Facebook Changes How Third-Party Applications Will Live on its Platform
November 18, 2008 |
Facebook platform for third-party applications is rightfully considered to be the most open one for third-party developers to host their applications on platforms offered by the largest social networks. And it is no surprising as anyone could easily develop an application for just about anything based on Facebook API and see incredible viral growth for the application if acting right. And while all the applications were created equal on the platform, this situation has just been changed with Facebook launching verified applications program.
The applications that manage to deserve the verified status will receive a badge to display to the users – something that is supposed to help them achieve users’ trust and increase the number of installations (along with potential revenue and acquisition opportunities that are also known to exist for applications).
These developers and applications that achieve the verified status will also get some extra benefits like advertising credits and special rules on how often they can send notifications to users and how many invitations are available to users as well. And of course such applications will appear in a special section of the applications directory on Facebook.
So basically what Facebook offers to developers of applications that pass verification process is improved conditions for applications promotion and helping viral growth. But in order to obtain all these benefits, the developers will need to comply with a number of requirements to prove their applications are secure (protecting user privacy), respectful (appreciating users’ attention and never abusing it), and transparent (being specific and clear in what users should expect when using the application).
But of course extra visibility and trust from users come at a price – and quite a nice one at that: the developers will actually need to pay a significant $375 to Facebook (unless they are students or non-profits – those will enjoy a discount) to initiate review of their applications. And it is not even a one-time fee as certifications will last for one year only so developers will need to reapply every year – paying the same fee every time an application is submitted.
Of course it is obvious that this is a nice prospective revenue stream for Facebook: if only 30% of the currently available 48 thousand applications applied to be considered, it would still mean $5.4 million in additional revenue for the first year of the program only. Besides, developers can apply up to three times in a row and I believe that they will have to submit the same fee every time they apply. If after the three attempts they still don’t manage to reach the verified status, they will be able to apply again 3-6 months later.
Now that the program is officially initiated, developers are invited to express interest in having their applications considered to be contacted once Facebook is ready to consider their application – and charge the $375 fee as well. The review process for the applications from developers that express their interest now is only expected to be completed by early next year when users will start to see the verified badges.
But whatever it is, it obviously means a significant change in the way Facebook’s applications platform operates and what it will mean for developers of third-party applications. Besides, to me it looks like Facebook is finally ready to come up with alternatives to advertising-only monetization strategy and this could be the first initiative of those that could generate additional revenue for Facebook eventually.
Additional information about the program with detailed instructions for interested developers is available here.
Sounds like a good idea. It’s very much in the mold of what VeriSign does with its SSL Certificates. Smart move.
what kind of loser wastes their time with facebook “applications” like you can even call that trash applications.
why do they call this garbage the cloud? because the idiots who make it have their heads in the pissing clouds
I think users will choose whatever application actually serves their needs (ratings, etc.) and look for verification second. At least I would. Who cares if its verified by Facebook if it does the job.
Kevin, yes, I have not thought about similarities with VeriSign myself but it is obvious and hopefully it will work both for Facebook and application developers.
Beandon: I agree 100% that users choose what they actually need first but if you find two applications with basically the same functionality but one of them is verified and is supposed to be more trustworthy than the other, I guess the choice will be obvious.
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