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ADDC 2018 - Eli Ganim: Facebook Lite: Building for Emerging Markets

ADDC 2018 - Eli Ganim: Facebook Lite: Building for Emerging Markets

Emerging markets will account for over 90% of new mobile subscribers globally by 2020. If you're not currently building your products with these users in mind then you're missing out on a huge growth lever.

In this talk Eli will describe the characteristics of these markets, the challenges his team faced when building Facebook Lite and their biggest wins. You'll hear about common assumptions that don't hold in emerging markets and some dos and don'ts.

More about the talk, authors & slides:
https://addconf.com/2018/schedule/facebook-lite-building-for-emerging-markets/
Read about the conference: https://addconf.com

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Transcript

  1. Agenda • Why are emerging markets important? • Facebook Lite

    • Challenges when building for emerging markets
  2. • Countries with the most potential to grow • BRIC

    (Brazil, Russia, India, China) • Next Eleven (Indonesia, Pakistan, Egypt, Turkey, Phillipines and more) Emerging Markets
  3. Internet users 0 160 320 480 640 800 China India

    US Brazil Indonesia Russia Nigeria Mexico Phillippines Turkey Egypt 48 56 67 85 98 109 143 149 312 462 772 Online Users (Millions) Source: https://www.internetworldstats.com/
  4. Internet users 0 280 560 840 1120 1400 India US

    Brazil Indonesia Nigeria Phillippines Egypt 100 110 192 280 209 325 1.324 48 67 98 143 149 312 462 Online users Population Source: https://www.internetworldstats.com/
  5. Emerging markets will account for over 90% of new mobile

    subscribers globally by 2020 Source: GSMA Intelligence - Global Mobile Trends 2017
  6. • Facebook Lite, Messenger Lite • Uber Lite, Twitter Lite,

    Skype Lite, Spotify Lite, LinkedIn Lite • YouTube Go, Google Go, Android GO Apps for Emerging Markets
  7. • 1080x1920 pixel display • 128 GB internal storage •

    4 GB RAM • 8 core 2.35 GHz/1.9 GHz CPU • $749 Device #1
  8. • 540x960 pixel display • 16 GB internal storage •

    1 GB RAM • 4 core 1.2 GHz CPU • Around $250 Device #2
  9. • 720x1280 pixel display • 16 GB internal storage •

    2 GB RAM • 4 core 1.3 GHz CPU • Around $100 Device #3
  10. • 480x854 pixel display • 4 GB internal storage •

    512 MB RAM • 4 core 1.3 GHz CPU • Around $42 Device #4
  11. • 1 out of 3 smartphone users in India run

    out of storage or see a low storage warning every day • They will uninstall your app if it takes too much space Devices - Storage Source: Google I/O 2018 - Building for the next billion users session
  12. Users on 2G networks India Africa S. America Middle East

    Europe Nigeria 10 % 26 % 52 % 38 % 67 % 77 % Source: GSMA Intelligence - Global Mobile Trends 2017
  13. • They turn data off when not using any app

    • Peer-to-peer file sharing • They don't upgrade their apps • When users are out of data they stop using the internet How do people save data?
  14. • Only 30% of online population in India are Women

    • Afraid to share their real name and profile picture • Photo Misuse • Private Impersonation Women
  15. • Build for emerging markets! • Test your product on

    low-end devices • Emulate 2G networks and frequent disconnections • Measure the amount of data your product uses What can you do?