It's not the Facebook phone or operating system that some were anticipating. But the Home service Facebook CEO Mark Zuckerberg unveiled yesterday for Android phones may be the best Facebook yet, experts said.
Rather than seeing icons for email, maps and other services when they first turn on their phones, users who download the new software beginning on April 12 will be greeted with photos and updates from their Facebook feeds.
"It's essentially a start page where you turn on your phone and you start on Facebook," said David Gerzof Richard, founder of BIGfish and professor of social media and marketing at Emerson College.
The idea is to bring content straight to users without requiring them to go to apps. A new feature called "chat heads," for example, will allow people to communicate with their friends directly from their phone's home screen without opening a separate app.
"Essentially, Facebook is betting that people might want their devices to be less about apps focused on tasks — email, photos, music — and more about people they want to connect with," said N. Venkat Venkatraman, professor of management at Boston University. "Most analysts have missed the nuanced shift that Zuckerberg is unveiling. Most expected that there would be a revolutionary phone or new operating system. But I think this is a clever evolution that could position Facebook as a rule maker on the mobile Web."
After the announcement, Facebook's stock rose 82 cents, or 3.1 percent, to close at $27.07, still 23 percent below its initial public offering price of $35.
"Home" comes amid rapid growth in the number of people who access Facebook from phones and tablet computers. Of its 1.06 billion monthly users, 680 million log into Facebook using a mobile gadget.
"I think this is the exact right move for Facebook," said Todd Van Hoosear, owner of Fresh Ground, a Cambridge social media consulting group. "Last year, Zuckerberg admitted they were failing on the mobile front. They had invested all this money in html, and that model wasn't working for them. ... Is this the Facebook phone everyone wants? Not really. But it's what Facebook needs to do. Facebook has been fighting Facebook fatigue. Some people are getting a little bored with it and spending less time on it. This is a great way to reclaim those people."
Herald wire services contributed to this report.
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