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Facebook is building its pre-IPO mobile monetisation strategy around operator billing and advertising

Facebook recently announced efforts to monetise its mobile user base, but these efforts will be insufficient for the company's mobile products to have a significant impact on its top-line financial results.

As part of its drive to deliver on the promise of monetising its 425 million monthly active mobile users in the period leading up to its IPO, Facebook made a series of announcements at the Mobile World Congress (MWC) event in Barcelona in early March 2012.


This Viewpoint provides:

  • an analysis of Facebook’s position in the mobile market and the impact that the company’s future plans will have on the mobile industry
  • the rate of growth of Facebook's mobile user base worldwide and by region, and the drivers of this growth
  • a discussion of Facebook's strategy for monetising mobile apps and advertising
  • implications for operators and the mobile ecosystem in developed and developing markets.
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