Yahoo! India is completing four years of existence in the subcontinent and is raring to go. What with competition heating up among the big portals with the 1 GB (gigabyte) mail account that Google's Gmail and Rediff.com have offered, Yahoo! has gone ahead and offered free 100 MB space to its email subscribers... which was quite a jump from the 6 MB space that the service provider initially offered. As of now the 100 MB is being offered to all Yahoo! subscribers except in the Indian, Chinese and Taiwan markets. In a t?te-?-t?te with indiantelevision.com's Hetal Adesara, Yahoo! India country head Neville Taraporewalla spoke about Yahoo!'s plans for India, the Indian online market viz-a-viz the international one and more. Excerpts: |
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Online advertising has been growing steadily over the last two years and a lot of brands and sectors which were not advertising online earlier have increasingly started using the net to promote their products. What do you attribute this to? Also, it is the only medium which allows you to demographically target consumers in multiple ways. And there is the growth of the Internet itself as the number of users is increasing. Today there are 25 million users in India and they happen to be in the A1 and A2 categories which are those people who actually have the money spending power. The next six months will play a very critical role in all media planning that takes place and Internet will be one of the media that media planners will have to consider. |
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So do you think that marketers have started believing more in the power of the Internet? We at Yahoo! India have introduced a lot more scientific ways of marketing our products in the last one year than in the past. |
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How much would you peg the online advertising market in India as? |
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Where do you think the Indian online advertising market stands as compared to the international market? |
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Which are the brands that advertise on your portal? And the most important thing is that in the last two quarters, I have seen Hindustan Levers Limited (HLL) moving their budgets to the Internet and they being India's largest advertising company. And when they shift their budgets to the Internet, it spells a lot. One of the things that we have pioneered is the use of innovative advertising on the Internet. Then we found a lot of others replicating it. If you see what Sify or Rediff did for Close Up re-launch campaign, we were very different from them. For that of course we leverage our international experience. Even during the last year's World Cup, the launch of the Pepsi Blue won the Gold Abby award. We present our client's brand in an innovative way because at the end of the day, the Internet is a classic place where you can actually gain mindshare more than the market share. It is also how we communicate all this to our clients and excite them which in turn will make them buy into this idea. Then we also have to show them that the ideas are deliverable and if they won't convert into some form of traffic, eyeballs or mindshare then obviously the client is not going to look at it. |
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If we go back to what Yahoo! India did with the Close-Up re-launch recently, the whole homepage was branded red with it. Don't you agree with the fact that the mother brand is sacrosanct? What had happened on the first day of the Close Up ad on Yahoo! India, that the whole page was red when you go to the homepage. When it came in subsequently, it was the other way round. And secondly, we frequency gapped it. So if a particular user comes to the homepage on a day, and logged on again, it would not be there. The idea was to restrict the number of times the user would see it. We have the technology to do it, so we utilised it. |
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What benefits does the Internet offer as compared to other media? If one logs on to pepsizone.yahoo.co.in, one will almost feel that they have landed in Pepsi land. The print or any other medium of communication will not be able to do since they are passive, while the Internet is an interactive medium. Recently, we have added multimedia to the Pepsi zone on Yahoo!, wherein one can see a commercial as many times that he wants. So I think interactivity and one-to-one communication is what the Internet offers. It also allows the marketer to get the product that much more closer and straight into the homes of the consumer via the Internet. |
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How does one monitor advertising done on the Internet? That is a constant worry marketers have had, which is why they have been reluctant to put in real money on the Internet. Is there anything being done, or any neutral system being put into place for tracking the actual effectiveness and reach of Internet advertising? For example: How many times was the innovation seen, the number of people who clicked on it. So the click rates actually tell us how good the communication has been. But at the end of the day, whether the consumer buys the product advertised or not solely depends on how good the product is and the Internet companies are not responsible for that. Our job is to bring the customer to the brand. I think every subsequent medium after print has been able to do a lot more. Print allows the user to see it, television, though passive in nature, allows the user some movement and Internet allows the user to actually communicate. We are still a media company and are no different from the print or the television media. In both these cases the idea is to evoke a response. So here also we are hoping to evoke a response but the interactivity in the case of the Internet can go a long way. |
