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If you bump into a lanky, blonde and bespectacled American at Borivali railway station during morning rush hour, don’t be puzzled. That’s Josh Woodward, and he knows more about you that you could possibly imagine!\n
\nOver the past two years, Woodward and his team have been trying to understand how Mumbaikars live — their daily routine, what kind of business they do, what they spend on, how they commute, how often they use their phones and apps or the kind of information they are looking for.
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For Woodward, based out of the Mountain View, California headquarters of Google<\/a>, such deep understanding of microcosms is critical. He’s a group product manager on Google<\/a>’s Next Billion User<\/a> (NBU) team — the motley crew that’s trying to get more people online.
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Besides Mumbai, which was the focal point, the teams comprising UI, UX (user interface, user experience) experts, research designers and engineers, spent time in Mathura, Hyderabad, Delhi, Ahmedabad and Bengaluru. They interacted with 1,200 people in Borivali alone — and covered 9,000 people as part of their quest to comprehend the lives of Indians. Google’s search for new internet<\/a> users is going hyperlocal!
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\nA ‘Mumbai first’ <\/strong>
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\nNBU teams of three or four, comprising members from the US, Sydney, Singapore and India, started at 6:00 am — taking morning walks with locals, shadowing them through the day on buses, local trains and at roadside eateries and keeping awake till midnight.
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\nThey saw firsthand what makes the Maximum City tick and how technology can solve some of the problems — like locating a 24-hour chemist, a tutor, a coach. Woodward spearheaded the project and visited India at least four times during product development. The result: on May 31, Google launched an app in Mumbai called ‘Neighbourly.’
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This announcement went almost unnoticed, overshadowed Patanjali<\/a>’s Kimbho launch and BJP’s bypolls setback. But for Google, the low-key beta launch is another big step in getting new users online and gaining insights into what those who are already online use mobile internet<\/a> for.
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\nNeighbourly is a ‘Mumbai first’ product from Google and is unique in catering to a single city. In coming weeks and months, the app will be rolled out across more cities. “Getting trustworthy hyperlocal information is tough. We chose Mumbai as it has 20 million people, from all over the world and speaking multiple languages,” said Woodward, in a phone interview from Mumbai. The app works in English, Hindi, Marathi and six other Indian languages.
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\nHyperlocal & Neighbourly<\/strong>
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\nThe local discovery and community app is a platform to find anything from a doctor, ATM or petrol pump to a mechanic or badminton coach, within 2 km radius. And India is a perfect market — if you develop for India, where less than half the 1.3-billion population is online, you have a product that will work everywhere.
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In an interview with ET in 2017, Sundar Pichai<\/a>, chief executive, Google, said, “Over time, you will see more global products that are developed in India first. That’s our aspiration.”
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Neighbourly joined the long list of tweaks and apps by Google for India first; such as offline videos for YouTube, payments platform Tez, two-wheeler navigation on Google Maps, Android Oreo (Go edition) to improve experience on low-RAM phones, Google Assistant<\/a> for Reliance Jio<\/a> phones, new apps like Google Go and Files Go, built from scratch and Google WiFi stations in partnership with Indian Railways.
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\n“When we build better products for India, we eventually build better products for everyone,” said Caesar Sengupta, vice-president, NBU, at a Google for India event in December 2017.
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\nClimbing on<\/strong>
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\nEvery few minutes, people use a free product or platform from Google, via search, videos, payments or maps. The apps also help collect more data on what people do. The larger vision is to get the next billion users online— many of whom are in India and South East Asia, Africa and Latin America.
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\nIndia’s diversity makes it an attractive launch pad. Rajan Anandan, vicepresident, South East Asia and India, Google, says, “We have a mission: Internet for every Indian. And to get there, we have to address all barriers — affordability, devices, products, languages and services.”
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\nThe Internet can astound and assist new users in equal parts. Madhu Mishra, a female security guard at an office in central Delhi, who recently went online, says, “Internet has added more predictability to my daily routine. I check train timings daily on Google to see whether it’s late and decide whether to take a bus or train back home to Ghaziabad.”
