Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - April 2013

Facebook Home ... and the Trends of Tomorrow

Yesterday, Facebook launched the new Facebook Home for Android. It's not a Facebook phone per se, but more like a layer that sits in top of the phone. In Android terms, it's a launcher.

The idea is that instead of limiting your use of Facebook to just be inside an app, with 'Facebook Home' it becomes part of everything you do. From browsing websites, to using others apps, to answering emails, and so forth.


You can learn more about it from the Facebook Home info page.

I haven't yet had the opportunity play with this (it will become available on April 12, 2013), but I wanted to share my first impressions from a trend perspective:

The Future of smartphones is not about 'apps' but 'use'

Mark Zuckerberg said that having phones just for launching apps is not what we want. Instead the phone should be about people and how we interact with them.

Mark is spot on about that. And we have been seeing the shift from 'app' to 'use' with the many Android widgets on the Windows Phone and the Blackberry. The next big shift in smartphones will be from 'apps' to 'use'.

So that's great!


Way too distracting

I have a really hard time getting excited about the new Facebook Home. The reason is, I don't see Facebook as being the starting point of every single interaction we have.

With Facebook Home, the first thing you will see (every time you look at your phone) are your friends' status updates. Every time.

This 12 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   thoughts   —


Why publishers who try to innovate always end up doing the same as always


A guide to using editorial analytics to define your newsroom


What do I mean when I talk about privacy and tracking?


Let's talk about Google's 'cookie-less' future and why it's bad


I'm not impressed by the Guardian's OpenAI GPT-3 article


Should media be tax exempt?