Just like their approach with with Allo, Google think that they only need to launch the app and the users will come automatically. It just doesn't work that way.
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The HTC First, known as the Facebook Phone, was declared a disaster after selling just 15,000 handsets in its first month, causing AT&T to drop its price from £68 to £0.67 on a two-year contract.
'Frictionless sharing' was an approach to sharing content without user intervention promoted by CEO Mark Zuckerberg at F8 in 2011. It was dropped a year later after it sparked privacy concerns among users.
Facebook Slingshot, launched in June 2014, was another attempt to compete with Snapchat. However adoption has remained low, with users complaining it’s less easy to use than its rival.
Facebook quietly dropped its competitor to Snapchat, called ‘Poke’, an app that lets users send messages, photos or videos that disappear after up to ten seconds, in May 2014, after just 17 months.
Facebook launched a minimalist ‘Lite’ version for users with slower broadband connections but phased it out just eight months later in April 2010.
Facebook tried to replace HTML (hypertext markup language) with its own version: FBML (Facebook markup language) but abandoned the idea in March 2011.
Notify, Facebook's real-time news app was launched in November 2015. Notify aimed to bring 'at a glance' news articles from over 70 publishers via push notifications on a real-time basis.
Facebook has now stopped support for the application, stating in an interview with TechCrunch:"Starting on Wednesday, we will begin integrating Notify functionality into other Facebook products, like Messenger, and will be removing Notify from the App Store."
In June 2016, Facebook reported that it would close its mobile development platform Parse in 2017 to focus efforts on other projects. Facebook bought Parse in 2013 and had customers such as Quip and Orbitz, according to the New York Times.
Facebook are reportedly open-sourcing the Parse server and offering a migration tool to help integrated apps migrate to other platforms.
An attempt to put Facebook as a skin on top of Android, Facebook Home was unveiled in April 2013 to a generally poor reception, and has not picked up in popularity since.