Facebook has been successful with its mobile strategy, with 62% of its ad revenue now coming from mobile devices. The document discusses how Facebook is evolving its mobile strategy by separating features like Messenger into standalone apps to create a more fluid experience for mobile users and draw them in further. This "unbundling" strategy creates advantages for Facebook like more time spent on the platform and opportunities for more advertising. The vision is to create a set of products that allow users to share any kind of content with any audience.

1. Facebook Mobile Strategy
James Reed - @MiddleReed

2. James Reed - @MiddleReed
How Have They Been Doing?
“Facebook reported that profit more than doubled and
revenue topped estimates for the ninth straight quarter.
62% of Facebook's ad revenue now comes from
advertising on mobile devices”

3. James Reed - @MiddleReed
How Have They Been Doing?

4. James Reed - @MiddleReed
Mobile vs. Desktop?

5. James Reed - @MiddleReed
Unbundling
“Zuckerberg calling features buried inside the main app
“second-class” is a big indicator for how he sees
Facebook’s mobile strategy evolving.”

6. James Reed - @MiddleReed
Separating Big Blue

7. James Reed - @MiddleReed
Messenger & Deeplinking
“ It creates a web like experience on mobile and the fluidity
is very engaging, further drawing users in”

8. James Reed - @MiddleReed
Constellation Advantages
 Creation of fluidity
 Powerful features aren’t hidden
 More time on Facebook
 Bye – bye startups
 Easy sign in
 More apps, more use, more advertising
opportunities
 “It’s scary to move a billion people’s furniture”

9. James Reed - @MiddleReed
Grow Now, Monetize Later
“They’re like a free play in football. The referee has
thrown the flag but will let the action continue. The
team will get a do-over if they want it.”

10. James Reed - @MiddleReed
The Facebook Vision
“Our vision for Facebook is to create a set of products that
help you share any kind of content you want with any
audience you want.”