Last fortnight, Google announced the setting up of its largest campus outside the US, in Hyderabad. The 2m square feet facility, the first companyowned premises by the search giant in Asia, is expected to house 13,000 employees when it’s ready in 2019.
“Earlier it was about labour arbitrage, now it’s a large domestic market that attracts companies. Products for small and medium businesses (SMBs) are first tried in India. Even for back office work, more intellectual property is being created in India now, a distinct shift from being just a support base,” adds Sanchit Vir Gogia, chief analyst and CEO, Greyhound Research.
On TV and radio there are less than 10,000 active advertisers. Given these realities, says Gogia, “you can’t approach the market with a one-size-fits-all strategy. Products are often US-centric — that doesn’t work. Though we see signs of change — like Google’s launch of Android One phones or Twitter buying ZipDial to serve the India market.”
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