Mobile makes Facebook hot again

In coming up with a way of controlling Facebook's mobile apps, Mark Zuckerberg may have guaranteed his second act.

By TheStreet Staff Jan 7, 2013 3:38PM

FacebookBy Dana Blackenhorn, TheStreetthestreet logo


Facebook (FB) is suddenly a hot stock again. From its November low of $19.21 a share the stock has climbed steadily to about $29.70.

More important, the tone of analyst comments about the company has changed. Now, the Menlo Park, Calif., company is being placed next to Google (GOOG), (AMZN) and Apple (AAPL) when people ask, "Who will rule the Internet in 2013? 


The question may be silly, but the Facebook comeback is real. And it is based on a single word -- mobile.


With Apple and Google holding a virtual duopoly on the mobile space, Facebook has been free to focus on two full operating systems. It has done that well. Its new Messenger app transforms it into a complete solution for combining text and voice messaging, as Jordan Kahn noted at 9to5Mac. And Facebook is moving into VoIP, making it more of a phone company, as reported by CNET. Its new user interface, displayed at, is very mobile-friendly.

The better story

The key to any business, large or small, has always been the same: Focus on doing one thing very well. Facebook was seen at its initial public offering as a social media company. That's a crowded field with little stickiness, and so the smart money dismissed it. Now Facebook is being seen in a different light, as a mobile-networking company. It's a better story.


Best of all, by controlling its own mobile apps, which define its mobile experience, Facebook also gets to monetize that experience. Jim Edwards of Business Insider estimates the company now has a $2 billion/year "run rate" in mobile advertising.


Mobile advertising has been a tough nut to crack and, according to analysts, Facebook has cracked it, by simply placing its whole user experience inside a mobile frame and then selling ads against the frame.


The biggest challenge any technology company faces is creating a second act, a second hit, a second reason for being. This is the difference between the one-hit wonders and the acts that last. To Facebook bulls, mobile advertising has become CEO Mark Zuckerberg's second act, one that will give his company a big future in mobile devices, and what was a sell in October is now a screaming buy.


I would like to believe that. It's a good story. It may turn out to be true. But something tells me Facebook's future remains no more guaranteed than it ever was.

It's almost as easy to change apps as it would be to click from one website into another. Reputation still matters a great deal, and what was found can quickly be lost.


I still want to be from Missouri here. I still want to see Facebook's numbers at the end of this month. It's possible that, as Techcrunch notes, the company's price is being held up by the controlled way in which early shareholders are cashing out, through SecondMarket auctions rather than simple sell orders to brokers.


As earnings hype rises, Facebook shares are selling at a price-to-earnings ratio that rivals Amazon's. I think Amazon is overpriced, too, but I trust its numbers and track record. By comparison, Facebook's track record is very brief and very spotty.


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