Facebook bought a small company called Glancee yesterday, says Glancee. They didn’t reveal how much Facebook paid.Glancee makes a mobile phone app for social discovery, similar to Highlight. Download it, hook it up with Facebook and it will tell you if your friends are nearby … who needs people to check in when you can stalk them?
Facebook hasn’t said anything about this acquisition, so it’s not clear how Facebook will use the tech — if it will keep Glancee around as an independent product or not.
Here’s why this buy is smart. Not only does it give Facebook more mobile tech — an area it really needs to develop — but it helps Facebook with a bigger problem — the “cost to move.” People like using Facebook, but don’t feel much loyalty to it. If something better comes around, they will jump to that. Given that Facebook makes most of its money on advertising, that’s not good. Having 800 million users doesn’t help if no one is using the app and seeing those ads.
So Facebook needs to make itself sticker AND increase the cost to move. The more ways it can interconnect us with our friends, and help us find new friends and new interesting places, the harder it will be for some young upstart (like another Instagram) to lure us away. That’s what Glancee does.