When a global platform like Facebook simply stops working — even for just barely an hour — the whole world takes notice. Reliability is especially critical in the mobile space, where a chaotic mess of fragmented devices, operating systems, and cloud services can render software unreliable.
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Pets, the social game built into if(we)'s social network, makes a lot of money. The company is using that to fund development of a next-gen messaging app that it thinks could be the next Snapchat or WhatsApp.