Facebook's Next New Mobile Directions
June 19, 2012
Significant concern has been expressed recently regarding Facebook’s apparent weakness in monetizing mobile usage. This concern is largely based on mobile users seeing and clicking on a fraction of the advertisements as computer-based users.
This report shows, however, that Facebook has invested heavily in new opportunities for monetizing mobile use.
Some of these research areas are extensions of Facebook’s current business, such as location-based ads and promotions.
Others will deepen Facebook’s use in the every-day lives of mobile users, including finding and communicating with friends.
Others would reflect Facebook’s entry into totally new business areas, such as sales of songs, videos and other media.
Others are even bigger departures from classical social networking, opening up new jobs for mobile users.
Taken more broadly, the predicted new mobile directions for Facebook outlined below will expand the scope of the social network services that the company offers mobile users.
While these new areas are outside the scope of today’s social networking, they primarily still relate strongly to each user’s social network interactions and the information generated by a user’s network of friends.
Published: June 19, 2012
DETAILED TABLE OF CONTENTS
Predicted Facebook Acquisitions
Table of Contents
Location-Based Advertising and Promotions
Increasingly Localized Mobile Advertising
Acquisition Related to “Hyper-Local” Advertising
Inferring Details about a User from their Contacts
Varying the Advertising Objective by Location
Showing Ads along with Comments from Friends
Predicted Facebook Activity in Indoor Location
Towards Increasingly Effective Local Ads
Social Local Search
Using Social Network Data to Rank Locations
Social-Graph Location Ranking for Check-Ins
Expanding to Local Search
Value of Social-Network Location Ranking
Predictions for Facebook Use of Location Ranking
Predicted M&A to Support Facebook Local Search
Location Sharing and Friend-Finding
Friend Finding: Broad Appeal but Limited Adoption
Facebook’s Nearby Users Feature
More Powerful Friend-Finding
Ongoing Research in Facebook Friend-Finding
Facebook Acquisitions Related to Friend-Finding
Potential Advantages of Facebook Friend-Finding
Predictions for Facebook Friend-Finding
Value to Facebook of Offering Friend-Finding
Moving Facebook Apps to Mobile
Facebook Apps and Mobile Apps
Facebook Acquisitions Related to Moving Apps to Mobile
Facebook Research in Virtual Currency
Predictions for Facebook Apps Moving to Mobile
Unified Mobile Messaging
Selecting Communications Channel
Unified Multi-Channel Mailbox
Multiple Transparent Message Delivery Methods
Organizing Messages by Social Network Relationship
Facebook Acquisitions Related to Messaging
The Value to Facebook of Unified Messaging
Media Sharing and Purchasing
From Media Comments to Media Sharing & Purchases
Sharing & Purchasing a Media File for a User’s Device
Monetizing Mobile Media
Sales and Referrals
Predictions for Facebook Monetizing Mobile Media
Micro-Jobs on Facebook
Examples of Micro-Jobs
Amazon’s “Mechanical Turk”
Facebook’s Advantage and Value in Micro-Jobs