With an aim to make mobile web usage a more social experience, Facebook has updated its application for iPhone and Android platforms. Out of a total of its 500 million users, 200 million are estimated to be using the Facebook Mobile application, which makes it a huge user base and it becomes all the more important for Facebook to address and update its application’s features to make Facebook Mobile a more social experience.

Facebook has shown an inclination towards developing location based services, along with ‘deals’ for marketers and consumers. The updates include:

• Groups: will allow iPhone and Android users to access the newly launched Facebook Groups on their mobile phones.
• Facebook Places API: giving competition to the Google Places API, this update allows users to share their location with friends, see where friends are and discover places nearby. It is a local data and activity stream that will be available to third party publishers and developers.
• Facebook Deals: One of the major updates announced. Now American users who check in to specific shops will get ‘deals’, including free clothing from Gap and donations to charity from McDonalds. Gap is offering the first 10,000 customers to check in on November 5th to get a free pair of jeans, and then subsequent visitors get 40% off. McDonalds will donate $1 to its foundation for each user who checks in at a restaurant.- There are 4 types of deals to choose from – individual deal, friendly deal, loyalty deal and charity deal.
  - This update will be launched in the UK shortly, though no fixed date has been announced.
• Improved Notifications: This new update will enable users to view comments and updates within the application.

The ‘deals’ update will provide a platform for developers to reach a very large audience base and one with an appealing consumer base. It is sure to be a huge hit among consumers and marketers alike.