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Think of a Paradigm Shift: Capitalizing on Explosive Indian Web Industry

India is already the third-largest Internet market by users, behind China and the U.S. "Despite a lot of the infrastructure challenges we have as a country, 100 million Indians are online. Indian online ad spending is only about $200 million per year – a small slice of the $80 billion global digital advertising industry. E-commerce like airline and movie ticket sales online generate about $5 billion in revenue compared to about $80 billion in China. Big marketers like auto makers and cellphone companies pour billions of dollars into TV and newspaper ads targeting affluent, urban consumers, but they barely pitch their products in online ads even though 90% of people in that market segment are Internet users. Isn’t it time to Think of a Paradigm Shift.

Its time for digital strategy innovation first. Many industries digital today can not only reach the audience that's most valuable to them but also target them in a very interesting way." Mr. Anandan Google's country head in India believes the next 200 million Indian Web users will largely access the Internet on the high-speed wireless networks that carriers are in the process of rolling out nationwide. But his bullish predictions depend on handset makers bringing out discounted smartphones that the masses can afford. Today, good smartphones cost at least $140. Google has been working closely with manufacturers to bring out low-cost phones in India that use its Android operating system.

For online growth to continue at a rapid clip, Mr. Anandan said, "there needs to be a policy framework and a set of policies that are conducive to the growth of the Internet."

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source: wsj

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