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The current B2B2C environment has seen a significant shift in new directions as companies find new ways to provide consumers with more compelling and valuable products, services and experiences. Great technology brands, like Facebook and Google, not only build strong platforms for users, they also look for ways to leverage their technology to create greater value while expanding their business models and offerings. Take Amazon.com for example—it started as an online bookstore. Soon after, it expanded its offerings to include apparel, furniture, food, toys, CDs and DVDs, video games, etc., quickly becoming a full digital commerce platform. Its goal: to connect buyers and sellers. Today, Amazon is continuing to find new ways to utilize its own technology and infrastructure to fuel its business and provide value to different categories of customers. Amazon Web Services is a prime example, a completely different category for Amazon that allows businesses to take advantage of its reliable and inexpensive cloud computing services. Facebook is gradually moving along a similar path as it looks to offer new and different services to its users. Recently, the Financial Times reported that Facebook was seeking to obtain e-money authorization in Ireland, which would allow the company to provide financial services to its users in the form of remittances and electronic money. If approved, this would let users store money on Facebook and use it to pay and exchange money with other people. It’s in line with Facebook’s goal of connecting people—but in a whole new, innovative way, dramatically changing our definition of online social networks. Facebook is threatening to change how consumers and non-financial intermediaries interact, and the implications are huge. This is a giant step for the company as it faces rough competition from traditional retail banks and other international payment systems. Facebook boasts a large, always connected, always engaged community of more than one billion users. With a full integration of e-Commerce capabilities, Facebook can help its users connect with each other and conduct transactions and discussions in a safe and secure environment. We all use Facebook to connect and reconnect with people, along with following brands and businesses. We know a lot more about our friends, families and coworkers’ habits and behaviors than ever before. We can categorize our connections, influence our influencers and conduct in-game purchases. The addition of e-money authorization will create a replica of a real life community, taking these experiences to the next level. Facebook would be able to take smaller intermediaries, bring them online and connect them with its existing communities. However, there are some significant concerns; the primary one being security. Facebook, like any other company dealing with customer data, needs to be careful with its data usage and privacy policy so that the value of what it offers to consumers is commensurate with the risk of what the consumer is taking on. While there will always be risks with any online transaction, it is up to the company to ensure that they can minimize as much of it as possible. Over time, these types of transactions will become regular behavior. Similar to the emergence of online credit card transactions and mobile payments, as the environment becomes more secure, the values will outweigh the concerns and it will become much more mainstream. Another risk of being an innovative company is having the right product too soon. For example, when Xdrive, a cloud storage company, initially came out, it didn’t have enough of a diverse business model to survive. Facebook is ahead of the curve. They can wait and see if market adoption rates increase. If it doesn’t take off, at least it has the financial wherewithal to handle it. Similar to Google, who have made a multitude of product mistakes but continues to forge on, Facebook will continue to be able to roll out and test new products and services with its users. There is still a lot to be sorted out, but Facebook understands it has to innovate to stay relevant. As it continues to diversify its offerings, the intrinsic values that investors see will be based on its innovations and new market trends. The ability to generate new ideas and growth opportunities will continue to drive its stock price up and will, ultimately, lead to success. Succeed more than you fail and, in the long run, that’s all that matters.