While India has been an important geography for other social media giants such as Facebook —it’s home to the platform’s largest user base--Snap had kept itself largely confined to the US, a predominantly iPhone<\/a> market. Spiegel, who turned down Facebook founder Mark Zuckerberg<\/a>'s overtures to acquire Snap in 2013, told ET that rebuilding the Android<\/a> version of the app for India made a big difference in scaling its presence, along with localising the product and putting together a team on the ground. India is now Snap’s second-largest market, in terms of user base, after the US.
The last two-three years for the company in India have been “exciting,” he said.
“We had to rebuild our Android application, which was a huge project for the business,” said Spiegel, 31. “After we did that, we started to see a lot more traction in India because so many folks use Android smartphones.”
Striking partnerships in India
<\/strong>
“Now we've been able to build on that momentum with more locally relevant experiences and our team on the ground,” he said.
The slow adoption of the Android operating system, dominant in the India mobile market, was one of the reasons Snap struggled against Facebook-owned Instagram.
It’s still early days for Snap in terms of revenue generation in India. While the company clocked an increase of net new advertisers by 70% last year it’s now striking partnerships such as the ones it announced Wednesday with ecommerce firm Flipkart and food-delivery platform Zomato, among others.
“We've been far more focused on making sure that the app experience is relevant and fun for our community, and on the growth of our community overall,” he said. “So, I think we'll continue to prioritise that and slowly learn more about how we can best serve advertisers in India.”
After going public in 2017, Snap faced intense competition from Facebook’s photo sharing app Instagram, which launched the ‘Story’ feature, similar to what the Los Angeles-based company was famous for.
Having struggled in its home market for user growth, ad revenue and retention amid aggressive moves by Facebook, Snap started making a turnaround over the past year and has since continued on the same path.
![\"<p>Graphics:](\"\/\/www.iser-br.com\/Themes\/Release\/images\/responsive\/ettelecom-default.jpg\")
“I think if we go back to the same 2017-2018 timeframe, we made a couple of really big, long-term bets at the time that put a lot of short-term negative pressure on the company,” Spiegel said.
The company moved to a programmatic advertising platform, which adversely affected ad revenue, and it didn’t push Android.
“It was a perfect storm at the time--revenue headwinds, user growth had challenges, there was the Android platform, and a lot of changes to our leadership team,” he said. “Even though all of those decisions were right for Snap in the long term, there was short-term pressure, which obviously concerned people, investors… But I think now several years later, those decisions have proven to be, you know, the right long-term decisions.”
Facebook, Big Tech<\/a>
<\/strong>
Asked about the heavy criticism directed against Facebook<\/a> and other Big Tech companies, Spiegel said the challenges were not necessarily faced by all of them but were focused on “one large platform,” without naming it.
“That business has a really large influence and operates multiple very large platforms that reach billions of people,” said Spiegel. “And when people inside that company find a problem, they're not being allowed to fix it, and I think that's really concerning.”
Facebook and Zuckerberg have been under fire for prioritising profit over the wellbeing of users amid accusations by former Facebook employee turned whistleblower Frances Haugen<\/a>, who has testified before the US Congress. The concurrent leak of internal documents has bolstered the narrative.
And, has Snap gained from this backlash?
“I don't think it's the anti-Big Tech sentiment that's benefiting Snap. Bobby (Murphy, cofounder of Snap) and I were the first generation actually to grow up with social media and understand its impact,” he said. “Our first blog post talked about this specific problem. And so I think the reason why Snapchat has been really successful in this environment is because it offers something different. We offered that long before there was any sentiment about privacy, about Big Tech, any of these big societal issues that we have today.”
The most “difficult and frustrating” aspect of fast-moving technologies is that founders have to take moral responsibility from the start; regulation is usually “far too late,” Spiegel said.
“I think what will be vitally important, going forward, is that all technology companies, anyone working on new technology products, is thinking from the beginning about the impact on society and making sure they're doing the right thing to serve, not only their the community of people using their products, but the broader world,” Spiegel said.
