I know that Facebook has great customer data and that's going to monetize very well, but I wonder whether Facebook has lasting power against competition.
They control a big chunk of social, but it's such a disruptive market that i'm concerned Facebook will not retain control. They are a one-trick pony in a very unstable industry.
Apple, Google, and Amazon have all done a great job at diversifying into multiple big and profitable markets.
Google seems really invested into Google +, so there's potential for serious competition to Facebook's social network.
Now, don't get me wrong, Facebook is putting up impressive revenue numbers, with 2011 estimates exceeding 4 billion. But, Facebook is trying to go public with a 75-100 billion dollar valuation. So let's look at the Price to Earnings ratio.
75 Billion: 18.75
100 Billion: 25
For Comparison, Apple's PE is 12.75, Google's is 20.
So, as you can see, this valuation is already pricing in a significant amount of growth in revenue.
I'd have to look at Facebook's books to confirm, but my guess is that Facebook Ad revenue is >80% of it's total revenue and it's growth acceleration is declining.
IMO, Facebook is going to need significant revenue from other channels to grow enough for stock prices to rise. You really should think of where Facebook is at in 2 years.
2014 Revenue Numbers:
$>10 Billion: Decent Buy
$<10 Billion: Bad Buy
I don't think Ad Revenue will be $>10 Billion by 2014, so they need another revenue channel and soon. I don't think FB Credits is it.