Switched On: Facebook's ecosystem dilemma

Each week Ross Rubin contributes Switched On, a column about consumer technology.

Despite amassing something close to a billion users, Facebook has mainly stayed true to the startup mantra of staying focused on a few core things. In this case, that has been promoting openness and sharing among friends and, increasingly, the world at large. Such was the case for its rival Google at the launch of the search company's IPO. Since then, however, the company has launched a pair of operating systems powering handsets and tablets around the world, a digital media store selling everything from apps to books, and its own social sharing service (at least twice).

With the vast capital infusion that comes with an IPO, Facebook has an opportunity to expand far beyond its own site and Like buttons that now line up in a row next to sharing buttons using Twitter and Google+. The company certainly has no love for Google and has kept Apple at arm's length, but it has had a strong partnership with Microsoft, which made a financially shrewd $240 million investment in Facebook back in 2007. Windows Phone would be a poorer experience were it not for its tight Facebook integration. The giant social network would gain from entering the device market or spinning its own version of Android as Amazon has done, but there would also be significant challenges to striking out into its own ecosystem.

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Switched On: Facebook's ecosystem dilemma originally appeared on Engadget on Sun, 27 May 2012 21:25:00 EDT. Please see our terms for use of feeds.