After scores of accounts were potentially compromised a few months ago, Twitter today launched two-factor authentication through SMS to protect people from hacks and phishing scams on the web. Unfortunately, it may not help shared accounts like big brands and news agencies where multiple people need to be able to log in and out but only one phone number can get the login verification codes.

Following the Twitter security incident in February where hundreds of thousands of accounts had to have their credentials reset, the tech world demanded Twitter offer two-factor authentication. Wired’s Mat Honan reported last month that Twitter was internally testing the feature. But since then, several prominent accounts including the Associated Press had been hacked through phishing tricks that the security feature could have prevented. With two-factor authentication now in place, we’ll hopefully see fewer compromised individual accounts.

However the brands and news outlets whose accounts are the most valuable to hackers may not benefit from the feature. They can only set one phone number as the recipient of the two-factor authentication codes, but may have several staff members who need to access the account. If they enabled it, whoever carried the phone registered with Twitter would have to relay the code to all the other staffers to get it to whoever needed it. That hassle might prevent shared accounts from turning on login verifications, and so the hackings may continue.

Hopefully the fact that Twitter labeled its security blog post “Getting Started With Login Verification” means more advancements are on the way that might protect shared accounts. Twitter’s product security team member Jim O’Leary writes “much of the server-side engineering work required to ship this feature has cleared the way for us to deliver more account security enhancements in the future. Stay tuned.”

How Twitter Two-Factor Works

The feature is rolling out now. If you don’t see it in your account settings, you should soon. To enable two-factor authentication, check the box next to Account Security that explains “Require a verification code when I sign in.” You’ll need to enter your phone number if you haven’t already saved it with Twitter. Once you receive a confirmation SMS on your phone you can complete activation of the security feature.

From then on when you enter your name and password to log in on Twitter.com, you’ll get a text message with a verification code you need to enter to prove you’re the account owner. The idea is that if someone steals your name and password, they probably don’t have your phone, too, and they need both to login as you.  Twitter’s “login verification” doesn’t work with its mobile apps, though, so you’ll need to use temporary app passwords to stay safe when logging in on your small screen.

You can watch a video here or below to learn how to use Twitter’s two-factor authentication. You can also check out its help center documentation.

People are afraid that if they drive an electric vehicle, they’ll run out of juice somewhere. So to convince more people to buy electric cars and dominate the charging station locator market, Xatori and Recargo are merging. The combined charge finder developers will go by the name Recargo to promote their station map and trip planner app PlugShare.

Xatori and its co-founders Forrest North (CEO) and Armen Petrosian (CTO) had raised $400,000 in 2011 for its suite of apps. PlugShare is North America’s largest network of EV charging stations, boasting 15,000 locations and 100,000 downloads. GreenCharge lets Nissan Leaf, Chevy Volt, and Plug-in Prius owners monitor their vehicles’ energy levels. ChargeManager lets businesses track the status of whole fleets of EVs. Recargo is a privately funded startup that runs a self-named charging station locator and Plugincars.com, a popular EV news source and community.

Recargo CEO Brian Kariger will be the chief of the newly merged company, and North will become COO. All their employees are staying on through the deal, bringing Recargo’s headcount to around 15. Both companies’ offices in Venice and Menlo Park, Calif., will remain open. “Our goal is still to do whatever we can to encourage the growth of EV and plugin vehicles,” North tells me. “We met Recargo, hit it off, found we had some of the same objectives, and decided to work together.”

The merger features Recargo as the parent company and Xatori.com will shut down. It wasn’t a billion-dollar deal but I hear all parties were happy with the financial outcome and North says “investors were taken care of.” And this isn’t like the rash of recent talent acquisitions dotting the valley that could be considered failed startups seeking a soft landing. Instead the two companies will get to join forces to further their mission.

Both Recargo and Xatori doubled their user base now, and will significantly grow their communities through the merger, as North says the companies only had about a 20 percent overlap in users. Beyond Recargo becoming a one-stop app for finding charging stations and EV news, the deal should boost its status with auto-makers. North tells me some car companies weren’t experienced working with tiny, nimble startups, but doubling its headcount will give it more clout. “We’re on a little more stable footing, have a longer runway, and a bigger team to help EV adoption.”

The fact is that gasoline is everywhere, but most people don’t realize that electric vehicle chargers are rapidly proliferating. The are more than 10X as many charging stations in the U.S. now as at the start of 2011. Domestically, there are now over 20,000 charges, and by the end of 2013 there will be over 170,000 EVs on the road. If Recargo’s PlugShare app for iOS and Android can instill confidence in potential EV buyers so they’re not worried about ending up stranded, sales could accelerate.

And honestly, that’s good for the rest of the tech world as well. Sometimes I worry that smart people are building frivolous apps and trying to get rich instead of tackling a serious global problem: climate change. If we don’t get the environment back on track, we might need to start factoring climate change into the valuations of giants like Apple. What happens to sales of iPhones if whole cities are consumed by the ocean as greenhouse gases from cars melt the ice caps and raise the sea level?

Recargo‘s charging station maps might not be sexy, but they could help save the world.

Wall Street apparently wanted something more revolutionary out of the Xbox One that launched today, as Microsoft’s stock is down 0.66 percent. In turn, investors on news of a potential spin off, pushed Sony shares up 9 percent, coincidentally just after Microsoft announced its answer to the Sony Playstation.

Microsoft’s debut of the Xbox One today touted features including live TV, Skype group video chat, split-screen multi-tasking, voice command, social recommendations, a more sensitive Kinect, and stronger hardware for next-generation graphics. A deep partnership with Electronic Arts, Steven Spielberg’s involvement in a Halo TV series for Xbox, and exclusive early access to downloadable content for the new Call Of Duty game were all announced as well. Still, there wasn’t one thing that left people saying “PlayStation is screwed.”

The complexities of integrating with live TV and the lack of an obvious killer feature contributed to $MSFT staying flat on the day, closing down 0.66 percent, or $0.23, to $34.85. AMD, maker of the bits inside the Xbox One, also ended slightly down today, closing at 4.02, down 1.95% on the day. Both Microsoft and AMD are on an upward swing, most notable since the beginning of May when the invite for today’s announcement went out.

At the same time, Sony’s stock rose 9.25 percent, or $1.94, to reach $22.91. According to Nikkei, Sony is considering spinning off its entertainment division — a part of the company oddly left out of  CEO Kazuo Hirai One Sony initiative.

But Sony wasn’t quiet on the eve of the new Xbox reveal, either. The company tried to hijack gamers’ attention to updates on Twitter and Facebook this morning with ads touting the June 10th reveal of its new PlayStation console at E3. PS4 ads told viewers they could “See It First” by RSVPing to watch Sony’s event, and offered a teaser video hosted on both Sony’s site and YouTube.

Some of what Sony has in store for the PlayStation 4 was debuted at an event in February, but details were scarce. The corporation will need a hit, though, as Sony has been hemorrhaging money with a $5.74 billion loss in its 2012 fiscal year.

The real duel will go down at E3 where both Sony and Microsoft will spill more of the beans on their new consoles. Xbox One’s incremental updates could certainly be outshined if Sony can unveil some significant advancements, not just lifeless game demos and endless specs.

