It started last week. Facebook invited The New York Times' tech blogger Nick Bilton to witness the next version of the company's mobile app, which will be available sometime this summer. Bilton discusses how -- despite being one of the most popular apps in Apple's ( AAPL) App Store -- the current app's slow speed is maddening most users. Bilton explains that the reason for this is that the app heavily relies on HTML5. The new one is built in "Objective-C." The takeaway for readers and Facebook mobile users is: Don't worry -- we've got a bead on this. Today, I read a fascinating piece by Mike Isaac in All Things D where various Facebook folks articulate to him how well-thought-out their mobile strategy is. This all comes straight from the top apparently (when doesn't it at Facebook?). There are all kinds of assurances that well-qualified people have stepped into the gap left by the departing CTO.
When you use the word "pivot," you're downplaying some crisis that you're going through. Why didn't all companies throughout history that faced a market moving away from their core offering figure out this pivot thing? Betamax should have just pivoted! What were they thinking? Also interesting to me in the All Things D piece was how the new and improved mobile team at Facebook is apparently embracing how mobile is fracturing Facebook's monolithic "platform" into itty-bitty pieces. You now will have Facebook Messenger as an app and Facebook Camera as an app. Hey, it's a solution to the slow-moving main service. Just break it up. Except this is one of those reverse synergies where the separate parts are less than the whole. If I'm going to go into my "blazing fast" Facebook Messenger itty-bitty app, maybe I'm going to start comparing that piece of the Facebook experience to iMessage. I'll probably conclude after a little while that I don't need the hassle of dealing with Facebook Messenger over time and that I should just default to iMessage. But if I stop using different parts of the Facebook "platform" over time, then what is Facebook in this new mobile world? I'm starting to feel a little bit too much like Jean-Paul Sartre sitting on Paris' Left Bank, so let me just say it seems Facebook is really worried about mobile. Otherwise, it wouldn't be working so hard to convince us that it has the problem taken care of. But does it? It reminds me a bit of when Research In Motion ( RIMM) was getting hammered in the press 18 months ago and its co-CEOs decided to leak to The Wall Street Journal that they were working on a tablet to compete with Apple's iPad. The stock jumped the next day on that news. Eighteen months later, where are we? At the time of publication, Jackson held shares of AAPL. This article is commentary by an independent contributor, separate from TheStreet's regular news coverage.