Privacy and safety
<\/strong>
Spiegel, who spoke to ET on a video call from Los Angeles, said Snap was primarily a platform offering private conversations between friends and family through the visual medium. That was a core differentiator, making it distinct from social networking apps high on “social comparison.” While reiterating the private nature of conversations taking place on the platform, Snap was always trying to find the right balance between safety and privacy, just like democracies, he said.
“I think our general framework at Snapchat is that if you're having a private conversation with friends, you have the right to privacy. If the government wants to access that conversation, they need to do so through legal due process,” he said. “The way we are designed is really to protect private conversations between individuals. And I think that is a core foundational element of democracy. So I think democracies have always tried to balance privacy and safety. And we do that as well.”<\/body>","next_sibling":[{"msid":87324155,"title":"1.5 bn Indians to be connected to internet in 2 yrs; country's AI tech to lead globally: MoS IT","entity_type":"ARTICLE","link":"\/news\/1-5-bn-indians-to-be-connected-to-internet-in-2-yrs-countrys-ai-tech-to-lead-globally-mos-it\/87324155","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[{"msid":"87321289","title":"snap ceo","entity_type":"IMAGES","seopath":"tech\/technology\/android-push-powers-snapchats-india-drive\/snap-ceo","category_name":"Exclusive: Android push powers Snapchat's India drive","synopsis":"Snap cofounder and CEO Evan Spiegel","thumb":"https:\/\/etimg.etb2bimg.com\/thumb\/img-size-35590\/87321289.cms?width=150&height=112","link":"\/image\/tech\/technology\/android-push-powers-snapchats-india-drive\/snap-ceo\/87321289"}],"msid":87324209,"entity_type":"ARTICLE","title":"Android push powers Snapchat's India drive","synopsis":"Snap sees India as a priority market after breaching 100 million monthly user base","titleseo":"telecomnews\/android-push-powers-snapchats-india-drive","status":"ACTIVE","authors":[{"author_name":"Digbijay Mishra","author_link":"\/author\/479221599\/digbijay-mishra","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479221599.