Facebook’s recent acquisition of Social Gifting company Karma in May 2012AD as stated in the article “Facebook acquires social gifting company Karma”, published May 18, 2012 1:46 PM PDT by Rafe Needleman, CNET Newsfor an undisclosed sum of Gold Coins (I’m joking of course!) gives Facebookaccess to a treasure trove of Data as to how well we are connected.
Facebookhas shown considerable interest in this connectedness among its members. They even conducted a “Six Degrees of Separation” experiment to determine how easily one can send a message to someone you know via passing it on through people who do not know the person personally and only have the name and destination of the message to be sent to the person.
So this acquisition is not surprising, as they want to monetize this knowledge of connectedness and the expression of connectedness via Gifting, which is a form of Six Degrees of Separation, as the sender sends gifts through people who do not know the person but has the name and destination of the package.
Facebookneeds to come up with a long term strategy for growth that includes increased expansion into countries where they are not the dominant player both on Desktops and Mobile computers, as the recent debut of their IPO has seen their stock price plummet due to a lack of said strategy. Investors, both large and small, have brought Facebookstock and then sold it for a profit, selling their stocks en masse, jumping ship and leaving the captain and CEO Mark Zuckerberg to sink with the Titanic, so to speak.
This push into Social Gifting, powered by the trend towards Mobile Computing is truly a winner, as a recent study by Javelin Strategy and Research indicates that Mobile Computing i.e. Tablets and smartphones is indeed driving more Online Purchases as stated in the article “Mobile shopping bringing in $20 billion annually — study”, published September 26, 2012 4:23 PM PDT by Donna Tam, CNET News.
The web and phone survey conducted by Javelin Strategy and Research, a brand new analyst I’ve never heard of, nonetheless makes for interesting reading:
1. $20.7 billion spent on Online shopping through Mobile Computers i.e. smartphones and Tablets
2. 25% or about US$5 billion, was spent via Tablets
3. Tablet users spend US$10 more on average in their Online Purchases than smartphones users
This as iOS 6.0 updates also exists for the Apple iPad 3. With Tablet sales estimates being revised from 100 million units sold by the end of 2012AD as estimated by analyst ABI as stated in the article “Tablet sales could top 100 million”, published Friday, August 24, 2012, The Jamaica Observer to 117 million units sold by the end of 2012AD as estimated by analyst IDC as stated in the article “Tablet shipments now expected to hit 117 million this year”, published September 19, 2012 6:31 AM PDT by Lance Whitney, CNET News, the Gifting business is sure to get a Big boost this coming Christmas 2012AD.
But more importantly, it will put Facebookon firm footing as it relates to a growth Strategy for Mobile, as Social Gifting is no different than Gifting people items via an Amazon Account. Facebook, in essence, is becoming an Online Retailer driven by Americans Six Degrees of Separation and benefitting from The Perks of Being a Wallflower (2012).
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