Facebook highlights mobile, video and SME opportunity as APAC HQ unveiled in Singapore

Dan Neary

Facebook regional boss Dan Neary

Facebook laid out its company mission and hinted at its strategic ambitions at a press briefing to unveil new regional headquarters in Singapore yesterday, with mobile, video and small-to-medium sized businesses on the social networking giant’s list of priorities for the region.

Almost nine in 10 visits (87 per cent) to Facebook now come through mobile devices, the company’s Asia Pacific boss Dan Neary said after the opening of his talk, when he played a video showing how his “mission-led” company helped the Nepal earthquake relief effort.

One out of every five minutes people spend on the internet is on Facebook, and one in four minutes on Facebook on mobile devices, he said.

“We humbly assert that we have biggest and best mobile platform on earth.” Businesses are asking for a mobile strategy, and with Facebook they have a mobile strategy, he said.

Facebook has more than 2.5 million advertisers, 45 million of them small-to-medium sized businesses, Neary said, who mentioned that the company is now rolling out advertising across Instagram.

Advertisers get targeted reach and scale with Facebook, he added, declaring the network to reach 1.5 billion people globally. “You are who you say you are, rather than using keywords, cookies and modelling.” Facebook can deliver what is relevant to the user, across devices, he said.

Creativity on Facebook was becoming more visual, and “the ability to deliver creative content is a big trend for us,” he said, adding that the “explosion of video” now amounts to four billion views a day on the platform.

Asia Pacific is Facebook’s largest and fast-growing market, and the region is a “big driver” in the company goal to get the next billion people connected to the internet [through the project], Neary said.

Facebook was keen to give a sense of its “open and connected” company culture, and a tour of new offices at South Beach Tower in the heart of the city revealed walls baring various mottos and slogans (“the journey is 1% finished), a mahjong table, a bar, an “anti-gravity” room tilted on its side, a library and a treadmill.

Nothing at Facebook is someone else's problem

Facebook screen

Anti-gravity Instagram room

Facebook bar


Facebook office

Facebook office (desks)


Free food at Facebook

Writing wall

Culture on the wall at Facebook

The office tour was also notable for the severity of the haze outside.

Facebook view from South Beach Tower, Singapore


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