Industry analysts have heralded the Facebook Home launcher, its skin for Android-based smartphones, as a solid experiment.
Speaking with V3 in the aftermath of the Facebook showcase event, a number of analysts agreed that Home's release is a sharp move for a company intent on growing in the mobile market.
Some commentators see the latest Facebook offering as a low risk way for the social networking giant to boost its mobile options. However, others question if the software will be enough to woo consumers away from their current platforms.
"This is a great experiment for Facebook - it's much lower risk than developing a phone or an operating system of its own, and if it turns out not to be successful, there will be little risk or loss to Facebook," said Ovum chief telecomm analyst Jan Dawson.
"If it does turn out to be successful, Facebook can build on the model further and increase the value provided in the application over time."
Dawson believes that the recent announcement from Facebook point to more extensive mobile offerings from the firm in the future. She said that if Facebook Home proves a success, it could push Facebook into building out other mobile options.
A key reason for Facebook's aggressive push into the smartphone world is its interest in monetising the mobile platform.
Mobile expert and chief marketing officer at mobile advertising firm Velti, Krishna Subramanian, says that Facebook's latest offering has the potential to create a slew of advertising options for the company.
"Facebook Home doesn't just create more mobile inventory but it creates more persistent data from the most personal device on the planet," Subramanian told V3.
"Location information tied to your home screen will become more valuable than any behavioural targeted data on the desktop. Taking that data from mobile and allowing advertisers to re-target based on that behaviour will be extremely valuable for advertisers."
Subramanian said that the type of data that can be collected from Facebook Home will be a boon for advertisers. He reports that using data collected from the software will allow advertisers to bring highly personal and relevant ads to Facebook users.
"The opportunity for highly targeted ads will be massive based on the user behaviour that will be collected from [Facebook Home]," continued Subramanian.
"By having Facebook interactions that are all highly personal at the centre of the OS, marketers can know the audience more than they ever have before."
Ads are Facebook's financial life blood. Facebook saw its share prices jump earlier this year on the back of advertising revenue and mobile usage.
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