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recently, foreign media reports, Facebook has dissolved the Android launcher Facebook Home development team, the move means ever been Facebook and industry in the hope of Facebook into the smartphone market dream ended. It reminds us of the Google Project Ara customized mobile phone Project. So Facebook Home defeat to Project Ara what kind of enlightenment? The two have similarities and analogy?
at this point, we might as well start with simple introduce Facebook Home this project have been forgotten in the industry. Facebook, in short, the Home can be a normal Android mobile phones become the Facebook, because it will be the social network in the core position of Android mobile phone system (Android boot and the lock screen interface is Facebook applications).
it is well known that Google through the Android system built in many of their applications, but it did not occupy smart phone the whole screen (or page), in other words, the user on the front page Settings still has a lot of autonomy. Usually lock screen in the mobile phone screen and homepage, appear all sorts of updates, prompt the user pay attention to whether there is not a call, a new mail, not to read the information such as the information with the App update, but when the user use Facebook after Home, these of course will be the information of all disappeared. Here, Facebook Home apparently suspected invasion user smartphone Home page. On Facebook Home after the release, well-known Mashable related, according to a survey on Facebook Home invasion of choice is a Facebook page, 77% of the vote the user to select “yes”, which has 84% of the votes users care much about the “invasion”, visible Facebook Home to users feel hard sell. And this is the most disliked the user.
to see the Project accordingly Ara, although some users can find suitable for their own needs of fitting module, but since Google determine the matter Project Ara smartphone appearance design of skeleton, let smartphones as consumer electronics, users in the appearance of selected room is greatly reduced, causing the Project Ara modular cell phone homogeneity of appearance. Want to know the appearance of the smart phone in the user selection decision also plays a very important role. Especially in today’s increasingly homogenized smartphone hardware and in the future, design could be one of the main power of decision to upgrade. So, on the surface, the Project Ara gives the user the choice of differentiation, in fact, the appearance of the main factors in the decision to upgrade though not on Facebook as the zhichang purchase of Home, but greatly limits the user selection are indisputable facts. To be sure, because the Project of Ara skeleton specifies the size and the size of the accessories modules, this restriction is reflected on partners.
second, released from the comparison, Facebook launched Facebook Home to increased use of Facebook users, even heavy users will choose Facebook Home, but the Facebook application before the nature also can be stopped, the end result is nothing more than Facebook users at best only from the form before switching to another application of Facebook, just name is different, this is what we call the carrying holding the side of the sink. Thus, Facebook Home so-called can add users similar to move money from left pocket just the right pocket, but the total amount of money is a constant. Namely from the perspective of increasing the use of its own application users, Facebook Home is purely gild the lily.
specific to Project Ara, Google’s purpose is to let more users to join their Android ecosystem. But because of its features, customized for the user level and put forward the higher request, this is why the industry believe that the Project is Ara target users may be more severe smartphone users. Effect of market and the heavy users of Facebook, heavy users will choose Project Ara, accordingly they would give up the rest of the Android mobile phone, so, from the perspective of increase the Android ecosystem user Project Ara significance is not big.
the third from the perspective of partnership, the early Facebook Home only a HTC mobile phone manufacturer support, and introduced its First mobile phone, but is, First to HTC phones did not welcome by the market and users. The phone began shortly after the market discounts (AT&T will HTC First mobile phone fell to $0.99 from $99, equivalent to the original 1/100), and soon disappeared in the market.
is not Facebook don’t want to let other vendor support. Allegedly, Facebook has worked with several mainstream handset makers, including samsung, contacts, hope they support Facebook Home, but these companies just use the “don’t want to cooperate with Facebook with related” this general expression. As for not willing to co-operate with Facebook, in addition to the foregoing, sales of HTC First bad, mostly because the theme of most manufacturers are considering developing their own applications, that is to say, the partners own interests (what) can gain or lose from the cooperation is very important.
in the same way, the Project Ara also faces partners (parts vendor) support problem, and it involves the cost factor, but the cost and the required shipments and be closely bound up of different modules. But, unfortunately, related to the cost required for customized modules (components) shipments are vendors, including Google it difficult to forecast. Is the key component makers are difficult to determine in which own profit and loss balance. It determines the parts manufacturers to participate in and support degree is not high, at least compared with the brand of intelligent mobile phone machine manufacturers. After all these vendors smartphone needs the quantity of each module is certain, as for the machine to sell good or bad or make compensate and components manufacturer has nothing to do. The cooperation with the whole machine manufacturers, components manufacturers to ensure the interests of, and more with Google Project Ara cooperation risk is much smaller.
the comprehensive comparison and analysis above, we believe that Facebook Home and Project Ara is aimed at through customized hardware) (the former through the software, the latter used to expand its user base, but from the market, users, partners and other point of view, the so-called customized opposite, restrictions and damage the interests of the users and the selection of partners and, combined with Facebook and Google in their respective areas (social applications and smartphone ecosystem) has an absolute advantage, making them this customized strategic purpose, eventually, also be discounted. Is in the above case, Facebook Home the tortuous body first, then it is trying to Project Ara can walk far?