I really detest FB messenger and Swarm is okay but not that useful.
I'd love to see some data or discussion on this trend because I don't believe in it.
http://techcrunch.com/2014/01/29/one-app-at-a-time/
Specifically:
"The other thing that we’re doing with Messenger is making it so once you have the standalone Messenger app, we are actually taking Messenger out of the main Facebook app. And the reason why we’re doing that is we found that having it as a second-class thing inside the Facebook app makes it so there’s more friction to replying to messages, so we would rather have people be using a more focused experience for that."
As for four square and swarm... I think they are running out of options and this is their pivot. I've never "got" foursquare so I think I would be more likely to use their platform as a simple discovery/review place like they intend now. Swarm does not interest me in the slightest.
So I think it depends on your product and then you have a choice for growth: either unbundling or bundling.
Just to summarise:
Reasons why it's good
1. more focus => better user experience 2. users can pick and choose apps depending on their needs 3. easier to manage development 4. more real estate on screen 5. makes sense for new functionality not relevant to existing app 6. limit failures by isolating apps 7. clearer product market positioning
Reasons why it's bad
1. complicated engagement loops (I see a friend on FB app and want to message her, need to go to Messenger app) 2. harder to become top of mind and habit forming 3. harder to market (unless you're a big company) 4. loss of synergies (google.com makes it easy to search for videos and news, unbundling would hurt) 5. more mental work for the user (remember which apps do what and find them) 6. more challenging to cross promote products or usage