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#sowhoknew: Facebook reinvents Paper

Paper, rock, scissors. A globally familiar ancient Chinese game where one of the three symbols can beat only one of the two remaining. Which got me to thinking whether there was a tenuous analogy attributable to the new Facebook ‘Paper’ offering. So what makes it win and where does it lose?

Firstly what is it? Well ‘Paper’ is the latest version of the Facebook platform which is more about news and interests rather than you and your friends. Basically it curates news from selected publishers based upon your interests. In a nutshell? Kind of like a mash up of Facebook and Buzzfeed with a dash of Twitter thrown in for good measure.

Does it look good? Well, actually it does. It’s pretty funky. It’s remarkably intuitive and exquisitely designed. And looks nothing like Facebook, although it has the same functionality should you wish to use it. It allows you to personalise your content by selecting from a variety of sections such as entertainment, sport, technology and even funny ‘stuff’ etc. And the navigation style is very much akin to that of Flipboard. Which is frankly very cool.

So back to that tenuous analogy? Well where ‘Paper’ beats ‘Rock’ is the reimagining of the Facebook interface – long term I can easily see it killing off the current app version. But the ‘Scissors’ that cut the ‘Paper’? Why is it only available on Apple iOS (seriously, no Android version?) and also why is it only available in the US?

The author, Steve Blakeman, is the CEO of OMD Asia Pacific
Mr Blakeman is a Contributor to Digital Market Asia’s editorial commentary; more of his views can be found under his column #sowhoknew…

Steve Blakeman

Steve Blakeman is the Global Media Lead - Nestlé at Mindshare. Previously, he was the Managing Director - Global Accounts, OMD Europe. Previously, he was the CEO, Asia Pacific – OMD. Prior to that, he was Global Chief Integration Strategy Officer (Asia Pacific) for IPG Mediabrands (Initiative & Universal McCann). He has also had stints as worked as Managing Partner at Omnicom Media Group owned media agency, PHD where he successfully launched their second office in the UK. He began his career at JWT and has over two decades of experience in advertising, media and marketing communications.