By getting more global marketshare and by maximizing the ARPU for North American users (credits & payments). They can get more global marketshare by striking a deal with China (~500M internet users) and increased growth in Russia (~100M).
They are also going to be tapping into a new market (mobile advertising) which is a market that is seeing 1.5x-2x yoy growth. Open Graph has already been proven to propel apps that use it to the top 10 of the Apple App Store. With apps paying $1 to $5 per user, Facebook is an interesting position where they can be a HUGE channel for these app companies to spend their money.
They are also going to be tapping into a new market (mobile advertising) which is a market that is seeing 1.5x-2x yoy growth. Open Graph has already been proven to propel apps that use it to the top 10 of the Apple App Store. With apps paying $1 to $5 per user, Facebook is an interesting position where they can be a HUGE channel for these app companies to spend their money.