WebConf Asia, Hong Kong, 3 June 2017

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World-Wide Web, not Wealthy Western Web Bruce Lawson, @brucel

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@brucel My pledge to the Web ▪ Never gonna give you up ▪ Never gonna let you down ▪ Never gonna run around and desert you ▪ Never gonna make you cry ▪ Never gonna say goodbye ▪ Never gonna tell a lie and hurt you (Words and music Stock Aitken Waterman)

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@brucel Make the web better for… Consumers Business owners The next 4 billion 4bn Developers

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@brucel

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ICT access by population Total   global population ~7.4 billion High-speed  internet 1.1 billion Total   internet users 3.2 billion Mobile phones 5.2 billion Within mobile coverage 7 billion Source: World Bank, Digital Dividends.

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The world’s offline population Total   internet users 3.2 billion High-speed  internet 1.1 billion India 1.063 billion Countries outside of the top 20 China 755 million Indonesia 213 million Pakistan 165 million Bangladesh 148 million Nigeria 111 million Brazil 98 million Ethiopia 95 million Mexico 70 million Congo, Dem. Rep. 68 million Philippines 63 million Russian Federation 55 million Iran, Islamic Rep. 54 million Myanmar 53 million Vietnam 52 million United States 51 million Tanzania 49 million Thailand 48 million Egypt, Arab Rep. 42 million Turkey 41 million

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WHERE WILL YOUR NEXT CUSTOMERS COME FROM?

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@brucel

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Jon Hicks’ map

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@brucel Black Friday + Cyber Monday $2.9Bn

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@brucel Double 11 Day, 2014 $9.2Bn Source: Nanjing Marketing Group, Q4 2014

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@brucel Total online retail spending in China reached $307 billion in 2013 and is forecast to grow at a compound annual rate of nearly 20% until 2019, when it should exceed $1 trillion. “ $1 trillion online by 2019 - China Online Retail Forecast Forrester

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@brucel Thanks to QR code’s rapidly increasing usage at off-line shops, the amount of mobile payments on the mainland is now 50 times greater than that of the US. “ The Mighty QR Code - The rise of the QR code and how it has forever changed China’s social habits

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@brucel payments made via mobile devices by Chinese consumers last year reached US$5.5 trillion, more than half the nation’s GDP. “ QR - “quite rich” - The rise of the QR code and how it has forever changed China’s social habits

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@brucel in Indonesia 75% of users are on older 2G, or GSM/EDGE, networks,… more than half of Indonesian smartphone users said they experienced network problems daily. “ Indonesia - Measuring and improving network performance Ericsson, September 2014

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@brucel popular Indonesian online site BliBli has more than one-third of its 2.5 million customers living in rural areas “ - Techcrunch, July 2016

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@brucel SEA to be the fastest growing internet market in the world (~480m users by 2020); Indonesia fastest growing nation in the world. “ - eConomy SEA - Google / Temasec (2016)

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@brucel The Internet economy in SEA is expected to reach ~$200 billion by 2025 (6.5x increase over 10 years) “ South East Asia - eConomy SEA - Google / Temasec (2016)

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@brucel 5 years ago a SIM cost $2000

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@brucel August 2014 $1.50 - When a SIM Card Goes From $2,000 to $1.50 Bloomberg (29 Sept '14)

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@brucel we expect the number of Internet users to at least double, from 190 million in 2014 to 400 million in 2018 … We expect the Internet to contribute $200 billion to India’s GDP (5% of total GDP) by 2020. “ - Boston Consulting Group (BCG), 23 April 2015

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WHAT DO THESE NATIONS HAVE IN COMMON?