[Image Credit: Spill]

Gaming has evolved from single-player to head-to-head to massively multiplayer, but it’s also retreated from public arcades to isolated homes. Today’s launch of the Xbox One makes the whole console experience social, not just the gaming itself. You’ll still be battling other humans, but how you communicate with them and choose what to play is about to change.

Think back 20 years ago, before home gaming devices became the powerhouses they are today. You’d go to an arcade, and the way you’d discover what was fun and popular was looking for which game cabinet drew the rowdiest crowds. I remember discovering Street Fighter 2 in a hotel arcade while on vacation. I couldn’t even see the machine, as it was surrounded by older boys swearing like sailors at every Haduken and thousand-hand-slap.

I knew I wanted to play that game. And when I finally got my turn to get beaten mercilessly as the mob swelled around me, it didn’t feel like I was doing anything nerdy. I was partaking in a new culture, a new community.

That’s the promise of the new Xbox One’s trending section. It surfaces games, apps, video on demand, and other media popular with your friends and the whole Xbox user base. Gamers won’t have to go searching for reviews to see what’s the hot new first-person shooter. The wisdom of the crowd will clue you into what game has captured the zeitgeist, even if you’re playing alone in your basement. Microsoft also hopes to turn word-of-mouth recommendations into an algorithm that shows you what to play next. Because the suggestions come from friends, you might trust them enough to buy a new sports game like NBA Live ’14, listen to a classic album, watch Firefly, or try out a fresh app like Hulu.

Microsoft is also bringing these custom recommendations somewhere that was never really social: television. Live TV can be piped into your living room through the Xbox One; its TV guide features a trending section too. While we’ve gotten used to intelligent suggestions for video-on-demand thanks to data crunchers like Netflix, Xbox one could show you what sports match or awards show your friends and the whole world are watching right now.

Microsoft will have to figure out who your real friends are, possibly through social network integrations, and how to use other factors like geography to massage the trending picks. There will also be privacy design challenges to face, as not everyone wants to share what they do with their controller. But if Xbox One Trending succeeds, it could make games and television viral in a whole new way.

Snap back to the arcade, and 10-year old me is learning all the naughty four-letter words. Each time someone sees their health bar go red, they let out a stream of angry obscenities while onlookers let loose cuss-modified cheers for the victor. But it wasn’t just the sounds. You can hear kids swear at each other all day on Xbox 360 Live. It was the look of anguish in a defeated combatant’s face, the relieved body language of the winner whose reward was one more game and “a new challenger!”

Xbox One’s new Skype group video chat feature means you can play face to face with friends around the world. It’s infinitely more vivid than the audio and text chat capabilities of the Xbox 360. Smile at each other after a successful dungeon raid, or dance around as you brag about your touchdown in Madden. Skype for Xbox goes beyond games so you can watch TV, use apps, and more while having a conversation. Social doesn’t even need to be banished to a second screen. Xbox One “Snap Mode” lets you use voice commands to open video chat in a slide-out, overlaid window on the edge of your TV.

Skype for Xbox takes video chat and puts it in your comfiest chair. Rather than hunching over your laptop, leaning back on your couch could inspire long conversations over your console. You might – *gasp* – even pause your game to chat full screen with your little brother back home. Or it could usher in a new era of simultaneously consumed content, where you having distributed viewing parties for sports and movies rather than cramming your friends in the same room.

Xbox One also comes equipped with automatic, background matchmaking that lets you watch TV or play another game while you wait for a new opponent with a gaming DVR so you can record and share videos of your greatest triumphs or most gruesome game-overs. More people posting those videos to Facebook and Twitter could push serious console gaming ever further into the mainstream.

Of course, some gamers might not want social invading their safe space. Some may use it as a safe space to turn off their good graces, be a bit more primal, and just relax. Pings from friends wanting to Skype chat might be an interruption. Fighting alongside or against other people is all the social interaction they want. But the occasional eye-to-eye encounter could make gaming more fulfilling. If you’ve ever stayed up late playing only to feel a bit empty afterwards, you see the hole a more social Xbox could fill.

Gaming has become a bigger industry than movies. Mobile phones and social networks are bringing games to a wider audience than ever. Yet there’s still a stigma that it’s the realm of unwashed shut-ins and anti-social misfits. The Xbox One and the next generation of social consoles could change that, so even if you play games alone, you’re not a loner anymore.

Does my music do better on Facebook or Twitter? Where should my next tour be? Is my new song too repetitive? Musicians can get free answers to these questions and more from BeatDeck, a Y Combinator analytics company launching today. BeatDeck plans to license this data to labels and music stores to help them sign and recommend tomorrow’s superstars. Yep, BeatDeck is an enterprise music startup.

Everyone (who isn’t a cold-hearted robot) loves music. That’s led lots of entrepreneurs to start companies aiming to help listeners discover new artists and songs. But the fact is that selling music is a tough business. Selling what music to listen on someone else’s service is even tougher. BeatDeck is different. It does nothing for the listener. Zero consumer products. Instead, it focuses solely on the music industry — the artists, the labels signing them, and the stores selling them.

The first part of the equation launches today on BeatDeck.com. Artists sign up and connect their social media accounts like Soundcloud, Facebook, Twitter, YouTube, Instagram, and Last.fm. This lets them track their performance and compare it across channels, as well as see their fans’ age, gender, and location demographics. Artists also get fan influence and sentiment breakdowns thanks to reputation measurement and natural language processing.

For even deeper analytics about their music, artists can share their songs to social networks through BeatDeck’s publishing system. This gives them a heatmap of which parts of their songs users are skiping to, pausing at, or rewinding to so they can listen again. Conversion metrics indicate which channels best turn listeners into fans, and where they’re getting reshared. It’s valuable data mosts indie rockers don’t have the skills or time to track by hand. It could tell them where to book their next tour date, which part of their song to pitch for commercials, and which social networks they should focus on.

That’s phase one. Soon, BeatDeck will start selling enterprise licenses for its data to record labels and A&R departments (the people who decide which artists a label or management agency should sign). BeatDeck will let them monitor their artists and find new ones to catapult into fame. “We’re already in talks and worked out a couple of deals for enterprise solutions” says BeatDeck co-founder Josh Mangel. He explains that with just six big customers, which would have to include most of the big record labels, BeatDeck can be a sustainable business.

“Sustainable business” isn’t what being a startup is all about, though. BeatDeck will need additional revenue streams to truly succeed. Luckily, I was able to squeeze out of Mangel that the company is working on making its data useful to online music stores. One day it could have iTunes, Spotify, and Amazon paying it to tell them whose music to recommend to you. BeatDeck could tell them that people who try to listen to screechy industrial dubstep hero Skrillex, but pause 20-seconds in, should be recommended a lesser known artist like Robert Delong who is somewhat similar but easier to listen to.

There are plenty of music stores out there that could benefit from these kind of insights. BeatDeck will be battling it out with fellow music analytics services Next Big Sound and Musicmetric. However, they charge artists to monitor their music, and most musicians can’t afford to pay. BeatDeck’s free analytics for artists could win it lots of sign-ups who will fill it with data it can sell. It’s going to be a long, hard road convincing independent musicians that they need analytics, and bundling their data into something lots of companies want to buy.

