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Where Stripped-Down Facebook App Is a Hit

Many emerging market consumers don't own smartphones


facebook screen 630Social media giant Facebook (FB) is looking to recruit new members in emerging markets like Brazil and India.

However, millions of cellular phone uses in those markets don’t own smartphones, a stumbling block for a website whose apps generally require a large display and fully functional Internet browser to work effectively. In order to bolster its ability to reach non-smartphone users overseas, Facebook launched Facebook for Every Phone. The program has been a success, allowing owners of more than 3,000 kinds of feature phones around the work to downloaded photos and newsfeeds from Facebook, the New York Times notes.

Facebook’s Biggest Nightmare
Facebook’s Biggest Nightmare

With more than 1.1 billion members worldwide, the streamlined version of Facebook has proven especially popular in places where smartphones are still priced beyond most consumers’ reach, including Indonesia, Mexico, Brazil, India and Vietnam.

While the program has attracted new users, Facebook has not yet developed ways to sell advertising on the stripped down platform.

Earlier this month, Facebook announced that it would pull ads from pages that contained violent or sexually explicit content after receiving pressure from women’s groups.

Shares of Facebook sank fractionally in Monday morning trading.

Article printed from InvestorPlace Media,

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