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Rovio excels at monetization on mobile. Same with Popcap. Obviously these companies' mobile products are different than facebook's.

Why is mobile monetization so difficult? Seems like a company that can monetize the desktop experience can do mobile too. They're both computers on which users consume information. If ads work on the desktop then I can't see a reason why they won't work on mobile.

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>Why is mobile monetization so difficult? Seems like a company that can monetize the desktop experience can do mobile too.

From the article: The paradigm shift to the app model is unequivocally bad for Facebook, [...] Facebook is designed to be open all the time, to be visited in the gaps of the day or as a platform in its own right, bridging to a variety of activities related to the social network. [...] Why use Facebook to play a game, read an article, manage your photos, stream music, or shop, [...] when you can select a specialized app directly.

How can the shift to mobile possibly reduce volume of FB usage? I see friends and family consuming Facebook trash dozens of times per day on their mobile devices. If anything FB consumption has gone up (at least from my perspective). Look at the review count for the iOS app. That app is extremely popular. So why not just put a banner ad in the app?

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