The problem is that mobile is just one of their problems. They need to increase their monetization by an order of magnitude per user. This will require them going from a niche advertiser to taking over a significant fraction of all worldwide ad revenue, this is no small feat. They also need to tackle mobile better and respond to all the other competitive threats that will come their way in the next decade.
They have several thousand employees and a few billion in cash now. They need to pivot and scramble like crazy. If they don't they will end up on the wrong side of the inflection point and on a glide slope to obsolescence. I don't get the sense that people inside facebook see things the same way, I think they see themselves as the crowned king of social, and with the IPO they are transitioning to being a value company, which could not be more wrong.
"This will require them going from a niche advertiser to taking over a significant fraction of all worldwide ad revenue, this is no small feat."
But it is small for Facebook. They already have the footprint with over 9 million sites all running the Like button. Utilizing that same JS they can have a 'Social Adsense' revenue stream overnight. They can potentially grab the search queries from the headers and have implicit and explicit data to target off of (the holy grail of targeting).
And that may allow them to increase their ad revenue, perhaps even a lot. But is it enough to take control of fully 1/10th to 1/5th of all advertising spending for all media (print, television, radio, billboards, and online) for the entire world? Imagining that capturing that much of the market is a sure thing is just silly. Are they going to be able to get circa $20 billion in ad revenue a year from the Asian market? Within the next 10 years? How?
By getting more global marketshare and by maximizing the ARPU for North American users (credits & payments). They can get more global marketshare by striking a deal with China (~500M internet users) and increased growth in Russia (~100M).
They are also going to be tapping into a new market (mobile advertising) which is a market that is seeing 1.5x-2x yoy growth. Open Graph has already been proven to propel apps that use it to the top 10 of the Apple App Store. With apps paying $1 to $5 per user, Facebook is an interesting position where they can be a HUGE channel for these app companies to spend their money.
They have several thousand employees and a few billion in cash now. They need to pivot and scramble like crazy. If they don't they will end up on the wrong side of the inflection point and on a glide slope to obsolescence. I don't get the sense that people inside facebook see things the same way, I think they see themselves as the crowned king of social, and with the IPO they are transitioning to being a value company, which could not be more wrong.