India, Google, and the Mobile Market

Although India is far from being a superpower when it comes to mobile technology, it is certainly an area with distinct mobile possibilities. Most would consider India to be a developing country, but, as it starts to make strides toward greater connectivity and mobile capability, the nation certainly has promise. Recently, Google Chairman, Eric Schmidt, visited India as a way to assess and speak on the technological viability of the area. He talked about everything from India’s overall lack of bandwidth to the long-lasting effects of mobile advertising.

Clearly, there are some areas that India is still lacking in and Schmidt was quick to point that out. He noted that state of connectivity in India today is a lot like it was in America in 1994: not a lot of bandwidth, but plenty of potential. One of the things that Schmidt stressed was getting India connected to the internet in a convenient way. Certainly, internet is available, but the 3G and 4G networks that we take for granted in America have yet to really take hold in India.

Of course, the nation is home to about 17% of the earth’s population and that represents a lot of buying power. Despite India’s relative incipience in regard to mobile communication, Google remains committed to the nation as a whole. Indeed, Schmidt noted that, while China appears to be a favorable market in the short-term, he is essentially hedging his bets on the subcontinent in the long term. He reiterated that mobile advertising is here to stay, even in a nation that doesn’t yet have access to Google Nexus devices. He noted that his company is working to remedy that situation to give the people of India the power of the Android platform on the Nexus devices.

But, the idea of mobile advertising making a big play in India is certainly interesting. Obviously, Google wants to crack the market there and they’re going to have to do it with Android devices. If these devices make it into the hands of Indian citizens, then you can expect Google’s revenue (from ads and otherwise) to skyrocket. You have to imagine that this is why Schmidt made the visit to India in first place. He wanted to express the continued commitment to expanding Google’s reach and ensuring that their mobile devices make it to South Asia.

This also opens up opportunities for a number of app developers, ad publishers, and advertisers themselves. Obviously, there is no doubt that mobile advertising is both innovative and global. Adding India to that globalization helps a number of people in a number of different ways. It also helps make the nation more mobile and primed to enter a budding mobile market. As more and more people across the globe start to use mobile devices as their primary platforms for entertainment, work, and information, there is an increased chance of exposure for a wide variety of brands. Obviously, Google wants to make that happen in a considerably big way with India.

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