In the end, the hope is that BeatDeck can help fledgling artists grow and get noticed by the bigwigs. Mangel concludes, “Right now the business isn’t really fair. Artists are not getting big because they’re talented, but because they’re backed by a lot of money. We want to make the music industry a meritocracy.”

Did Google’s conference succeed? It launched dozens of products and services in its 205-minute keynote, but did the world understand them? I saw some of the smartest journalists in technology struggling to handle the information density. But what’s the alternative? Break it up across multiple days, or even multiple conferences? Google’s breadth presents it with a challenge unique among the tech giants.

Apple? Its launches center around a discrete set of devices. That’s why WWDC works. There might be one radically new product, but then just a set of iterations on what we already know. The screen is bigger, the tablet is thinner, the software gets a new sheen. And since Apple is all about hardware you need to touch to believe, it has to do it all in-person. Journalists and pundits can easily digest the news and offer their insights to the world.

Facebook? It prefers the rolling thunder approach that works because it’s mostly a software company. Releasing things when they’re ready rather than waiting months for an event embodies its “move fast and break things” ideal. It reaches out to journalists almost daily about new updates. When it has something big, it throws a laser-focused, dedicated event like it did this year for content-specific news feeds, Graph Search, and Home. Even when it threw its last f8 developer conference 20 months ago, it kept it tight to just Timeline and Open Graph. The media could wrap its head around the social network’s plans.

Those conferences serve their purposes because they align with the identities of producers. Some see Microsoft’s events as a fragmented mess, as they too embody their producer. Microsost has Build for Windows and developers, TechEd for enterprise, a partner conference, a management summit, and a whole event for SharePoint. By splitting them all up, it never feels like there’s one day where Microsoft rules the world.

But Google has its own identity and it’s causing I/O growing pains. The conference certainly captures the spotlight. The problem is that Google’s vast ambitions have left I/O bursting at the seams. This year’s mega-keynote tried to combine search, maps, Google+, YouTube, Google Now, Google Play, music, games, Chrome, Android, and a new phone. And that was just the consumer facing stuff! Then there were a huge set of developer announcements like a native client for C++, location APIs, game services APIs, cloud messaging for notifications, and a suite of mobile app building tools called Android Studio.

Did you watch the keynote? If so, did you remember all these things? Did you have time to read insightful analysis about them? Did journalists even have the bandwidth to write intelligently about it all? It could take a while to unpack everything from I/O. I know I have at least five stories I want to write. And inevitably things will fall through the cracks as a new week will bring new news from elsewhere.

And it’s only going to get more intense. Google employees I’ve talked to say Larry Page is really pushing his 10X innovation mantra and speedier product cycles. They explain that Google could have saved some stuff for another conference later this year, but by then it’ll already have whole slew of new things ready to show off. Plus, developers and futurists might not be willing to come from around the world for two events a year.

The single, 3+ hour keynote with no intermission did symbolized Google’s big theme of unification. Google wants to show it isn’t just a grab bag of different products. They all piggy-back on each other. Android ties mobile together. Google+ ties people together no matter what other Google products they’re using.

But I/O may be too dense and rich. Like a chunk of chocolate fudge, it overwhelms the senses and leaves you struggling to chew up Google’s vision. It was so mind-boggling it put Wired’s Mat Honan into a psychedelic trance.

The three days of developer sessions that followed the keynote were a success, in that they helped developers develop. But perhaps splitting the keynote into two bite-size sessions would make it all easier to swallow. One consumer keynote (Search, Maps, Google+, Hangouts, Music, phone) and one developer keynote (Android, Chrome, APIs, developer tools). They could be split across two days. Alternatively, it could be one keynote with announcements sorted into these two categories with an intermission in the middle. Either would go a long way to making I/O more comprehensible.

But for now, sticking with a single, epic conference may be the best route for Google to create momentum, convey unification, bring its community together, and impress the globe. Google is determined to innovate faster and deliver the future. The duty falls on us to keep up.

Tumblr employees feel that Yahoo’s $1.1 billion offer is “too low” and view it as “only a first offer,” according to sources close to acquisition talks. Yahoo may have to increase the offer to close the deal. An acquisition by some tech giant is likely in the cards for Tumblr, though, as sources say the company only has a few months of cash runway left.

The news comes after AllThingsD reported Yahoo was in advanced talks to buy Tumblr for $1.1 billion cash, and the portal’s board of directors are set to meet on Sunday night to discuss the potential deal. Forbes reports that Facebook and Microsoft have also expressed interest in acquiring Tumblr. However, Forbes says that Yahoo has lock-up agreement arranged with Tumblr that prevents the blogging platform from holding a “bake-off” or bidding war for the right to buy it.

If Yahoo comes to the table with an insufficient offer, which our sources say $1.1 billion may qualify as, Tumblr could reject it and shop itself around some more. A frothy M&A market could give it plenty of options. Others might not offer as much as Yahoo, but could offer a more appealing working environment. Take a chance turning Yahoo around? Or go somewhere more stable and relevant?

A few months ago Tumblr let several companies know it was interested in possibly being acquired. Yahoo was the first to come to the table with a firm number, says one of our sources. They say Tumblr is apprehensive about accepting the $1.1 billion cash offer, though. Considering the much smaller, younger Instagram’s acquisition price was supposed to be $1 billion (in cash and stock, though, which would eventually make it worth less), it seems reasonable that Tumblr would view $1.1 billion cash as a lowball.

Tumblr employees have been told that the company only has enough funds to operate for a few more months, as its costs far exceed the limited revenue it earns. Tumblr pulled in $13 million in 2012, but has accelerated its advertising offering in hopes of hitting $100 million in revenue this year. The money’s not coming in fast enough to support its expenses though. Employees were recently told not to be concerned, though, because the company is expecting to be bought.

Of course, Yahoo might be able to push the deal through for $1.1 billion or just a little more depending on how the acquisition is structured. If it promises Tumblr’s CEO David Karp he can retain control of the company, provides the right retention bonuses, or won’t force Tumblr to shoehorn in integrations with Yahoo’s other properties, Tumblr may be more receptive.

In the end it will be Tumblr’a execs and board who make the decision who to sell to and for how much. They could certainly ignore grumbling from employees.

If the deal goes through, it might not be so popular with Tumblr’s users, who range from young hipsters to diehard Internet aficionados. Many thought Instagram’s user base would balk at its acquisition by Facebook, but the photo sharing service has continued to grow, offering some hope to Yahoo and Tumblr if their deal closes.

If Yahoo successfully buys the startup, it could inject some much-needed “cool,” youthful energy, and design sense into the aging tech giant. That’s why Tumblr may not necessarily be worth more than $1.1 billion, but it’s worth more than that to Yahoo. The giant desperately needs to bring in as much talent as possible to replace or at least reinvigorate the ranks of uninspired employees. But if Yahoo pays more and Tumblr doesn’t help turn things around, it could be disastrous. Unfortunately, dialysis doesn’t come cheap.

$FB is still stuck at $26.25, way down from its $38 IPO price, but it’s made important progress since going public a year ago. Daily users up 26%, mobile monthly users up 56%, and revenue up 38% are some highlights. It’s running out of people to sign up in the developed world, but with this growth and no serious competitor in sight, it’s survived its hardest year yet.

