At the heart of its skeleton is creation the mobile phone a more amicable experience and gift selling discounts.
The firm voiced the chance for businesses to offer deals to users around their phone.
Facebook moreover suggested skeleton for a singular sign-on that lets users record in to applications once with their Facebook name and password.
Third celebration developers are moreover being offered the chance to increase a amicable covering to their applications, the firm mentioned at an eventuality at its Palo Alto offices.
The bid to mix "mobile, social, local" comes as the number of phones proliferate throughout the world.
More than 200 million people are right away using Facebook opposite assorted mobile platforms, with the firm claiming that this is bigger than the iPhone or Android user base.
A year ago, the amicable networking hulk had 65 million mobile users.
Mobile users are moreover twice as active on Facebook as people who are logging on around personal computers.
"There is clearly a lot of change in the mobile space and moreover a subversion going on in the amicable space," mentioned Mark Zuckerberg, cofounder of Facebook.
"What you have seen is you can rethink any product and rethink it to be social. Mobile is a large area of enlargement and a outrageous new space.
"Combining those things together brings large opportunities for new companies to be built and for industries to be disrupted."
Industry watchers at the eventuality mentioned the singular greatest intrusion that Facebook introduced was the capability for businesses to offer deals to users who examine in to the site's Places feature.
That product was launched in September and allows users to share with their friends where they are and figure out who is nearby.
One of the initial partnerships Facebook voiced was with the wardrobe firm Gap. It skeleton to run a promotion gift a giveaway span of jeans to the initial 10,000 users who examine in to their local Gap store using Facebook's mobile application.
In total, Facebook has partnered with 22 leading retailers inclusive H&M, Starbucks, McDonalds and the Palms Hotel in Las Vegas.
Small and intermediate sized businesses with a Facebook page will moreover be able to offer deals by Facebook's mobile application.
"This deals product is a diversion changer," mentioned Augie Ray from researcher firm Forrester.
"When you ponder that check-in sites similar to Foursquare has 5 million users and Facebook has 500 million, you start to obtain a clarity of where this can scale.
"While so many people were excited to try out Facebook Places, it didn't turn that at large adopted since there was no finish gain to the user. That all changes right away and helps make Facebook the widespread force on mobile right now," Mr Ray told BBC News.
Susan Etlinger, a comparison researcher with Altimeter Group, mentioned the deals underline takes Facebook in a entire new direction.
"Facebook is relocating in to amicable trade for real. This will take Facebook out of its comfort zone in a lot of ways and bring them closer to brands.
"They must be careful. The initial organisation of deals looks good and looks similar to they offer value. They will have to go on to sustain that experience since they have a lot of brand equity roving on this," Ms Etlinger added.
Google and Yahoo are moreover vigorously perplexing to daub in to users on the go and competing for a share of the flourishing mobile advertising market.
Analysts have estimated that mobile advertising income in the US, for example, will way up to $3.1bn (1.9bn) in 2013 from $320m in 2009.
As always when Facebook introduces new features or products, the situation of privacy reared its head, with concerns being centred more on the developers using third-party applications to remove users' data.
"While I regard Facebook does a good work on this issue, I fret that third parties might incidentally divulge data inappropriately," mentioned Larry Magid, co-founder of ConnectSafely.org.
"Facebook is, in a sense, endorsing their focus developers and the developers are getting access to place information. The concern is what level of safety do the app developers have in place to ensure that data never gets out to the incorrect people.
"It's bad sufficient if people's posts obtain out there, but place is something really special and Facebook understands that it needs a improved level of protection," mentioned Mr Magid.
Facebook's clamp boss of mobile Erick Tseng attempted to reduce fears.
"Nothing has altered with the statement currently in conditions of safety and privacy. It is the expect same model that you have had," he said.
"Today, you have 550,000 not similar games and applications running the same singular sign-on model. Whenever any focus violates our conditions of service you will close down that app."
Last week, Facebook pulled the block or denied access to "communications channels" on around a dozen focus developers who disregarded their conditions of service.
Following an scrutiny in to online privacy by the Wall Street Journal, Facebook mentioned final month that, in a few cases, user IDs were inadvertently being transfered onto applications, that is against the company's policy.
At the Palo Alto event, Mr Zuckerberg moreover killed off the regular attention babble that Facebook will let go its own smartphone to vie with the iPhone and Android devices.
"What a novel idea," Mr Zuckberberg told reporters and developers.
"Our objective is to make everybody social. If you are office building an iPhone your objective is to obtain as many phones out there. Our objective is to be social."
Those anticipating is to firm to publicize an iPad focus were disappointed.
"The iPad? The iPad isn't mobile. It's a computer," mentioned Mr Zuckerberg.
"It's not a mobile stage the same way a phone is."
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