Build for the next billion users

  • Develop
  • Grow
  • Design
  • Testing
  • Go global

The pace of smartphone growth around the world is unprecedented, helping billions of new users come online for the first time. However, a majority of users in these markets face constraints not commonly seen in developed markets, such as: limited access to data connections and high costs when they are available, devices with reduced memory and smaller screen sizes, and prepaid accounts topped up as means permit. To address the needs of these users, apps need to be aligned closely with local commerce, culture, and language — more so than might be necessary when targeting developed markets.

Why it works

The next billion users offer a huge opportunity to grow your brand, apps, and user community, and as their economies grow they’ll become a valuable part of your business.

Best practices

  • Optimize for entry-level devices such as those running Android (Go edition). Use the Android App Bundle to minimize the size of your app so it can be downloaded quickly, without using much mobile data, and so that it takes up less device space.
  • Ensure your app works well on slow and intermittent connections and can work offline when there is no connection.
  • Optimize and minimize online data refreshes in your app. Allow data to be cached in advance over Wi-Fi when possible.
  • Allow the user to control the type of data connection used, for example by syncing only over Wi-Fi.
  • Understand and support local economic and business ecosystems, such as currency, pricing norms, and payment systems, and localize your listing and app to the relevant languages.
  • Show locally relevant content with an appropriate tone and language.
  • Consider localized pricing to reflect local purchasing behavior.
  • Respect socio-cultural expectations in content and UI.
  • Consider running app install ads to grow a valuable audience in that market, once you’ve localized and optimized your app for a country.

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Building for Billions