Why Going “On-Device” with Pre-Loads is Big News in Brazil

Jul 08, 2020
By: Ravi Pimplaskar

Key Takeaways:

  • The Brazilian market is something app publishers need to be excited about
  • To penetrate the market, app developers will face similar challenges seen in other emerging markets
  • Going “On-Device” can help maximize the Brazil opportunity, as leading brands have seen

Leading brands are crushing it in the Brazil market thanks to getting their apps On-Device. It’s easy to get excited about the opportunities in this amazing country – we here at Digital Turbine have certainly been buzzing about it. While the demographics of the country make it ripe for app publishers, it will take a savvy and diverse app marketing strategy to penetrate the market.

Brazil’s growing market has been no stranger to this blog. With 69% of its population under the age of 30, you’re looking at almost 7 out of 10 consumers that have grown up with digital technology running through their veins.

Further Reading: Big in Brazil: The Apps that are taking Latin America’s Biggest Market by Storm

Further Reading: Gen Z – Will the Smartphone Generation Change the Way We Work

Hitting the Right People, in the Right Places, on the Right Devices

While Brazil ticks so many of the right boxes for app developers, this doesn’t mean that it is an easy market to penetrate. As the headline act in the famous line-up of BRIC (Brazil, Russia, India, and China) countries — app developers face many of the same problems seen across many other emerging economies. These include:

  • The proliferation of low-cost devices typically with limited available space for additional apps.
  • A large number of PAYG mobile subscribers with limited data allowances.
  • Limited Wi-Fi in areas outside of urban development.
  • The ever-present threat of fraud for both the app developer and end-user.
  • The incredible level of competition in “traditional” app marketplaces like Google Play, forcing up the cost of acquisition and putting additional pressure on margins and return-on-investment.

Note: Let’s not forget, these challenges are not limited to emerging economies. Even in more advanced economies such as the North American and European markets, more than half of all smartphone owners will never download an app to their devices.

This is why an increasing number of app developers are seeing real value in pre-loading their apps “On-Device” to reach a critical mass of users in a targeted market.

Further Reading: Superstar Apps: What Are Native App Preloads and Why Do They Matter?

So Who Pre-Loads Their Apps in the Brazilian Market?

We’ve compiled a list of five brands that have embraced going “On-Device” as part of their multi-channel app marketing strategy in Brazil.

Rappi: Rappi is an on-demand delivery business with operations across Latin America. According to Rappi’s founders, the app allows users to “order almost anything they want with a super app concept that will deliver it to them in 30 minutes in exchange for a buck.” Rappi partners with more than 50,000 different businesses including grocery shops, pharmacies, kiosks, and office supply stores. It’s also made significant inroads into developing partnerships with major global brands like Avon and Visa.

iFood: iFood is considered a real unicorn in the food delivery business in Brazil. The company operates in more than 500 cities across Brazil. In March of 2019, iFood received a staggering average of 558 thousand food orders per day. Following a $500 million investment in the company last year, iFood is currently looking to expand its operations in retail, and hope to increase the number of supermarkets it works with from 200 to 1,000.

99: Formerly known as 99 Taxi, 99 is a leading Brazilian ride-sharing app operating in more than 300 cities across Brazil. A series of multi-million dollar investments in the company have given 99 the honor of becoming the first Brazilian app start-up company to be valued at, more than a billion dollars.

Uber: Demonstrating that global brands (and they don’t get more exciting than Uber) really are taking a huge interest in the Brazilian market. Uber operates in more than 130 cities across Brazil, making the territory one of its biggest markets outside of the United States.

Join the “On-Device” Revolution in Brazil

To learn more about maximizing your opportunities in the Brazilian app marketplace, contact us today and ask to speak with one of our local app marketing experts.

By Ravi Pimplaskar
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