Facebook Inc. unveiled Home software on Thursday that will integrate the social network more completely with Android users' smartphones, a move that may divert users from Google Inc. services and steal some of its rival's momentum in the fast-growing mobile arena.
Its new family of apps is designed to place the network front-and-center on smartphones based on Google's Android operating system, Facebook CEO and Dobbs Ferry native Mark Zuckerberg told reporters. Initially, it will run on the HTC First smartphone, also unveiled Thursday, the HTC One X, One X Plus and Samsung's Galaxy S III and Note 2.
The new software makes it easier to access Facebook features -- such as friends' photos, messages and status updates -- on a smartphone's home screen, Chief Executive Mark Zuckerberg said at an event Thursday in Menlo Park, Calif. The downloadable application, available on phones that use Google Inc.'s Android operating system, also boasts improved messaging tools, Facebook said.
The new HTC phone that will come preloaded with Home, the First, will run on Android 4.1, also known as Jelly Bean. It will come with the Facebook-owned photo sharing app Instagram preinstalled. The cost: $100 with a two-year agreement.
Now that the majority of users access Facebook via mobile devices, Zuckerberg needs ways to keep them engaged longer while coaxing advertisers to pay to place promotions on small screens. The company is betting that a handset with Facebook-centric software will do a better job wooing users and marketers than the current approach, which emphasizes a downloadable application, Howe said.
"The problem with apps is they're a click away from wherever you are," said Carl Howe, an analyst at Yankee Group. "Facebook wants to remove that barrier."
Facebook rose about 1.8 percent to $26.72 at 1:33 p.m. in New York. Through Wednesday, the stock had declined 1.4 percent year-to-date, while the Nasdaq Composite Index gained 6.6 percent.
Facebook isn't building a smartphone or creating an operating system, Zuckerberg said.
Software crafted by Facebook will more prominently display the social network on handsets and could challenge competitors such as Apple Inc. and Google for the attention of smartphone users, Howe said.
"They're not as mobile focused as Apple and Google are," Howe said in an interview. "They need to play catch up."
software and customize it for their own services and preferences.
Zuckerberg has said he sees opportunities to push the company's features deeper into mobile devices -- though he has denied that Facebook will make its own smartphone. Already, Facebook, along with Twitter Inc., has been built deeper into the latest version of Apple's software, enabling users to post easily to the social-networking service.
"I think people want it to be very integrated into all of the different devices that they have, and that's what we're going to focus on," Zuckerberg said on a call with analysts in January. "So, rather than just building an app that's a version of the functionality that you have today, I think making it so that we can just do -- go deeper and deeper I think is going to be a big focus for us."
A new Facebook-enabled handset follows earlier forays into mobile devices for the social-networking service.
HTC Corp. began selling "ChaCha," an Android-based phone with a dedicated Facebook button to share music, photos and messages, in 2011. INQ Mobile Ltd. and Facebook that year also unveiled a phone with close integration of services, such as wall postings and photos.
While those devices have won over some die-hard Facebook fans, widespread adoption has been limited, according to Carolina Milanesi, an analyst at Gartner Inc. A new Facebook handset may struggle to match the success of devices made by Apple or Samsung Electronics Co., which manufactures the Galaxy line of phones, she said.
"I don't think that Facebook as a brand will necessarily get consumers -- that are your average Facebook users -- to pick out that phone over a Galaxy or an iPhone," she said.
After a 31 percent decline in Facebook's shares since an initial public offering in May, through Wednesday, investors are looking for signs that the company can extract more ad dollars from promotions on mobile phones. The number of daily Facebook users on desktops and laptops fell in the fourth quarter as the portion of members on mobile devices increased, regulatory filings show.
Facebook's nascent mobile-ad service, started in March 2012, isn't helping the company gain market share in the U.S., according to EMarketer Inc. Facebook is projected to grab 12 percent of the market in 2015, down from 13 percent this year, EMarketer said. Over the same period, Google's stake will climb about two percentage points to 57 percent.
A new handset could help Facebook get more information on users to bolster its mobile ad efforts, according to Melissa Parrish, an analyst at Forrester Research Inc.
"They need to do more," Parrish said. "The most important thing is putting more focus on how they can deeply understand the people who are using Facebook on a mobile device."