New Facebook app shows why feature phones still matter (the vast majority of mobile users around the world still don't use smartphones, tablets or other advanced mobile devices.)

People who write -- and
read -- tech news often forget
or dismiss the fact that the vast
majority of mobile users in the
United States (70 to 75%) and
around the world (up to 95%)
still don't use smartphones,
tablets or other advanced
mobile devices.
Furthermore, many feature
phone users are unlikely to get
a smartphone anytime soon --
usually to save money, but
sometimes because they prefer
simpler technology. This doesn't
keep feature phone users away
from the mobile internet,
however.
(Traditionally, smartphones
have been defined as phones
that run third-party software
(i.e. apps) and operate on more
advanced operating systems.
Feature phones are simpler,
although recent changes are
making the two types of
phones more similar.)
So last week's announcement of
the new Facebook app for
feature phones was a much-
needed high-profile reminder
that feature phones matter --
and that they probably will
continue to play a powerful role
in the mobile landscape for
several years to come.
It's also an indication that, in
terms of what users can do
with their phones, the line
between feature phones and
smartphones has been blurring
for some time. From the
perspective of most mobile
users, this difference may be
becoming less important or
meaningful.
The new Facebook app is built
to work on the Snaptu Java-
enabled feature phone app
platform, which serves as an
app library for feature phones.
When feature phone users
install the free Snaptu software
on their phone, they gain access
to many apps.
In addition to Facebook, there
also are Snaptu apps for
Twitter, Picasa, an RSS reader,
ESPN Cricket sports news and
AccuWeather -- plus many more
apps via Snaptu's own
"Snappstore."
Snaptu isn't the only player in
this market. Getjar is another
popular provider of Java-
enabled feature phone apps.
And there are others, including
Qualcomm's platform The BREW.
Generally (but not always),
carriers push or require specific
feature phone app platforms;
but some can be purchased and
run on any phone with any
carrier.
The new Facebook feature
phone app currently is offered
only outside the United States,
through mobile carriers that
have agreed to not charge
customers for data used by this
app, at least for a while.
This is a clear -- and smart --
move by Facebook to grow its
audience in the developing
world, where mobile phones
(especially feature phones) are
by far the most common way
for people to access the
internet.
Last year, in a similar move,
Facebook launched a mobile
site called Zero
(0.facebook.com) under similar
non-U.S. carrier agreements. But
it seems the new Snaptu
Facebook app aims to improve
that mobile experience.
In the U.S., you can access a lean
version of Facebook's mobile
site, m.facebook.com, from most
feature phones -- but data
charges may apply, depending
on your carrier and plan.
None of this is new or
surprising, of course, unless you
regularly read the vast majority
of mainstream tech news
intended for a U.S. consumer
audience.
That's my point. I have no doubt
that many readers of CNN Tech
and similar venues are
wondering, "Who cares about
feature phones?" Wireless
carriers, that's who. Oh -- and
up to three-fourths of current
U.S. mobile users. And Facebook
(no slouch).
Then why aren't we seeing
more mainstream tech news
prominently covering feature
phone developments? This is a
pretty huge media blind spot.
True, many feature phone
handsets are more or less
commodities, not very
remarkable as hardware. But
what people can do with these
devices is evolving fast.
Last March, GigaOm noted that
when it comes to apps, feature
phones are the new black:
"Network operators have
historically displayed an
abundance of greed and a
staggering lack of vision when
it comes to mobile applications,
which is why carrier-branded
offerings have stagnated while
the wave of new app stores
takes flight," they wrote.
"But the operators are certainly
showing a renewed interest in
bringing more advanced
offerings to the feature phone
users that represent the
overwhelming majority of their
subscribers. And that's good
news not just for consumers
but for all the players who are
part of the booming mobile app
ecosystem."
In the big picture, turning a
blind eye toward the technology
choices of the majority of
mobile users is unlikely to spur
the most useful and
constructive innovation. That's
why the current myopic
hyperfocus on smartphones
and tablets is starting to feel a
bit like steering from the side-
view mirrors.
I suspect that in the coming
decade, the most innovative and
influential mobile developments
will embrace devices all across
the mobile technology
spectrum. Also, ventures that
continue to focus solely on the
highest-end devices may start
losing ground.
There will always be a low end
of mobile tech, and it will always
matter. Facebook and Twitter --
as well as Nokia, LG, Samsung,
and many other players --
rightly recognize this as a big
long-term opportunity.

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