• Likes – 4.5 Billion – Up 67% – Average number of likes generated as of May 2013, up from 2.7 billion likes generated daily in August 2012
• Content Items Shared – 4.75 Billion – Up 94% – Average number of content items shared daily as of May 2013, up from 2.45 content items shared daily in August 2012

[Stats and images provided by Facebook]

Likes and sharing are growing faster than Facebook’s user count, indicating strong engagement. This contradicts rumors that people are tuning out of Facebook. Zuckerberg’s Law, the CEO’s Moore’s Law-style theory, states that people will share twice as much every year. Facebook almost made good on Mark’s claim. It’s important that Facebook keeps that number growing as it’s shared content that keeps people visiting Facebook and seeing its ads.

To do that, Facebook is working on the more immersive mobile experience Home which has increased time spent on Facebook by 25% for its small number of active users. More time spent could lead to more sharing. This year it doubled the speed of its massively popular iOS and Android by switching them from HTML5 to native architecture, which lead to longer session times. It added content-specific news feed to boost browsing, and launched Graph Search to pull additional value out its data and get people to contribute more.

It’s also been beefing up its mobile SDKs for iOS and Android to make it easier for apps to share content to Facebook. That’s a big reason Facebook cares about helping its developers grow — they’re scratching each other’s backs.

• Monthly Active Users – 1.11 Billion – up 23% – As of March 2013, up from 901 million MAUs in March 2012
• Daily Active Users – 665 Million – up 26% – On average as of March 2013, up from 526 million DAUs on average in March 2012
• Mobile Monthly Active Users – 751 Million – up 54% – As of March 2013, up from 488 million mobile MAUs in March 2012
• Instagram – 100 Million Monthly Active Users – As of February 2013

Facebook is still signing up people pretty quickly, but all users are not created equal. While it earned $3.50 per user in the U.S. and Canada in Q1 2013, it only made $0.50 per user in much of the developing world including India and Brazil. Those emerging markets are where Facebook is getting most of its growth, meaning each subsequent 100 million users added is worth less than the last.

Growth in mobile has a similar issue. Facebook can show as many as seven ads per page on desktop whereas it has to be more careful not to overwhelm the small screen on mobile. So as Facebook’s users shift their access medium to mobile, it may earn less on each of them. Facebook is hoping that getting developers to pay for mobile news feed ads to get their apps discovered could counteract this, and that market is poised to grow as more businesses launch apps and the developing world switches to smartphones.

Overall, though, Facebook is still growing strong nine years after launch. The network effect of its ubiquity should not be underestimated. Dislodging Facebook as the premier general purpose social network will require something that’s not just better, but much, much better. Competitors might pick away at certain use cases, but are unlikely to replace it as the core identity provider for the web. Considering Facebook’s willingness to buy out threats like Instagram (which is still growing quickly in the first world), could stave off disruption and let it reign for years to come.

• Local Businesses – 16 Million – up 100% – Number of local business pages as of May 2013, up from 8 million in June 2012
• Promoted Posts – 7.5 Million – Number of promoted posts made from June 2012 to May 2013
• Revenue – $1.46 Billion – up 38% – In the first quarter of 2013, up from $1.06 billion in the first quarter of 2012
• Ad Revenue – $1.25 Billion – up 43% – In the first quarter of 2013, up from $872 million in the first quarter of 2012
• Employees – 4,900 – up 38% – As of March 2013, up from 3,539 in March 2012
• Game Payers – 24% more – Increase from March 2012 to March 2013

There’s no doubt about it. Going public made Facebook focus more on making money. It went from nearly zero revenue on mobile to $375 million a quarter, or about 30% of its total ad revenue. That in large part came thanks to the mobile app install ads it launched late last year. These let developers promote their apps in the Facebook news feed with ads that link straight to download pages in the Apple App Store and Google Play. These stores are getting more and more clogged with apps, inspiring developers to pay Facebook to get found.

Facebook also made big headway with Facebook Exchange, its retargeted ads that use people’s browser histories to show them highly relevant ads. FBX is absorbing advertiser budgets set aside for retargeting. Less successful has been Facebook Gifts, its entrance into direct e-commerce. Gifts has failed to produce meaningful revenue and may need to be overhauled to get more users purchasing real-life presents for their friends. Growth in payments revenue has been relatively slow too, as more game developers move from Facebook’s web canvas where it earns 30% to mobile, where Apple and Google get that cut.

One opportunity that should excite investors is that Facebook started showing ads in Graph Search. While they use the standard Facebook targeting now, they’re expected to incorporate keyword targeting, which could make them a more direct competitor to Google’s wildly lucrative AdWords business. The increasing technological savvy of local businesses could be a boon to Facebook in the future. Right now few of them actively buy social ads, but expect revenue to shift towards Facebook and away from less targeted print and telephone book ads in the future.

Still, Facebook isn’t trying to make as much money as it could. Another year went by without TV commercial-style auto-play video ads (though they’re rumored to be getting closer to this), and it even paused its experiment with a mobile ad network. If Facebook built out these streams it might piss some people off or make them feel like they data is being exploited, but it could definitely produce a huge boost in revenue. Off-site and off-app ad networks could let Facebook leverage its enormous wealth of personal data to power ads elsewhere so it can earn money without showing more ads on its own properties. That potential more than any is an argument for why Facebook is undervalued.

Most importantly of all, Facebook’s efforts to earn more money have not significantly impeded its mission of connecting the world. There are definitely more ads on Facebook, especially on mobile, but the data shows that they’re not annoying users enough to reduce their engagement.

Facebook has grown up. It’s no longer the red-hot startup that could double its user count every year. And it’s not the mature corporation churning out amazing profits by squeezing every last dime out of its data and usage. But Facebook has weathered the storm of going public without letting it destroy its regard for the user experience. It’s now a fundamental utility for most of the world. If it can keep from getting too greedy and stay focused on the long-term health of its community, it will have plenty of time to figure out how to turn the world’s life story into serious business.

Andrew Mason must be some kind of spirit animal of optimism. We assumed he was kidding when today he wrote that he had recorded “a seven song album of motivational business music”. Just three months ago the founder and CEO got booted from Groupon. But we’ve just confirmed with him that his album “Hardly Workin’” is for real. Hold on to your ear holes, startup people.

Mason gave the world an update on what he’s been up to since he cashed in his voucher for an escort to the guillotine from Groupon. He’s been galavanting around the world, losing weight, will become a part-time partner at Y Combinator, and plans to start a company with the best of his bottled-up ideas from the last seven years.

But none of that is nearly important as his initiative to inspire the youth of America. He writes (with two spaces after each period [dude, no!]), that:

“I managed over 12,000 people at Groupon, most under the age of 25. One thing that surprised me was that many would arrive at orientation with minimal understanding of basic business wisdom. “Haven’t you read any business books? Good to Great? Winning? The One Minute Manager?” I’d ask. “Business books? Not really our thing,” was the typical response. I came to realize that there was a real need to present business wisdom in a format that is more accessible to the younger generation.”

