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Facebook Home, a necessary evil?

Facebook has announced the launching of the Facebook Phone – HTC First. This is a very interesting piece of  information of the evening’s event … especially that it has announced Facebook Home, an interface for Android. Potential danger to Google.

Facebook and Google

Actually,  Facebook has become a necessary editor on Google Play (Android) and App Store (iOS). It even paid a lot to be the first in the rankings on Google Play with Facebook and Facebook Messenger. As a social network, Facebook has surpassed one billion subscribers for a higher value of a hundred billion. In short, it is one with Apple, Google and Amazon Big Four Internet.

Things are not going so well for Facebook. The giant has fallen far behind in the mobile and the company was forced to pay $ 1 billion to acquire Instagram. They recently abandoned the mobile web language by redeveloping all their Android and iOS.

Facebook is part of Apple, Google and Amazon the Big Four for the Internet:

Not to mention anything related to privacy, misuse of personal data … But this is not the issue actually. The use of social network going down in many countries. Clearly, the public begins to run away from Facebook; Young people prefer to use instant messaging services like WhatsApp or Kik, or exchange on Twitter.

Advertisers are also beginning to become disillusioned. The social network was recently forced to introduce the new News Feed, a new interface that will allow Facebook to better monetize its advertising space by refining better its targeting. If Facebook does not focus on advertisers and forgets that its promise is first its users, the company could see his popularity plummet and the house of cards collapsed.

On the Mobile side, Facebook makes good steps; Users of smartphones and tablets spend a lot of time on Facebook, it pays to exceed the luxury of other applications in terms of “time spent”. According to statistics provided by Facebook, users spend 18% of their “smartphone” Time on Facebook. Interesting though.

On the other hand, users spend a lot of time to exchange messages including SMS. A favorable for operators who are still nice margins on these messages of 160 characters. However, many users begin to prefer instant messaging applications like Kik, WhatsApp or Snapchat. This is what prompted Facebook to launch Facebook Messenger. On Android, Facebook Messenger integrates SMS. This is also what prompted Facebook to launch a VoIP solution (voice).

Today, Facebook is no longer “a” simple ecosystem application that can not control. Facebook must implement an ecosystem so as not to be dependent on other major powers any more, and especially to bring partners around its platform. It has chosen to develop its Android interface: Facebook Home.

The choices available were rather limited. Facebook could develop its own OS, however, this would require too much time and resources. It could also create its own Facebook Phone, it could also have continued to develop a range of applications, however they were too dependent on the giants like Google, Microsoft or Apple. It has decided to develop an Android apps “launcher”. Android is the only platform to permit fully replace an interface. It is the leading  platform mobile with a huge market share worldwide.

Facebook has decided to directly attack the giant Google on its own flowerbeds:

The problem of mobile is that most budgets of advertisers are still ridiculous. There are not satisfactory services on mobile now. Finally, Facebook is facing a big problem. There is no right column to slide ads. It has decided to directly attack the giant Google on its own prerogatives. Without developing a fork of Android, as did Amazon, but potentially developing an Android interface compatible with the entire fleet of Android smartphones.

Facebook plays with the rules of Google:

Google has publicly responded pretty well. The message is quite simple: Android is open and flexible. However, Google is still well cringed. Facebook plays with the rules of Google. Facebook Home, for example, does not interfere at all with the Gmail application and notifications or even less with the Play Store. It is inserted in the middle of this beautiful world. However, Facebook is able to replace a large part of the Android user experience. In fact, it goes even further with Facebook Home. The publisher of the popular social network reverses the balance of power.

Facebook reverses the balance of power:

It is surprising, though, that the giants like Samsung and Orange work hand in hand with Facebook. Facebook Home comes walk on their flowerbed. In fact, Facebook will replace the Home interface of the TouchWiz Samsung Galaxy devices , making it less visible by the same Samsung Apps or kitten. Same for Orange dream for years to impose experience “Orange” on Android. It still offers Facebook Messenger to make calls or just send SMS. However, it has managed to accumulate so much notoriety and users who seem pretty risky. With Facebook Home, users who want a personalized experience ,Facebook may have it available for them.

Facebook Home has achieved the following : add value to the basic features of Android:

Since it must be confessed, Facebook Home succeeds in the next bet: adding value to the basic features of Android. One finds everything that defines the Android experience (notifications, Google Play, multitasking, etc.).. Unfortunately for Facebook, Facebook Home remains dependent on Google. It also remains dependent on Android fragmentation updates… The company may try to control a large part of this chain by working directly with manufacturers and operators. But this is not enough. This is why Facebook Home is a necessary evil.

Google is the model of Facebook:

This ambiguity is very interesting, Because Google is the Facebook model. It is a web company managed by engineers and financed by advertising. Facebook Home is a real shock styles. Nevertheless, Facebook must perceive Google not only as an opportunity, but also as a problem, though.

Facebook is especially successful in establishing itself as a tool:

with Facebook Home, Mark Zuckerberg will be able to set up a complete ecosystem. Facebook is especially successful in establishing itself as a tool, not functionality. Who knows? Facebook could decide to release a fork of Android when the user base will be sufficient. Facebook Home would become an OS.

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