Facebook’s App Center: Is it pointless?

By Liam Foy

On Thursday, Facebook finally opened up it’s app center that had been announced a month or so before hand. When it went live it wasn’t exactly clear as to the benefits of the app center were and I still don’t see the great benefit.

More than 600 apps are featured in the App Center. These apps are not new, and are already able to sync with your Facebook account, should you let them. Now you can go to the app center and choose apps you want to download on your Android or iOS device. Those apps then show up as notifications in your Facebook mobile app. If you click on the notification it will take you to the regular app store on your phone so you can download the app in question. What is really pointless is that you then still need to go back to the Facebook app to authorise the app you just downloaded. Poor Usability.

The way that I see it is that there is almost no value added to the user by the app center. It would be more valuable if Facebook could grab a list of all the apps I currently have installed on my phone. In my opinion, Facebook are just setting themselves up to collect as much data as possible that will help them in the future, if they do release a mobile operating system. It looks like Apple may have buddied up with Facebook, which probably indicates that Facebook have offered Apple some sort of incentive. Maybe that they won’t launch their mobile OS for some time, obviously this is all speculation and there’s no concrete evidence to support this.

I think Facebook can now target you better with their mobile ads depending on what apps you have installed and it may also simply refer more traffic to apps that use Facebook Connect, encouraging more apps to use its authentication protocol, which ultimately means even more data for Facebook.

READERS: Are you fans of the app center or do you not see the point in it?

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This post was written by Liam Foy

As Head of Client Services, Liam ensures that all of his clients’ strategies are on track, delivering ROI and coming up with new ideas to drive them forward. Beer makes him tick, reading, learning and drinking it.