Facebook hopes to be an alternative way to organize the Web, a platform for consumers to spend their time online. Instead of using Google’s algorithm to search for news and information, Zuckerberg envisions a future in which people consult their network of friends. Most critically, content on Facebook is out of the reach of Google’s search engine. And the more time people spend on Facebook, the less time they are looking at ads on Google, which recently launched Google Plus as a rival social network.

Facebook is beginning to bump into Apple’s business of selling apps on its devices. Zuckerberg’s company has quickly become a powerful player in the booming market for social games, such as the popular FarmVille.

And the company is watching the mobile market just as much as Google and Apple are. Facebook is one of the most popular mobile apps on Google’s Android phones and Apple’s iPhone, showing that although these companies have become rivals, they can be dependent on one another.