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\nShe also bought a ceiling fan, after a price comparison on Google. “Google gave a better idea of what’s available and the price points,” says Madhu, who does voice search in Hindi to look up information. She uses a Spice phone and spends Rs 198 a month on a 3G Idea Cellular connection, which gives her 5 GB data.
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\nMadan Kumar, a watermelon vendor in Delhi, is not yet online but spends Rs 100 a month on an Airtel connection. For Madan, affordability is a challenge that he wants to overcome soon as he feels his earnings will improve if he goes online. Anandan expects at least four billion people worldwide will be online sometime this year, though a significant part of offline people will be in India, a situation Google wants to change.
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\nCVL Srinivas, country manager, WPP India and chief executive, GroupM South Asia, feels, “NBU programme is a great initiative. A lot of divides that exist in India, be it gender, income, education or employment, can be effectively and speedily bridged through digital.”
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\nOf Data and soap<\/strong>
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\nFor the $108-billion Google, each user going online is a data goldmine even if he or she is earning and spending just a couple of dollars a day.
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\nVivek Wadhwa, Distinguished Fellow at Harvard Law School, says, “It’s a data game, be it free WiFi, Gmail or anything else.” Google learns more about users and targets them. “Those earning as low as $2 a day, spend that on something, say soap. If Google can give data on what soap 30 million poor people use, it will be a goldmine for companies such as Levers etc,” adds Wadhwa.
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\nThe likes of Levers, Godrej, ITC and Colgate Palmolive will save lot of time-to-market on ground research and instead get that information from Google. The big challenge is that there are 1 billion mobile phone users and less than 400 million of them use the Internet. With its multiple, seemingly unrelated platforms, Google’s goal is common for — track and know what people do. This will translate into ads and revenue for Google.
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\nWoodward says, “Monetisation is fairly product-specific. There won’t be one size fits all, but vary from product to product, though my current goal is not monetisation but to solve problems that users face.”
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\nUser is the product<\/strong>
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\nFor a user, the products and platforms are free, but that’s how the digital ads framework works. “If you are not paying for it, you are the product,” says Advit Sachdev, chief marketing officer, Infibeam.
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\nHe explains, “For Google, the user is the product and they want more of them so they can market those products and data generated from their daily transactions — be it information search or payment or watching videos.”
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\nOnce Internet companies such as Google, Facebook, Twitter, LinkedIn et al have user information, programmatic technology — or algorithmic sale and purchase of ads space in real time — steps in. Anything a user does online – visiting a website, the location, ID and past history — is captured and sent to an ad exchange.
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\nOn the other side, are advertisers — brands that pay get to show the ads. All this happens in less than 100 milliseconds. So, when Madhu searches for a ceiling fan, Havells, Crompton, Luminous or Usha will compete to show her their ads.
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\nTo refine the process for advertisers, Google needs to keep collecting data and improve, return on advertising (RoA). Google is also rolling out WiFi in collaboration with Indian Railways and looking at new partnerships as with Pune city.
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\nSanchit Vir Gogia, founder, Greyhound Research, says, “When you use WiFi, the depth of data collection is better. Also, Google doesn’t have to pay Vodafone or Airtel to buy data if the user is accessing net on free WiFi.”
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\nIn all, Google is rolling out WiFi at 400 railways stations in India. Raman Kalra, entertainment, media and sports advisory leader, PwC India, says, “At present, about one-third of the digital ads market is going waste due to poor targeting. If you have better data, returns can improve. As the user base scales to 1 billion in India, there are multiple ways to monetise — advertise, cross-sell, market data.” For instance, better information could tell whether a customer can afford a Carrier, LG or an O-General air-conditioner.
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\nEven new regulation like Europe’s General Data Protection Regulation (GDPR) will help Internet companies. “With GDPR, the quality of data Google and other internet companies have will improve and that will increase the trust of users and advertisers on that information, leading to improved monetisation in future,” adds an internet honcho who did not wish to be named.
