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What Google Hindi Handwriting means for brands?

28-August-2013
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What Google Hindi Handwriting means for brands?

Strong potential of tier II and III markets no longer comes as a surprise. With the increasing demand of branded goods and services from these cities and stronger internet and device penetration, C and D category towns have grown to be gold mines, and tapping this space comes yet another global player.

Google announced the launch of a Beta support for Hindi Handwriting. The service shall give users an opportunity to switch to their native language and have the perfect search experience. The feature is available on Android devices and Chrome web browsers and will allow users to type in Hindi script. On touch devices, users can scribble the word in Hindi text with their finger or stylus.

According to a report by The Financial Express, Google launched this initiative with an aim to bring more 300 million Indian users online. With the kind of growth witnessed in HSM and the age span of internet users extending beyond 35, the service has good scope in India.

Brand catch
Google’s initiative comes as a happy message not only to the large Hindi speaking TG in the country, but also for regional content creators who are now literally screaming for attention.
Rise in demand for regional content has been high from a very long time. While there is a huge need gap in this region, very few content creators venture into regional content as there is no proper platform and visibility. With users being able to search in Hindi, it is very likely for the content to get tracked faster, thus making marketing through regional content viable.

More than 40 per cent of digital budget is awarded to SEO. With users being able to type in Hindi handwriting, SEO games for regional language content shall completely give brands an opportunity to not only invest in this kind of content, but also create definite metrics to measure them.

Brands also stand a good opportunity to penetrate potent TG through advertising regional video content, which stands a good break through Hindi Handwriting.

If one might recall, penetration of feature phones had also increased once handset manufacturers such as Nokia started inscribing Hindi letters on keys to make it viable for the huge rural crowds. If Google is able to market the initiative well and educates the huge rural population, the penetration of smartphones will also see a similar trend.

Also, making the service available on mobile give a huge impetus to mobile marketing, which is trying very hard to penetrate the regional space.

Being able to type in Hindi holds immense opportunity for Google. While the global digital giant was already creating convenience through Google Translate, Hindi Handwriting might give them the home-ground benefit. Thus, if all works out well, Google Hindi Handwriting could translate into a regional success not only for Google but also for brands.
 

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