Are In-App Payments and Facebook Credits on a Collision Course?

Apple’s iOS and Facebook are very different platforms at a fundamental level. But their moves over the past month suggest that they could clash over the next year or two in some fascinating ways.

At its core, Facebook is an identity layer that is agnostic about which device or application a user touches the platform with. iOS, in contrast, has so far existed mainly to drive sales of Apple hardware.

But both Apple and Facebook want a cut of downstream revenues from the burgeoning economies that their platforms support. Apple did this from the get-go by taking 30% of revenue from paid apps, which it extended to in-app payments and now subscriptions. Facebook did this with Credits, the currency it introduced as virtual goods blossomed into a $2.1 billion U.S. market. It anchored off the price expectations Apple set, and also used the 70% to 30% revenue split.

Both have moved to consolidate power around their in-house payment systems this year. Facebook will make Credits mandatory as the sole payment option for games by July. Apple now requires that publishers offer consumers the choice of paying through iTunes for subscriptions or in-app purchases, from which it will take a 30% cut. While consumers can still pay for subscriptions outside iTunes, Apple’s system is so seamless that most consumers will probably opt for it anyway.

So this is all well and good: Apple controls payments on iOS. Facebook controls payments on canvas games. When does it get interesting?

Multiple sources have hinted that Facebook Credits are coming for the web — perhaps as soon as next quarter. Opening up Credits to the web would extend the currency’s reach into many more gaming titles. It would also get the company into other types of digital goods such as content or music. There’s been widespread speculation about this for years.

The less discussed aspect of the move is that it would also be a back door into mobile. Facebook has been pushing game developers to use HTML5 instead of building native apps. Facebook chief technology officer Bret Taylor has also hinted that whatever tablet experience it launches may be in HTML5.

Now imagine if Facebook didn’t just launch a native iPad or Android tablet app. Imagine if it also launched a tablet-optimized HTML5 version that came complete with all of the Facebook platform’s top-performing titles from Zynga and other developers.

If it integrated Credits into HTML5 gaming titles, this would bypass payment restrictions in the app store and Android Marketplace. Much has been made of the HTML5-native debate, but many popular iOS apps have HTML5 elements in them. Oecoway’s unofficial Facebook app, Friendly for iPad, renders its core parts including the news feed in HTML5. It has just over 2 million monthly active users, according to AppData.

The interesting question is not whether developers are turning to native apps over HTML5, but why. Is it because of performance, discovery or monetization? If Facebook could solve two of those three problems with the social graph and Credits, would mobile developers come?

Supporting Credits in web apps would help Facebook hold onto its developer community as it eyes Android and iOS as alternative sources of revenue. From conversations with developers and third-party service providers, the handful of very top iOS game developers are operating on an annualized $20 to 25 million run rate right now. That’s a fraction of what Zynga makes, but is nevertheless intriguing.

Facebook is powerful enough as a destination that it could probably drive meaningful traffic to HTML5 gaming titles. About 60 percent of the company’s more than 200 million monthly mobile users access it through the web, which is more than the total number of Android devices that Gartner estimates have been shipped to date. On top of that, Facebook could always leverage its relationships with the carriers and device manufacturers to come pre-installed on handsets and tablets, along the lines of what it has done with Facebook Zero and the special HTC and INQ handsets that were unveiled last week at Mobile World Congress. It could offer carriers a cut of Credits revenue to sweeten the deal.

Meanwhile, given Apple and Facebook’s failure to come to an agreement with bringing Connect to Ping, iTunes’ social network for music, it’s hard to see iOS giving Credits an opening. So Facebook will have to go through the web at least in the long-run.

Since their inception, the iOS and Facebook platforms have presided over a shift from mostly free and advertising-supported experiences to freemium or free-to-play ones that are monetized with micropayments. Games have pioneered the way, but other industries like the media are beginning to experiment with payments too.

The question is who will provide the best payments infrastructure on mobile and the web for digital content? Apple’s iOS and Facebook have positioned themselves as ubiquitous and trusted platforms with the scale to become market-makers. Android is also emerging as the second major smartphone platform as Google fixes its payments infrastructure with in-app purchases and a subscription program OnePass. However, the company has never historically executed payments well. Amazon, with years of expertise in e-commerce and recommendations, plus ties to the developer community through web services, is very formidable too. Coming in behind these four are other players like Sony and Microsoft.

This is probably not a winner-take-all market. It may end up looking something more like Visa, Mastercard and Amex. Margins may have to come down as they compete. This will be one interesting horse-race to watch.

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14 Responses to “Are In-App Payments and Facebook Credits on a Collision Course?”