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36% APAC smartphone users block ads - New York Times (30 May 2016) @brucel Digital self-defence

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2/3 - New York Times (30 May 2016) @brucel India and Indonesia

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USA - Used by kind permission of Secret Media @brucel

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@brucel Among the country’s roughly 690 million Internet users, 620 million now go online using a mobile device. “ China - MIT Technology Review (June 2016)

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@brucel Asia 2010 2015 2020 19% 41% 92% 16% 13% 3% 65% 45% 5% Smartphones Data-only devices Basic or feature phones Data: GSMA , June 2016

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@brucel 38% 17% 45% Mobile internet Voice/ text only Non-mobile 26% 6% 68% Asia Thailand Data: GSMA , June 2016

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@brucel 38% 17% 45% Mobile internet Voice/ text only Non-mobile 28% 26% 46% Asia Philippines Data: GSMA , June 2016

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@brucel 38% 17% 45% Mobile internet Voice/ text only Non-mobile 22% 44% 34% Asia Vietnam Data: GSMA , June 2016

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@brucel 56% in emerging economies saw themselves first and foremost as global citizens rather than national citizens. In Nigeria (73%), China (71%), Peru (70%) and India (67%) the data is particularly marked. “ - Globescan poll for BBC, April 2016

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@brucel http://www.bbc.com/news/world-36139904

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@brucel 1. google.com 2. facebook.com 3. youtube.com 4. wikipedia.org 5. yahoo.com Top domains: USA 6. twitter.com 7. wellhello.com 8. addthis.com 9. wordpress.com 10. apple.com

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@brucel 1. Apple iPhone 2. Apple iPad 3. Samsung Galaxy S Duos 2 4. Samsung Galaxy S3 5. Samsung Galaxy Grand Prime Top handsets: USA 6. Samsung Galaxy Grand Neo Plus 7. Samsung Galaxy grand Neo GT 8. Nokia Asha 201 9. Samsung Galaxy Note III 10.TracFone LG 306G

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@brucel 1. facebook.com 2. google.com 3. google.co.id 4. wordpress.com 5. youtube.com Top domains: Indonesia 6. blogspot.co.id 7. wikipedia.org 8. indosat.com 9. liputan6.com 10. xl.co.id

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@brucel 1. Nokia X201 2. Nokia Asha 210 3. Nokia C3-00 4. Generic WAP 5. Nokia Asha 205.1 Top handsets: Indonesia 6. Samsung Galaxy V SM-G313HZ 7. Nokia 215 8. Nokia X2-02 9. Samsung GTS5260 Star 2 10. Nokia 5130 XpressMusic

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@brucel 1. google.com.ng 2. facebook.com 3. google.com 4. naij.com 5. youtube.com Top domains: Nigeria 6. bbc.com 7. opera.com 8. wikipedia.org 9. goal.com 10. waptrick.com

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@brucel 1. Nokia Asha 200 2. Nokia Asha 210 3. Nokia X2-01 4. Nokia C3-00 5. TECNO P5 Top handsets: Nigeria 6. Nokia Asha 205 7. Nokia Asha 201 8. TECNO M3 9. Infinix Hot Note X551 10. Infinix Hot 2 X510

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SUPPLY-SIDE IMPROVEMENTS

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@brucel Progressive Web Apps ▪ “install” to the home screen ▪ have their own icon (defined by the web developer) ▪ can launch full-screen, portrait or landscape ▪ but “live” on the Web

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@brucel Most installed apps are not used often. The average app user has 36 apps installed on his or her smartphone. Only one in four of those apps are used daily, while 1 in 4 apps are never used. “ Native Apps take up space - How Consumers Really Find and Use Your Apps (Google research, May 2015)

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@brucel

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@brucel Downloading a typical app with 20 MB APK can take more than 30 minutes on a 2G network, and the download is likely to fail before completion, due to the flaky nature of the network. “ - How we built Facebook Lite for every Android phone and network

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@brucel     With space this limited, the user is comparing their personal photo collection with the adoption of a new app on their phone. “ - Mobile App Developers Are Suffering

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@brucel Africa: mobile phone use

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@brucel we didn’t stand a chance as we were fighting with both our competitors and other apps for a few more MB of room inside people’s phones. “ Birdly - Why you shouldn’t bother creating a mobile app

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https://dev.opera.com/articles/pwa-nigeria-kenya-interview/ “Nigerians are extremely data sensitive.” “People side-load apps and other content from third parties [or via] Xender.” Constance Okoghenun: @brucel

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“With PWAs […], without the download overhead of native apps […] developers in Nigeria can now give a great and up-to-date experience to their users.” @brucel

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Early progressive web apps in Asia & Africa @brucel

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@brucel Manifest file stores metadata for your web app: icons, description, colors, and related info that lets browsers create high-quality experiences for the launcher icon, task switcher, and splash screen.

