Google's new app targets emerging markets (GOOGL, GOOG)

Google’s latest effort to drive mobile adoption and usage in emerging markets is a new Android app, dubbedDatally, that's designed to aid users in monitoring and managing data consumption on their mobile devices.

Datally monitors users' data by breaking down how much data they use individually and across all apps over time, such as by the hour, day, and month.

Users can control their data with the Data Saver bubble, which blocks background data usage and tracks real-time data usage while using apps. The app also works to help users save data by sending them alerts when they're near public Wi-Fi hotspots. Datally is available in the Play Store for Android devices running Android 5.0 (Lollipop) or newer.

The new data management service can help Android smartphone users in emerging countries save mobile data, which can be costly. During the pilot in the Philippines, Datally gained half a million users, who saved an average 30% of their data plan using the app.

The launch of Datally is just the latest effort by Google to cater to the specific needs of smartphone users in emerging markets, where access to good or affordable mobile service can be scarce. Consumers in these markets often navigate a mobile-first existence with low data caps and devices with inadequate storage. Here are some of Google's other moves to cater to these regions:

Google began experimenting with a light version of its
in Indonesia in August.
The
program was extended to Indonesia in August after finding success in India.
Google announced the rollout of

Google is not the only tech giant to turn to emerging markets to drive mobile usage and build out its user base. In 2015, Facebook launched its connectivity initiative, the Internet.org mobile app, in Indonesia, to get more people online. The app includes numerous connectivity strategies, including the Free Basics app, which enables consumer access to certain content for free on mobile devices.

Facebook also launched both Facebook Lite and Messenger Lite in emerging markets with great success — in February, the former hit over 200 million monthly active users. And WeChat, the most widely used chat app in China, is testing a new feature that lets users access mobile services and apps without having to download individual apps. Google and Facebook will continue to push device-and-data mindful products as they vie to win consumers who are coming online for the first time.

ssesses the evolving app landscape, examines how the existing app model is threatened by the decline of broad app usage, profiles the promising new tech in the space across Apple, Facebook, and Google, and explores barriers standing in the way of user adoption.

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