The App Is Not Enough: Why We Might See More Companies Try Mobile Land Grabs After Facebook Home

An app on a smartphone is a limited vessel, one that can provide content and information for your audience, but within bounds set out by the operating system. People still have to navigate to your app, and therefore there's a time when they're "in" your product or service, and a time when they're "out" of said product or service. Facebook clearly demonstrated last week that it wants to own that distinction, and it's sure to propel others to see if they can't do the same.