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With a billion new users expected online by 2017,
there's a huge opportunity to grow your business.
Most of these users will be in emerging markets,
so you should consider how they may differ
from your current audience.
Here are 10 tips to help you get ready.
Speak your user's language, in your app and on the Play Store.
Make sure your users understand your content
by localizing your app.
First, dates and time should be internationalized and displayed
according to their phone settings.
For many markets, numeracy is higher than literacy.
Use fewer words and provide graphical cues
with audio and voice support.
Keep interaction simple.
Avoid scrolling menus and use tappable, browsable interfaces.
For example, Auto Complete and curated lists
can be better than searching and filtering.
Design your app for different languages,
allowing for different sentence lengths and structures.
The app translation service, available from the Developer
Console, can help.
And remember to test everything with native speakers.
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Deliver the right content and features.
Research new markets thoroughly and build features
on local trends and preferences.
For instance, think mobile first.
Don't rely on familiarity with email and web passwords.
Offer phone number-based registration.
Multi-SIM phones are also popular,
which you can detect since Android 5.1,
in order to, for example, adapt your apps data usage by SIM.
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Allow for slow and intermittent data connections.
Many users will not have access to reliable data connections.
It's important to adapt your app to use less data
and, if possible, to also work offline.
Try to separate UI from network activities,
so users can precache content over Wi-Fi.
Optimize all images and consider using webP.
It's smaller in file size than alternatives for the same image
quality.
You can also give users control over
when and what connection they use, particularly
for large downloads or syncing.
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Accommodate low end devices and smaller screens.
In emerging markets, many devices
tend to have small screens, so make
sure you optimize your UI by testing on multiple screen
sizes.
You should also adapt your app to low end devices, which
may have low memory, low processing
power, and low resolution.
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Ensure your apps will run on older versions of Android.
To reach the next billion users in emerging markets,
consider backward compatibility to Jelly Bean,
and where practical, back to Ice Cream Sandwich.
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Optimize for less phone memory and shorter battery life.
Your user's phone may have 512 megabytes
of internal memory or less, so apps
need to be efficient with memory usage.
Also disk space is lower than developed markets,
so keep your APK size under 10 megabytes.
Optimize the contents of your APK
by using highly targeted images, mobile optimized libraries,
remove redundant content, and enable ProGuard to
out unused code.
Also, make sure your app can run from SD card storage.
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Consume only the data you need to.
In most emerging markets, users will pay for data
as they use it.
Your app's initial download, each update,
and foreground and background data all add cost.
Balance the benefits of an update with the cost
to your user of installing it.
Consider less frequent releases and balance
the cost of installing an update with the benefits to your user.
Avoid background services where possible.
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Reflect local buying habits and cycles.
Localize your prices and remember a simple exchange rate
conversion may not be right.
A good onboarding flow is vital to ensure maximum buyer
conversion, provide app and subscription trials,
so the user can try before they buy.
And when planning promotions, understand local buying cycles.
Link promotional activity with holidays, events,
and monthly data plan refresh dates.
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Grow your audience with app promotion.
When you're ready to launch, app install
ads can help you grow an audience,
and universal app campaigns that you set up straight
from the Developer Console make it easy.
Your campaign is automatically optimized
to meet your CPA targets by finding the right balance
on Google Search, Google Play, Google Display
Network, and YouTube.
Research the best local marketing channels
you can promote your app on and leverage YouTube
and other popular social media sites in target countries.
Also try App Invites, a smart way
to grow your audience by letting existing users invite
their Google Contacts via email and SMS.
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Engage and support your users locally.
Don't leave your users to work things out for themselves.
Start by reading and responding to app reviews.
Then go local by creating user groups
for countries or languages through social media channels.
Build a core of power users and encourage them
with involvement in beta tests and update plans.
And look for ways to help them share their findings
by offering them access to your support team or developers.
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For more information on building your app for success
in emerging markets, read our checklist
in the Distribute section of the Android Developer website.
If you want more tips on how to grow your app or gain business,
check out the other videos in this series
and download "The Secrets to App Success on Google Play.