作者：Azam Khan

全球手机用户多达7亿，且该领域发展势头良好，此时似乎是进军该市场的最佳时机。分析者表示到2014年将会有超过10亿用户拥有智能手机，按照当前趋势，未来Facebook的覆盖范围将会更加广泛。此次突破将会带来更多发展空间。

Project Spartan from toptechreviews.net

Facebook最新项目Project Spartan是个基于网页的平台，旨在驱逐所有应用商店。网页前端已拥有大量使用Facebook credits的开发商。而手机领域方面，他们有望通过绕过应用商店，让用户使用其手机网页浏览器，分割苹果市场。如今已有80多家开发商（游戏邦注：从Zynga到赫芬顿邮报）同该网页签订协议，因此平台包含用户熟悉的应用和服务。以下内容是Facebook冲击苹果App Store的体现：

1）网页开放性

Project Spartan基于HTML5，这使得消费者能够在任何设备和平台接触内容。网页绕过应用商店，免去30%的利润分成，给开发商和7亿用户带来更大开放性。苹果制定严格且令人质疑的规则，这将会使其失去渴望更多自由的开发商。

2）虚拟货币

Facebook Credits日渐开始盛行。微软必应最近表示，用户使用必应便可赚取奖励积分，这些积分能够兑换Facebook Credits，这促使credits（游戏邦注：该货币有多种用途）广泛流通于经济当中。平台中的所有游戏/服务都使用一种货币。这对有些人而言是一大优点，因此他们能够体验多种游戏，但无需使用多种货币。

3）社交功能植入

HTML5更深层次植入本土智能手机功能，消费者在使用NFC或其他任何功能手机/平板电脑内容，同好友分享方面将拥有众多选择。这是个重要功能，你因此能够发送文本和邮件。苹果和Android没有这些功能，开发商需自己植入。据flurry分析显示，手机应用的80%消费收入都来自游戏和社交网络。

4）音乐

诸如Spotify、Pandora和last.fm之类的在线音乐服务都是音乐面板。这些服务同Facebook平台绑定，让用户能够播放自己的音乐，同好友分享。这促使用户挖掘更多网站内容。

5）排名和曝光

成千上万玩家都流连于Facebook众多游戏当中，苹果在Game Center的发展未来或将受阻，也许会流失大量广告印象。这促使苹果、谷歌及其他应用商店收人减少。手机的推广方案存在局限性，因此很多第三方解决方案都行不通（游戏邦注：特别是如今苹果取缔奖励安装策略）。从根本上说，如今购买商店前列席位比优化病毒式传播渠道还要困难。（本文为游戏邦/gamerboom.com编译，如需转载请联系：游戏邦）

5 Areas Where Facebook’s Project Spartan Will Impact Apple’s App Stores

By Azam Khan

With over 700 million users worldwide it seems like the right time to get into the mobile scene while it is still growing.  By 2014 analysts say that over 1 billion people will have smart phones and Facebook’s reach will be greater based on current trends. More after the jump.

Facebook’s latest project, Project Spartan is a web based platform that’s seeking to eliminate app stores altogether.  On the web front they already have a majority of developers using Facebook credits.  On the mobile side they have the potential to take a huge chunk out of Apple through bypassing the app store and enticing users to use their mobile web browsers.  With over 80 developers signed on board from Zynga to Huffington Post there will not be a shortage of apps and services people are already familiar with on the web. The following are the areas where Facebook can have an impact on Apple’s App Store (as well as other app stores):

1) Web Openness – Project Spartan’s foundation in HTML5 will allow consumers to engage with content on any device and platform.  Bypassing the appstore/markets and keeping their 30% along with bringing more openness of the web to developers and 700 million people.  With Apple’s strict and questionable rules, it might be a turn off to developers wanting more freedom.

2) Virtual Currency – Facebook Credits are slowly becoming prevalent. The latest news by Microsoft Bing to allow users to earn reward points for using Bing and converting those points into Facebook Credits could help flood our economy with credits that can be spent in many ways. All the games/services across the platform can use just 1 currency.  This is a huge plus for some as they could play multiple games and don’t want multiple currencies.

3) Social Integration –As HTML5 integrates on a deeper level with native smartphone features, consumers will have a plethora of choices to use NFC or any other capabilities phones/tablets offer and share with friends.  This is great especially as you you can message texts and send mail.  Apple and Android do not have these features baked in and it is up to the developer to integrate these features.  Based on flurry’s analytics it is said that 80% spent on mobile applications were between games and social networking.

4) Music – Online music services like Spotify, Pandora, and last.fm hosting as music dashboard.  These services could all be bundled with Facebook’s platform to allow users to stream their own music and share with friends.  This can lead users to explore more parts of the site.

5) Rankings and Discovery – With over hundreds of millions of players across so many games on Facebook, Apple could undergo stagnant growth on Game Center and potentially miss out on tons of ad impressions. This leaves Apple, Google, and other app stores with less revenue. Distribution on mobile has been limited in the sense that there are too many third party solutions that haven’t gained much traction especially with the crack down of Apple incentivized installs.  Basically it is much harder to buy your way to top of the app store than it is to optimize a viral channel. If Facebook could provide a different rank system.（Source：socialtimes）