Facebook acquires Masquerade

The competition between Facebook and Snapchat is about to heat up because last week, Facebook announced its acquisition of Masquerade. Masquerade is an app that lets you overlay playful, animated filters over your face using your phone’s selfie camera. According to reports, Facebook plans to let the Belarus-based company remain a standalone and free app. The deal comes nearly three years after Snapchat rejected a $3 billion cash acquisition offer from Facebook. About a year ago, Snapchat introduced similar filters, and these have become a hit among Snapchat users. While Facebook is excited about the prospect of exponentially expanding its audience with Masquerade, Forrester’s research analyst Erna Alfred Liousas took a cautious view. According to her, as technology continues to give us exciting app experiences, the key to success is the ability to come up with something no one currently has.
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