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\nGrowing fortunes<\/strong>
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For Google, India is a small but growing market. Google India<\/a> crossed the $1 billion sales milestone in fiscal 2017, posting a turnover of Rs 7,208.9 crore (about $1.11 billion), a 22% jump from Rs 5,904 crore in the previous corresponding period. Almost all of this is digital advertising revenue.
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\nGoogle and Facebook corner almost 70% of the digital ad pie in India, growing at 30% a year and expected to be Rs 12,337 crore in 2018, according to GroupM. The overall ad market will be Rs 69,346 crore in 2018, a 13% jump over 2017. The digital ad market is burgeoning but unlike in the past, the competition is catching up with Google.
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\nSrinivas says, “With competition growing from over-the-top platforms for videos and from e-commerce players, the digital ecosystem is expanding rapidly beyond one or two players. This, in turn, is leading to a lot more product innovation from existing players to retain or grow their consumer base.”
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\nGoogle is part of the race. For instance, shoppers on Amazon or people checking out restaurants on Zomato are bypassing Google to search within these apps. To compensate for this loss of users, Google needs to continue adding new ones. “For Google, to increase demand for its platforms, it needs new users. All initiatives are linked to this goal,” says Rakesh Yadav, founder, AdGlobal, a digital advertising platform whose clients include Maruti, Nestle and Coca-Cola.
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\n“Google has the mindshare. To translate that mindshare into market share, is the gap it needs to bridge,” says DD Mishra, research director, Gartner India. Google is in no hurry. It wants to keep creating demand for internet and get more users online via new products such as Neighbourly and Tez.
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\nAs for consumer spends online and monetisation prospects, Anandan says they are tied to per capita incomes. “At around $2,000 per capita, you don’t have much disposable income. At between $2,000 and $4,000 per capita, people will spend on better homes, healthcare and education. Beyond $4,000, it is entirely disposable income.”
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\nAnandan expects that tipping of $4,000 per capita income to happen in about seven years, by 2025. By then, Madhu will probably be searching for an air-conditioner and Madan will run a full-scale fruit mart. And Google will have more data than anyone else on their daily lives, along with that of a billion-plus mobile internet users
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如果你碰到一个瘦长的,金发,戴眼镜的美国Borivali火车站在早上高峰时间,不要被迷惑。乔什·伍德沃德,他知道更多关于你,你能想象!在过去的两年里,伍德沃德和他的团队一直试图了解孟买人也生活——他们的日常生活,什么样的业务,他们花在上下班,他们使用手机和应用程序或者他们正在寻找的信息。
伍德沃德,加利福尼亚山景城的总部谷歌这样深刻的理解微观是至关重要的。他是一个集团产品经理谷歌的下一个十亿用户(NBU)团队——但这是想让更多的人上网。
除了孟买,焦点,两队组成的UI,用户体验(用户界面,用户体验)专家、设计师和工程师研究,花时间在马图拉,海得拉巴,印度艾哈迈达巴德和班加罗尔。他们与1200人仅在Borivali,覆盖9000人的一部分,他们寻求理解印第安人的生活。谷歌的搜索新的互联网用户是地方性!
