Is Facebook Ready To Go Mobile in 2014?

In 2014, Facebook will be accessed by an increasing number of users on mobile devices. Is it ready for this growth? Based on these missteps the social network made in 2013, its handheld future seems uncertain.

Limiting New Features to Web Only

Facebook began 2013 with the launch of Graph Search, a “social search engine.” In June, Facebook announced the ability to search by hashtags. Both features have failed to gain traction among business owners and recreational users. Admittedly, each of these features has its own issues that have kept users at arms’ distance. But mass adoption of these two features is no doubt hampered by the fact that as the year comes to a close, neither of these features is enabled for mobile phones.

Acquiring Mobile-Only Services without Integration

Over the past two years, the frequency of posting mobile photos to social channels has skyrocketed. Instead of creating its own, distinctive mobile experience for its users, Facebook has turned to acquiring photo-sharing apps with an existing user base.

In April of 2012, a budding mobile photo-sharing app called Instagram was purchased by Facebook for a cool billion dollars. Instagram has yet to be integrated in any significant way with Facebook.

Just last week, Snapchat, a mobile app with high penetration among teens, rejected Facebook’s offer for $3 billion dollars. I’m perplexed why the app (who has earned no revenue) said no to three bill, but I’m glad it did. Because how on Earth would Snapchat, an app whose photos that disappear mere seconds after being posted, be built into Facebook’s existing infrastructure?

I call this predicament “Edamame Hummus Syndrome.” Lots of people like edamame and many of those people also like hummus. It doesn’t mean that those latter individuals want to eat them *together*. Before Facebook corners the market on the next “edamame” (adzuki beans, anyone?), it should make sure that people will want it blended with tahini and garlic.

Or better yet, Facebook should get to work on a fantastic mobile photo-sharing experience native to its platform.

Creating a “Facebook Phone”

Who remembers this foible? “Facebook Home” was unveiled on the HTC First phone in April 2013. Home replaced First users’ current home screen with a Facebook screen and functionality — the idea was that users no longer needed a separate app to go to Facebook. Two months later, AT&T dropped HTC First due to poor sales. (You can now get a somewhat similar “lockscreen” experience through the Google Play store.)

Could Facebook have something both useful and native for mobile users in 2014? If it wants to keep its market share in the age 12-24 demographic — or any demographic for that matter — it has no choice but to do so.

Photo credit: Flickr CC / deividicorrea

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