We’ve discovered the presence of yet another secret project within Facebook. And while it’s not quite as sexy because the new Photos app, the ramifications of it tend to be larger. Greet Project Spartan.
As we comprehend it, Project Spartan is the codename for a new platform Facebook is on verge of launching. It’s entirely HTML5-based and also the aim would be to reach some 100 million users in a key place: mobile. Specifically, the first target is both surprising and awesome: mobile Safari.
So if Facebook declaring War with Apple? Yes, apprently as it looks like Facebook is about to launch a mobile platform aimed squarely at focusing on the iPhone (and iPad). But here’s the issue – it won’t be distributed through the App Store as a native application, it will likely be entirely HTML5-based
and work in Safari. Why? Because it’s the main one area of the device that Facebook will be able to control (or mostly control). And that means breaking free from Appstore. That might just be the game changer.
Facebook won’t ever admit this, but those acquainted with the project believe the intention is extremely clear: to use Apple’s own devices against them to break the stranglehold they’ve on mobile app distribution. With nearly 700 million users, Facebook is certainly in the position to challenge the
almighty App Store distribution mechanism. However they have to be able to do so on Apple’s devices which will make up a key chunk from the market.
By right now, there are thought to be 80 or so outside developers working with Facebook on Project Spartan. These teams are working on apps for the platform that range from games to news-reading apps. A few of the names should be familiar: Zynga and Huffington Post (of our parent AOL),
for example. The goal would be to have these apps ready to roll within the next couple weeks for a formal unveiling shortly thereafter.
Work continues to be going on for at least two months, with Facebook putting in lots of work before that. So some of the apps may not be fully polished at launch. It might be more of a “look what we can do” type thing.
Imagine loading up the mobile web version of Facebook and finding a drop-down for a new type of app. Clicking on one of the apps loads it (from whatever server it’s on depending on the app-maker), and immediately a Facebook wrapper is brought in to surround the app. This wrapper will give the
app some basic Facebook functionality, along with the capability to use key Facebook elements – like Credits.
One thing the App Store has nailed is an easy payment system. Facebook has been attempting to build exactly the same thing with Credits, but to date hasn’t done much in the mobile space. With Project Spartan, they plan to have Credits built-in to allow developers to sell apps and offer in-app purchases.
This will be vital for any partner like Zynga, for example.
Speaking of Zynga, it’s been noted for some time that Facebook was placing a huge focus on making it easier for game developers to construct with HTML5 instead of Flash (like Zynga and others currently do). The culmination of the will be Project Spartan.
Even though the target may ultimately be Apple, in connection with this, they’re somewhat helping Apple by killing off yet another huge piece of Flash reliance on the web: gaming.
However, the real goal is to buy people using Facebook because the distribution model for games and other apps, not the App Store (or any other distribution hub).
Much has been manufactured recently about Apple’s partnership with Twitter over iOS 5. It’s widely believe that Facebook used to be the preferred partner, but was snubbed – or did the snubbing, for just one reason or another. Regardless, the implications are clear: Twitter will be the big single sign-on partner for iOS, not Facebook, even though that’s a key section of focus on their behalf. So they’re using the battle to the browser.
Android will also clearly take part in this new platform. But we’re told that the initial target is certainly mobile Safari on iOS devices.
Situations are about to get a lot more interesting in the mobile space. More to come.