“孟买第一”
NBU团队的三个或四个,包括成员来自美国、悉尼、新加坡和印度,6点开始,我早上找当地人,跟随他们经过一天在公共汽车上,当地的火车和在路边餐馆和保持清醒直到午夜。
他们看到第一手的最大城市的不同之处和技术如何解决的一些问题,比如定位一个24小时的化学家,一个导师,一个教练。伍德沃德牵头项目和产品开发期间至少四次访问印度。结果:5月31日,Google推出了一个应用在孟买称为“睦邻友好”。
几乎没有人注意到这个声明,黯然失色帕坦伽利的观点Kimbho发射和人民党bypolls挫折。但对于谷歌,低调的β在获得新用户在线推出是另一个大步,获得洞察那些已经在线使用移动互联网对。
睦邻友好是一个孟买第一的产品来自谷歌和迎合一个城市是独一无二的。在未来几周和几个月,该软件将推广到更多的城市。“值得信赖的地方性信息是困难的。我们选择孟买有2000万人,来自世界各地,说多种语言,”伍德沃德说,在一次电话采访中从孟买。应用在英语、印地语、马拉地语和六个其他印度语言。
地方性和亲切的
当地社区发现和应用是一个平台找到一个医生,从ATM或汽油泵机械或羽毛球教练,2公里半径之内。和印度是一个完美的市场——如果你对印度发展,不到1.3人口的一半在网上,你有一个产品,将无处不在。
在2017年的采访等,Sundar Pichai谷歌首席执行官,说:“随着时间的推移,你会看到更多的全球产品开发在印度。这是我们的愿望。”
亲切的加入了长串的调整和应用程序由谷歌印度第一;如YouTube,离线视频支付平台特斯,摩托的导航在谷歌地图上,Android奥利奥(版)改善经验low-RAM手机,谷歌的助理为依赖Jio手机,像谷歌这样的新的应用程序和文件,从零开始,谷歌在与印度铁路无线电台。
“当我们为印度建造更好的产品,最终为所有人建立更好的产品,“凯撒森古普塔说,副总统NBU, 2017年12月在印度的谷歌事件。
爬上
每隔几分钟,人们用一个免费产品或平台从谷歌,通过搜索、视频、支付或地图。的应用也对人们帮助收集更多的数据。更大的愿景是让下一个十亿用户在线——其中许多是在印度和东南亚、非洲和拉丁美洲。
印度的多样性使它一个有吸引力的发射台。Rajan阿南丹、副校长、东南亚和印度,谷歌说,“我们有一个任务:互联网为每一个印度人。到达那里,我们必须解决所有的障碍——负担能力,设备,产品、语言和服务。”
互联网可以在等量震惊并帮助新用户。Madhu Mishra,女保安在新德里市中心的一间办公室,刚刚上网,说,“互联网已经增加了更多的可预测性到我的日常生活。我每天检查培训时间在谷歌是否晚,决定是否乘公共汽车或火车回家加济阿巴德。”
她还买了一个吊扇,后谷歌的价格比较。“谷歌给一个更好的主意是什么,价格点,“Madhu说,谁在印地语语音搜索查找信息。她使用香料电话和花Rs 198一个月3 g细胞连接,这给了她5 GB的数据。
马丹Kumar西瓜供应商在德里,不是在线但Airtel连接一个月花100卢比。马丹,负担能力是一个挑战,他想克服他感觉他的收入会提高,如果他在线。阿南丹预计,全球至少有四十亿人将在今年某个时候在线,但离线人们将在印度的重要组成部分,谷歌想要改变。
CVL斯、国家经理,WPP首席执行官印度和南亚群邑,感觉,“NBU计划是一个伟大的计划。在印度存在很多分歧,性别、收入、教育或就业,可以有效地和迅速弥合通过数字。”
的数据和肥皂
1080亿美元的谷歌,每个用户上网是一种数据金矿甚至如果他或她的收入和花费几美元一天。
哈佛法学院,Vivek Wadhwa杰出研究员说,“这是一个数据游戏,免费的WiFi, Gmail或其他。“谷歌学习更多关于用户和目标。“那些收入低至2美元一天,花上一些东西,说肥皂。如果谷歌可以给3000万穷人使用soap的数据,这将是一个金矿公司杠杆等,“Wadhwa补充道。
杠杆,高德瑞治,ITC和高露洁棕榄将节省大量的上市时间在地面的研究,而是从谷歌获得这些信息。最大的挑战是有10亿手机用户,不到4亿人使用互联网。多个,看似不相关的平台上,谷歌的目标是常见的,跟踪和知道的人做什么。这将转化为广告和谷歌的收入。
