Beating problem of slow mobile networks
Twitter (TWTR) is rolling out its simplified mobile web experience, Twitter Lite, to dozens of more countries after successful trials in India (INDA) and the Philippines. Twitter Lite, which launched in April 2017, is designed to minimize Internet data consumption and is optimized to load quickly on slow mobile networks. It also takes up less storage space than the conventional Twitter mobile app at only 3 MB (megabytes) in size.
The expanded rollout of Twitter Lite takes it to 24 more countries in Latin America, Europe (EFA), the Middle East, Africa, and Asia. The specific countries getting Twitter Lite include Egypt, Brazil (EWZ), and Ecuador.
Twitter Lite on Play Store
In these 24 new countries, Twitter is distributing Twitter Lite through Google’s (GOOGL) Play Store, its app center for Android devices. Android smartphones are widely used in emerging markets (EEM) because of their generally lower prices, and so Twitter Lite in Google’s Play Store could be deemed as a strategy to try to boost its use in emerging markets.
Notably, Twitter closed 3Q17 with 330 million monthly users, with about 80% of those users residing outside the US (SPY).
According to Twitter, its tests showed that Twitter Lite is encouraging greater use of its service. Specifically, it noted that tweets sent by Twitter Lite users rose more than 50%, and if Twitter Lite encourages more user engagement, it could reward Twitter by enticing more marketers to advertise on its platform.