Facebook plans to win the hearts and minds of developers by making its tools and services the first choice for anyone creating a mobile app.
Key to the social network's strategy of wooing developers is offering tools that simplify app creation and monetisation. Streamlining creation is Facebook Parse, a service that manages the servers feeding an app data, while monetisation is served by the newly-announced Facebook Audience Network, which will deliver targeted advertising to virtually any smartphone app.
Julien Codorniou manages Facebook's platforms team in Europe has spelled out the firm's ambition to become a one-stop shop for mobile app developers.
"The Facebook platform really attracts developers because they know they can build on Facebook, grow on Facebook and eventually monetise with us. That's a very strong competitive advantage that we have over the other platforms," he said.
Extending the reach of Facebook's advertising beyond the social network to Android, iOS, Windows Phone and other mobile platforms is central to Facebook's financial ambitions. When the next mobile app explodes and suckers in tens of millions of users, much as King.com's Candy Crush did on Facebook, Facebook wants to be able to take its cut regardless of the platform.