Offerings: This initiative looks like an extension of its GoMo service launched in November last year to Indian businesses and advertisers. GoMo service enabled businesses to create a mobile friendly website or test their existing mobile website.
Similarly, the Lets Talk Mo website currently offers a website testing tool called ‘GoMoMeter‘ which allows users to type in their blog/website URL and see a preview of how their website looks on mobile devices. It also allows users to test their mobile site on various parameters like the site’s loading speed, images, navigation, hierarchy and accessibility and offers site suggestions based on the results to make it more mobile-friendly. Besides this, the site also offers customized website guides for advertisers, agencies and publishers guiding them to create, optimize and promote mobile websites.
Partners: What’s more interesting and significant though, is that Google has tied up with several mobile website builders and agencies to allow businesses create their mobile site for free. The company had partnered only with DudaMobile in its GoMo initiative.
Among its initial partners include Affle and D2 Communications’ mobile marketing joint venture ad2c, Mobstac, Dudamobile, Mobsters, and Netbiscuits among others. Businesses can filter these agencies based on the service type (Full service agency or Do It Yourself) and choose their preferred website builder.
We noticed that Google seems to have worked with these companies to offer additional services for free for a limited period. For instance, Mobstac is currently allowing users to build a mobile site and receive additional features like website themes, unlimited email support, custom ads, infinite pageviews for free, which would’ve normally cost $19/month or $190/year.
We also noticed that the site lists filter options like m-commerce integration, working with agency, and price range, although none of them were active at the time of writing this article. This indicates that the company plans to introduce these options sometime in the future after probably gaining the initial momentum.
Why is Google Offering This?
Increasing Revenue: The primary objective of this initiative seems to be generating ad revenue from these mobile websites by providing easy integration to Google mobile ads. Remember that almost 96% of Google’s revenues comes from advertising, therefore with more people shifting towards mobile devices and the mobile Internet usage nearing the desktop Internet usage, it becomes essential for the company to strengthen its foothold in the mobile advertising space.
Advertiser Database: Google will be able to create a database of potential businesses and advertisers to which it can pitch various mobile advertising and possible enterprise products in the future. Remember that Nikesh Arora, Google’s Senior Vice President and Chief Business Officer had stated during the Google’s Q2 concall that the mobile platform is currently where search was in 1999, with advertisers developing native ad models and generating great ROI (Return of Investment) from it. Google will definitely want more advertisers and businesses on board and and would want them to spend more on these products.
Increasing Ad Rates: Google stated that businesses can build a better keyword list through this initiative by searching for mobile specific keywords that users may input into their mobile devices. This will eventually drive competition for a specific set of keywords and increase the ad rates since the keyword rates are auction-based.
Promotion of other Google products: We also observed that Google is heavily promoting other relevant products like Google+ pages, Google Places for Business, Adwords, Adsense and Google Sites on the portal, thereby driving promotion of its products.
Increasing Marketshare: While Google already dominates mobile search and mobile advertising market, one assumes it would want to increase the amount of search queries either through text or voice or any other form. Therefore bringing more advertisers on board will probably help the company gain marketshare in the country.