This year’s edition of Facebook’s developer conference was always going to be an interesting one, with executives scuttling away from the Cambridge Analytica fallout.
As with every year, it would be fair to expect some blockbuster announcements, but considering the nefarious maze the firm is currently negotiating, fire-fighting privacy concerns should also be on the agenda. So what did we gather from Day One?
Advertising business concedes a little bit of leverage
Personalised and targeted advertising has been a big topic over the last couple of weeks. CEO Mark Zuckerberg got a grilling from US legislators on the topic, while CTO Mike Schroepfer received the same condemnation from a Select Committee of MPs in London. At the annual extravaganza, there was always going to be a nod to privacy enhancements.
The new feature, which will be known as Clear History, will allow users to opt-out of the practice of collecting and monetization of web browsing history through social media plug-ins on third-party websites. This has always been a contentious issue for the social media giant, which denied the practice until 2014, but now it has at least conceded some ground to critics. Others might argue it should be opt-in, but this is at least progress.
This is not to say Facebook will stop collecting information on where else you go on the internet, but if you opt-out, you won’t be included in any advertiser’s targeting through the platform. Facebook will still collect and store the information, but it will be anonymised and only used for analytical purposes. If you choose to request to have your personal information deleted, it won’t happen immediately. Facebook has stated it will be deleted within 90 days, which doesn’t sound promising, but there are no time limits as it stands.
Cashing in on the online dating craze
Broadcasting whether you’re in a relationship or single has been one of the long-standing features of Facebook, pretty much since its inception, but now it is actually going to do something with that information.
Alongside data privacy plans, Zuckerberg also used the stage at F8 to announce a new dating platform for Facebook. This seems like a logical step for the social media giant, it is after all used to authenticate users on third-party dating apps such as Tinder or Bumble. The data collected from any dating application will sit separately from the rest of the platform, and the team has not detailed how it will monetize such a venture. It would be fair to assume it would be through advertising, as the pay-to-play model isn’t really in the Facebook DNA.
The platform will not necessarily attempt to partner you with people you already know, but work on various different other factors similar to apps which are on the market now, and does present the opportunity to normalize the idea further. While the stigma of online dating has largely been removed, there will still be those who do not trust the idea. Facebook could add credibility.
Facebook is going through a period of scrutiny and criticism at the moment, but it doesn’t seem to have had a massive impact just yet. People are still using Facebook and the #DeleteFacebook hashtag never had any material impact. People like to be enraged to give off the impression they are good people, but who realistically changed their lifestyle.
The online dating industry is worth in the region of $3 billion as it stands, though Facebook could accelerate this figure. And it does appear investors believe so as well. Following the announcement, share price in future competitor Match Group, which owns OkCupid, PlentyOfFish and Tinder, plunged 23% before recovering slightly in overnight trading.
VR actually becomes affordable for mass market?
Virtual reality is an area which has been closely watched by Facebook for some time now, though it might have just released a product which can take the segment to the next level.
Oculus Go is now available in 23 countries, starting at $199 for 32 GB of storage and rising to $249 for the 64 GB model. While this would still be deemed expensive, it is getting to the levels which most would consider affordable. This has been the problem for VR to date; it is simply inaccessible to the mass market, finding home for niche gaming communities and commercial applications. Could this be a game-changer?
Two questions remain. Firstly, can the same, premium experience be delivered for this price? And secondly, will there be the ecosystem to support the hardware.
Looking at the specs, a 538ppi 2560 x 1440 WQHD, fast-switch LCD display sounds promising, while the team has also been working with partners like Xiaomi and Qualcomm to optimize performance. Qualcomm’s Snapdragon 821 chip will be paired with Facebook’s automatic Dynamic Throttling feature to improve energy efficiency for smoother frame rates, while a built-in lithium ion battery will power about two hours for games and up to 2.5 hours for streaming media and video. The specs are promising.
On the content side, Facebook has said it has more than 1,000 titles to choose including Jurassic World: Blue, MasterWorks: Journey Through History and Space Explorers. The key here will be providing enough content to lure users away from traditional screens, but also to manage the quality of the content. Facebook needs to make the Quality Controller role its own here if VR is going to be a new avenue of profit.
New tools for businesses
In terms of diversification success stories, Facebook has done well to engage the commercial world. While it might not look like much from the surface, creating a platform where all businesses, not just those in the FMCG world, can meaningfully engage consumers was a successful move. Part of this was creating a successful platform for customer services, which has most recently manifested itself in the form of bots.
Facebook has said there are now 300,000 bots on the platform, sending 8 million messages a day. Adoption of the technology should be considered successful, now the Messenger platform is due for another makeover, this time with AR on the mind.
Though it is still in private beta mode, the Camera Effects Platform can now be integrated into Messenger, allowing companies to prompt users into using various filters on their devices. For the shopping experience, this is a great move forward, potentially removing a buyers nervousness at not being able to visualise products. AR is still in the early days, but this is one of the more common usecases discussed over the years.
What do you think?