[Note: This item comes from friend Judi Clark. DLH]
Web Browsers, Not Apps, are Internet Gatekeepers for The ‘Next Billion’
As a middle class rises in emerging markets, browser makers rack up users nearly as fast as Facebook
By Olivia Russell
Mar 14 2017
The number of internet users world-wide has roughly doubled in the past eight years to around 3.5 billion. The people who have come aboard in the past few years are spending their time in something that was overshadowed long ago in developed countries by apps: the mobile web browser.
Single-purpose apps like Facebook and Snapchat are the product of markets where monthly data plans and home Wi-Fi are abundant. App stores require email addresses and credit cards, two things many new phone owners just don’t have.
In places like India, Indonesia and Brazil, it’s easy to buy an Android phone for as little as $25—even less for older second-hand (or third-hand) refurbished phones. But there’s likely to be little onboard storage, and the pay-as-you-go data plan is too precious to waste on apps, especially those that send and receive data even when you aren’t using them.
Browsers are popular again, not just because typing a URL has become simpler, but also because they work harder to compensate for the nature of wireless access in emerging markets.
Southeast Asia, South Asia, South America, Mexico and Africa are all areas where the dominant browsers—Alibaba’s UC Browser, Opera Mini by Opera Software and Google Chrome from Alphabet Inc.—have the ability to compress browsing data, by up to 90% in some cases, so people burn up as little as possible. UC Browser and Opera Mini also have robust built-in ad blocking, further cutting down on data costs.
On Friday, Jana, a mobile-ad company, entered this browser market with another incentive: free daily data. By delivering 10 megabytes (or about 20 minutes) of free data a day through its mCent Browser, Jana hopes to build a following and pay for it by charging for conventional ads and sponsorship of the browser. It also intends to charge partners to be their browsers’ default search engine.
In terms of the scale of the users they have accumulated—UC Browser had more than 400 million users as of last April—these browser businesses are making a virtue out of the constraints of mobile-telecom systems in rural areas and emerging markets, where infrastructure is generations behind what it might be in richer countries.
As the global middle class continues to rise in emerging markets, browser makers are racking up users nearly as fast as Facebook did in its highest-growth period. And they are figuring out how to keep their users occupied while monetizing them through mobile advertising.
Google, Facebook and other internet giants are well aware of these trends. Two-thirds of Facebook’s users are in emerging markets, and while the company’s Free Basics program—part of Internet.org —was banned in India for favoring some websites over others, it is available in many countries in Africa and South America. And Facebook says it has upward of 200 million users on Facebook Lite, an app for low-bandwidth users.