伍德沃德说,“货币化非常特定于产品。不会一刀切,但因产品而异,不过我现在的目标不是盈利,而是为了解决用户面临的问题。”
用户的产品
用户,产品和平台是免费的,但数字广告框架是如何工作的。“如果你不付钱,你的产品,“说Advit Sachdev Infibeam首席营销官。
他解释说,“谷歌的用户他们想要的产品和更多的人,这样他们就可以市场这些产品和数据来自日常事务——信息搜索或支付或观看视频。”
一旦互联网公司如Google, Facebook、Twitter、LinkedIn等用户信息,编程技术或算法实时买卖的广告空间,步骤。任何一个用户是否在线,访问一个网站,位置,ID和过去的历史——捕获和发送到一个广告交换。
另一方面,广告商——品牌能显示广告买单。这一切都发生在不到100毫秒。所以,当Madhu搜索一个吊扇,Havells,克朗普顿,发光或Usha竞争给她他们的广告。
提炼的过程广告商,谷歌需要继续收集数据和改善,广告回报率(RoA)。谷歌也推出无线与印度铁路和寻找新合作伙伴关系与城市浦那。
创始人Sanchit梵Gogia,灰狗研究,说,“当你使用无线网络,数据收集更好的深度。同时,谷歌没有支付沃达丰或Airtel购买数据如果用户访问网络免费WiFi。”
总之,谷歌在400年推出无线铁路站在印度。拉曼-卡尔、娱乐、媒体和体育咨询领导,普华永道印度,说,“目前,大约三分之一的数字广告市场会浪费是由于贫穷的目标。如果你有更好的数据,可以提高回报。随着用户规模到10亿年在印度,有很多方法可以货币化——广告、交叉销售、市场数据。“例如,更好的信息可以告诉客户是否能负担得起一个载体,LG或O-General空调。
甚至新规定像欧洲的通用数据保护监管(GDPR)将帮助互联网公司。GDPR,数据谷歌和其他互联网公司的质量会提高,会增加用户和广告商的信任信息,导致改善盈利在未来,“添加一个网络老板不愿具名。
日益增长的财富
对于谷歌而言,印度是一个小但不断增长的市场。谷歌印度在2017财政年度,越过10亿美元销售里程碑发布的营业额7208 .9卢比(约11.1亿美元),增长了22%,从5904卢比在前面的同期。几乎所有的数字广告收入。
谷歌和Facebook角落几乎70%的数字广告派在印度,以每年30%的速度增长,预计在2018年是12337卢比,群邑。整个广告市场将在2018年69346卢比,比2017年增长了13%。数字广告市场迅速发展,但与过去不同的是,竞争是赶上谷歌。
斯说,“在竞争越来越夸张的视频平台和电子商务的球员,数字生态系统正在迅速扩大超出一个或两个球员。反过来,这导致更多的产品创新从现有的玩家保留或增加他们的消费者基础。”
谷歌是比赛的一部分。例如,顾客在亚马逊或人们查看餐馆Zomato绕过谷歌搜索在这些应用程序。为了弥补这一损失的用户,谷歌需要继续添加新的内容。“谷歌,增加对其平台的需求,需要大量的新用户。所有计划都与这一目标,”Rakesh Yadav,创始人AdGlobal数字广告平台的客户包括马鲁蒂,雀巢和可口可乐。
“谷歌的思想。这一思想转化为市场份额,是需要桥的差距,”Gartner研究主任DD Mishra说,印度。谷歌是不着急。它想保持为互联网创造需求和获得更多的用户在线通过睦邻友好和特斯等新产品。
至于消费者花在线和盈利前景,阿南丹说,他们与人均收入。“在人均2000美元左右,你没有那么多的可支配收入。在人均2000美元和4000美元之间,人们会花在更好的住房,医疗和教育。可支配收入超过4000美元,这完全是。”
阿南丹预计,小费4000美元的人均收入发生在大约七年,到2025年。到那时,月球可能会寻找一个空调和马丹将全面运行水果集市。和谷歌将会有更多的数据比其他人在他们的日常生活,还有一个多亿的移动互联网用户
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