Facebook Home will operate on phones running Google Inc.'s Android software and present Facebook status updates, messages and other content on the home screen, rather than making the user fire up Facebook's app.
With Home, Facebook is inserting itself between users and Google, diverting them to the social network's own ads and services. It's taking advantage of the fact that Google places few restrictions on how phone manufacturers and software developers modify Android. By contrast, Facebook Home would not work on the iPhone without approval from Apple Inc., and close collaboration with the company.
For Android, the most popular smartphone software in the world, in the hope that it will steer phone users toward Google services, such as Maps and Gmail, and the ads it sells. Compared to ads targeting PC surfers, mobile ads are a small market, but it's growing quickly. Research firm eMarketer expects U.S. mobile ad spending to grow 77 percent this year to $7.29 billion.
"Facebook Home can only reside on Android because only Google was daft enough to allow it," said independent phone analyst Horace Dediu, via Twitter.
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