Android Ambitions Spur New Facebook Purchase

Scott Lambert

As it launches a new look for its Android app, it would seem that Facebook is also in the market for a new way of analyzing its performance. The social networking giant is on the verge of purchasing Bangalore start-up Little Eye Labs, a company whose expertise in mobile software could help Facebook to get the edge it needs within the mobile market.

To make the deal sweeter, it seems that Facebook has got the edge on Twitter, which had also been interested in purchasing the start-up. The deal is very sweet for the Indian tech market, which has been booming in recent years yet has hitherto failed to attract the attention from big international players. Other Indian companies will now be hoping their products can more easily get noticed. The Little Eye team, however, is thought likely to leave Bangalore when the deal is finalized, moving to California to work within the mobile engineering team at Facebook's headquarters.

Already well ahead of rivals in the mobile market, Facebook seems willing to invest a great deal to secure its advantage. Earlier this year it spent $85m to acquire cloud app company Parse. The Little Eye Labs deal is expected to cost it between $10m and $15m, with the final papers to be signed in mid-January.

Facebook is particularly interested in India as an emerging market where millions of people are gradually getting online, but acquiring Little Eye Labs would give it advantages the world over. It is a signal to businesses that they need to start making their Facebook advertising campaigns more mobile friendly.

This does not mean worrying about formatting, as Facebook itself will take care of this; however, it does mean thinking about the type of ads most appealing to the mobile demographic, such as more youth-orientated campaigns – where they make sense for the product or service being sold – and more use of images or video. Mobile users do not like reading lengthy passages of text; therefore, it will also be necessary to work on getting messages across in fewer words.

Facebook is also working on adapting its Android presence to fit in with what users say they want. This includes updating Cover Feed to include content from Instagram, Flickr and Tumblr, enabling marketers to take advantage of the Facebook mobile focus by working harder on their Instagram campaigns – already a smart move in the current market.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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