People on Facebook readily reveal their likes and dislikes, activities, where they live, sexual orientation, where they work, and where they've gone to school. Advertisers are hungry for this information, which they can use to tailor more targeted and meaningful advertisements to individuals. If Facebook can leverage this opportunity, it could be a boon for the company. But the risks are high. Mobile devices are more personal and advertising via this medium needs to be done thoughtfully. There are other risks as well that Facebook points out in its filing associated with the move to mobile. For one, the company doesn't own the software or hardware platforms on which its service operates. It also doesn't control wireless carriers, which can block or water down certain apps, such as Facebook, on phones that operate on their networks.
"Facebook user growth and engagement on mobile devices depend upon effective operation with mobile operating systems, networks, and standards that we do not control," the company states, The company specifically calls out Google and its popular Android operating system as a major threat, "We are dependent on the interoperability of Facebook with popular mobile operating systems that we do not control, such as Android and iOS, and any changes in such systems that degrade our products' functionality or give preferential treatment to competitive unique polka 360 case iphone xr case - rose gold / clear products could adversely affect Facebook usage on mobile devices," the company says in the filing..
Indeed, Google's Android is the fastest growing mobile OS in the world. And it's already the No. 2 operating system in terms of installed smartphone users, as of the fourth quarter 2011, according to ComScore. Android devices made up nearly 30 percent of all smartphones in the U.S. market at the end of the fourth quarter. The big risk for Facebook is that Google starts including its Google+ social networking service into Android devices. Google has already done this with Gmail, Google Maps and Navigation, Google Search and several other Google products that are tightly woven into the Android OS. And it could easily bake Google+ into every new Android device, leaving consumers with less of a reason to launch their mobile Facebook apps.
"If you think Google won't integrate Google+ into Android, you're kidding yourself," said Scott Kveton, CEO of Urban Airship, which offers a platform on which developers can create mobile apps, "Of course, they will, And that's a big deal, because if all you have to do is sign into Gmail and you're connected to your social network, then why open the Facebook app?", It's not just Google that will exert pressure on Facebook in the unique polka 360 case iphone xr case - rose gold / clear mobile market, but other social-networking companies targeting mobile could also threaten Facebook, The company also notes Twitter and Microsoft as competitors in its S1 filing, And it calls out a slew of unnamed "mobile companies and smaller Internet companies that offer products and services that may compete with specific Facebook features." These may include mobile-specific social networking apps, such as FourSquare, Path, and Instagram..
Indeed, some of these competitors are offering subscribers a better user experience on mobile devices than Facebook has been able to create. Venture capitalist and principal of Union Square Ventures Fred Wilson noted during a recent talk at Columbia Journalism School in New York City that in spite of the large percentage of Facebook users moving to mobile, usage of other social-networking apps is also still growing rapidly. And in some cases, he said that users may be more engaged with alternative social networking apps on their phones that are specific to the mobile platform.
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