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":479221599,"author_name":"Digbijay Mishra","author_seo_name":"Digbijay-Mishra","designation":"Correspondent","agency":false}},{"author_name":"Samidha Sharma","author_link":"\/author\/20400\/samidha-sharma","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/20400.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":20400,"author_name":"Samidha Sharma","author_seo_name":"Samidha-Sharma","designation":"Editor- Emerging Business","agency":false}}],"Alttitle":{"minfo":""},"artag":"ETtech","artdate":"2021-10-28 08:10:05","lastupd":"2021-10-28 08:10:49","breadcrumbTags":["snap","android","snapchat","Evan Spiegel","India","iPhone","MVAS\/Apps","mark zuckerberg","frances haugen","big tech"],"secinfo":{"seolocation":"telecomnews\/android-push-powers-snapchats-india-drive"}}" data-authors="[" digbijay mishra","samidha sharma"]" data-category-name="" data-category_id="" data-date="2021-10-28" data-index="article_1">
孟买:提前Inc .)的母公司短暂的消息传递应用程序Snapchat认为,印度优先市场,刚刚突破每月1亿的用户基础在国家,联合创始人兼首席执行官埃文明镜告诉ET在接受采访时说。
而印度一直是一个重要地理等其他社交媒体巨头Facebook——的最大平台的用户群,突然一直本身很大程度上局限于美国,主要是iPhone市场。明镜,他拒绝了Facebook创始人马克•扎克伯格的提议在2013年获得提前告诉ET重建安卓印度版本的应用程序扩展它的存在产生了重大影响,随着本土化产品,组建一个团队在地上。印度现在的第二大市场,用户群而言,仅次于美国。
过去2 - 3年为公司在印度已经“令人兴奋,”他说。
“我们必须重建我们的Android应用程序,这是一个巨大的商业项目,“明镜说,31日。“我们这样做之后,我们开始看到更多的牵引力在印度,因为很多人使用Android智能手机。”
引人注目的合作伙伴在印度
“现在我们已经能够建立动量与更多的本地相关的经验和我们的团队在地面上,”他说。
缓慢采用Android操作系统,主要在印度移动市场,对Facebook-owned Instagram提前挣扎的原因之一。
它仍然是早期快速收入代在印度。当公司达到去年的净增加新的广告客户70%现在惊人的伙伴关系等的Flipkart公司周三宣布与电子商务公司和食品外卖平台Zomato,等等。
“我们更专注于确保应用经验为我们的社区是相关的和有趣的,和我们的社区整体的增长,”他说。“所以,我认为我们将继续优先考虑,慢慢了解更多关于如何最好的广告商在印度服务。”
2017年上市后,突然面临激烈的竞争从Facebook的照片分享应用Instagram,推出了“故事”功能,类似于洛杉矶的公司是著名的。
挣扎在国内市场用户增长,广告收入和保留在激进的举动,Facebook,提前过去一年开始好转,此后继续走在同一条路上。
图形:拉胡尔Awasthi
“我认为如果我们回到相同的2017 - 2018年的时间,我们做了一个非常大,长期赌注,把大量的短期负面压力,“明镜说。
公司搬到一个程序化的广告平台,不利影响广告收入,没有推动Android。
“这是一场完美风暴——收入逆风的时候,用户增长的挑战,Android平台,很多改变我们的领导团队,”他说。“虽然所有这些决定都适合拍从长远来看,短期压力,显然关心人,投资者现在…但我认为几年后,这些决定被证明是,你知道,正确的长期决定。”
Facebook,大型科技股
被问及严厉的批评针对Facebook和其他大型科技公司,明镜说面临的挑战不是他们所有人,但都集中在“一个大的平台,”没有给它命名。
“业务有很大的影响和运行多个非常大的平台,达到数十亿人,“明镜说。“当人们在公司发现一个问题,他们不被允许修理它,我认为这是真的有关。”
Facebook和扎克伯格在火已经将利润放在用户指责前的幸福Facebook员工Frances Haugen告密者曾在美国国会作证。内部文件的并发泄漏已经支撑了叙述。
提前获得这个反弹?
