Facebook presented its “Phone” and rather than a physical “phone,” it’s a platform.  In an interview with Steven Levy of Wired Mark Zuckerberg explained very succinctly why Facebook will never make its own phone.  He first pointed out except for iPhones, even the most successful mobile phones sell only ten to twenty million units.  Facebook has 1 billion active users:

“If we did build a phone, we’d only reach 1 or 2 percent of our users. That doesn’t do anything awesome for us. We wanted to turn as many phones as possible into ‘Facebook phones.’ That’s what Facebook Home is.”

So what is Facebook “Home?”  It’s a whole new way to interact with your phone.  It does what no one has really done so far and that is to combine desktop and mobile, thus allowing for continuous flow of marketing.  Home will be your “home” screen.  It will be one big picture from your news feed.  And just like on your PC you will probably not log out once you log in.  This is how Facebook will connect PC and mobile.  It will recognize who you are and thus something you searched for on your PC could be targeted by advertisers on your mobile device.  Up to now no one has successfully combined social network, PC and mobile.

Mobile ads lack targeting due to the lack of cookies that are used on a PC.  But if a user does not log out of Facebook, then that problem is solved.

The Facebook stock has remained relatively steady so investors so far don’t think it’s a game changer, but Rob Jewell, CEO of Spruce Media thinks it might be:
“Facebook Platform has been widely adopted across standard websites but this 'social plumbing' has yet to be spread across mobile. Facebook Home is Facebook's biggest effort to date to extend the social experience across mobile devices.”

Facebook has struggled up to now to monetize the mobile part of Facebook.  In Facebook Home, they may have figured it out.