So release an ebook series? Go on a campus speaking tour? Nope. He hit the music studio to create what we could only imagine sounds like Bob Dylan meets Tony Robbins meets Metallica. We’ve spoken directly to Mason and he says the album is real, not a stunt like quite a few things past. For instance, when he said he was voluntarily leaving Groupon to spend more time with his family. Andrew did major in music at Northwestern, after all.

“I spent a week in LA earlier this month recording Hardly Workin’, a seven song album of motivational business music targeted at people newly entering the workforce. These songs will help young people understand some of the ideas that I’ve found to be a key part of becoming a productive and effective employee. I’m really happy with the results and look forward to sharing them as soon as I figure out how to load music onto iTunes, hopefully in the next few weeks.”

I’ll be camped outside of iTunes waiting for the release if we can’t get a review copy first. In the meantime I’ve made him some mock-up album covers. Whenever we do get our hands on Hardly Workin’, expect a listening party at the TechCrunch San Francisco office. I’ll even livestream it if Mason will let me.

I’ve said before that inventors are the new rockstars. This is absolutely what I meant.

[Image Credit: Martin Schoeller]

If subjects like “XORing Elephants: Novel Erasure Codes for Big Data” get you all worked up, you’ll dig the “Research Publications At Facebook” site, which collects scientific papers written by Facebook employees and researchers. Ranging from hardcore engineering to the sociology of social networks, the library puts Facebook’s open-sourced knowledge all in one place.

Now, for a site designed to show how smart Mark Zuckerberg’s crew is, I’m dumbfounded that it only offers each research paper in downloadable PDF. Perhaps it wanted to preserve the sanctity of the information. And by that I mean leave the documents in their eye-straining JSTOR academic journal format. Facebook could improve the little library by offering the abstracts upfront so you know what you’re getting into like research.google.com, and highlighting different articles like research.microsoft.com.

Still, between categories like Data Science, Databases and Machine Learning, there is plenty to read. While Facebook can sometimes be a bit aggressive protecting its social graph from both spammers and competitors, it’s quite generous with its tech advancements. It’s given away green data center schematics and energy-efficient server designs through its Open Compute Project.

As for this archive, a few articles I’m excited to dig into include:

Gesundheit! Modeling Contagion through Facebook News Feed

Social network activity and social well-being

The HipHop compiler for PHP – even though I know it’s not going to be about A Tribe Called Quest.

Google and Facebook working together? They’re actually friends, in no small part thanks to Erick Tseng. The former Android leader, now Facebook’s mobile product manager, today launched the official Facebook For Google Glass app. Here he tells me about how a tiny team designed the app around simple photo sharing and Facebook’s strengthening relationship with Google.

Josh Constine, TechCrunch: What was it like getting Facebook involved in the Glass program?

Erick Tseng, mobile product manager for special projects at Facebook: It was great. I used to work at Google [as the lead product manager on Android until 2010]. We’re very close, but I have a personal relationship with a bunch of folks on the Glass team. It came out of a pretty informal chat with folks on that team. We both quickly came to the conclusion that it would be pretty awesome to get Facebook on Google Glass.

It all developed in just a few months. Two engineers built the whole app. There were no formal designers. Just me project-managing it. We got early access to some developer hardware and Google Glass prototypes. We had a very small team build a prototype [of our app]. We liked what we saw, showed it to Google, they liked what they saw, then we productized it. It was fun to work on a new platform like Google Glass.

“Our starting principle was the user experience”

TechCrunch: What was it like working on a fast-moving development platform like Google Glass? How do you think about what features to include in Facebook For Glass?

Tseng: From a developer perspective, our starting principle was the user experience. What functionality makes the most sense when you have a device like Glass sitting in front of you? What we came up with was the idea that we wanted to do things very simply and easily. You don’t want a lot of text. We started playing with it and saw photos as a very powerful user interaction with Glass. It’s natural that when you take photos on Glass, you want to share them with the people you care about. We wanted to make the photo uploading process as quick and easy as possible, so we focused on that use case. 

As we were playing with Glass, we were really impressed with voice functionality, so we added in the ability to speak a photo description that gets added to your photo.

TechCrunch: There’s a lot of other functionality you could have added. Did you run into constraints on the Glass platform?

Tseng: To be fair, it wasn’t all that much of a constrained platform, considering we wanted to do photo sharing. Photo-taking on Glass is very fast. It’s just one click to share, and one more to decide who to share with. It’s going to be an evolving platform and we’re excited to see what Google has for developers. My expectation is that over time a lot of the user functionality will get easier. 

“When you have an opportunity like this, you jump in with eyes wide open”

TechCrunch: What was it like working on a moving target, where you might not know what the device your app eventually launches on would be able to do?

Tseng: It was fun! When you have an opportunity to jump in on an emerging category like this you jump in with eyes wide open, knowing there will be some dynamics before things start settling in. We went in fully aware that this is very early and still in development, but the opportunity to build on Google Glass was quite thrilling.

We always like to think of massive scale and how we can increase happiness in our users live. With Glass, even though it’s very early, it does feel like the natural evolution of where computing is going. As it evolves from the desktop to phones to computers we wear all over our bodies, it behooves us to start only on any technology like this so we get an early glimpse of what users want.

TechCrunch: There’s no way to read the feed or get notifications on Facebook For Glass right now. Did you consider the balance between building an immersive experience and one that might interrupt and overwhelm people?

Tseng: I think it really comes down to how a device like Glass will continue to evolve in our daily lives and the role it will play. We wanted to keep it simple, but it was a no-brainer that photos are a very enjoyable use case. Starting with that was a very straight-forward decision. We’re excited to see Google’s feedback and get people to tell us what they think, what they wish the device could do in addition to photo uploading and we’ll take that into consideration.

TechCrunch: What’s it like being at Facebook and working with Google? Is there any of the animosity people think there is?

Tseng: We love working with the Google Glass  team. From the very first conversation I had with the team when we said “Wouldn’t it be great if we did this?” to launch was just a couple months. That’s a testament to both teams working very closely together to get this shipped.

More broadly, it’s often forgotten that we have a great relationship. Facebook is one of most popular Android apps today. We already work very closely on that experience as well. And then Home is the latest manifestation of that relationship.

TechCrunch: What about your previous arguments about data portability and who can import whose email contacts or social graph?

Tseng: Data importation? With the Glass team that never came up at all, so I haven’t even thought about that in this context.

TechCrunch: Is wearable computing the future of social networking?

Tseng: No, I think social networking is a broader concept. It permeates everything we do in our lives. Wearable computing is a way of helping you connect more closely and see context about what’s around you, but I think it’s a misnomer to say it represents the future of social networking.

TechCrunch: Are there specific Google Glass features you’d like to see?

Tseng: Oh yeah! I’d like to keep some of those secret for now. We want to surprise folks when they come out. This app is really our first foray into anything like a Glass form factor. We expect to learn a lot.

Google isn’t about search, apps or devices. Those are just vehicles, and there’s no destination. That’s because Larry Page’s Google is on an unending pursuit of the future, not just next quarter’s earnings. The scattershot of projects Google revealed today at I/O had just one unifying factor: They further that pursuit, or empower the curiosity of others.

