April 17, 2014Published by: Anton Perreau

Facebook’s brave new venture into unbranded apps

Facebook Paper

Throughout it's development, much of Mark Zuckerberg's focus for Facebook has been to bring people inside the Facebook iOS and Android Apps, onto the platform and through the channels that are Facebook branded. However, now this strategy has changed - a new direction to "unbundle the big blue app" has been set instead to build lots of apps.

These new apps, developed by Creative Labs - may sometimes not even require Facebook logins to use. Battenhall has been one of the few users on the Facebook Paper app since it launched in January. Obviously, it's not big news that Facebook will be developing new stand-alone apps - in 2011 it released Messenger, without any Facebook branding. As explained in The New York Times - users prefer single-purpose apps, they work faster and they're more in tune with the use cases for mobile devices.

Whilst it hasn't been overly popular, the user experience on Paper is incredible - it's unlike the Facebook app as developers were given free reign to try new things. The idea here is that more apps in the future can be developed with new rules in mind. This new strategy comes with obvious risks - but when a platform has a massive user base, it can become difficult to innovate.

The idea behind all of this is that through creating new experiences in apps like Paper and Messenger, Facebook can be everywhere, unbranded - you might not know it but some of the future apps you'll be using might have Facebook written all over them.

To read more on Facebook's new Creative Labs strategy, head to The New York Times.

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