"It is simply a hugely important market driver, which will most likely play a significant role in Facebook's future, depending upon whether or not the company is able to respond to this sweeping trend," he added. "I think we're still a ways out from seeing whether or not their recent mobility endeavors are going to play out in a positive way. But as with their security issues in the past, it is in Facebook's overall favor that they're attempting to tackle this difficult area."

Olds noted that Facebook is no longer the young start-up it once was and its executives are billionaires and millionaires. That means there will always be someone quick to point a finger at its challenges and call for its demise.

"Whenever a big successful company stumbles or even fails to move quickly enough in the right direction, there's always a chorus of folks ready to kick them at least a few times," said Olds. "There's a lot of that with Facebook these days and we can expect to hear more of this over time."

Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at , on or subscribe to . Her email address is .

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