This year’s f8 didn’t see comedian Andy Sandberg bumbling around on
stage parodying Mark Zuckerberg. And that was smart, because Facebook is
no joke to the millions of developers that earn their livelihoods on
the social network. Instead, f8 focused on washing away the perception
of Facebook’s platform as hostile and unpredictable for developers and
giving them new ways to grow their apps and make money.
That might not be exciting to the general public. Zuck’s keynote
lacked the flare and emotion of the last f8 in 2011 like Timeline
launched. Rather than muddy the developer conference with consumer
launches, the message was clear. Facebook has grown, and it’s ready to
earn developers’ trust.
Zuckerberg said Facebook wants to be a “cross-platform platform” that
rides across iOS, Android, Windows Phone, the web, and more. That’s a
convenient framing of the fact that Facebook doesn’t own a mobile
operating system.
Still, given its status as a social layer, the f8 announcements did a
good job of not reaching too far or promising too much. Many squarely
align Facebook’s objectives with those of developers. If it can help
developers grow and build better apps, it will endear them to its
platform and get their apps big enough so they can contribute
significant amounts of content back to the News Feed and buy Facebook
ads. So below when we say Facebook did something to help developers
grow, know it’s not totally altruistic.
You can check out our full coverage, but here’s a summary of all the f8 launches and what they mean for Facebook.
Facebook Ads And E-Commerce
Audience NetworkA
mobile ad network that lets advertisers use Facebook’s personal data to
target both standard banners and custom native ad units on third-party
publisher apps. Facebook earns a cut of what advertisers pay, and pays
the rest to the developers so they have a way to monetize their ads.
Why? To earn lots of money. Rather than cluttering
its own site and apps with more ads, Facebook can monetize its deep
database of volunteered personal and activity data with ads shown
elsewhere.
Autofill With FacebookFacebook
rolled out its previously tested Autofill product to the 450,000
merchants that have built e-commerce sites using Ecwid’s platform.
Autofill lets customers auto populate their credit cards, billing and
shipping info in third-party e-commerce checkout processes using the
data they have on file with Facebook to make purchases quicker.
Why? Facebook doesn’t take a cut, but instead will
use the purchase data slurped up by Autofill to prove its own ads
deliver a return on investment for e-commerce apps.
Facebook Platform
Anonymous LoginA
way to “Try Before You Buy.” Anonymous login lets Facebook users sign
up and demo third-party apps without having to create another username
and password or give up their personal data until they’re sure they like
the app. It’s not totally anonymous, though, as Facebook can still
track the user’s app activity. Beyond anonymous trial modes, it could
let developers build ‘anonymous-first’ apps like a Secret clone that
doesn’t employ a user’s name but still maintain a profile that can save
their previous activity like posts, high scores, or progress.
Why? To make users more comfortable logging in with
Facebook instead of using their email address when they want to try a
new app. If users later give their name and sharing permissions,
Facebook can monetize the content then share back to the feed, and
either way it endears developers. Facebook could also use the system to
power its own ‘anonymous first’ apps.
Removing The Ability To Pull Friends’ DataFacebook
announced plans to stop letting developers pull data from users’
friends, such as their photos, birthdays, status updates, and checkins.
Why? Because the idea that anyone could give someone
else’s data to a developer without their permission was always kind of
shady. This should boost a perception of privacy on the Facebook
platform, but also deny developers the ability to build apps like photo
album browsers, search engines, calendars, and location maps that could
compete with Facebook’s own products.
Granular Mobile Privacy PermissionsPreviously,
apps asked users to provide all their personal data and sharing
permissions in two big screens. Soon, developers will have to provide a
checklist of each data type and permission they’re requesting, such as
friend list, Likes, email address, and the ability to post to the News
Feed.
Why? To give users more privacy, transparency, and
control when giving data to third-party apps, making them more trusting
of logging in with Facebook and the company in general.
2-Year Core API Stability GuaranteeFacebook
themed f8 around a “Stable Mobile Platform” and changed its mantra from
“Move Fast And Break Things” to “Move Fast With Stable Infra”. It
promises not to scrap any core API without giving at least two years of
notice.
