Answering questions after today's Facebook Home event, Mark Zuckerberg was full of praise for Google's smartphone platform. "We think that Google takes their commitment to openness in the ecosystem really seriously," he said, regarding the possibility Google might try to lock out Facebook. Google, he said, was aware of Facebook's work, although wasn't a partner like a host of other industry players. "I actually think this is really good for Android," he added, setting up a gentle dig. "Most app developers put most of their energy into iPhone."
Meanwhile, Zuckerberg confirmed that Facebook Home is essentially an end-run around Google's services wherever they compete directly with Facebook's, with the ultimate goal of capturing more dollars. Home puts Facebook's social updates, Facebook's contacts, Facebook's messaging service, and crucially, Facebook's advertising directly on an Android user's home and lock screens. That's a much more direct attack on Google's business.
"With phones, there’s no room for a right-hand column of ads. That forced us to think about what the business looks like on mobile," Zuckerberg tells Wired's Steven Levy in an interview released today. At the event, he fielded a question: "We may see ads in cover feed?" Zuckerberg: "Yup!" This is targeted, full-screen, push advertising in your pocket when Google is still selling banner ads inside free apps. Facebook is squatting on prime Android screen estate. How does this not drive Google's Larry Page completely insane?
Google's official position on Facebook Home is diplomatic. “This latest collaboration demonstrates the openness and flexibility that has made Android so popular," a spokesperson told VentureBeat. "And it’s a win for users who want a customized Facebook experience from Google Play — the heart of the Android ecosystem — along with their favorite Google services like Gmail, Search, and Google Maps.”
This is important, because it reveals the territory Google is determined to defend. Facebook Home might seriously skin Android's user interface, but it doesn't cut out Google's core the way Amazon did with the Kindle Fire. Home doesn't promote Graph Search over web or local search, Facebook Messages over Gmail, or Facebook's App Center over Google Play. Facebook is pushing the boundaries, but it's also playing within the lines.