Facebook’s Mobile Strategy: Create Experiences That Can’t Be Done On Desktop

By Justin Lafferty 

As Facebook pushes more and more to become a mobile-focused company, it wants to create experiences that simply cannot occur on laptop or desktop computers. Co-Founder and CEO Mark Zuckerberg said during the company’s fourth-quarter earnings call that Facebook is working on mobile-first programs. Vice President of Partnerships Dan Rose, elaborated on the social network’s mobile mission at AllThingsD’s D: Dive Into Media Conference Tuesday, saying that Facebook sends 180 million clicks per month to the Apple App Store and Google Play.

Rose noted that people use Facebook on their phones much differently than their desktops, simply because not many people are lugging around their computers everywhere. He told the conference attendees that Facebook’s goal for this year is to create services and programs for mobile that aren’t possible on desktops:

So many things are unlocked on mobile. You don’t bring your computer to a restaurant or a party.

Rose also said that Facebook sends 180 million clicks per month to the Apple App Store and Google Play, and he figures that this will only grow in the future. Mobile users are becoming more addicted to Facebook, as 70 percent visit the site daily, in contrast to less than one-half of desktop-only users.

Other tidbits from Rose at the D: Dive Into Media conference:

  • Rose on Facebook’s relationship with game developer Zynga: “I don’t think we’ve walked away from Zynga at all … They are looking to diversify into mobile. We spent the last year really pivoting hard and becoming a mobile company. We still spend a lot of time with Zynga.”
  • Rose on the balance Facebook has to strike between users and developers: “At its core, what we’re really striving to do is find the perfect equilibrium from a great user experience and a strong platform that developers and partners will continue to invest in … We need to keep the news feed interesting, and one of the ways we do that is through media.”
  • Rose on Facebook as a social discovery engine: “How did you hear about ‘Downton Abbey?’ I discovered it on Facebook. I kept seeing it pop up in my news feed. The simple fact is most of us find the TV shows we enjoy by listening to suggestions from our friends. That’s the primary discovery mechanism for content right now. Imagine a future, though, in which you turn on the TV and see a feed of all the shows your friends watch. We think that’s a very compelling idea. Content discovery always has been and always will be social.”

Readers: What kind of mobile-only experiences do you want from Facebook?

Image courtesy of Shutterstock.