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@brucel all in the

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{ "name": "Simple web app demo", "short_name": "Demo", "icons": [ { "src": "icon-medium.png", "sizes": "96x96" },{ "src": "icon-large.png", "sizes": "192x192" } ], "theme_color": "#3F51B5", "background_color": "#F5F5F5", "display": "standalone", "orientation": "portrait", "start_url": "/simple-demo/?home=true" }

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STARTING A PWA

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{ "name": "Simple web app demo", "short_name": "Demo", "icons": [ { "src": "icon-medium.png", "sizes": "96x96" },{ "src": "icon-large.png", "sizes": "192x192" } ], "theme_color": "#3F51B5", "background_color": "#F5F5F5", "display": "fullscreen", "orientation": "portrait", "start_url": "/simple-demo/?home=true" }

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{ "name": "Air Horner", "short_name": "Air Horner", "icons": [ { "src": "icon-medium.png", "sizes": "96x96" },{ "src": "icon-large.png", "sizes": "192x192" } ], "theme_color": "#2196F3", "background_color": "#2196F3", "display": "fullscreen", "orientation": "portrait", "start_url": "/?home=true" }

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{ "name": "Simple web app demo", "short_name": "Demo", "icons": [ { "src": "icon-medium.png", "sizes": "96x96" },{ "src": "icon-large.png", "sizes": "192x192" } ], "theme_color": "#990000", "background_color": "#DFCFAF", "display": "fullscreen", "orientation": "landscape", "start_url": "/inbox-attack/?home=true" } https://andreasbovens.github.io/inbox-attack/

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@brucel Tools Manifest Generator http://brucelawson.github.io/manifest/   Manifest validator manifest-validator.appspot.com  List of PWAs pwa.rocks

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@brucel Flipkart Lite ▪ 40% returning visitors week over week  ▪ +63% conversions from Home screen visits  ▪ 3x time spent on FlipKart Lite

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@brucel We want Flipkart Lite available on every phone over every flaky network in India “ Engagement + Reach - Amar Nagaram (Flipkart engineering)

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@brucel Progressive Web Apps ▪ live on the server so no update distribution lag  ▪ require no app store or gatekeeper  ▪ are a normal website on browsers such as Opera Mini, Safari, Windows phones  ▪ searchable, indexable, linkable  ▪ can work offline

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GOING OFFLINE

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Also with Service Worker ▪ Push Notifications  ▪ Background Sync

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Responsive images

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@brucel ▪ ▪ srcset attribute ▪ x descriptor ▪ w descriptor ▪ sizes attribute Video, tutorials New HTML thingies

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Average Bytes per Page by Content Type Total 2296 kB Stylesheets 76 kB HTML 66 kB Images 1,457 kB Other 4 kB Video 203 kB Fonts 126 kB Scripts 358 kB Data: httparchive.org, 15 April 2016 (Alexa Top 1,000,000 Sites)

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@brucel Responsive images saved - Mike Babb 70%

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500MB data: hours worked

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NETWORK PROBLEMS

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@brucel While cellular networks have improved… smartphone users are still facing issues as frequently as they did in 2013. “ Networks Notworks - Experience shapes mobile customer loyalty - Ericsson Consumer Labs (August 2016)

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WHAT ARE PROXY BROWSERS?

