Facebook's Mobile Ambitions Ahead Of User Interest - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Software
News
11/4/2010
02:23 PM
Connect Directly
LinkedIn
Twitter
RSS
E-Mail
50%
50%

Facebook's Mobile Ambitions Ahead Of User Interest

The company's bid to become the platform of choice for apps that combine mobile, social, and location data will depend on convincing people to actually use geo-social services.

Facebook on Wednesday announced new mobile-oriented enhancements to the Facebook platform in a bid to become the preferred infrastructure for mobile identity and geo-social commerce.

At the company's headquarters in Palo Alto, Calif., CEO Mark Zuckerberg said Facebook developers could use Facebook IDs as a single sign-on identity in their applications. He also introduced a service called Facebook Deals, which allows merchants with Facebook Place pages to present discount coupons and other offers to Facebook users who check-in through Place pages.

Facebook's move into geo-social commerce represents a significant challenge to startups like Foursquare and Gowalla, as well as to large players like Google, which has been enhancing its Place pages and local search capabilities.

But Facebook's relatively late arrival on the geo-social scene still precedes mainstream interest in location-based services. Only 4% of online adults use services like Foursquare or Gowalla that allow them to share their location with friends, according to a Pew Internet research report, and only 1% of Internet users use these services on any given day.

Among those who regularly post status updates through sites like Twitter, usage of location-based services was the highest (10%). Regular users of social networking sites also turn to location-based services more (6%) than the typical Internet user.

Particularly noteworthy is the fact that women use geo-social services half as much (3%) as men (6%), according to the Pew survey. Given that studies often indicate that women make the majority of purchasing decisions for consumer products -- and would presumably be the preferred target for retailers offering check-in deals -- it's clear that geo-social services have to win over a lot more people before they matter to the mainstream.

Privacy concerns are likely to slow adoption of geo-social services, despite Zuckerberg's repeated assurances that Facebook respects users' privacy. But the success of grocery store loyalty cards demonstrates that consumers will surrender privacy to obtain a discount.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
InformationWeek Is Getting an Upgrade!

Find out more about our plans to improve the look, functionality, and performance of the InformationWeek site in the coming months.

News
Pandemic Responses Make Room for More Data Opportunities
Jessica Davis, Senior Editor, Enterprise Apps,  5/4/2021
Slideshows
10 Things Your Artificial Intelligence Initiative Needs to Succeed
Lisa Morgan, Freelance Writer,  4/20/2021
News
Transformation, Disruption, and Gender Diversity in Tech
Joao-Pierre S. Ruth, Senior Writer,  5/6/2021
White Papers
Register for InformationWeek Newsletters
2021 State of ITOps and SecOps Report
2021 State of ITOps and SecOps Report
This new report from InformationWeek explores what we've learned over the past year, critical trends around ITOps and SecOps, and where leaders are focusing their time and efforts to support a growing digital economy. Download it today!
Video
Current Issue
Planning Your Digital Transformation Roadmap
Download this report to learn about the latest technologies and best practices or ensuring a successful transition from outdated business transformation tactics.
Slideshows
Flash Poll