Think of Facebook and in your mind's eye you will see a billion-strong social network full of posts about feelings, relationships, hangovers and lunch.
Unbeknown to many of its users, however, Facebook is evolving beyond its social network roots with a mobile app platform focus.
This became evident when V3 visited Facebook's London headquarters for a debrief about the announcements made at the firm's F8 developer conference.
The expansion of Facebook's Messenger service to enable developers to integrate it with mobile and web apps was a prominent indication of Facebook's intention to become more of a platform provider that a mere social network site.
Building apps on Facebook is nothing new, but the firm's push into the smartphone software market has accelerated its ambitions to become the platform of choice for mobile developers.
Julien Codorniou, director of platform partnerships at Facebook, said the company is looking to position itself as a platform provider that facilitates app development across multiple web and mobile platforms, rather than having to concentrate on one area or choose between Android and iOS.
"We want to fuel the growth of the next generation of apps," he said, explaining how Facebook has already helped many well-known apps, like Farmville and Shazam, to find success on smartphones and the web.
Providing platforms for app developers to tap into Facebook's users, and the 600 million people who uses its Messenger service, is an obvious move for the company.
Users get access to more apps and better targeted content, while Facebook benefits from more advertising revenue being funnelled through a healthy app ecosystem.
But perhaps less expected was Facebook's foray into the Internet of Things (IoT). So far, the IoT is a fragmented mess of startups, specialist software companies and technology giants like Microsoft, ARM and IBM with the resources and experience to pour into IoT development. It is not traditionally a field for social network firms.
Yet Facebook is making a play for a slice of the IoT market with its Parse developer, web and mobile platform.
By adding new software development kits to Parse, Facebook has tweaked the platform to be used for developing mobile apps that integrate data sucked from networked devices.
This will enable the development of multi-platform apps that can control internet-connected devices. For example, garage doors could be opened via a mobile app based on Parse.
Other technology companies offer such development platforms, but Facebook has targeted Parse as a tool to take care of the fiddly back-end integration of external data with an app's functions. This allows developers to concentrate on crafting an app's user interface and experience instead.
Facebook was keen to highlight that a good user experience is a crucial part of creating a successful app, 400,000 of which have been built with Parse. Facebook clearly learned this through the creation and development of its social network.
Much of Facebook's F8 announcements were logical evolutions of its services, but combined they represent a clear statement of its intention to grow into a major technology company and platform provider.
And if the number of apps and users on Facebook's platforms are to be believed, the company has a clear shot at achieving its ambitions.
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