How Facebook imposes its currency - July 8, 2011
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This will be the next revolution Facebook. With nearly 750 million members, the social network is already in the shade to the e-mail to photo sharing sites like Flickr and Google. Today, Facebook is opening a new front, which could result in a "blitzkrieg" on the virtual economy. His weapon: a virtual currency, the Facebook Credits, poised to become the electronic purse of any user.
Launched quietly a year ago and a half, Facebook Credits are required on the site since July 1. Now any game publisher or service on Facebook to provide the currency of the site, in addition to its own virtual currency, like the FarmCash well known to fans of the game Farmville.Credits can be bought on the Facebook site with a card, a Paypal account, payment systems such as mobile Zong, even – as in the U.S. – via physical gift cards sold in supermarkets.
Major industrial
Facebook Credits against such exchange of virtual goods in games like Farmville, PyramidZ and Empires & Allies, or, as suggested by the film studio Warner, against VOD movies. In the U.S., fans of télécrochets as "X-Factor" and "American Idol" can be used to vote for their preferred candidates, replacing the virtual currency of Facebook to Premium SMS.Eventually, all things virtual – an mp3 download, buy a newspaper article online, a coupon obtained by locating in a shop with his mobile telephone minutes of … on Skype – could Facebook Credits currencies.
"The use of Facebook Credits is required, but not exclusive," nuance Codorniou Julien, director of partnerships Facebook France. "This includes the game, but the media as Warner Bros, music, video, box office. This will ensure the liquidity of the currency on all services, "explains Julien Codorniou.Specifically, "consumers will increasingly lead the Facebook FarmCash Credits and less" analysis Michaël Amar, CEO and cofounder of Ifeelgoods, a U.S. company that provides e-merchants to offer Facebook in place of Credits vouchers to their customers.
For Facebook, the Credits are an industrial issue. In fact, each editor service that offers its users to pay Facebook Credits reverse 30% of the value of the transaction of the social network. For example, on a rented movie for 30 Credits Facebook, or 3 dollars, by a user, Warner will donate 90 cents to Facebook. These commissions will quickly become an important part of revenue from Facebook. "We want to go as soon as possible and as widely as possible to diversify our revenue," said Julien Codorniou.Already, sales are "significant" for Facebook, which still generates most of its revenue through advertising. To get an idea, just look at the business volume of Zynga, a major partner of Facebook and subject, like others, to pay the 30% commission, the publisher has made 850 million euros sales in 2010. Its revenues are expected to reach $ 1.5 billion in 2011.
Social games
It's not for nothing that Mark Zuckerberg, CEO and cofounder of Facebook, has made the article social game publishers during his visit to Paris in late May for the e-G8: "The game publishers have found that people preferred to play where their friends are Zynga and imported the social dimension in the game Why gaming is gone first? Because it is a very social experience at first.I think that other media will follow as music, newspapers, books, "he said.
For now, Facebook provides not want to conquer the physical properties of electronic commerce with its virtual currency. In shops in Facebook, the social network rather "Facebook experience on third party sites." "In the coming months will spread features such as" Shop with friends "(buy with friends), Julien Codorniou details. This is not to create shops on Facebook, but to bring its online store friends of the people. "These purchases on the site of a merchant with his Facebook identity will feed the basis of information available to the social network members, and facilitate its advertising sales.
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