Re: The difference between Facebook and e.g. Vodafone 360
"They were more concerned about creating the lock-in than they were about giving the customer the goodies that make them buy-in to the lock-in voluntarily."
Right there is the key.
To get something to work which people aren't bothered about, you must make things they are bothered about which, coincidentally, need them to use the thing they aren't bothered about.
Had the operators had some foresight, they could have easily concocted a standard to allow people to buy in app stores and have the cost billed through them. That would have been a great money spinner for them.
I think it's a lot like the UK government ID cards. Although we are here on a tech forum where most just thought it was a bad idea from the beginning, most non-techies I know thought it was a reasonably good idea but didn't see much benefit. The government could have made it a lot more attractive. Adding the ability to store payment cards, loyalty cards, memberships etc. on it would have swayed many, for example. Incorporating an electronic cash system would have brought more into the fold. Hell, even I would have been tempted with that lot. But instead, they plodded along with the core idea, and it failed to gain any real interest from the public.