On mobile, Facebook is looking to own the majority of the apps on your home screen regardless of whether it has the explicit Facebook brand or is under Instagra

On mobile, Facebook is looking to own the majority of the apps on your home screen regardless of whether it has the explicit Facebook brand or is under Instagram/WhatsApp/etc. On Android, you still have your first party apps and on iOS your browser homepage is most likely Google. On desktop, native applications fell by the way side as websites and web apps have become more powerful. Google is your initial connection from the browser (Chrome), to search, to a website (Google Analytics), and to their ads. They own your workflow and thus habits. On mobile, native apps are more popular. The device (Android), app store (Android Market), app, and ads still have Google influence but definitely not as much as on the desktop. Companies like Flurry have great offerings for app analytics and ads are fragmented among a ton of companies. Google needs to think less in terms of multi-platform and more in terms of mobile only. If you're mobile only and are capturing market share quickly, Google will be jealous.