Practitioner pattern · Tammy Taw (Works at Google Play; recommends Play Store features such as installment payments, Play Console benchmarking and Play Academy)
Set cheaper local prices in fast-growing emerging markets, about 40% below US/Europe
No app results given; Play says local pricing lifts conversion and revenue
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What they did
In top markets, especially those with rapid new-user growth, fit prices to the market instead of reusing US/Europe prices. Base the price on local willingness to pay, cultural differences and the price of alternatives and substitutes. Emerging-market prices on Play average about 40% lower than developed markets. Pair with the Play Console benchmarks to compare against peers.
In their words
Sub Club by RevenueCat · How to Unlock Revenue Growth on Google Play — Tammy Taw, Google“the other thing that we see more often is like localizing the prices in those top markets. So emerging market prices are about 40% lower than developed markets.”
“So whether it's willingness to pay, cultural differences, and/or the price of alternatives and substitutes in those markets.”
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