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  7年前,随着科技行业监管日益严格,且愈发担忧照片分享应用Instagram“蚕食”Facebook的发展成果,马克·扎克伯格曾考虑将Instagram从自己的社交媒体帝国中剥离出去。

  2018年5月,这位亿万富翁在给公司高管的信息中称,鉴于公司在未来五到十年内可能面临拆分,提前思考如何主动应对这种可能性很有必要。

  这些颇具前瞻性的言论,在华盛顿联邦法院反垄断审判的第一周被曝光。美国联邦贸易委员会(FTC)指控,MetaPlatformsInc.2012年收购Instagram以及2014年收购WhatsApp,建立了社交媒体垄断地位,FTC正力求拆分该公司。Meta则辩称其并未垄断市场,当前仍面临诸多竞争对手,包括谷歌旗下的YouTube,以及苹果旗下的iMessage等。

  4月15日,据报道,为避免诉讼,扎克伯格在今年3月底曾提出4.5亿美元的和解方案,但这与FTC要求的300亿美元相差甚远。FTC新任主席安德鲁·弗格森(AndrewFerguson)认为这提议缺乏说服力,予以拒绝。报道称,近几个月来,扎克伯格一直尝试与美国总统唐纳德·特朗普建立良好关系,而为了避免这场审判,他还展开了“疯狂游说行动”。

  “我们从不避讳指出,FTC将此事诉诸法庭毫无道理,”Meta发言人达尼·利弗(DaniLever)在声明中表示,“我们已准备好迎接胜诉。”

  白宫官员未立即回应置评请求。

  FTC在2019年首次对这家前身为Facebook的公司展开调查,最终在2020年提起反垄断诉讼。不过,这家全球最大社交媒体公司面临的政治压力,早在几年前就已出现。马萨诸塞州民主党参议员伊丽莎白·沃伦(ElizabethWarren),2016年就开始批评科技行业及企业的集中化现象。2018年,Meta还因剑桥分析公司(CambridgeAnalytica)数据隐私丑闻,面临FTC的隐私调查。

  “我开始思索,剥离Instagram是否是实现一系列重要目标的唯一架构方案。”扎克伯格在2018年给高管们的信息中写道。其中还提到要采取举措,“立即停止以损害Facebook网络的方式,人为推动Instagram的增长。”

  多年后在法庭作证时,这位Meta首席执行官在解释当时的想法时称,他必须“考虑当时的政治风向”。

  生存威胁

  FTC的法庭挑战对Meta的主导地位构成了生存威胁。Meta被拆分将影响旗下多个广受欢迎的全球数字产品,推翻这些年来Meta在应用之间深度整合的努力,也将引发外界对政府评估和批准大型科技交易标准的质疑。

  庭审前两天,焦点集中在2010至2014年间扎克伯格如何看待潜在竞争者。当时,他正将社交网络的战略重心转向移动用户。4月15日,他被问及2012年与时任首席财务官戴维·埃伯斯曼(DavidEbersman)的邮件往来,两人讨论了收购Instagram的理由。

  埃伯斯曼提出,收购Instagram的一个原因或许是“消除一个竞争对手”,扎克伯格回复称,这的确是动机之一。

  Instagram和另一个社交网络应用Path“正在构建与我们竞争的社交网络”,扎克伯格在2012年的邮件交流中写道,“从某种角度看,我们真正买下的是时间。就算有新竞争对手冒出来,收购Instagram、Path、Foursquare等应用,也至少能为我们争取一年以上的时间,抢在其他平台达到它们的规模之前,整合它们的产品逻辑。”

  算不上“大获全胜”

  在FTC律师丹尼尔·马西森(DanielMatheson)的质询下,扎克伯格并未承认收购Instagram的主要动机是其广泛的用户规模,尽管多封内部邮件表明,Instagram的快速增长对Facebook构成了重大威胁。扎克伯格表示,Instagram颇受欢迎的照片滤镜功能,也是促成此次收购的关键因素。

  “仅以用户量或增长率来解释我们的收购动机并不准确,我认为你的问题隐含了这层意思。”他说。

  4月14日,扎克伯格接受了长达三个多小时的质询,主要围绕收购Instagram一事,以及Facebook在2011至2012年试图开发自家照片分享应用的失败经历。FTC的律师出示了大量邮件和文件,显示Facebook当时在与快速增长的Instagram的竞争中屡屡受挫,最终选择收购了这家初创公司。

  邮件显示,扎克伯格担心Instagram持续发展壮大后,可能会反过来复制Facebook的社交网络功能。4月15日,法庭又出示了更多邮件,其中概述了他进行这两笔收购的动机。

  “Messenger并未击败WhatsApp,而Instagram的增速远超我们,我们不得不花10亿美元收购它们,”扎克伯格在2012年11月写给时任首席运营官雪莉·桑德伯格(SherylSandberg)的邮件中表示,“这可算不上大获全胜。”

  当马西森询问扎克伯格,是否更倾向于在公司内部自建类似Instagram的服务时,扎克伯格回答:“我想是的,10亿美元实在太昂贵了。”他承认,即便Meta自建了类似产品,“结果如何也很难说”。

  即时通讯崛起

  扎克伯格还承认,曾阻止微信、Kakao和Line等即时通讯应用在Facebook上投放广告。他在2013年的邮件中称,这些平台“试图建立能取代我们的社交网络。”不过,他在4月14日的证词中试图收回这一说法,表示“很难判断他们的真实意图”。

  4月15日,马西森在质询中试图表明,在收购WhatsApp之前的几年里,即时通讯服务已逐渐成为Facebook重点关注的竞争领域;当时亚洲的一些即时通讯服务已开始融合社交功能。2013年2月,扎克伯格在给Facebook董事会的邮件中写道,他担心中国的腾讯控股有限公司(TencentHoldingsLtd.)等竞争对手可能会向亚洲以外扩张,包括通过收购WhatsApp。

  “移动即时通讯是我们面临的最大风险和机遇,”他写道,“腾讯尚未在亚洲以外扩张,但这对我们是重大风险。”

  用户受损

  FTC的诉讼主张,部分基于这样一个观点:Meta在收购这两家公司后,通过增加广告数量、弱化隐私保护,损害了用户利益。

  4月15日的询问中,FTC试图说明,扎克伯格决定增加Instagram上的广告投放,以及曾考虑剥离该服务,这表明Meta收购后的策略,削弱了旗下产品的用户体验。例如,扎克伯格在给其他高管的信息中提到,他担心Instagram正在“蚕食”Facebook的用户群。

  但在回答这些问题时,扎克伯格表示,他当时主要关注的是提高Instagram的盈利能力。“当时公司在内部管理上存在失衡,”扎克伯格表示,Facebook在当时贡献了Meta的大部分收入。

  FTC在当天庭审结束前约一小时,结束了对扎克伯格的询问,预计他4月16日将再次出庭,接受Meta律师的提问。本周晚些时候,桑德伯格也将出庭作证。庭审预计将持续至7月。

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