In the ever-evolving world of technology, companies are constantly seeking innovative ways to stay ahead of the curve and maintain relevance. Facebook, a social media giant, is no exception. In 2018, Facebook launched a new product, the Facebook Portal, a smart display device designed to make video calling more interactive and immersive. But why did Facebook create the Portal? This article delves into the reasons behind Facebook’s creation of the Portal, its features, and how it fits into the company’s broader strategy.

Facebook’s Foray into Hardware

Facebook has been predominantly a software company, focusing on its social media platform and other software services like Instagram and WhatsApp. However, with the Portal, Facebook made a significant leap into the hardware market. The company recognized the growing demand for smart home devices and saw an opportunity to leverage its massive user base to create a product that would enhance the way people connect.

Enhancing Video Communication

One of the primary reasons Facebook created the Portal was to improve the video communication experience. The Portal comes with a smart camera that automatically pans and zooms to keep everyone in view, making video calls more engaging and natural. This feature was designed to make long-distance communication feel more like being in the same room.

Integration with Facebook Services

The Portal is deeply integrated with Facebook’s services. Users can make video calls through Messenger or WhatsApp, display photos from Facebook, and even use Facebook Watch for entertainment. This integration not only provides convenience to users but also helps Facebook keep users within its ecosystem, thereby increasing user engagement.

Competing in the Smart Home Market

With the Portal, Facebook entered the competitive smart home market, going up against established players like Amazon and Google. By creating the Portal, Facebook aimed to carve out a niche for itself in this market, leveraging its unique strength in social networking to differentiate its product.

Data Collection and Advertising

While Facebook has stated that the Portal was designed with privacy in mind, it’s worth noting that the device could potentially provide the company with valuable data. The Portal could give Facebook insights into users’ behaviors and preferences, which could be used to refine its advertising strategies. However, Facebook has assured users that it does not listen to, view, or keep the contents of Portal video calls.

Future Plans and Expansion

The creation of the Portal is part of Facebook’s broader strategy to expand beyond its core social media business. The company has been investing heavily in areas like virtual reality, artificial intelligence, and now hardware. The Portal represents Facebook’s ambition to become a more diversified technology company.

In conclusion, Facebook created the Portal to enhance video communication, integrate its services, compete in the smart home market, potentially collect data, and expand its business. The Portal is a testament to Facebook’s commitment to innovation and its willingness to venture into new territories. Whether the Portal will be a success remains to be seen, but it certainly represents an interesting chapter in Facebook’s ongoing evolution.


Alex likes to write about anything related to technology, marketing and gadgets. He sometimes reviews the latest tech and also writes on other blogs.