Facebook Pushes Mobile
May 2, 2012

Facebook Pushes Mobile

Michael Harper for RedOrbit.com

It almost unfair to call Facebook a giant. However, there´s just no other word to accurately describe the social media site. Facebook has become so large and so ubiquitous that it has surpassed labels or definition. It´s no longer just a social media site, it´s THE social media site -- it´s where your information lives, where memories are stored and where relationships are documented and catalogued. It´s become a sort of personal home-base, a digital calling card with which to identify yourself while traversing the deep blue Internet.

As our world goes mobile, this idea of Facebook as identification is taken even further.

In the fall of 2010, Mark Zuckerberg took the stage in Palo Alto and did 2 things: First, he killed any notion of a potential Facebook phone. Then, he introduced Single Sign On, the Facebook feature which connects the social media site to third-party and mobile apps.

Single Sign On isn´t without its potential drawbacks and naysayers. After all, should the worst happen, using Single Sign On could be the equivalent of losing your wallet in the shady side of town; All of your information and identity could be compromised. But when things go right, Single Sign On not only saves you the work of typing in your information yet again, but it also immediately brings the social advantages of the app to the forefront.

More and more frequently, mobile apps are allowing users to not only register with their service but login with a Facebook password.

In fact, there are so many apps jumping on this bandwagon that Facebook announced yesterday it sent more than 160 million users to mobile apps in April alone. This number is triple the amount of traffic they redirected in February. As a result, these mobile apps combined saw more than 1.1 billion visits, up from 320 million in February.

These numbers are good news for app developers, as well. Facebook even mentioned 7 out of the top 10 grossing apps on iOS and 6 of the top 10 grossing Android apps utilize the Single Sign On feature.

On their company blog, Jonathan Matus wrote, “As mentioned in previous highlights, features like Single Sign On and Open Graph increase installs, usage, and re-engagement for mobile apps, regardless of whether they are built for iOS, Android or the mobile web.”

Facebook highlights mobile apps such as BranchOut, Viddy and Flixster as apps which have greatly benefitted from their Single Sign On and Open Graph features, noting extreme and speedy growth on all accounts.

Despite these numbers and their enormous size, Wall Street may still have its doubts about how much the company is worth.

Facebook is moving its way towards the largest IPO of any internet company, and trading may start as early as May 17.

Numbers like those released by Facebook yesterday are but another drop in the bucket that is the evidence that our world is progressively moving to mobile.