Facebook launches single sign-on mobile apps access

Facebook introduced a single sign-on mobile application access solution the company promises will foster a more horizontal platform experience across the mobile ecosystem. Speaking during a media event Wednesday at the company's Palo Alto, Calif., headquarters, Facebook's mobile platform team head Erick Tseng said the sign-in tool enables smartphone users to log in once with their Facebook username and password--from there, they can enter any mobile app by clicking a "Login with Facebook" button (essentially a few lines of code developers can integrate into their mobile software). The check-in process is based on the same permission system currently implemented across more than half a million games and apps currently available on the Facebook website, the company said.

Single sign-on "removes the need to ever have to type a username or password again," Tseng said, adding the goal is "saving you time from things you have to do, to do the stuff you want to do." Facebook CEO Mark Zuckerberg called the solution "a fundamental shift," explaining: "When you only have to log in once, it unlocks a lot of experiences that haven't been possible before today. We're removing friction."

Facebook partners including Groupon, Zynga, Yelp, Loopt and Booyah have already implemented the sign-on tool across their respective Android applications.

Facebook also announced plans to open up its Write API and Search API to developers incorporating Facebook Places, the location-based social networking solution formally launched in August 2010. Facebook Places enables users to share their current whereabouts in real time via mobile devices. "Any app can build on top of this," Zuckerberg said. "Our goal with Places is to build a location platform."

As expected, Facebook also announced its much-rumored Facebook Deals, a new solution offering bargains and coupons to consumers who check in at physical locations like retail stores and restaurants. According to Facebook, the objective is to give merchants an opportunity to push out deals to existing customers and new customers alike, effectively translating virtual fandom into real-world revenues. Participants can offer individual deals, loyalty programs, friend-based promotions or even charitable efforts. Close to two dozen premium partners have signed on at launch, including The Gap, North Face and the NBA's Golden State Warriors--a Deals creation tool will enable small and medium business to launch offers as well.

Facebook additionally touted updated versions of its existing iPhone and Android applications, adding the Groups utility (which enables users to create private or public lists of contacts) and updating the Places solution to improve tagging. "The Android app has traditionally been a little bit behind [the iPhone app], but now there's general parity," Zuckerberg said.

According to Zuckerberg, more than 200 million consumers are now actively using Facebook's mobile products across all platforms--that number stood at just 65 million a year ago. Zuckerberg also reiterated that Facebook is not developing its own branded handset, despite rumors to the contrary.

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