“我不认为这是反对科技的情绪中获益。鲍比(墨菲,创始人之一),实际上我是第一代成长与社会媒体和理解的影响,”他说。“我们的第一个博客谈论这个特定的问题。所以我认为Snapchat已经非常成功的原因在这个环境中是因为它提供了不同的东西。我们提供,之前有任何情绪对隐私,大型科技股,这些重大社会问题,我们有今天。”
最“困难和沮丧”的方面快速发展的技术是,创始人必须从一开始就承担道德责任;管理通常是“太迟了”,明镜说。
“我认为将至关重要,展望未来,是所有科技公司,从事新技术的产品,就是从一开始就考虑对社会的影响和确保他们做正确的事情,不仅他们的社区的人使用他们的产品,但更广泛的世界,“明镜说。
隐私和安全
明镜周刊,对等在电话视频从洛杉矶,吸附主要是说一个平台提供私人通过视觉媒介的朋友和家人之间的对话。核心的区别,使它不同于社交网络应用程序在“社会比较。“虽然重申的私人性质的对话发生在这个平台,快速总是试图找到正确的平衡安全和隐私,就像民主国家,他说。
“我认为我们在Snapchat总体框架,如果你和朋友有一个私人谈话,你有权隐私。如果政府想要访问的谈话,他们需要通过法律正当程序这样做,”他说。“保护我们的设计方式是个体之间的私人谈话。我认为这是一个民主的核心基本元素。所以我认为民主国家一直试图平衡隐私和安全。我们这样做。”
而印度一直是一个重要地理等其他社交媒体巨头Facebook——的最大平台的用户群,突然一直本身很大程度上局限于美国,主要是iPhone市场。明镜,他拒绝了Facebook创始人马克•扎克伯格的提议在2013年获得提前告诉ET重建安卓印度版本的应用程序扩展它的存在产生了重大影响,随着本土化产品,组建一个团队在地上。印度现在的第二大市场,用户群而言,仅次于美国。
过去2 - 3年为公司在印度已经“令人兴奋,”他说。
“我们必须重建我们的Android应用程序,这是一个巨大的商业项目,“明镜说,31日。“我们这样做之后,我们开始看到更多的牵引力在印度,因为很多人使用Android智能手机。”
引人注目的合作伙伴在印度
“现在我们已经能够建立动量与更多的本地相关的经验和我们的团队在地面上,”他说。
缓慢采用Android操作系统,主要在印度移动市场,对Facebook-owned Instagram提前挣扎的原因之一。
它仍然是早期快速收入代在印度。当公司达到去年的净增加新的广告客户70%现在惊人的伙伴关系等的Flipkart公司周三宣布与电子商务公司和食品外卖平台Zomato,等等。
“我们更专注于确保应用经验为我们的社区是相关的和有趣的,和我们的社区整体的增长,”他说。“所以,我认为我们将继续优先考虑,慢慢了解更多关于如何最好的广告商在印度服务。”
2017年上市后,突然面临激烈的竞争从Facebook的照片分享应用Instagram,推出了“故事”功能,类似于洛杉矶的公司是著名的。
挣扎在国内市场用户增长,广告收入和保留在激进的举动,Facebook,提前过去一年开始好转,此后继续走在同一条路上。
“我认为如果我们回到相同的2017 - 2018年的时间,我们做了一个非常大,长期赌注,把大量的短期负面压力,“明镜说。
公司搬到一个程序化的广告平台,不利影响广告收入,没有推动Android。
“这是一场完美风暴——收入逆风的时候,用户增长的挑战,Android平台,很多改变我们的领导团队,”他说。“虽然所有这些决定都适合拍从长远来看,短期压力,显然关心人,投资者现在…但我认为几年后,这些决定被证明是,你知道,正确的长期决定。”
Facebook,大型科技股
被问及严厉的批评针对Facebook和其他大型科技公司,明镜说面临的挑战不是他们所有人,但都集中在“一个大的平台,”没有给它命名。
“业务有很大的影响和运行多个非常大的平台,达到数十亿人,“明镜说。“当人们在公司发现一个问题,他们不被允许修理它,我认为这是真的有关。”
Facebook和扎克伯格在火已经将利润放在用户指责前的幸福Facebook员工Frances Haugen告密者曾在美国国会作证。内部文件的并发泄漏已经支撑了叙述。
提前获得这个反弹?
“我不认为这是反对科技的情绪中获益。鲍比(墨菲,创始人之一),实际上我是第一代成长与社会媒体和理解的影响,”他说。“我们的第一个博客谈论这个特定的问题。所以我认为Snapchat已经非常成功的原因在这个环境中是因为它提供了不同的东西。我们提供,之前有任何情绪对隐私,大型科技股,这些重大社会问题,我们有今天。”
最“困难和沮丧”的方面快速发展的技术是,创始人必须从一开始就承担道德责任;管理通常是“太迟了”,明镜说。
“我认为将至关重要,展望未来,是所有科技公司,从事新技术的产品,就是从一开始就考虑对社会的影响和确保他们做正确的事情,不仅他们的社区的人使用他们的产品,但更广泛的世界,“明镜说。
隐私和安全
明镜周刊,对等在电话视频从洛杉矶,吸附主要是说一个平台提供私人通过视觉媒介的朋友和家人之间的对话。核心的区别,使它不同于社交网络应用程序在“社会比较。“虽然重申的私人性质的对话发生在这个平台,快速总是试图找到正确的平衡安全和隐私,就像民主国家,他说。
“我认为我们在Snapchat总体框架,如果你和朋友有一个私人谈话,你有权隐私。如果政府想要访问的谈话,他们需要通过法律正当程序这样做,”他说。“保护我们的设计方式是个体之间的私人谈话。我认为这是一个民主的核心基本元素。所以我认为民主国家一直试图平衡隐私和安全。我们这样做。”
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