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@brucel

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Meet Thor

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Stop! Hammer Time

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@brucel The average load time for mobile sites is 19 seconds over 3G connections. 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. “ Testing in India - The need for mobile speed: How mobile latency impacts publisher revenue (Google Double- click)

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ad-blocking

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@brucel Opera Mini consumes on an average 14% less battery and 89% less data when compared to other mobile browsers. “ Testing in India - Cigniti Technologies (Chrome, UC browser, CM browser and UC Mini on WiFi, 2G and 3G networks in India, March April 2015)

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@brucel A third of Indian citizens, especially in the rural parts of the country remains without power, as does 6% of the urban population. During peak hours the shortage was 9.8 percent. “ Battery life matters - Federation of Indian Chambers of Commerce & Industry (2012)

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@brucel Nearly 30 per cent of our annual smartphone unit sales have power banks bundled in, "Two years ago, less than 1 per cent of our annual smartphone sales had power banks bundled in." “ Battery life matters 2 - Business Insider (October 2015) (The Mobile Store, India's largest cellphone retailer.)

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@brucel In India, only 96k of the 736k cell towers are 3G enabled ... only 35k of those towers have a fiber optic connection to the backbone, “ Single connection - India's mobile Internet: The revolution has begun Avdendus (2013)

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Design considerations for developing markets

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Tech constraints for lower- spec markets

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@brucel Everything happens on the server ▪ Everything needs user interaction ▪ Everything needs a server roundtrip ▪ JS on page load runs for 5 seconds ▪ JS-only APIs do NOT work More: Opera Mini and JavaScript.

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@brucel Design won't always be preserved ▪ No CSS rounded corners or gradients ▪ Animations (CSS/ SVG) show only first frame ▪ No web fonts ▪ Don't use icon fonts; use SVG Make SVG icons (even more!) responsive.

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@brucel we've launched our first Holy Grail app into production! … It looks exactly the same as the app it replaced, however initial pageload feels drastically quicker “ Holy Grail App - AirBnB

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@brucel because we serve up real HTML instead of waiting for the client to download JavaScript before rendering. Plus, it is fully crawlable by search engines. … It feels 5x faster. “ Holy Grail App #2 - AirBnB

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Rise of The Smartphones

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@brucel India emerged as the world's third largest smartphone market after the U.S. and China. Total smartphone shipments are expected to increase to reach more than 150 million units in 2018. “ - Busiess Korea (8 May '15)

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@brucel Smartphone shipments to the Middle East and Africa saw unprecedented year-on-year growth of 83% in 2014… Feature phones have been hit hard … with shipments down 4.5% year on year in 2014. “ - International Data Corporation (IDC) (26 Apr '15)

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@brucel Bruce’s law of Smartness™

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DEMAND-SIDE PROBLEMS

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@brucel

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@brucel Despite the fact that Africa has the lowest income per capita of any region, affordability was only identified as the most important barrier in one out of 13 markets in our survey.   “ Africa: not just affordability - GSMA Consumer barriers to mobile internet adoption in Africa - July 2016

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@brucel Network coverage was not perceived as an issue in most countries, reflecting the increasing availability of mobile networks. However, mobile broadband (3G or 4G) coverage remains low in most parts of Africa.   “ Africa: not just networks - GSMA Consumer barriers to mobile internet adoption in Africa - July 2016

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@brucel A lack of awareness and locally relevant content was considered the most important barrier to internet adoption in North Africa and the second biggest barrier in Sub-Saharan Africa.   “ Lack of awareness/ content. - GSMA Consumer barriers to mobile internet adoption in Africa - July 2016

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@brucel A lack of digital skills was identified as the biggest barrier to internet adoption in Sub-Saharan Africa and the second biggest in North Africa.   “ Lack of digital skills - GSMA Consumer barriers to mobile internet adoption in Africa - July 2016

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@brucel A lack of awareness and locally relevant content was the most commonly cited barrier to internet adoption: 72% of non-internet users across the six survey markets felt this was a barrier.   “ Asia - GSMA Consumer barriers to mobile internet adoption in Asia - January 2016

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@brucel 50% of websites worldwide are in English, a language spoken by only 10% of speakers in the survey countries. By way of contrast, only 2% of websites worldwide are in Mandarin and less than 0.1% are in Hindi.   “ Asia - GSMA Consumer barriers to mobile internet adoption in Asia - January 2016

