You’ve probably seen or read about the move by Facebook to move the Messaging function out of the core application.
Why is this important?
The rationale shared by ReadWrite suggests that the the experience is not ideal for users. In TechCrunch, the quote from Zuckerberg goes on to say that messaging was “second-class” causing more “friction” and they want to provide a “more focused experience” for messaging through the Facebook platform.
I would suggest that this move is a good ammunition for clients that want to cram their entire digital experience into a single mobile application. It is a practical demonstration that Facebook recognizes that, to quote Michael Griffith, a focused and guided experience is the best way to extend their brand and meet the needs of their users.
Does this mean every app by every client should have multiple applications? Obviously the answer is no, but you can also look at this as an opportunity to guide the core experience the client is trying to provide for their customers. Are they focused on the right thing? Are they asking for features/functionality “because”? Are they deriving their decisions with data to back the assumptions? Do they want to be a Jack of all trades and master of none? Do they understand the risks and rewards that go with the complexity of one app to do everything?