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Helping Women Get Online: What’s In It For Google?

Google LogoGoogle in partnership with Intel, Hindustan Unilever Limited and Axis Bank has launched an initiative called ‘Helping Women Get Online, reports Economic Times‘. Speaking to the publication, Rajan Anandan, Managing Director of Google India said that only 30% of the 200 million Internet users in the country are women and hence Google intends to take 50 million more women onto the Internet in the next year through this initiative.

The initiative intends to bring more women online by providing them with resources and support making Internet more user-friendly. In an attempt to achieve this end, the campaign’s website offers resources on learning computer basics, internet skills, chatting, video chatting, sending e-mail, language preference, among others.

Apart from the resources on learning to use the computer and internet, the website also provides information on different areas of interest for women like child care, cooking, maternity tips, financial tips, beauty tips, among others. Women can also call on 1800 41 999 77 to get free assistance apart from accessing the content on the website in both English and Hindi.

helping women get online

What’s in it for partners?

The company has currently partnered with brands like Shaadi.com, Johnson & Johnson, Healthkart, babyoye, among others for this campaign. Interested brands can apply on the website to become partners. Partners can either support by training women, providing access points or helping spread awareness about the campaign. Interestingly, the information section features articles from partner websites.

It is a well-thought out move to provide information on different topics of interest since first time Internet users are more likely to consume information than do anything else on the Internet. Essentially, this also means that partner websites will get more visibility over other providers of similar services on the Internet. This could be good exposure and branding exercise for the partners.

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What’s in for Google? Bringing 50 million additional women users online would also mean that Google, like traditional media, is trying to target the most sought out user segment by advertisers. With more women users online, Google’s ad revenue is likely to increase considerably. Once more women come online, advertisers are also likely to benefit from the targeting options and analytics that Google offers. Traditional media only offers exposure to women audiences, however does not provide in-depth analytics like Google.

Simultaneously, to cater to the growing Internet users, Google has also been encouraging businesses to come online through its different initiatives like its product listing ads initiative launched in March 2013, Google Business Photos program that was extended to India in February 2013, ‘Lets Talk Mo initiative to create mobile sites for businesses, Great Online Shopping Festival that happened in December 2012, free websites for SMEs, among others.  Google seems to be working to create the demand and the supply to fulfill the demand.

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