Broadcasters have always been the key marketing engines of TV content, defining the programme choices we make and dictating the schedule by which we watch them. Connected TV begins to challenge these traditions, placing greater emphasis on programme rather than channel brands and opening the door for software players to take a more sophisticated data-driven approach to marketing and personalisation. The mechanisms by which consumers discover content is changing.
“Mark is worried that if he doesn’t create a mobile phone in the near future that Facebook will simply become an app on other mobile platforms”, Facebook employee speaking to the New York Times, 27th May 2012
Following up on an earlier post in February where I commented on Bret Taylor’s speech at MWC about standardising the mobile web, it seems that Facebook is indeed setting itself on a path to developing a mobile OS. It makes a lot of commercial sense…
For the consumer, Facebook offers a platform that is truly social and fits ideally with a personal communications device like a smartphone.
For Facebook itself, control of the platform is becoming an increasing priority as Google and Microsoft position to extend their operating systems in to the TV space, creating the first multi-device platform for app creators and consumers across all 4 screens (mobile, tablet, web and TV).
Listening to Bret Taylor, Facebook’s CTO speaking at Mobile World Congress yesterday, something struck me that the post-event reaction seems to have overlooked. Could Facebook be planning an operating system for mobile?
Facebook and mobile have enjoyed a harmonious relationship: over 50% of Facebook’s 845 million users worldwide access the service through their mobile phone, and in developing countries these numbers are even more astounding. As reported by TechCrunch, 90% of Nigerian users access Facebook on their mobile devices and 30% of Indian users have set up new accounts via the mobile.