Capitol Hill unleashed a healthy dose of criticism on Facebook (FB) CEO Mark Zuckerberg and he has mobilized the forces to avoid a repeat shellacking.
Zuckerberg's response has been to reshuffle his cabinet at the Menlo Park, CA, headquarters, and a few tell-tale signs offer a unique glimpse into Facebook's future.
Basically, something needed to change at Facebook.
The company single-handedly took the blame for the entire sector and was not the only company with a liberal stance on personal data.
Zuckerberg would like to eschew public humiliation and avoid being a sitting duck.
The episode in Washington highlights the need for Facebook to decouple itself from ad revenue, which makes up the lion's share of revenue at the firm and find other levers to pull.
Down the road, Facebook's ad business could get crimped by regulators, and a lack of fallback options haunts Facebook investors in their sleep.
Consequently, a whole slew of high-level management rotation is underway at Facebook.
It is the biggest shake-up in the history of Facebook.
The road map starts with one of Zuckerberg's best friends and protege Chris Cox who will manage the new "family of apps" segment.
This collection of projects he will preside over include WhatsApp, Messenger, Instagram, and the Facebook Core App.
The step up in responsibility is warranted for Chris Cox who was credited with creating the Facebook news feed after joining the company in 2005 after ditching his Stanford graduate degree program at the time.
The executive reshuffle coincided with WhatsApp co-founder Jan Koum, one of Silicon Valley's biggest advocates for data privacy, who quit his post as a show of disapproval to Facebook's business model.
Mark Zuckerberg wants to aggressively monetize the WhatsApp messenger service that was acquired for $19 billion in 2014.
Zuckerberg's blueprint involves using the WhatsApp phone numbers as a vehicle to monetize through offering different products.
Facebook would then collect the data from its 1 billion usership and WhatsApp would become Facebook's new advertisement clearing house.
WhatsApp's leadership vehemently refused this U-turn and Koum decided he would rather leave then see his baby ruined.
Facebook consistently refrained in the past from passing WhatsApp to the data mining scientists and was able to prevent full-scale implementations of advertisements onto its platform.
Currently, there are no ads on WhatsApp's interface, and users could be in store for a massive transformation in look and feel.
Facebook investors have been clamoring for Zuckerberg to start the process of making WhatsApp into a material revenue stream.
Time is of the essence as the big data police creep in from the shadows.
Putting Zuckerberg's top guy on the job embarks Facebook down a new path of hyper accelerated profit-making.
Well, that is the goal.
Compounding Facebook's pivot to other businesses is commissioning a new blockchain tech team.
Blockchain technology, the technology that helped unearth bitcoin, has seen a recent slew of endorsements from financial heavy hitters such as Goldman Sachs (GS), which acknowledged the formation of a new business brokering in bitcoin futures.
A year ago, no reputable organization would touch blockchain with a 10-foot pole.
The utilization of blockchain technology would allow trackability and provide more security.
That would help Facebook to understand the provenance of unique problems allowing staff to nip problems in the bud before they snowball.
Blockchain tech fits nicely within the constraints of the model and would enhance the existing Facebook product.
Let's not forget that Facebook has a mountain of cash to fix any problem that crops up.
It is not one of these early stage seed companies burning through heaps of cash waiting for "scalability" down the road.
Facebook is here and now, and it has the money to show for it.
The pillars of blockchain revolve around cryptography. Blockchain would effectively allow individuals to possess more power over their identity decentralizing the stranglehold from Menlo Park.
Thus, Facebook must invest deeply into blockchain to counter the fear that this technology can marginalize the core business.
This epitomizes the tendency for large-cap tech to become preemptive.
None of the powerful FANGs want to miss the next big shift in technology, and the cash hoard allows them to have skin in the game in each revolutionary trend.
The tide has changed at Facebook from the early years where growing the user base was paramount.
Now that user base has matured into a 2.2 billion marketplace.
Facebook's strategy has shifted to extracting more revenue per user and management closely follows this metric.
Mike Schroepfer, the CTO of Facebook, was tabbed as the man leading the charge for Artificial Intelligence (A.I.), Augmented Reality (A.R.), and Virtual Reality (V.R.) technology.
Facebook was able to poach Jerome Pesenti from IBM (IBM), where he was a critical cog in the development of IBM's Watson, to run the Facebook A.I. team. A.I. is routinely implemented into Facebook's core products to enhance performance.
Promoting Chris Cox as the next in line and giving him control over all the powerful products effectively pushes ad tech down the pecking order.
Javier Olivan is the new man at Facebook tasked for managing ads, analytics, and integrity, growth and product management.
Moving forward, the ad division will be laced with a certain level of security to avoid a repeat of Cambridge Analytica.
Zuckerberg must know that there are other Cambridge Analytica's hidden somewhere in the system; another incident would knock down the stock 5% to 10%.
Facebook could look vastly different in a few years if some of these profit drivers prove successful. It only needs one to work.
Disrupt or be disrupted.
At this point, the big tech companies are considering anywhere or anyone to capture accelerated growth. The FANGs are spilling over to other companies' turf.
Crossover is everywhere and this is just the beginning.
Expect Amazon's (AMZN) ad division to grow from the already $2 billion per quarter, gradually challenging the duopoly of Facebook and Alphabet in the digital ad revenue industry.
It is yet to be seen if the new revamp of management will produce better results.
This move could backfire as the management carousel excluded any fresh blood from taking part.
Effectively, Zuckerberg rotated his best friends into different parts of the business without demoting anyone.
Solidifying his close-knit circle of trust is no doubt a defensive reaction to being hounded the past few months, leaving his existing circle as the few people on which he can still count.
Facebook's stock remains healthy and the brouhaha stoked by the data leak gave investors a timely entry point.
I pounded on the table calling the bluff, begging readers to get into Facebook.
The long-term Facebook story is intact but the stock is overbought short-term.
Investors should not sleep on Facebook as it is a profit machine printing money like Apple (AAPL) and the executive revamp is a bullish development for Facebook.
My bet is that Chris Cox goes for the low hanging fruit monetizing WhatsApp, inciting the next leg up in Facebook shares later in the year.
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Quote of the Day
"Simply put: We don't build services to make money; we make money to build better services." - said Facebook CEO Mark Zuckerberg
