Facebook Aims To Strengthen Loyalty With Facebook Home, But The App Suits Facebook More Than Its Users

Speculation leading up to today's Facebook Android announcement painted a picture of significant disruption, including Facebook's own branded device running a customized version of Android — potentially implying a Facebook app and content store and its own distinct retail sales model. But none of that makes sense for Facebook. Facebook wants to put itself at the front of the user experience for as many of its customers as possible and to make Facebook more elemental to its customers' experience. It has made strides in that direction with its integration into iOS 6, BB10, and even Windows Phone, but it has leapt further forward today with its new Android Home application, which enables:

  • An all-Facebook home screen.
  • "Chat heads" — a Facebook wrapper around communications.
  • A custom app launcher.
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