Why? So developers will be more willing to build on
Facebook’s API, as they can be confident Facebook won’t pull the rug out
from under them like it used to.
Graph API 2.0Including issuing
app-scoped user IDs for added security, a
test app framework, a
Social Context API to surface a user’s friends’ activity in apps, a
Tagged Places API for leverage where someone has been, and improved tagging and invites in stories that apps publish.
Why? To make it easier to build more powerful apps on its platform.
FbStartA
program that gives fledgling developers $30,000 in free dev services
from Facebook and 11 third-party companies such as UserTesting.com which
provides A/B testing and bug spotting, and Adobe Creative Cloud for
cloud storage of creative projects.
Why? So Facebook can jumpstart apps in the hopes they grow big enough to offset the $30,000 with ad buys and contributed content.
Mobile Like ButtonA Like button that can be embedded in mobile apps so users can easily share content back to their friends via the News Feed.
Why? To get more content shared to the feed where Facebook can monetize it with ads, while also helping developers grow their apps.
Send to MobileA
tool that lets developers of web apps help their users remind
themselves with a push notification to download the companion mobile
app.
Why? To help developers grow.
Message DialogThe
option developers can embed in mobile apps that lets their users
privately Facebook Message friends with in-app content or a link to the
app itself.
Why? To boost Messenger engagement and help apps grow.
AppLinksAn
open-source initiative to give developers a cross-platform way to deep
link to and between specific content buried inside their apps. The deep
links launch the corresponding app and open the specific screen instead
of opening a browser window to a top-level download page for an app.
Why? To proliferate deep linking so they can buy
Facebook’s mobile re-engagement ads which could link you to a discounted
New York City hotel in HotelTonight when you’re in town instead of the
homescreen of HotelTonight.
Visualization APIs For MediaNew
APIs allow TV shows and other media to visualize the buzz on Facebook.
These include listing de-personalized Trending topics, “Trending
Insights” to show demographic info on who’s discussing trends, Topic
Feed to show public posts mentioning the topics, and Hashtag Counter to
tally mentions of hashtags.
Why? Facebook wants more media outlets showing its
public and current events discussion data to the masses so more people
turn to Facebook to discuss real-time news and content instead of
Twitter.
Parse
Pricing changesInstead
of a tiered system, Parse now offers a very liberal free tier and then
charges developers by usage after that. The free tier gives developers
30 API requests per second, 20GB of file storage, 20GB of database
storage, 2TB of file transfer, and 1 million push notifications, and
they can pay for more.
Why? To make Parse more appealing to try for free so developers get addicted to the mobile-backend-as-a-service and end up paying.
Analytics and Offline StorageParse
updated its analytics product to give developers deeper insights into
their audience and user retention. Offline storage helps
developers store app data locally on devices so they run even when there
is no connection.
Why? To make Parse more robust so more developers build on it and pay for it.
Internet.org And Open Source
Internet.org Innovation LabFacebook
and Ericsson debuted the first public, physical incarnation of the
Internet.org project to connect the remaining 5 billion people to the
Internet. Developers could test their apps on a simulated low-bandwidth
network complete with slow and spotty connections common in the
developing world.
Why? To show Internet.org is more than just talk,
and help developers root out bugs that could break their apps if run on
the affordable Internet that Facebook hopes to spread through drones,
satellites, lasers, and industry partnerships.
DisplayNodeFacebook
will soon open source a tool called Display Node that powers its app
Paper, allowing developers to render animations more smoothly.
Why? To improve recruiting by showing off Facebook’s
mobile engineering prowess, help developers improve and grow their
apps, and get community assistance for iterating on DisplayNode.
If none of these launches strikes you as monumental, you won’t have
to wait as long for more big developer updates from Facebook. Instead of
waiting years until Facebook thinks it’s time, Zuckerberg said f8 will
now occur annually.
Hopefully by then it will have learned to have its after-party less
than three hours after the conference concludes. By the time Diplo took
the stage under a projection mapped lighting rig, the DJ was mostly
spinning for Facebook employees and volunteers.