Mobile divided: Why social media app “unbundling” still has risks


When it comes to the mobile strategy of social media companies this year, one notable trend is the rise of “unbundling.” Facebook (s fb) CEO Mark Zuckerberg touted the company’s decision to separate Messenger from its core app as a way to give its users discrete, distinct experiences. Foursquare announced earlier this month that it would break apart its existing app into two new ones: the “new” Foursquare focused on location discovery, and a check-in focused app called Swarm. The decision to break a larger, bulkier app into smaller, sleeker experiences could help many social media companies tap into new countries while providing richer, more focused experiences.

But that doesn’t mean that unbundling is the cure-all for every mobile experience. An article on Business Insider last week half-jokingly suggested that Twitter (s twtr) would be a better service if it split itself into 10 different apps — including specialized ones for video…

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