Home > Uncategorized > Facebook Zero and why no mobile space ads

Facebook Zero and why no mobile space ads

Facebook, the world’s biggest social network, had launched a new way for people to access Facebook anywhere and anytime last year-0.facebook.com (Facebook Zero). According to Sid Murlidhar, Program Manager for Facebook Mobile, “0.facebook.com is a new mobile site that includes all of the key features of Facebook but is optimized for speed. It initially is available through more than 50 mobile operators in 45 countries and territories with zero data charges.” In other words, Facebook Zero gives free access to users in emerging markets, say, developing countries such as India and South America.

The two main attributes of this new mobile site are: fast and free. Rather than making photos viewable, Facebook Zero put the photos one click away so they don’t slow down the experience. Users can update their status, view the news feed, like or comment on posts, send or reply to messages, or write on their friends’ wall without any data charges. People will only pay for data charges when viewing photos or leaving 0.facebook.com to browse other mobile sites – otherwise using 0.facebook.com is completely free.

It is undeniable a very smart move because of an exciting outreach to frequently neglected and mobile-focused developing countries. Once people stick to Facebook, it is hard to switch to other social media companies. By improving the experience and solving the cost of data plan, Facebook Zero will help further drive presence around the world.

As use of mobile devices continues to grow, there is a big commercial potential along with the big volume of traffic reaching Facebook’s service. However, CEO Mark Zuckerberg still doesn’t plan to put ads on mobile version of Facebook. He said: “We only want to launch stuff that we think is really good and that can be a stable building block for us in the future. And I think we just need to see what makes sense for mobile advertising. But in the short term there’s no pressing need for us to monetize that immediately.”

Accounting for 40% of Facebook’s 500 million total membership, the 200 million “active users” now access the network from mobile devices and also are twice as active on Facebook than non-mobile users, demonstrating an great opportunity on the mobile ad space. The reason for not rolling out a mobile ad platform is that Facebook still wants to keep expanding its audience and delivering more value at present, but at the same time it is well aware of the potential revenue and starts to experiment with the location-based “Deals” platform and other business model such as Rel8tion-a stealth-mode startup creating technologies to help improve the relevance of mobile ads. Facebook might not be selling ads yet, but it is clear that Facebook has invested in this mobile space with a view to target this audience and that the growing number of users accessing its network from mobile devices provides a considerable chance not only for Facebook, but for we marketers alike.

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