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What has the response been to online mobile initiatives in India? Where do you see it going? Hence, there is a synergy between the web and the mobile subscribers and Yahoo! has products which we extend to the mobile. And not just commodity products like ringtones, picture messages and wall papers but core products like the mobile messenger. Users can access mail on the mobile and be in touch with everyone on Yahoo! Messenger on the mobile. We also have a new service PC to SMS, which allows communication from a computer to SMS and vice versa. All this is there and we are further looking at developing our Yahoo! core services from time to time. |
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What goes behind marketing a Dot Com in the industry? In Yahoo!, we first look at our audience online because we have an online community so we try to market our products online. Then the next step is to look offline. |
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What is the business model of a Dot Com in India? How different is it from the international business model? We also provide mobile downloadable content services to the users. So the business model of a Dot Com differs from website to website, but largely I have noticed that providing effective service over the Internet is an important thing. And if you can do that you can charge the customer. |
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Yahoo Europe recently acquired the price-comparison Web site Kelkoo. What is Yahoo's business plan in India? I feel that the threshold for the total number of users needs to be 100 million for any business model to succeed. The fact that we are in this market shows that this market is potentially big for us. Our growth in terms of users and in terms of how marketers view Yahoo! in India is very positive. So we will obviously evaluate opportunities related to commerce as we go ahead. But the biggest factor still remains that there has to be a threshold level of users. Buying over the Internet in India as of now is on the basis of cash on delivery. We would like to indulge in a truly online model. There are a lot of governmental regulations which also needs to be cleared before anything is done. So yes, we are looking at such things but at the right time and the right opportunity. |
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Apart from Yahoo! India's alliance with Naukri.com for Yahoo! India Careers, what are the other alliances you'll are looking at? |
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What are the sources that Yahoo! aggregates its content from? |
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Why did Yahoo! offer 100 MB mail account right after Google announced the free 1 GB Gmail account? Was it a panic response? I say that not just because of the 100 MB, because storage has now become a non issue. Over a period of time it is going to be the number of services that I can offer. How do I protect a user from getting spam? How do I allow a user facilities where he can search previous mails faster? How do I empower a user to create disposable email ids? We are going to work on improving our services and make it more consumers centric. And these will separate the big boys from the other mail services. So these 1 GB, 2 GB, 3 GB is soon going to become a non issue. |
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Yahoo! India is increasing mail storage capacity and a host of other new services from September. Why wasn't this done in India along with the rest of the world? All other markets operate out of the US and are centrally controlled from there so it was easy to carry this out in those places. These three markets have their own infrastructure and in India we have our infrastructure with VSNL. So we buy only certain types of hardware which are important and it takes at least 45 days to put them in place and hook them up etc. So once that gets completed we will roll it out. It will take about 45 - 60 days, so around September it should be in place. |
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How are the portals managing the huge size of the email IDs? Is it a way of getting subscribers hooked on to the service initially and then wake up to a shock of having to pay for the same service some months down the line? And suppose one portal does that, others will obviously follow suit. Comment. |
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But one thing is there, that if one portal does such a thing, the others will follow suit. Isn't that the general trend in this competitive market? |
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How was last year for Yahoo! India in terms of revenue? What are the expectations this year? |
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What is going to be Yahoo! India's core focus this year? |
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How similar or different are the Indian and the Chinese online markets? Yes, the opportunity in both the markets is huge but the infrastructure vis-?-vis China and India - they are poles apart. Unfortunately we lack infrastructure. |
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While everyone believes that the future is the Internet, it is still a long haul to where people start putting their money where their mouth is as it were. Do you think there will be a trigger that will change this and if so what is it? |
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But it is wireless telephony that is getting everyone excited at the moment... |
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