Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Facebook’s Parse Tool Will Strengthen App-Developer Ties

Facebook’s Parse Tool Will Strengthen App-Developer Ties

In a Facebook “whiteboard” session today at the company’s headquarters, it introduced press and analysts to its recently acquired mobile app development platform Parse and its former CEO Ilya Sukhar (who heads the Parse unit of Facebook). Sukhar seems like he could be Mark Zuckerburg’s first cousin. For those who’ve never heard of Parse, it […]

Greg Sterling on May 23, 2013 at 3:56 pm

Facebook + ParseIn a Facebook “whiteboard” session today at the company’s headquarters, it introduced press and analysts to its recently acquired mobile app development platform Parse and its former CEO Ilya Sukhar (who heads the Parse unit of Facebook). Sukhar seems like he could be Mark Zuckerburg’s first cousin.

For those who’ve never heard of Parse, it was a two-year-old startup acquired in April by Facebook. It’s now part of the suite of tools Facebook offers for developers (Facebook Platform). Parse’s mission was/is to take the complexity out of developing native mobile apps for multiple platforms (iOS, Android, Web, Windows Phone).

Parse doesn’t address UI development (as does competitor Appcelerator). Rather, it handles the “under the hood” integration challenges of building apps on multiple platforms, Sukhar explained.

Here’s what Facebook said at the time it acquired Parse a month ago:

By making Parse a part of the Facebook Platform, we want to enable developers to rapidly build apps that span mobile platforms and devices. Parse makes this possible by allowing developers to work with native objects that provide backend services for data storage, notifications, user management, and more. This removes the need to manage servers and a complex infrastructure, so you can simply focus on building great user experiences.

 

FB mobile

Parse currently integrates a number of Facebook features/tools such as Facebook log-in. There was no product roadmap discussion at the whiteboard session. But, you can expect deeper Facebook integration into Parse over time.

At the meeting, Facebook said that according to a study conducted by comScore, Facebook mobile app install ads have become the leading way that users discover new mobile apps. Mobile app install ads currently aren’t integrated into Parse, but expect that in the future.

Facebook reported during the meeting that 80 percent of the top-grossing iOS apps and 70 percent of the top grossing Android apps integrate Facebook (in one form or another).

Parse’s Sukhar said that in the two years of the company’s existence it has been adopted by small developers and big brands alike. Clients include GM, The Food Network, Green Bay Packers, Hipmunk and Sesame Street. Sukhar added that Parse has been used in the development of 80,000 mobile apps that have been installed on 200 million mobile devices.

By acquiring Parse and integrating its capabilities, Facebook can make itself even more valuable and central to the lives of mobile developers. In that way, it grows its developer community and  eventually will see more mobile ad revenue (as well as more distribution for a hypothetical mobile ad network).


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    AI and machine learning in marketing: Are you deploying the right models? 
    Google, NBCUniversal duking it out to be Netflix adtech provider
    My stack is bigger than your stack, so what?
    ActionIQ rebrands and launches CX Hub
    Old Navy to drop NFTs in July 4th promo update

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

Get a Jumpstart with Google Analytics 4!

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Digital Marketing Strategy Ebook

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.