Facebook's "App Constellation" Strategy: A Look at Its Success and Challenges

This article explores the concept of "App Constellations," a strategy where companies like Facebook, LinkedIn, and Dropbox launch multiple standalone apps instead of relying on a single all-encompassing platform. The article examines the effectiveness of this approach, drawing on insights from industry experts and data analysis.

Facebook's Strategy: Multiple Apps for Mobile Dominance

The article points out how Facebook, along with other tech giants, has embraced the "App Constellation" approach. It argues that this strategy offers several advantages in the mobile landscape, including:

• Tailored user experiences
• Improved app performance and speed
• Enhanced control over distribution and monetization

The Success of Facebook Messenger: A Case Study in App Constellation Strategy

The article highlights Facebook Messenger as a shining example of the "App Constellation" strategy's success. The standalone messaging app has gained tremendous traction, surpassing 200 million monthly active users. It is now a core part of Facebook's mobile ecosystem, complementing the main Facebook app.

Challenges for Facebook's App Constellation Strategy

While Facebook Messenger has proven successful, other Facebook apps like Paper haven't seen the same level of adoption. The article explores reasons for this disparity:

• Competition in the mobile app market
• App discovery challenges
• User preference for a single, integrated experience

Evernote: A Different Approach to App Constellations

The article contrasts Facebook's strategy with that of Evernote, which employs a similar approach. Evernote's "basket of apps" strategy focuses on leveraging its core note-taking functionality across different apps, such as Evernote Hello, Evernote Food, and Skitch. This strategy has proven successful, allowing Evernote to cater to specific user needs and expand its user base.

Other Companies' App Constellation Strategies

The article analyzes the "App Constellation" approach adopted by other companies, including Dropbox, Foursquare, and Twitter. It examines the challenges they face, particularly in achieving widespread adoption and maintaining user engagement.

Industry Experts' Perspectives on App Constellations

The article features insights from industry experts, including:

• Toufeeq Hussain (Storm8)
• Bubba Murarka (Draper Fisher Jurvetson)
• Casey Winters (Pinterest)
• Alex Schiff (Fetchnotes)
• Adam Sigel (Aereo)

These experts offer their views on the effectiveness of the "App Constellation" strategy, emphasizing the importance of:

• Leveraging core resources and functionalities
• Differentiated user experiences
• Effective app discovery and distribution
• Balancing app unbundling with user expectations

The Future of App Constellations

The article concludes by exploring the future of the "App Constellation" strategy. It acknowledges the potential benefits of this approach for both users and app developers, but also highlights the ongoing challenges, especially in app discovery and user management.

• Continued evolution of mobile operating systems (iOS and Android) to address app management issues
• Improved app discovery mechanisms to help users find relevant apps
• Increased adoption of deep linking to facilitate seamless app switching