Google is lucky. It takes a lot of fuel to shoot for the moon. Fuel that most tech companies don’t have or are unwilling to burn. But Google has ads that pay for everything the company does. The armies of employees, the seas of servers, and the laboratories for experimenting in both the digital and physical worlds.

I talked to a Google Chrome engineer the other night. He described his job as almost academic. No one ever talks about money — how much things cost or how much they would make. His job is simply to let people access information as quickly and efficiently as possible. That’s the future, and a browser is just the by-product.

Google didn’t launch its new on-demand subscription service Google Play Music All Access just because it wanted to get into music; Android is Google’s push to see the potential of our phones. Music is a fundamental companion to being on the go, so why not let people listen to any song they want? All Access was just something Google had to do to see our lifestyles merge with mobile computing.

Digital communication shouldn’t just be a degraded version of talking with someone in person. When we can share, emote and collaborate seamlessly no matter where we are or what device we’re on, brilliant things will happen. So out springs a new cross-platform messaging version of Hangouts. Google isn’t trying to desperately win market share and engagement with today’s big revamp of Google Maps, it’s just another step towards the future of navigation.

Google also wants to accelerate other intrepid explorers chasing what’s next. Today it gave developers new cloud messaging capabilities, Android Studio for testing apps, extra location APIs, and an easy app translation service. It knows it can’t unlock the future by itself, so it lets others forge their own keys.

Compare all this to the other tech giants who seem myopically focused on today’s wars for display ad and mobile hardware dollars. Apple and Samsung seem busy with another iteration of their latest smartphone, or linear innovation for watches and TVs. Even if Apple is secretly concocting wetware computers that go inside our bodies, it still seems to be in service of building “beautiful” products and making money. Facebook has its hands full with mobile with projects like Home, and Amazon is making TV shows.

They all seem vulnerable. One or two flops away from fading. A crummy iPhone, a hip new social app, and suddenly the tides could turn. Meanwhile, Google has leapfrogged into the next decade with exponential innovation.

And that’s the plan. Google’s CEO Larry Page said on stage “we should be building things that don’t exist.” {Update: After the keynote I talked with co-founder Sergey Brin who explained “It’s important to be willing to take risks, and we do take risks, I’m very excited about these [tapping the Google Glass he was currently wearing]. We’re willing to make bets. Some of them pan out, some of them don’t. But I think there are a lot of companies that as they grow they become more conservative.”}

Google doesn’t have to be conservative. Search, maps, Android — they aren’t going to disappear. And with that foundation, Google is free to try, tinker and even fail. But when it fails, it learns, and for Google, that’s the whole point.

Meet the PR2 personal robot from Willow Garage. The human-sized bot can learn to fold clothes and do other activities via voice commands, and it can even get into sword fights. Watch as I challenge the PR2 to a lightsaber duel today at Google I/O, and learn how Willow Garage could help anyone run their own experiments with robots.

While it might look like the PR2 is just for fun and games, it’s actually designed for universities. Willow Garage sells the PR2 to schools and provides the ROSS open-sourced operating system for controlling it. This way Ph.D. students don’t have to waste time building a crummy robot of their own, and instead can run their experiments on a powerful, reliable learning machine.

And seriously, this thing is powerful. It’s got two lasers, a 5-megapixel camera, and an Xbox Kinect for vision, two pairs of stereo cameras for depth perception, a telescoping spine and seven-degrees-of-freedom arms for movement, and wheels that can propel it at one meter per second.

Willow Garage and the PR2 could democratize robotics and turn us all into tinkerers. Be sure to watch the video to see the PR2 cut me down like a true Sith Lord, as well as perform less evil operations.

Wearable computing looks more and more like the inevitable future, so today Stained Glass Labs launches to help entrepreneurs develop apps and businesses around Google Glass and similar devices. The incubator and accelerator will offer mentorship and office space and, one day, maybe funding.

Stained Glass Labs is spearheaded by Redg Snodgrass, who formerly supported innovation and developers at Alcatel-Lucent, and worked at startups Skout and Taploid. The group aims to give entrepreneurs “the tools, the technology, the connections, and the support to take [wearable computing] products to a mainstream market.” Those hoping to join Stained Glass Labs can apply now. It’s looking for both idea-stage companies to incubate, and funded startup with a product in the works to accelerate.

To aid those admitted, Stained Glass Labs will provide office space plus inroads to PR. It has also assembled a team of mentors “who have been successful entrepreneurs from all sides of the industry to be a sounding board and helping hand.” The mentors include Charles Hudson of SoftTech VC, Jacob Mullins of Exitround (and formerly Shasta Ventures), Greg Gopman of AngelHack, Ashwin Navin of BitTorrent, Julie Mossler of Waze, and Andy McLoughlin of Huddle.

Though the organization has no equity investment component, so those admitted don’t have to give up a stake, Stained Glass Labs wouldn’t legally be able to talk about it if they were raising a fund. One interesting quirk is that the incubator has a preference for second-time entrepreneurs rather than rookies.

Stained Glass Labs will operate in a similar space as the better-established powerhouse partnership Glass Collective, which will see Andreessen Horowitz, Kleiner Perkins, and Google Ventures sharing wearable computing startup funding deal flow.

Right now, Stained Glass Labs seems a bit half-baked, but it has a lot of potential. Wearable computing will spawn a huge ecosystem of startups. If Snodgrass and his incubator can forge relationships with these companies early on, they could gain power as the startups grow alongside the wearable wave.

Today at I/O, Google rebranded “Hangouts” as a new unified, cross-platform messaging system. It lets people text, photo, and group video message across Hangouts’ Android and iOS apps, plus its Gmail and Google+ site integrations. Hangouts rolls out today, replacing Google Talk [GChat] and G+ Messenger. While it doesn’t support SMS yet, it could challenge Facebook Messaging and Apple’s iMessage.

For over a year, whispers from GigaOm, Droid Life  and others signaled Google would undertake a big unification of its fragmented messaging offering. Today Google will offer new free iOS and Android Hangout apps, the Google+ integration, and you can upgrade from Google Talk to Hangouts by clicking on your photo in the Gmail chat list. There are currently no plans for other platforms like Windows Phone or Blackberry.

Google’s Vic Gundotra said at I/O today in San Francisco that “Technology should get out of the way so you can live, learn, and love.”  Operating systems and devices shouldn’t matter. You just want to talk with those you care about. That’s the point of the revamped Hangouts. It brings humans and conversations to the forefront.

Hangouts Is The Messaging Kitchen Sink

Presence, Circles, And Delivery

Let’s take a closer look at the features Hangouts offer. Presence, or knowing when friends are available to chat, is a big focus. You can see when friends are on Hangouts, if they’re currently typing, and if they’ve seen your messages [also known as read receipts]. Using Google+ Circles, you can select specific friends or a whole group to start a chat with.

Hangouts takes care to deliver your messages to whichever web interface or mobile app your friends are using. If you’re offline, Hangouts will store your messages until you return. Unlike Google Talk, it won’t send you an email every time you get a message while offline. It only pings you by email if someone starts a conversation with you while you’re away. Hangouts won’t send you duplicate notifications on different platforms, and you can snooze notifications all together if you need some quiet time.

