Although AltaVista, the leading global search engine and software provider has been a late entrant in the Indian market, it is getting ready to tap growing Indian user base and online advertising. It is building local Indian indexes and content to be mapped to India specific domain www.in.altavista.com, which will give local relevance to this global player.
Says Mel Bohse, VP-Asia Pacific, Alta Vista, " I believe that the Indian online advertising today is about USD 12-15 million. In 12 months time, we aim to garner 10% share of the market."
But given the late entry, how will AltaVista manage to compete? AltaVista is betting on superior search engine technology to drive more online users. One such technology is Prisma, which instantly processes a search query and returns a wide variety of the most strongly associated words, phrases, names and concepts that helps to narrow search results. International technology apart, AltaVista is also building an Indian index of local content (that will access Indian sites and pages) and is also in talks with some of the leading Indian news content providers for updated news on the Indian site.
"Over time we will provide the freshest Indian content and search results. That is our commitment to Indian market, and 22 other countries that we operate in," says Bohse. Currently AltaVista indexes over 1 billion web pages arrived from monthly 'crawl' of the web comprising of over 4 billion pages. AltaVista has also appointed Mediaturf, a leading Internet ad sales company to handle Indian business development.
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