Tencent Technology (Chao Hui) Beijing time on June 14, the news, consulting company Digital World Research (Digital World Research)founder P. J.* McNeely(P. J. Facebook's Facebook strategy has been to“de-Facebook” and turns to other platforms, according to McNealy, who wrote on the tech blog site AllThingsD today, citing a variety of factors, including Facebook's discriminatory policies on viral marketing. The following is the full text of the article：
Questions related to Facebook'S IPO have distracted attention from its business. Facebook Facebook has shown some signs of danger, particularly its social gaming platform and its relationship with the social gaming company, despite the overall impression that it is still growing.
At present, social gaming accounts for about 12% of Facebook's revenue and maybe more profitable. Social gaming company Zynga is Facebook's largest developer partner. But other game developers, unhappy with the way Facebook treats them, have begun porting the game to other platforms. Although Facebook Facebook is still the largest social gaming platform, the economic benefits and opportunities for Apple iOS devices, Android devices to developing games are attracting developers to " go to Facebook”.
The biggest problem for developers is Facebook's discriminatory policies on viral marketing. For example, if a Facebook user has 30 friends on their friends' list, users will be notified if a friend starts playing Zynga's game-for example, Castleville. However, if a friend plays a non-Zynga game, the user will not be notified. This kind of notification is a form of viral marketing that has a big impact on the developer's marketing spend. Facebook Facebook has banned other developers except for Zynga from using viral marketing.
No matter how much advertising budget developers put on Facebook, it is impossible to use viral marketing, so the cost of getting new users is very high. Developers have only turned to other platforms, and Facebook's marketing and advertising revenues have been affected.
The de-Facebook movement has begun.
The first developer to publicly admit to turning to other platforms was social gaming firm CrowdStar, but it was by no means the only one to turn to other platforms. Over the past six months, more and more developers have left Facebook to move to other platforms, just without making a public announcement.
Facebook also acknowledged in its IPO roadshow that its advertising business had reported lower revenue than expected. Facebook's Facebook ad business has sent a dangerous signal, though I don't think social gaming is the only reason Facebook's advertising revenue is lower than expected.
Facebook's competitors: Apple, Google, Amazon, and Microsoft
Social gaming platforms continue to emerge, the social gaming market is still in the early stages of development. For example, although Apple iPad is currently the dominant tablet market, there is no clear indication of which platform can become the second. The next 12 to 18 months for Amazon or Microsoft to become the second-largest tablet vendor means that they will have a large enough scale and reach to attract developers to develop games that only support tablets, and no longer develop games for Facebook.
The next 12 months to 18 months, the tablet market competition will become increasingly fierce. As a low-cost competitor to the iPad, the Kindle Fire market share will continue to grow; Microsoft will invest considerable resources to drive the growth of Windows 8 mobile devices and Windows Phone devices.
Facebook Facebook, Google, Amazon, and Microsoft are actively lobbying developers to abandon subsidies, ad support and other support to developers, prompting developers to abandon Facebook's own platform, this strategy has worked.
In the gaming era, the market pattern change usually takes 5 years, the social gaming era market pattern change time will be reduced to 12 months or even 6 months. This means that the pattern on the tablet and social gaming market will be very different in the next 1 year.
The loss of publisher revenue and advertising revenue means that cooperation with Zynga is more important
As more publishers shift their development activities to other platforms-like Kindle Fire or the Windows 8 social platform-Facebook's social games and related advertising revenue will be lost. This will further amplify Zynga in its Zynga.the risk of more games being posted on <url> rather than Facebook.
How does Facebook react? Does Facebook need to change?
Some analysts say Facebook is not fussing about this, simply continuing to allow users to access its services on any platform. However, Game Developers have begun to "de-Facebook", the emergence of new platforms may change the pattern of the market in a relatively short period of time.
What steps Facebook can take to retain developers
In addition to modifying the rules related to Facebook coins, an important move to regain the favor of game developers will be to provide more viral marketing opportunities, such as the inclusion of game activities in the news feed. Reactivating the viral marketing will be a direct and lucid response from Facebook. But Facebook Facebook is not the only developer to welcome the move is Zynga, because Facebook is fully turned on viral marketing means Zynga game will face more competitors