Have Facebook gone mad?
Only a month after they bought Instagram and days after their chaotic IPO they have launched their own camera app. Producing some disbelief and puzzled commentators along the way.
So have they gone mad?
Not quite. This is part post IPO pipeline strategy and part of the beginning of their ongoing improvement to their mobile strategy. Recognising that photos really are the currency of the social web the camera app goes some way to delivering on their promise of a better mobile user experience.
Aesthetically the app has a lovely minimalistic feel to it. The app designers have really thought through some nifty usability areas like quick easy access to photos on your camera roll and browsing through a photo only friend feed. It feels and smells like Facebook, but is a much slicker experience than their core app.
Functionally, it is ok, but clearly targetted to a less demanding mobile photography user. Uploading functions are good, including a feature for large multiple image uploads.
The ability to see photos within your stream from other photo apps, like Camera+, Foodspotting is a good development. Facebook clearly want to celebrate everything image based with this app.
However, there are some significant and serious downsides.
The filter options are very poor. Almost all are just white balance variations with really uninspired names like 'chocolate'. And there are very limited creative options to edit images, which is disappointing given how long this app has been in development.
This is definitely not an Instagram killer or a replacement app, but it is a dramatic improvement on their nascent mobile strategy.
The launch is definitely in keeping with their done is better than perfect mantra. And its clear that the Instagram team had nothing to do with its final development.
This app will certainly accelerate the growth of social mobile photography everywhere. By reaching out to a large non instagrammer audience base, Facebook are signalling that social mobile photography is the main competitive theatre of operations on the social web.
Final Verdict: Getting better, but certainly not great. Nice usability and some slick design in areas. But strangely the sharing options are limited and creative editing options are very basic. Expect to see some quick improvements to this release very soon. And where is the integration with Instagram?