Western firms are only just beginning to grasp the eccentricities of the Indonesian social-media market. Thanks to years of price wars between Indonesia’s three major telecommunications companies, mobile contracts in the country are dirt-cheap. For Indonesians living in North America, it is often cheaper to buy an Indonesian SIM card and roam with it than it is to sign up for a local plan.

Phones are cheap, too: the country is flooded with Chinese handsets costing only $30-40. Indonesia is also one of the largest markets for Research In Motion (RIM), the maker of BlackBerrys. Indonesians typically connect with each other via mobile devices, not personal computers.