“Localizing the prices in those top markets so emerging market prices are about 40% lower than developed markets and so be very cognizant especially in markets that you see rapid new user growth that you are fitting your prices to that market.”

Emerging Market Prices Are ~40% Lower — Localise Before You Lose the Growth Wave

Google Play's benchmarking shows emerging-market willingness-to-pay sits roughly 40% below developed-market prices. Apps that see rapid new-user spikes in markets like India, Brazil, or Southeast Asia but haven't localised pricing are leaving most of those installs as permanently non-monetised. Price localisation is not a nice-to-have — it's the unlock for turning install growth into revenue growth in those regions.