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@brucel In Africa, 7 in 10 people who do not use the internet say they just don’t know how to use it, and almost 4 in 10 say they do not know what the internet is.   In high-income Poland and the Slovak Republic, one- fifth of adults cannot use a computer. “ Digital illiteracy? - World Bank

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@brucel 41% do not use the internet at all, 53% do not have broadband access at home, and 23% do not use cell phones. “ American seniors - Older Adults and Technology Use (Pew Research Centre, April 2014)

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@brucel

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@brucel Video by ClubInternet, Pakistan.   Used by kind permission. http://clubinternet.co/ https://vimeo.com/116787124

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@brucel

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Digital Divide: Africa 2011-12 Individuals who use the internet (%) 0 5 10 15 20 25 Bottom Upper  40% 60% Mature Young  (45+) (15-24) Rural Urban Women Men  Gender Location Age Income distribution  (household)

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@brucel Rural mobile internet users grew by a staggering 93% between December 2014-Dec 2015, yet only nine per cent of the hinterland has access to the technology. In comparison, 53% of urban areas had mobile internet connectivity and grew at 71% during the same period. “ Digital Divide (India) - Times of India, 3 Feb 1016

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@brucel Making the internet universally accessible and affordable should be a global priority. “ World Bank

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@brucel In Nigeria, the data needed to watch just 2 minutes of online video a day can cost more than sending a child to school for a month. “ Nigeria - How To Make Internet Affordable

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Digital products are taxed as luxury goods Import tariffs (%) 0 5 10 15 20 C uba C am bodia Argentina Brazil C am eroon C entral   African R ep. C had C ongo, D em .   R ep. G abon Liberia Belarus M adagascar Sam oa M ozam bique C hile Computers Laptops Computers and laptops

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Digital products are taxed as luxury goods Import tariffs (%) 0 5 10 15 20 25 30 35 Fiji Pakistan Sam oa D om inican   R epublic C abo Verde Bangladesh Zim babw e Antigua and  Barbuda Barbados Belize D om inica G renada G uyana Jam aica Mobile phones Mobile phones

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@brucel

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@brucel • Settle on fair and transparent ICT taxes. • Get governments and donors to step up efforts. • Agree on “affordability”: 1 GB for 2% • Invest in public access solutions. • Make getting women online a top priority. Fast Africa

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@brucel Online work can prove particularly beneficial for women, youth, older workers, and the disabled, who may prefer the flexibility of working from home or working flexible hours. “ Online work

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@brucel In India… women are 62% less likely to use the internet than men. Many of the underlying reasons for this – affordability, skills and content – are the same as for men; they are simply felt more acutely by women. “ Gender divide - GSMA Consumer barriers to mobile internet adoption in Africa - July 2016

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@brucel Rural Internet users are today almost exclusively male (98%) “ Rural India’s gender divide - Boston Consulting Group - The Rising Connected Consumer in Rural India July 2016

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Women 25% Men 75% Total nonagricultural employment Women 44% Men 56% Online work (Elance) Web empowers women

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Online work: Most important advantages Able to earn extra money Higher chances of getting higher earnings than in jobs offline Able to work from home   and work flexible hours Reduce time and   cost for job search Provide access to the   job market which   was limited before Higher chances of   getting a job that matches   my skills and interests 0 10 20 30 40 50 Men Women Percent of respondents

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Online work: Most important disadvantages Payment is not   good enough Friends and family   do not understand   what I am doing Do not have any   social benefits Require access to an   online payment system Require access to internet Require internet and   computer skills The job is temporary,   and it is not for a   long-term career 0 10 20 30 40 Men Women Percent of respondents

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@brucel The government of the Indian state of Kerala set up the Kudumbashree project to outsource information technology services to cooperatives of women from poor families; 90 percent of the women had not previously worked outside the home. “ “Prosperity of the family”

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@brucel ▪ Progressive Enhancement ▪ Feature detection ▪ Compress images, use responsive images ▪ Performance matters! ▪ Consider a Progressive Web App ▪ Test in proxy browsers What can YOU do?

