Rumors have been circulating this week that Facebook is renewing its efforts to develop a smartphone to compete with Android and the iPhone. The company has evidently hired several iPhone and iPad engineers away from Apple over the past months, suggesting that Mark Zuckerberg and co. are hoping to capitalize on their Cupertino neighbor’s successes in what has proven to be a challenging market.
Besides having 900 million users, Facebook has become ubiquitous on mobile devices in recent years. Even though Zuckerberg held out on developing an iPad app for quite a while — for reasons that were never entirely clear — the company has established such a strong presence on mobile that many people predict its profits will come to hinge on mobile advertising. And whatever Facebook’s broad-view financial concerns might be, the Facebook service itself has become so essential that having an iPhone or an Android or a Blackberry (or an iPad) without a Facebook app on it has come to feel like an incomplete experience.
Analysts currently disagree over whether entering the smartphone market is worth the risk for Facebook. As Matt Yglesias points out, only two companies (Apple and Samsung) are making any money in this business right now, and it’s unclear whether Facebook would try to compete on the price or value front — i.e. by offering a phone that is either substantially less expensive or substantially more robust than market leaders. Conventional wisdom is that it couldn’t realistically hope to do both.
But given this skepticism, it’s worth thinking about the value proposition to consumers of a Facebook phone. Just as Apple may or may not be currently developing a new TV that would push cable boxes, channels, and confusing remotes into obsolescence, a Facebook phone could move us past the age of phone numbers, email addresses, handles, and user IDs. The iPhone and Android platforms have done a great job of allowing us to organize all the contact information we have to store for each person we know, but they haven’t done anything to tackle the basic problem of having all that contact information to begin with. On a Facebook phone, contacting a person would become as simple as finding their name, and the address book as we know it would likely become obsolete.
Facebook’s real advantage in the smartphone market, beyond any pricing innovations it might develop, may thus lie in its ability to re-imagine mobile communication for the digital age. If you open up the phone app on your iPhone or Android, what you have is little more than a collection of old-fashioned analog technologies displayed in a convenient digital format — an address book, a call log, an answering machine, and a keypad. Indeed, these “technologies” have been around for decades, and displaying them nicely on an elegant device is useful but there’s nothing distinctly digital about it. We are still implicitly hung up, it seems, on the concept of picking up a phone, dialing a number, and leaving a voice message, or alternatively, sending a text message or an email to the appropriate address. New technology has expedited these processes to a wonderful extent, but nothing has changed in the underlying concept of how we get in contact with each other, and it may be time to start asking what’s next.
If Facebook can bring its coveted user experience to mobile along with robust video and audio features, we may see something radically new in mobile communication: the phone-text-email paradigm replaced with the direct communication paradigm. If they get it right, perhaps Zuckerberg would decide to not even call this new device a phone. Digitalizing old technology eventually reaches a plateau, and then it comes time to develop truly digital alternatives (just look at what Apple has done with music over the past decade).
Secondarily, a Facebook foray into the mobile market may represent an opportunity to usher in an “everything is social” age of communication. Right now, there are plenty of non-social functions you can perform on a smartphone, but as more and more apps develop social features, it makes sense to start thinking about a fully social operating system. Certainly, this would align with Facebook’s oft-maligned mission of making things social by default and then backtracking after users start to complain. A fully social OS would resolve this problem by conditioning users to expect every function to be shared with the community, just as is the case with Facebook through the browser and mobile apps currently.
A lot of Facebook’s potential in this market, it must be said, hinges on its enormous user base. What makes Facebook perhaps uniquely positioned to make major strides in mobile communication is the fact that everyone (or almost everyone) is on Facebook. The notion of having everyone on Facebook — and everyone communicating on Facebook all the time — is undoubtedly Mark Zuckerberg’s long-term vision, and even if the world is not quite ready for that (because your grandma still carries her Nokia from 2002), a mobile Facebook OS would be a strong first step in that direction.
And conveniently, it would make the question of how Facebook plans to approach mobile advertising infinitely more interesting.