Caroline McCarthy
Microsoft will take a $240m (£117m) equity stake in Facebook during its next round of financing, valuing the company at a whopping $15bn (£7bn).
The deal gives Redmond a 1.6 per cent stake in the social networking company, notably smaller than the five to 10 per cent that had been talked about in recent weeks. It also flies in the face of recent comments made by Microsoft CEO Steve Ballmer, who brushed off Facebook and other youth-friendly social networking sites as a "fad".
Owen Van Natta, vice president of operations and chief revenue officer at Facebook, said in a statement: "We are pleased to take our Microsoft partnership to the next level. We think this expanded relationship will allow Facebook to continue to innovate and grow as a technology leader and major player in social computing, as well as bring relevant advertising to the more than 49 million active users of Facebook."
In a conference call with press and analysts, Van Natta and Kevin Johnson, Microsoft's president of platform and services, emphasised that this deal is all about the existing advertising partnership between the two companies, which has been going on for over a year now. Facebook founder Mark Zuckerberg, it should be noted, was not present on the call.
Johnson said of the deal, which was signed yesterday: "It's a strong vote of confidence in the innovation that Facebook is doing."
Under the terms of the new agreement, Microsoft will be the exclusive third-party advertising partner for Facebook, and the Microsoft ads will expand beyond the US to Facebook's international presence. So far, the advertising deal does not appear to have expanded beyond its current 2011 expiration date.
Gartner analyst Andrew Frank said: "It's pretty clear that Microsoft wasn't investing in this as an economic move. This is clearly not just about adding a company to your portfolio. Microsoft is looking to anchor itself in the emerging ecosystem of social-media advertising, and getting this partnership with Facebook is a good way to get a structural advantage."
Developing a robust advertising strategy is clearly a pressing issue for Facebook, which has come under scrutiny in recent months for showing only lukewarm signs of long-term profitability. Facebook also confirmed rumours that it will be making a major advertising announcement on 6 November in New York.
Van Natta and Johnson stressed that the
deal, at least on the surface, doesn't go far beyond advertising and
the "$240m poke". There won't be any integration of Facebook into
Microsoft services, nor will Microsoft's non-advertising properties --
such as Windows Live Messenger, for example -- be worked into Facebook.
But Frank speculated after the call that the partnership could easily grow. "I think [Microsoft] may get more. I think that the language of the press release, which is always rather contrived, emphasises what they agreed to emphasise at this juncture but I think they left the door open for a whole lot more stuff down the road," he said. "Microsoft will continue to have influence beyond just being an ad platform."
But on the call, Van Natta and Johnson repeatedly referred to it as an expansion of an existing partnership. When asked what had happened with Google, widely rumoured to be another major bidder in the Facebook stake competition -- and which serves the ads for Facebook's chief rival MySpace -- Van Natta answered that it was because the partnership with Microsoft was already in place.
Van Natta said: "We were very fortunate to have a lot of folks that were interested in partnering with us around advertising. We've been working with Microsoft for over a year now in the US, and it's been a partnership that's been really great for both of us."
Speaking to journalists near the end of Google's Analyst Day, Google CEO Eric Schmidt said "it's not appropriate for us to comment without taking a look". He added that Google is "very happy to work with Facebook and anyone else" but when asked if his company had been in talks to acquire the stake, Schmidt said he "would rather not talk specifically".
Much of the fine print on the Microsoft-Facebook deal has not been disclosed, including the specifics of how the advertising strategy will work -- which goes into the question of exactly how much Facebook user-data Microsoft will have access to. Van Natta said: "User trust is core to what it is that we focus on every day at Facebook," but would not provide details.
The executives also asserted there will be no new rules or restrictions on the thousands of developers who have been working with Facebook since the social networking site opened its platform to third parties in May.
As for the rest of the social networking world, Gartner's Frank said even Facebook's competitors should consider the Microsoft partnership a good sign overall.
He said: "Clearly a rising tide floats all boats, and so the fact that Microsoft is making a big commitment to the medium itself will probably help the overall sector because it gives it credibility, and gives it some long-term interest from a pretty serious company. The effect on the sector probably outweighs any competitive effects because if the sector grows as fast as Microsoft seems to think it will, there should be a lot of room for growth for a lot of different players beyond Facebook."
But, Frank added, there's still some uncertainty involved. "There are still risks inherent in the category of advertising in social media. I think that no one has figured out the perfect formula for it... There's risk around trust factors and privacy that haven't really fully been explored. I wouldn't say that the market is anywhere near mature enough to call it risk-free."
CNET.co.uk's sister site News.com's Elinor Mills contributed to this story
Caroline McCarthy writes for News.com
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