The Great Unbundling of Apps (and Identity)

Q. Instagram and WhatsApp are not going to be branded as Facebook apps. So eventually part of your business will be apps that people don’t think of as Facebook. Is that the way to think about the future of Facebook. Is it like a conglomerate?

A. One of the things that we’re trying to do with Creative Labs and all our experiences is explore things that aren’t all tied to Facebook identity. Some things will be, but not everything will have to be, because there are some sets of experiences that are just better with other identities. I think you should expect to see more of that, where apps are going to be tied to different audiences that you can share with.

from Can Facebook Innovate? A Conversation With Mark Zuckerberg

Last week’s news about Foursquare splitting into two apps spurred this excerpt to mind from a recent interview with Mark Zuckerberg. Not only has Facebook “unbundled” apps like Messenger, it’s also experimenting with unbundling identity.

Even though both Instagram and WhatsApp were acquisitions for Facebook, Zuckerberg teased that this could be experimented with on homegrown products as well. That’s exceptionally progressive relative to say Google, which does not even allow saving of maps locations without being signed in to an account on Google Maps.