In the next five years, another 2.5 billion smartphone users will come online — of which 2 billion will come from emerging markets. What’s more, the largest percentage of smartphone users in these markets are millennials, offering brands the opportunity to capture the loyalty of young people and families for years to come. But even experienced mobile developers can make mistakes when they set out to tap into this huge opportunity. This is particularly true if companies have built their customer base in economies with highly developed digital infrastructures because they might make costly assumptions about customer behaviour where it…
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