Globally Local strategy of UC Browser
Since 2012, UCWeb – the makers of UC Browser – have been aiming at a global localization strategy – or going ‘Glocal’ in other words. What this means is, the browser is being tailored according to the specific market demand as well the tastes and preferences of the local users. For instance, Android phones are a rage in India and UC Browser comes in the variants of Mini and HD to become compatible with Android phones.
By an estimate, UC Browser reached 500 million users worldwide in the first quarter of 2014. By market share, it occupies more than half the market in India and Indonesia. It also owns more than one-third the market in Pakistan and UAE and is inching closer to that volume in China, Bangladesh and Yemen. In the specific case of mobile browsers, UC Browser surpassed Opera in the last quarter of 2012 as India’s top mobile browser with nearly one-third of the market share.
‘Going Glocal’ strategy is also reflected in the various languages in which UC Browser is offered. By providing different versions for English, Russian, Indonesian, Vietnamese and more, the company strives to better serve its rising global user base. UCWeb has its own server networks that enable a customized delivery of content to users all over the world. The company even refers to local designers and cultural experts to accommodate various cultures, tastes and preferences.
The logo of UC Browser was a cute cartoon squirrel till 2012. Later on, it was redesigned to a more abstract yet stylized icon, making it quite in line with the in-trend American designs. To conclude, UC Browser is creating waves across world markets for browsers through its innovative and successful strategy of ‘going glocal’.