it can become part of the usage flow, so
that more of what you do to collect and interact with people using your
device ends up in the Facebook realm. The more you use it, the more
'sticky' it is," he says.
And the result will be a huge and sustained flow of
information to Facebook, which helps the company. "In the end," Morgan notes, "they are serving us ads."