Facebook Messages: Changing the Face of Online Communication?|IT and Systems|Case Study|Case Studies

Facebook Messages: Changing the Face of Online Communication?

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : ITSY066 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Information Technology/ Communications/ Competition
Case Length : 9 Pages
Period : 2010-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Facebook
Industry : Information Technology / Social Media
Countries : US; Global


By the end of 2010, Facebook, a social networking company with more than 500 million subscribers, launched a new product 'Facebook Messages', integrating online chat and text messages (from mobiles) with traditional e-mail services. The new service allowed subscribers to use text messages, instant messages, online chat, and email through a single feed known as a 'social inbox'. Observers opined that Facebook aimed to make the new product a one-stop-shop for all Internet-based communication related services, and that this would pose stiff competition to free Internet e-mail providers particularly Google, Yahoo!, and Microsoft.

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During the launch of the new product, Mark Zuckerberg, CEO of Facebook, said that the traditional e-mail services were no longer appealing to the younger generation of internet users as they were too slow and because all the services could not be accessed from a single point. Analysts opined that Facebook's new service would further revolutionize digital communications and would become the new benchmark in information technology. This case is meant for MBA students as a part of the Communication, and Information Technology course. It can also be used in a General Management and Strategy course.


Understand the trends in digital communications and how social media has emerged as a potent communication tool.

Understand the changing competitive landscape of digital communications.

Discuss and debate how the launch of ‘Facebook Messages’ could impact leaders such as Google, Yahoo!, and Microsoft.


  Page No.
Introduction 1
Another Enterprise from Harvard Dorm-Room 2
Facebook Messages - What Message Would it Deliver? 4
Ramping up Rivalry with Google, Microsoft, and Yahoo! 6
Exhibits 8


Online communication, Internet-based communication related services, Digital communications, Information technology, Communication, Cloud computing, Privacy, Social media, Social networking, Facebook, Facebook Messages, Strategy, Competition, Differentiation, Competitive landscape of digital communications, Unique selling proposition, Google, Yahoo!, Microsoft

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