So in case you haven’t heard the rumors, supposedly Facebook will release “Project Titan” on Monday. As rumor has it, they will be introducing a web-based email system that’s built into Facebook. It will replace traditional “messaging” on Facebook with a full-fledged email system. It will likely include your own @facebook.com email address. Some are calling this a Gmail killer. I tend to agree with the other side, who find that assessment laughable. Of course, by “laughable” I don’t mean that it will be unsuccessful. On the contrary, I’m sure it will be quite popular as far as numbers go. It’s just that I remember email before Gmail and how much they changed the game. I am highly skeptical that Facebook would even be able match Gmail in terms of utility and ease-of-use, and I find it laughable that they would be able to innovate enough to draw me away from Gmail’s clutches.
No doubt there is a market for integrating email into Facebook. As a user of both Gmail and Facebook, I got to thinking about what might happen in the coming months given what I know about the past.
First, Facebook email will almost certainly create a rift among emailers. To me, the division will be between those who use email as a tool and those who use it as a toy. I could easily see some of my friends and family, young and old, who spend the majority of their time behind Facebook’s walled garden anyway, integrate Facebook’s inbox into their life and slowly forget about their prior email addresses. “Email that’s separate from my Facebook account? That’s so 2010.”
In fact, that’s kind of Facebook’s plan, right? The whole goal is to take over the Internet by making their own Internet inside of Facebook. Do you want to play a game? Why go to another site when you can play lots of them on Facebook? Do you want to share photos with your friends? Why go to another site when you can do it on Facebook? Their whole goal is that you never have to leave, and adding a way to communicate with the “outsiders” will take away another major reason to leave their site.
But as I alluded to earlier, those of us who actually use email to communicate with 10, 20, 50, or even 500 people a day, we want a system that is made specifically to make that process more pleasurable. That’s what Gmail is, and I find it nearly impossible that Facebook will be able to rival Gmail’s feature-set. Remember, that’s not even their goal. Their goal is to make it functional enough to keep you from leaving their site. Ever.
It’s one thing when Facebook adds a feature I won’t use, but I’m not sure their integrated email system won’t actually be detrimental to their platform as a whole. I mean, do you remember email in 2001? (or even 2007?) In addition to loads of emails offering me all sorts of adult content and attachments that would infect my computer with viruses, there were links to sites that would steal my banking credentials and hijack my Paypal account. Oh, and that’s not to mention the deluge of weekly email forwards pleading with any and every excuse to have me forward this chain letter to my entire address book. Gmail has largely hidden spam from me.
Does Facebook have a plan in place for when the spamming masses come down on their email system with phishing links and social engineered trojan horses? Because I hear about enough people now whose Facebook account and email accounts get hacked. Wait until their email is their Facebook. It sounds like a recipe for disaster. I shudder thinking about this, but imagine the eventual hacks that start messaging all 600 of your “friends” and writing spam ads on their walls. Won’t that be fun for your girlfriend from 6th grade who you haven’t talked to since junior high and your boss at work, both of whom are your “friends” on Facebook.
My solace lies in my apocalyptic hope that this venture shows Facebook for the house of cards that it is. Facebook has been largely preserved because of their ability to keep spam out, aside from user-selected spam. By opening up their floodgates to the world of spammers, the site will become much less navigable by average folks, which could cause a sizable exodus. I wonder how people will react when they realize that so much of their lives that they have poured into Facebook over the past months and years is lost in that walled garden? And where will these users go when they are left alone in this largely unexplored Internet.
So what do you think? What have I missed? What good or bad will come from Facebook’s integration of an email system?