Swiss Army knives don’t cut it on mobile. Packing in too many features creates apps that seem bloated and slow. Perhaps more than any company, Facebook has struggled to adapt its busy website to the small screen. But through a talk with Facebook’s CEO Mark Zuckerberg and its Messenger team in November, a strategy to make the social network feel lean across devices came into focus. Facebook plans to conquer mobile one app at a time.

You’d be forgiven for thinking that’s odd, considering two of Facebook’s attempts at standalone apps failed.

Screen Shot 2014-01-29 at 3.38.36 PMFacebook built its separate Camera app for shooting, filtering, and sharing photos in 2012, as it watched Instagram’s popularity skyrocketing. But then Facebook acquired Instagram before Camera even launched, and it never saw much development after that.

In December 2012, Facebook cloned Snapchat in 12 days and launched it as Poke, an app for sending self-deleting text, photos…

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