Facebook acquired several mobile apps. Some are doing good while others are not. Recently, the company announced that it’s going to discontinue TBH, which is a teen polling app. It’s also shutting down the caller ID, Hello, and a fitness tracker called Moves.
What’s the Reason?
Facebook will shut down those three mobile apps for one reason: low usage. It stated that it’s going to wipe out user data for the three apps within three months. The apps might stop working even before the completion of wiping out the data. The programming kit of Moves will depreciate at the end of this month. Hello will face the same outcome within a few weeks.
Acquisition of TBH
TBH is an anonymous app. It’s designed for teenagers. When the company acquired it in October 2017, it became popular on App Store charts for weeks. However, in less than a year, the social media giant will close it permanently.
Teens used to love TBH (to be honest). It described itself as the only anonymous app that offers positive vibes. It’s used by people who are 13 and above. It allowed students to build anonymous polls about them and their friends. Facebook didn’t reveal the financial terms of the acquisition.
When it purchased the said app, the company added another app to its profile that could help boost Facebook’s rank and beat Snapchat.
Unfortunately, TBH didn’t meet Facebook’s expectations. It was a great app that offered a twist on Yik Yak, which focuses on young audiences and offers anonymity but gives positive vibes.
Before the announcement, the app published an update and launched a new messaging function. However, it wasn’t enough for Facebook. Of all the three apps that Facebook will abandon, TBH was the biggest loser. The reason for this is that it only launched less than a year ago.
Facebook has the habit of experimenting with several new apps. It also tries new niches and finds out if it could catch on. Unfortunately, those apps didn’t.
The acquisition is one of the keys that helps Facebook expand and succeed. Since it started in 2004, it acquired over 50 companies. The takeovers aimed to improve the main app’s functionality and features. Facebook also wanted to attract talented teams and individuals.
One of its largest acquisitions was WhatsApp. The deal was $19 billion. Around the world, WhatsApp is the most preferred free mobile messaging app. It reaches more than half a billion people every month. Some people thought Facebook overpaid a free service. However, it did gain access to a wide user base.
Since it started, Facebook grew to be an Internet giant. It did so by growing organically and acquiring some companies. Those acquisitions were necessary for the company for its technologies and teams. It consolidates the core product and develops mobile offers. Then, it expands its portfolio by adding companies that are beyond the social networking space. But those companies have the potential to be integrated into the main app in the future.
“We regularly review our apps to assess which ones people value most. Sometimes this means closing an app and its accompanying APIs. We know some people are still using these apps and will be disappointed — and we’d like to take this opportunity to thank them for their support. But we need to prioritize our work so we don’t spread ourselves too thin. And it’s only by trial and error that we’ll create great social experiences for people.”