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Sergio Cucinella
Software Engineer
truecaller
Building apps
for fast growth
markets
Truedialer
For your outgoing calls
Truecaller
For your incoming calls
Truemessenger
For a safe and clean SMS inbox
Intro to emerging markets1
Creating great experiences2
The definition of free3
Intro to
emerging markets
Chart: smartphone users (2014)
USA
163M
13% growth
over 2013
W Europe
197M
29% growth
over 2013
Chart: smartphone users (2014)
USA
163M
13% growth
over 2013
W Europe
197M
29% growth
over 2013
China
522M
25% growth
over 2013
Mexico
33M
22% growth
over 2013
Brazil
31M
36% growth
over 2013
Argentina
13M
22% growth
over 2013
Middle East & Africa
122M
31% growth
over 2013
India
270M
25% growth
over 2013
Russia
75M
unknown
Japan
77M
22% growth
over 2013
“The good thing with emerging markets is
that they keep emerging”
Niklas Zenström, Atomico
Devices
Data Plans
Networks
Creating
great experiences
The norm in
emerging markets
● Offline experience
● Cache
● Low resolution images
● Prescaled images
● Simplified UX
● Localization
The definition
of free
0,017€ 0,027€ 0,065€
Even a free app has costs
for the user...
● APK size
● Localization
● Resources
● Proguard
● Third party libs
Google Confidential and ProprietaryTitle | Subtitle
Thank you
Sergio Cucinella
Software Engineer, truecaller
sergio.cucinella@truecaller.com

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