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

Transcript

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2. Eli
   Ganim
   

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4. Building for Emerging
   Markets
   Eli Ganim
   2018
   

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5. Agenda
   • Why are emerging markets important?
   • Facebook Lite
   • Challenges when building for emerging markets
   

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6. Why are Emerging Markets
   important?
   

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7. • Countries with the most potential to grow
   • BRIC (Brazil, Russia, India, China)
   • Next Eleven (Indonesia, Pakistan, Egypt, Turkey,
   Phillipines and more)
   Emerging Markets
   

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8. 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/
   

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9. 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/
   

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10. Emerging markets will account for over
    90% of new mobile subscribers globally
    by 2020
    Source: GSMA Intelligence - Global Mobile Trends 2017
    

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11. • Facebook Lite, Messenger Lite
    • Uber Lite, Twitter Lite, Skype Lite, Spotify Lite,
    LinkedIn Lite
    • YouTube Go, Google Go, Android GO
    Apps for Emerging Markets
    

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12. FB Lite
    

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13. APK size (1.5MB)
    2G network
    (2G)
    Data usage
    (Minimal)
    OS (Gingerbread+)
    

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14. Challenges
    

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15. Challenges
    Network Data
    Devices
    

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16. Devices
    Network Data
    

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17. When was this device released?
    Let's play a game
    

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18. • 1080x1920 pixel display
    • 128 GB internal storage
    • 4 GB RAM
    • 8 core 2.35 GHz/1.9 GHz CPU
    • $749
    Device #1
    

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19. Google Pixel 2
    Released: 2017
    

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20. • 540x960 pixel display
    • 16 GB internal storage
    • 1 GB RAM
    • 4 core 1.2 GHz CPU
    • Around $250
    Device #2
    

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21. Samsung Galaxy A3
    Released: 2017
    

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22. • 720x1280 pixel display
    • 16 GB internal storage
    • 2 GB RAM
    • 4 core 1.3 GHz CPU
    • Around $100
    Device #3
    

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23. InFocus Turbo 5
    Released: 2017
    

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24. • 480x854 pixel display
    • 4 GB internal storage
    • 512 MB RAM
    • 4 core 1.3 GHz CPU
    • Around $42
    Device #4
    

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25. Swipe Neo Power
    Released: 2017
    

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26. In what year would this device have
    been considered high-end?

    (2009 - 2015)
    Year Class
    

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27. Google Pixel 2
    Year Class: 2015
    

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28. Samsung Galaxy A3
    Year Class: 2011
    

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29. InFocus Turbo 5
    Year Class: 2012
    

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30. Swipe Neo Power
    Year Class: 2010
    

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31. Year class worldwide
    2009 2010 2011 2012 2013 2014 2015
    13
    12
    20
    27
    14
    11
    3
    

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32. Over 50% of people worldwide are on
    year class 2012 and under!
    

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33. • 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
    

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34. Devices - Language Support
    

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37. Challenges
    Network Data
    Devices
    

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38. Network
    Data
    Devices
    

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39. 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
    

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40. Being offline is not an error
    

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41. Challenges
    Network Data
    Devices
    

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42. Data
    Network
    Devices
    

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43. Data is expensive!
    

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44. • 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?
    

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45. Challenges
    Network Data
    Devices
    

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46. Biggest challenge?
    

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47. • Shopkeepers will create their account
    New to internet
    

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50. • They need to learn common principles
    New to internet
    

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51. Find the difference
    Let's play a another game
    

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54. Round 2
    Let's play a game
    

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57. • Only 30% of online population in India are
    Women
    • Afraid to share their real name and profile picture
    • Photo Misuse
    • Private Impersonation
    Women
    

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59. Language
    

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62. • 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?
    

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