The idea is that you can start, stop, and restart a conversation as you move between platforms, and you can chat with friends across the desktop, Android, and iOS devices.

Text, Emoji, Photos, And Video

Of course you can send simple text messages, but where Hangouts shines is in vivid multi-media communication. To spice up your words, you can add any of 850 hand-drawn emoji. You can send photos in Hangouts, which are saved to a saved to a Google+ album that you and you conversation partners can view, edit, and share later. In fact, you can go back and view your photo and messaging history at any time, or you can turn history off so your dispatches aren’t saved.

The crown jewel of Hangouts is its namesake’s video chat. You can talk face to face with up to 10 friends at once. When you’re in a video chat, you’ll see who is talking in a big window while the rest of your chat partners are shown in tiles below. Friends’ Hangouts will ring when you call them, and they’ll get notified if they miss the digital meetup.

But Hangouts video isn’t just a group FaceTime. Google added a bunch of bells and whistles. You can add visual and sound effects or make use of special Hangouts apps. So if you want to wear a virtual pirate hat or set off some fireworks, you can. You can watch YouTube videos simultaneously with friends while laughing together, and take screenshots to capture moments for later.

No SMS, Yet

The biggest feature missing from Hangouts is the ability to send and receive SMS messages to and from friends who don’t have a Hangouts app installed. This means Hangouts isn’t truly universal. Several of its competitors allow it, including Apple’s iMessage and Facebook’s Messenger For Android (but not for iOS).

So if you want to pull mom into a Hangout, you might have to send her a standard SMS from your phone and tell her to install the Hangouts app. That could be significant stumbling block. However, Google tells us SMS support is one of the most requested features from Hangouts testers, so I wouldn’t be surprised if it comes in a future update.

Oddly, Google tells us that in some countries, feature phone users, but not smartphone users, can participate in Hangouts via SMS. This should help it reach more people in the developing world, a core area for growth of messaging apps.

Other missing features include voice messages or VoIP, but you could just use a video call without looking at the screen to approximate voice calling. There’s also no Hangouts On Air broadcasting to YouTube yet.

Why Google Needs Unified Messaging

The messaging space has become a battleground recently with independent messaging apps like WhatsApp and Line competing with Apple, Facebook, and Google to rule private communication. Everyone wants to become the high-tech successor to SMS.

For Google, messaging could create a wealth of engagement and monetization options. Of course Google could monetize Hangouts directly by cramming ads in it somewhere, or selling special effects for video chat and stickers for text.

A stronger, cross-platform chat experience in Gmail could boost time spent there, where Google already shows ads. It could also finally give people a real reason to use Google+.

Most importantly, though, Hangouts could humanize Google. Still viewed as a search and ads company, people don’t think about it first when they want to socialize. Hangouts leverages all of Google’s powerful technology to bring people closer together.

Google just launched an on-demand subscription music service at I/O called “Google Play Music All Access”. Its web and mobile interfaces feature millions of songs you can play instantly, recommendations, charts and playlists, and instant radio stations. The Spotify competitor launches today in the US for $9.99 a month, comes with a free trial month, and sign-ups before June 30th get it for $7.99.

All Access is just one of dozens of announcements Google launched today at its I/O conference in San Francisco. Follow along with our live blog for all the news and our commentary.

Everything from your Google Music locker is automatically pulled into Google Play Music All Access. Beneath the content you own, everything else an artist has ao All Access is automatically listed and plays at a tap. More countries will get Google Play Music All Access soon.

News that the service was coming was leaked yesterday by The Verge after it discovered Google had completed licensing deals with the major record labels. Google launched its music locker service two years ago, and later started selling music files from Play. Now Google Play users have a choice to stream rather than download.

Google’s Chris Yerga explained that with current music services, you might have a huge catalog to choose from, but getting that music organized and playing quickly is too hard. “Why is it that managing my queue feels like a chore? We set up to build a music services that doesn’t just give you access to great music but also guides you through it” said Google’s Chris Yerga.

Overall the app looks slick, with options for instantly queuing up songs. It’s also designed to get music playing as fast possible if you just want your ears filled.

All Access will have a tough road to traction, considering Spotify’s huge head start with 24 million active users and 6 million paying subscribers. However, the fact that All Access is located within the Android-ubiquitous Google Play store means Google could heavily promote it if it wants growth.

The logic behind launching an on-demand music service seems to be that it’s a critical part of any phone. Android is incomplete without it. Google Play Music All Access might never become a market leader, or even make Google much money directly, but it strengthens its presence on mobile. It could get people buying more Android phones, which lead to plenty of other revenue for Google.

If you can’t program, the future’s looking bleaker and bleaker. And if you can, learning to manage other code monkeys could get you promoted. Office-as-a-service provider RocketSpace’s new RocketU is a tech professional education program aimed to aid engineers no matter where they are in their career. RocketU offers rookies and programming veterans alike a way to get an edge in the job market.

There’s been a bit of a hubbub lately that there is actually no shortage of tech talent in America. “For every two students that U.S. colleges graduate with STEM [science, technology, engineering, and math] degrees, only one is hired into a STEM job. In computer and information science and in engineering, U.S. colleges graduate 50 percent more students than are hired into those fields each year; of the computer science graduates not entering the IT workforce, 32 percent say it is because IT jobs are unavailable.”

Yes, the United States is graduating a ton of engineers. But startups and tech giants don’t want just any engineers, they want 10X code masters and visionary innovators. That can take more than a degree from a well-known university, and a lot more than some random Codecademy tutorials. It can take hardcore training in the latest programming languages, and understanding of how to cobble code together into great products.

That’s where RocketU comes in.

The program comes from RocketSpace, a plug-and-play office space in San Francisco that houses 130 startups and the 600 employees. It handles leases, bandwidth, firewalls, and security so founders can concentrate on their companies. With room to house classes, startups to introduce graduates to, and a well-known name in Silicon Valley, Rocket U could be a smart extension of its business.

Develop Yourself

RocketU will offer a variety of courses, ranging from immersive 10-week developer bootcamps, to 3-week deep dives on advanced scripting languages and architecture, to 3-5 day professional development classes for techies. RocketU classes will be held at the RocketSpace campus with experienced teachers, and most coursework will happen there so you don’t have to worry too much about homework. The classes are on a pay-as-you-go structure, but require admission through a serious application process.

Michelle Berry, the SVP of RocketU, tells me “the main differentiators are that we’re offering programs beyond the initial developer bootcamp, to make sure we’re providing skills throughout the career life-cycle.” She explains that long-time programmers can choose between training as expert individual contributors or as managers. After graduating, RocketU students get help with placement in tech jobs, including the startups RocketSpace houses.

RocketU’s first full-length class will be a $10,000 10-week dev from July 22 to September 27th, and will focus on Python, Django, JavaScript, HTML5, CSS3, WebSocket, and jQuery. It will also teach databases, servers, team coding, and interview skills. The pre-requisite for admission beyond its application process (which closes June 9th) is a computer science or equivalent degree – or – two years of coding experience – or – completion of RocketU’s two-week Coding & Web Fundamentals crash course that runs just before the bootcamp.

