MySpace Joins Google Alliance to Counter Facebook

November 1, 2007

By MIGUEL HELFT and BRAD STONE

MySpace and Bebo, two of the world’s largest social networking sites, today joined a Google-led alliance that is promoting a common set of standards for software developers to write programs for social networks.

The alliance now presents a powerful counterweight to Facebook, which, after opening up its site to developers last spring, has persuaded thousands of them to create programs for its users. The addition of MySpace, the world’s largest social network, and Bebo, the No.1 site in Britain, could also put pressure on Facebook to drop its own standard and join the alliance, called OpenSocial.

“OpenSocial is going to become the de facto standard for developers rights out of the gate,” said Chris DeWolfe, chief executive and co-founder of MySpace. Mr. DeWolfe said that developers using OpenSocial would be able to instantly reach 200 million users across various sites.

Google and others said they had invited other social networks, including Facebook, to participate in the alliance, whose existence was first reported Tuesday.

“The most important principle about openness is that everyone is invited to join,” said Eric E. Schmidt, Google’s chief executive.

Other members of the alliance include Friendster, Hi5, LinkedIn, Plaxo and Ning, as well as the business software makers Oracle and Salesforce.com. The creators of several of the most popular programs on Facebook, including Slide, RockYou, iLike and Flixter, have announced their intention to write programs conforming to the OpenSocial standards.

The alliance is not likely to erode the popularity of Facebook or immediately alter the dynamics of the social networking market. But it could help revitalize the sites of some of its members, which have seen their social networks eclipsed by the popularity of MySpace and Facebook. Orkut, Google’s social network, for instance, is popular in Brazil and a few other countries, but has failed to gain traction in the United States.

Google may benefit in other ways. As other social networks draw more users, it could sell more advertising on those sites. TheInternet search giant already has a $900 million advertising partnership with MySpace, and sells advertising on various other social networks. Its ads often appear inside the applications created by third-party developers. Google and MySpace have been in discussions about developing a common set of programming standards for about a year, the companies said.

At a news conference today at Google’s headquarters in Mountain View, Calif., Joe Greenstein, the chief executive of Flixter, whose applications allow users to share movie recommendations, demonstrated his program running inside MySpace.

“We are excited about OpenSocial,” Mr. Greenstein said. But he added that Flixter was not planning to pressure Facebook, where millions of members use the company’s program, to adopt OpenSocial. Mr. Greenstein said that customizing his company’s application that runs on Facebook to run on OpenSocial had been a painless task.Facebook declined to comment.

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