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Becoming Facebook by Mike HOEFFLINGER

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10

How Facebook Plays the Long Game

LESSON 8:Some long games are worth playing if you take care of business in the meantime.

Background: Facebook has been very successful helping people connect—and building related advertising revenue—in many places around the world. Most notably lagging behind those successes are China (Facebook’s services are blocked, and competition is stiff), Japan (competition has kept Facebook from taking a greater share of the lucrative advertising market) and India (only 30% of the population is on the Internet).

Facebook’s Move: Zuckerberg has accepted that overcoming the inherent challenges in China, Japan and India will take time. He is able to pursue these worthwhile but uncertain long games because more essential ...

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