  1. Christopher Mance says:

    You are talking about controlling the total ecosystem here and a payment system is the key cog in the machine . There will be big winners and losers depending on which way this goes. Nokia CEO Stephen Elop’s ‘Burning Platform’ memo will be one of many declarations made by major CEOs on what strategy changes the new dynamics of monopoly ecosystems will force. I have a good blog post on it. Please check it out:

    http://chrismance.com/Business-Analysis/apple-and-facebook-inviting-antitrust-lawsuits-to-make-them-play-fair.html

  2. The RAAKonteur #30 – Facebook Pages are useless, HTML5 vs iPhone & more – RAAK | Digital & Social Media Agency London says:

    [...] This week we were struck by two related in-depth posts, one about HTML5 as an alternative to native apps for mobile development, and another about Facebook and Apple bearing down on each other with their competing payment systems. [...]

  3. Analysis: What’s Behind Facebook’s Friendfeed-like Acquisition of Beluga? says:

    [...] the HTML5-heavy strategy Facebook is pursuing will take several years to bear real fruit, considering how developers are still turning to native mobile apps above [...]

  4. Q & A: Accel’s Rich Wong on The Firm’s Big Bet With Angry Birds says:

    [...] Facebook’s role in mobile payments? Surely, they’ll want to have access to downstream revenues from their platform on mobile. [...]

  5. Japan’s GREE Picks Up Mobile-Social Gaming Network OpenFeint For $104 Million says:

    [...] Facebook’s games team and the biggest mobile developers have been deepening relationships over the past few weeks and we had heard at the beginning of the year that the company was experimenting with Credits through HTML5. [...]

  6. Facebook Picks Up Much of Dogpatch Labs Startup Recrec’s Team says:

    [...] for Facebook to earn revenue through its developer ecosystem. At present, it would be difficult for Facebook to successfully bring Credits to smartphones since Apple controls in-app payments on its platform and Google’s terms of service for Android Market push developers to use the [...]

  7. No iOS 5 Integration, No Credits Deal — The Facebook-Apple Relationship Cools says:

    [...] But another way to think about it is if Facebook accumulated a large user base for a native app, it would be lending strength to a rival ecosystem that effectively excludes it from downstream revenues through gaming, virtual currencies, subscriptions and other types of third-party business models. [...]

  8. Facebook’s HTML5 Mobile Platform Strategy Has Risks, But It Has No Other Choice says:

    [...] developers should be no surprise. We’ve written about this strategy several times here, here with more detail and analysis and here, when the company’s chief technology officer Bret Taylor alluded to the importance [...]

  9. Departure of Facebook’s iPad Developer Highlights the Company’s Slow-Moving Mobile Strategy says:

    [...] move highlights the difficult position Facebook is in with its mobile platform. If it builds on iOS, the company currently can’t earn any downstream revenues from its develop… since Apple controls payments on its platform. On Android, the platform is controlled by a direct [...]

  10. 來了!YouMeb的One more thing – 斯巴達專案 | YouMeb官方部落格 says:

    [...] Are In-App Payments and Facebook Credits on a Collision Course? This entry was posted in Uncategorized. Bookmark the permalink. ← Inside appWorks – appWorks Happy Hour的價值? [...]

  11. Facebook’s Mobile App Platform to Include Seamless Login, Bookmarks, Requests says:

    [...] Sources at the company told us last week there would be a major mobile launch in “three weeks” but TechCrunch is reporting that the date has been moved up along with the native Facebook iPad app launch. It will likely come at either Apple’s iPhone event on Tuesday or a Facebook press event on Monday. Regardless, these updates are coming, though Facebook will surely continue to refine the mobile platform. How users and developers react will influence the power dynamic between Facebook, Apple, and Android, and could be an important determinant of Facebook’s long-term success. (We first wrote about Facebook’s HTML5 strategy for third-party mobile web apps in February, four months before it w…) [...]

  12. Facebook Makes Its Move: Brings Viral Channels to HTML5, iOS Apps says:

    [...] were the first to report that Facebook might use an HTML5 platform as a way to extend Credits to mobile back in February, four months before any mainstream outlets wrote about it. And we also correctly reported the [...]

  13. ePayments Week: Can check-in services prove their value? - O'Reilly Radar says:

    [...] interesting piece comes from Kim-Mai Cutler at Inside Mobile Apps who speculates about a battle between Facebook Credits and in-app payments (this was originally published in February, but it’s worth a look if you haven’t seen [...]

  14. ePayments Week: Can check-in services prove their value? - Code says:

    [...] interesting piece comes from Kim-Mai Cutler at Inside Mobile Apps who speculates about a battle between Facebook Credits and in-app payments (this was originally published in February, but it’s worth a look if you haven’t seen [...]

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