Facebook's decision to remove the messaging capability from its smartphone apps in certain European markets, and to encourage Facebook users in these markets to download and use the standalone Facebook Messenger app, seems explicitly designed to increase the penetration of Facebook Messenger in these European countries. But it is also possible that, with this move, Facebook may antagonize a proportion of its mobile users who may not wish to download two apps to access their Facebook services. What Facebook is doing, in a sense, is 'forcing' its mobile users to change their behavior, in which case it will need to
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