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

2. Eli Ganim
4. Building for Emerging Markets Eli Ganim 2018
5. Agenda • Why are emerging markets important? • Facebook Lite • Challenges when building for emerging markets
6. Why are Emerging Markets important?
7. • Countries with the most potential to grow • BRIC (Brazil, Russia, India, China) • Next Eleven (Indonesia, Pakistan, Egypt, Turkey, Phillipines and more) Emerging Markets
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/
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/
10. Emerging markets will account for over 90% of new mobile subscribers globally by 2020 Source: GSMA Intelligence - Global Mobile Trends 2017
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
12. FB Lite
13. APK size (1.5MB) 2G network (2G) Data usage (Minimal) OS (Gingerbread+)
14. Challenges
15. Challenges Network Data Devices
16. Devices Network Data
17. When was this device released? Let's play a game
18. • 1080x1920 pixel display • 128 GB internal storage • 4 GB RAM • 8 core 2.35 GHz/1.9 GHz CPU • $749 Device #1
19. Google Pixel 2 Released: 2017
20. • 540x960 pixel display • 16 GB internal storage • 1 GB RAM • 4 core 1.2 GHz CPU • Around $250 Device #2
21. Samsung Galaxy A3 Released: 2017
22. • 720x1280 pixel display • 16 GB internal storage • 2 GB RAM • 4 core 1.3 GHz CPU • Around $100 Device #3
23. InFocus Turbo 5 Released: 2017
24. • 480x854 pixel display • 4 GB internal storage • 512 MB RAM • 4 core 1.3 GHz CPU • Around $42 Device #4
25. Swipe Neo Power Released: 2017
26. In what year would this device have been considered high-end?
 (2009 - 2015) Year Class
27. Google Pixel 2 Year Class: 2015
28. Samsung Galaxy A3 Year Class: 2011
29. InFocus Turbo 5 Year Class: 2012
30. Swipe Neo Power Year Class: 2010
31. Year class worldwide 2009 2010 2011 2012 2013 2014 2015 13 12 20 27 14 11 3
32. Over 50% of people worldwide are on year class 2012 and under!
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
34. Devices - Language Support
37. Challenges Network Data Devices
38. Network Data Devices
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
40. Being offline is not an error
41. Challenges Network Data Devices
42. Data Network Devices
43. Data is expensive!
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?
45. Challenges Network Data Devices
46. Biggest challenge?
47. • Shopkeepers will create their account New to internet
50. • They need to learn common principles New to internet
51. Find the difference Let's play a another game
54. Round 2 Let's play a game
57. • Only 30% of online population in India are Women • Afraid to share their real name and profile picture • Photo Misuse • Private Impersonation Women
59. Language
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?