Mobile Integration not Mobile Branding

Mobile seems to be the buzz word in social spheres at the moment following interesting admissions by both Twitter and Facebook.

At the Mobile World Congress this week, both Mark Zuckerberg, founder of Facebook and Dick Costolo, chief executive of Twitter spoke positively about a mobile future for both social platforms.

Firstly Zuckerberg was quick to promote the social integration of the network on mobiles but seemed to distance Facebook from the rumours that they are about to create their own phone. He said:

"A lot has been made about a single Facebook phone. But this year, you can expect to see dozens of phones with much deeper social integration than we have so far."
There has been plenty of talk recently that Facebook might go down the route of Google and create their own phone.

“Deep smartphone integration”

From a Twitter point of view, Costolo was also talking about integration. He said during a keynote speech:

"We want deep smartphone integration and stronger text messaging integration. It has to just work the same way everywhere it is used."

This came after he had declared that almost 40% of tweets now come from mobile platforms, which is quite a lot of activity when you consider that there are roughly 130 million tweets a day.

It just goes to show how seriously mobile is being taken and how it is shaping the direction of interaction across search and social.