Google using “zero rating” to spur Android One growth in emerging markets

Emerging markets are receiving a ton of attention from hardware and software companies due to the growth seen down the line. The roadblock between these companies and consumers, however, is the cost of data. Consumers in emerging markets are able to purchase devices at affordable prices, but data remains expensive. To combat this issue, Google is applying the “zero rating” approach.

Zero rating, for those unfamiliar with the term, is when another company either reduces or eliminates the cost of data used by specific apps or services on a mobile device. Consumers are then free to use corresponding apps or services without having to closely monitor data usage,

Google has asked select developers in emerging markets (such as India) about the possibility of participating in zero rating, according to The Information. It has not been stated whether or not Google reached out to carriers in emerging markets as well. As for developers, it is possible that an app like WhatsApp could participate in zero rating with Google. WhatsApp is arguably the most popular app in emerging markets.

Back in November, we heard that Android One was not performing very well. The good news is that the platform is expanding and successfully garnering partners for zero rating in emerging markets would allow Android One to experience growth.

Source: The Information
Via: Business Insider

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