Bubba Murarka: A Facebook Veteran's Perspective on Mobile

Bubba Murarka, a prominent figure in the tech world known for his leadership role at Facebook's Android efforts, offers a valuable perspective on the evolution of the mobile landscape. He argues that despite the advancements in mobile technology, we're still in the early stages of what he calls "New Mobile."

• Murarka highlights the dramatic shift from feature phones to touchscreen smartphones as a key driver of this "New Mobile" era.
• He emphasizes that the transition is far from complete, with smartphones still accounting for a majority of mobile phone sales in the U.S. and globally.
• He further points out that the distinction between smartphones and tablets as separate mobile entities is crucial for understanding the nuances of the market.

The Rise of Android Fragmentation

Murarka dives deep into the complexities of the Android operating system. While acknowledging its dominance, he stresses the challenge posed by Android fragmentation. He emphasizes the importance of considering which Android versions and device flavors (e.g., Samsung, Amazon) developers target and the reasons behind those choices.

Addressing Mobile Transaction Challenges

Murarka discusses the obstacles to seamless mobile transactions. He points out that app store and carrier billing fees hinder the widespread adoption of mobile payments for non-digital goods.

• He calls out the need for innovation to create a more accessible and user-friendly mobile payment system.
• He suggests that a solution that empowers third-party apps to utilize a robust payment system could have significant financial implications.

Content Creation in the Mobile Age

Murarka raises the challenge of content creation on mobile devices. He argues that the current landscape relies heavily on desktop computers for content generation, with keyboards, mice, and specialized software still playing a significant role.

• He acknowledges that apps like Paper and Vine have demonstrated a growing demand for touchscreen-based content creation.
• He highlights the need for advancements in mobile devices and software to enhance content creation capabilities.

Multitasking on Mobile: A New User Experience

Murarka explores the limitations of mobile multitasking, particularly on smartphones. He suggests that the smaller screen size and focus on individual apps currently hinder a more comprehensive multitasking experience.

• He emphasizes the need for a new user experience model that enables seamless multitasking, especially on tablets.
• He believes that innovative designs and interfaces are required to address this challenge.

The Quest for "Mobile Native" Advertising

Murarka discusses the lack of a standardized "mobile native" ad unit. He argues that this absence hinders publishers' ability to monetize their audiences effectively and focus on creating engaging experiences.

• He points out that startups face the difficult task of innovating business models to overcome this challenge.
• He expresses optimism about Facebook's potential to break through this barrier, given its significant resources and expertise in the mobile advertising space.

Exploring Mobile Subscription Models

Murarka examines the success of paid subscription services on smartphones. He highlights the traction gained by content licensing services (e.g., Rdio, Pandora One) and storage solutions (e.g., Evernote).

• He questions what other services users are willing to pay for on their smartphones.
• He suggests that the exploration of new subscription models holds significant potential for the mobile ecosystem.

The Next Billion-Dollar Mobile Startups

Murarka acknowledges the emergence of billion-dollar mobile exits like Instagram and Waze. However, he notes the lack of a stand-alone "New Mobile" company achieving enduring multibillion-dollar success in the Americas or Europe.

• He highlights the success stories in China, where mobile-focused companies have reached significant heights.
• He expresses enthusiasm for identifying and supporting the next generation of successful mobile-focused companies.