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@brucel Access to the internet is critical, but not sufﬁcient “ World Bank:

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@brucel the full benefits of the information and communications transformation will not be realized unless countries continue to improve their business climate, invest in people’s education and health, and promote good governance. “

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@brucel Developing countries are home to 94% of the global offline population. “ - State of Connectivity 2014, internet.org

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@brucel an increase in Internet maturity similar to the one experienced in mature countries over the past 5 years creates an increase in real GDP per capita of $500 on average during this period. “ Internet matters - The Net’s sweeping impact on growth, jobs, and prosperity (McKinsey Global Institute)

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@brucel It took the Industrial Revolution of the 19th century 50 years to produce the same result. “ Internet matters - The Net’s sweeping impact on growth, jobs, and prosperity (McKinsey Global Institute)

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@brucel THX! xxx

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@brucel Resources ▪ World Bank, Digital Dividends report http://www.worldbank.org/en/publication/wdr2016 ▪ Population forecast video by Hans Rosling (raw data from United Nations) https://www.gapminder.org/videos/dont-panic-the- facts-about-population/ ▪ More than half of humanity lives within this circle (Washington Post)) https://www.washingtonpost.com/news/worldviews/wp/ 2013/05/07/map-more-than-half-of-humanity-lives-within-this-circle/ ▪ Hours worked for 500MB data plan ▪ By 2011, 56% of Bangladeshi households had access to a mobile phone mhealth.jmir.org/article/viewFile/mhealth_v3i1e24/2 ▪ Indonesia: social media capital of the world Indonesia #3 nation on Twitter, #4 on Facebook https://ondeviceresearch.com/blog/ indonesia-social-media-capital-world ▪ Myanmar: When a SIM Card Goes From $2,000 to $1.50 www.bloomberg.com/bw/articles/2014-09-29/myanmar-opens-its- mobile-phone-market-cuing-carrier-frenzy ▪ Population and GDP figures from CIA World Fact Book https://www.cia.gov/library/publications/the-world-factbook/ ▪ Stats on page size/ images ratio from httparchive.org ▪ Opera’s work to reduce Chromium’s memory use https://dev.opera.com/blog/reducing-memory-use/ ▪ GSMA report on Africa (https://www.gsmaintelligence.com/research/2016/07/consumer-barriers-to-mobile-internet-adoption-in- africa/568/) Asia (https://www.gsmaintelligence.com/research/2016/06/consumer-barriers-to-mobile-internet-adoption-in-asia/ 559/) ▪ Fast Africa: How Do We Get FAST Internet? (Policy Advice) https://webwewant.org/fast-africa/toolkit/get-fast-internet-policy- advice/ ▪ McKinsey report www.mckinsey.com/insights/high_tech_telecoms_internet/internet_matters

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@brucel Picture sources ▪ Me by HTML sign in Tokyo by Doug Schepers (@shepazu), used with permission. All rights reserved. ▪ World Development Report 2016: Digital Dividends www.worldbank.org/en/ publication/wdr2016 ▪ “Is Google usable” video - clubinternet.co; used with permission. All rights reserved. https://vimeo.com/116787124 ▪ Opera's Blink commits cake photographed by Andreas Bovens. All rights reserved. ▪ Overloaded truck, monks buying phones, packed tuk-tuk, Bangkok cables, Cambodian selfie boy Bruce Lawson. All rights reserved. ▪ Putri photo used with Putri's permission; all rights reserved. ▪ Proxy browser market share graph by Scentia Mobile, used with permission. http://data.wurfl.io/MOVR/ pdf/2016_q1/MOVR_2016_q1.pdf

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@brucel Maps ▪ True size of Africa by Kai Krause (Public Domain) ▪ Map of Indonesia Single Color by FreeVectorMaps.com ▪ Map of India Single Color by FreeVectorMaps.com ▪ Map of Bangladesh Single Color by FreeVectorMaps.com ▪ Map of Myanmar Single Color by FreeVectorMaps.com ▪ Map of China Single Color by FreeVectorMaps.com ▪ Map of Africa Single Color by FreeVectorMaps.com ▪ Map of Asia Single Color by FreeVectorMaps.com