Facebook CEO Mark Zuckerberg outlined Facebook Home, an Android overlay that aims to create a software package that takes over messaging, key communications and runs like "system software not an app you run."
Zuckerberg noted that Facebook Home is the "highest quality experience you can have on Android." Facebook has retooled Android's chat with "chat heads," cover overlays and other key perks. Bottom line: If you live in Facebook, Facebook Home is gold for you. If you live beyond Facebook, Facebook Home may strike you as alarming. Facebook literally becomes your phone. For good measure, Facebook forged Facebook Home partnerships with AT&T and HTC to have its overlay work right out of the box.
The larger question is whether the masses will turn their phones into a people experience, which oddly resembles Microsoft's Windows Phone live tiles in some respects.
But let's not lose focus on the bigger business story here. Facebook is trying to eclipse Google on its own mobile operating system. Sound familiar? It should. Samsung's Galaxy S4 launch did something similar and touted its "S" apps over Android. And oh by the way Amazon's Kindle took Android and reskinned it completely.
However, Facebook is most dangerous to Android and Google. Facebook can literally take over your phone. Facebook will also take over the mobile ads that go with your phone. Here's where Facebook Home is truly brilliant. Facebook can hit the monetization, juice the experience, target tablets and basically circle all of Google's touch points. Facebook Home is basically an operating system of sorts with monthly updates.
Facebook said it isn't going to "massively fork Android" and it will respect the open nature of it. Rest assured that Google can't be happy. Samsung isn't happy.
From a business perspective, Facebook Home is a work of art. Every Android phone can become a Facebook phone now. Facebook has grabbed mobile share, possibly ad share and knocked Google in one swoop.