RocketU will be competing with other educational programs like the well-established Dev Bootcamp, plus The Flatiron School, The Starter League, and an array of online learning tutorials. To win out, it may need name-brand professors, and an image that’s more independent than RocketSpace. Right now it’s website looks more like an off-shoot than a serious learning institution.

Still, the climate is right for RocketU. To land a job at a high-potential startup or found one of your own, you can’t be rusty. You could work a job you’re not thrilled about to slowly siphon off skills, but it might be worth paying to get them taught to you directly. You want to be a ninja? Hit the dojo.

For the first time, Facebook users can now give star ratings to movies, TV shows, and books. That data could help Facebook show more relevant content and results in news feed and Graph Search. The feature comes alongside Facebook’s announcement that it’s finished rolling out “Sections” that show what apps you use. Sections let people express themselves and gives developers a new way to grow.

Facebook first started testing the new Sections in mid-March as part of a redesigned Timeline with all user posts in the right column. Now all users have the cleaner looking Timeline with posts and Sections divided rather than mixed up. Down the left column, each content type and app gets its own Section, which you can configure in your profile’s About tab. The Music Section displays what musicians you Like, the Spotify Section shows off what songs you’ve been listening to, and the OpenTable Section features restaurants you’ve favorited or recently ate at.

Right now Facebook is trying to get more of your opinions codified in its graph, and Sections with ratings are a big step in the right direction. As I wrote, Sections and now ratings could be a data goldmine for Facebook’s Graph Search, as they encourage people to forge connections with apps and media they care about. Graph Search relies on those connections to generate and sort search results for queries like “Movies my friends Like”. Facebook would know to show your friends’ five-star rated movies above lower rated flicks they’ve Liked.

For developers of content consumption apps like Spotify, Hulu, GoodReads and more, Sections will offer another way to grow beyond posts to the news feed. Considering people add 200 million items to Sections each day and it only just reached all users, the growth opportunity could be signficant.

Facebook now has an Insights dashboard specifically for showing developers how much traffic they’re getting from sections. Facebook says “more than 17 billion songs have been added to people’s music sections through Likes and listening activity from apps.” Now Rdio and Spotify can track how those sections are netting them new users.

If Sections catch on and people properly curate them, scrolling through a friend’s sections could be a great way to discover new art and apps. Meanwhile Facebook gets to chow down on the data you volunteer. Give Game Of Thrones a five-star review? Facebook will know to show you more of its Page’s updates in your news feed than a show you Like but only give three or four stars to. Add RunKeeper to your visible app sections and Facebook will probably show you more runs posted by friends.

The fact is that the apps we use and the media we consume are becoming an important way we express ourselves. Facebook wants Timeline to tell you life story, and that story would be incomplete without this data.

Pinterest works best on the web, with its big images and pinning from other browser tabs. But mobile is the future and Pinterest needs to play catch up there. Today Pinterest mobile added search suggestions to make single screen pinning easier. Its iOS and Android apps also got basics like notifications and mentions. Pinterest will need to add value, not just port its website, to win on mobile.

The problem with Pinterest on mobile is that it’s fundamentally a collection site — and you need other places to collect from. That’s a breeze on the web with its bookmarklet for pinning, or quick multi-window browsing so you can add things onto your boards. But on mobile with just one screen visible, finding content can be a chore.

Pinterest is trying to fix this with a few updates today. First, search suggestions, also known as a typeahead, can quickly find you people or things when you just type a few letters. Instead of having to dream up what kind of apple-based recipes other users are pinning, typing “apple” now reveals a drop down of suggestions like apple pie (expected) and apple cider vinegar (now that’s discovery).

While already allowed on the Android app, Pinterest’s iOS app also now allows you to type in URLs within the app by hitting the ‘+’ sign at the bottom of the screen to bring in outside content. However, most people don’t know the exact URLs they’d want to pin from, so this may work better with cut and paste. Still, you’re going to have to jump back and forth between your mobile browser and Pinterest to make it work. That’s a lot more friction than on the web.

Finally, both of Pinterest’s core apps got some fundamentals added. Somehow there were not in-app or push notifications before, but now there’s both. You can also now tag people with @mentions from mobile, which feeds in nicely with the new notifications.

Pinterest is one company I’m honestly a little worried about when it comes to mobile. I feel like the nesting instinct is very natural on the desktop that you’re often using from home, your real nest. On mobile the desire to collect and arrange seems both less natural and inherently more difficult with the small screen. Pinterest might flourish on the tablet, but it will have to work hard to make its phone experience as alluring.

It needs to add unique value on the platform that takes advantage of mobile. Pin suggestions based on nearby businesses and board suggestions based on nearby users. Instant uploads from your camera roll to a private board might be a bit aggressive, but some way to more easily pin photos you’ve taken on the go would be great. Whatever is does, it needs to go beyond cramming its website into a smaller box.

Co-founder Sean Percival is walking away from his CEO position at the children’s subscription clothing startup Wittlebee after it had trouble raising a Series A. Amidst a tough fundraising climate for e-commerce startups, Sean says he thinks Wittlebee will continue operating but it’s up to the board of directors. No replacement has been selected yet for the renowned content ninja and former Myspace VP.

Percival originally broke into the startup world after starting a website in 2006 and then selling it for $100,000 in 2009. In the meantime he worked at Docstoc and Mahalo before becoming the VP of online marketing at Myspace. He left in July 2011 to get into subscription commerce.

Wittlebee launched out of Los Angeles’ Science incubator in January 2012. It was designed to get parents great deals on kids clothing by sending them monthly packages with eight items. At the time Percival said the main draw of the subscription service was that it packs about $80 worth of clothing in a $40 box. He told us “With Wittlebee we save parents time, money and reduce those ‘mall meltdown’ moments.”

Wittlebee raised a $2.5 million seed round from Google Ventures, Matt Coffin, Crosslink Capital, and Rincon Venture Partners. Sometimes referred to as the “Birchbox for babies,” Wittlebee made its first acquisition of Cottonseed Clothing. Last we had heard, Percival and his co-founder Gabe Harriman were trying to raise a Series A.

That apparently wasn’t so easy even though Wittlebee’s revenue was growing. Percival tells me “While the company has done fairly well, the market conditions for e-commerce funding are not great. So the last few months have been a challenge for both the business and myself. We have been working hard on finding the best go forward plan but time has run out, at least for my involvement.”

As for a new CEO, Percival says, “This is still being worked out so nothing to announce at this time.” I asked if Wittlebee would keep operating and outfitting kids, to which he answered, “I believe so and this is to be determined by the BOD. The company was continuing to show revenue growth this year despite the challenges of being undercapitalized.”

Percival started the company just as he became a father. Now a little older and wiser, he’s looking to the future. What’s his next adventure? “At this time I’m not certain. I’m talking through a few opportunities and might even do something crazy, like start another business.”

The issue for Wittlebee seems to be that, while seed funding has become easier to find, the flood of startups that it permits is indeed causing a Series A crunch. While engineer-heavy software startups may be able to find a soft landing through an acquisition, e-commerce startups like Wittlebee may have a tougher time. Regardless of what happens, in the age of startup success theater, it’s nice to see a founder be so frank about his company’s challenges. Not everyone has to be “killing it” all the time.