Their flagship India.com site still is mostly a placeholder, but the Mail.com-Zee Group joint venture has rolled out two new properties over the last week: today BGR.in, the Indian version of gadget site BGR (Boy Genius Report) has gone live, albeit with content that appears to have been added and compiled over a period of time. The site features content from the parent site, has opinions, predictions and reviews from its authors, including Executive Editor Rajat Agarwal, who was previously with Cellpassion, and writer Nimish Dubey. Launching a gadget site makes sense for India.com; indeed, we had considered launching one ourselves. Handsets and devices, given that this is one of the most populous countries in the world in terms of mobile users, brings in significant traffic from search but the problem with the space is that it is much too commoditized in India, with little content differentiation between sites*, and to the extent that gadget reviews and news are sometimes written just to bring in the pageviews via search. Try searching for "iphone 4 price in india" and check the number of sites that have written about it. However, judging by the content currently at BGR.in, we doubt that they'll take a traffic specific approach, but they will invariably have to compete for views with sites that do. Handset manufacturers also spend significantly on advertising, so synergy with the BGR brand could help the site. In terms of content, the key segment to watch at BGR.in is undoubtedly going to…
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