Google will enable faster online search capability for mobile phones with slower network connections in India.
The strategy is to enhance its revenue from online advertisements. The decision to improve search capability also signals that competition between social network Facebook and search engine Google is enhancing.
Indians, according to a Google blog post, are accessing the Internet through mobile devices such as their smartphones. However, not all of these devices come with fast, cheap Internet connections.
ITU — in a report released in September 2014 — has ranked India at 125 for fixed broadband, 113 for mobile Internet, 75 for household Internet penetration and 142 for Internet user penetration in 2013.
Google, which recently launched Android One operating system for emerging telecom markets, said it’s adding a new streamlined version of search results page in India.
Google will automatically check to see if a user has a slow wireless connection and deliver a fast loading version of Search.
Bharat Mediratta, distinguished software engineer of Google, in a blog post on October 3, said: “The Internet is a global gathering space of infinite opportunity, where people from around the world can exchange ideas and access humanity’s knowledge. Everyone should have equal access to the Internet’s information to improve their everyday lives, regardless of who they are or where they live.”
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Google’s decision to enhance search capability on phones used on slow networks offered by telecom operators such as Bharti Airtel, Idea Cellular, Vodafone, etc. will aid in enhancing mobile Internet penetration. At present, Mobile broadband penetration in Asia Pacific is 23 percent against 64 percent in Europe and 59 percent in Americas.
ITU says mobile broadband subscriptions will reach 2.3 billion globally in 2014 with 55 percent in developing world.
Global mobile broadband penetration will reach 32 percent in 2014 with 84 percent penetration in developed countries and 21 percent in developing countries.
ITU says 44 percent of the world’s households will have Internet access by end 2014. 31 percent households in developing countries will be connected to the Internet against 78 percent in developed countries. ITU does not share India specific Internet access details.
“Fewer bytes means you get your answer faster and cheaper Google’s results will remain the same, but elements such as images and maps will only show up when they are an essential part of the result,” Mediratta added.
Google said this is just another step the online search engine is taking to organize the world’s information and make it accessible to everyone, including those who do not have fast mobile connections.
Google wants more mobile advt revenues
Social media network Facebook is constantly challenging the dominance of Google in the mobile advertisement space.
Google second quarter revenue increased 22 percent to $15.96 billion.
Average cost-per-click, which includes clicks related to ads served on Google sites and the sites of network members, decreased 6 percent. Cost-per-click for Google sites decreased 7 percent. Network cost-per-click decreased 13 percent.
However, sites revenues rose 23 percent to $10.94 billion, while network revenues increased 7 percent. Aggregate paid clicks increased approximately 25 percent.