Q&A platform Quora has expanded its portfolio and reach in the Indian market. The company has launched the Hindi version of its popular website and has plans to introduce several other languages with an aim to expand the user base in India.
For Gautam Shewakramani, India country Manager, itâs only been 9 months to be present in the board. Last year in an interaction with media, he said, âWe donât have any plans to enter into any other languageâ. The latest move comes as a surprise, both for the users and advertisers. The platform launched the beta version to a small group of people in April 2018 and now after the successful test, it is official among the audience.
However, Quora is already available in other global languages including Spanish, French, Italian, Japanese and Indonesian. âOur four principles on which Quora is built comprise credibility, high- quality, personalization and long term focus. All of these 4 principles are plugged into our mission, which is sharing and growing worldâs knowledgeâ, said Shewakramani.
âIndia is an important part of the business. Quora monetizes through ads. We are a self- service-advertising platform. It is an auction based ad platform on CPC bases. We have no plans to monetize Hindi right now, but at some point we will. Our focus is achieving a reasonable scale and credibility of our contributors. Once we feel like everything is in place, then, we will look at monetizing other languages,â added Shewakramani.
On the business side, our primary monetisation focus is advertising. âWe launched our ad platform to the public in May 2017. We already have Indian advertisers running ads on Quora. Itâs been only one year monetizing and we donât have sales efforts in India at this point. We are doing in-bound advertising, they come on their own and sign, and start using the platform,â said Shewakramani to exchange4media on their sales strategy.
Till now, Quora has 200 million unique active users and India stands important in the business. US is the largest market catering about 50 per cent of the global traffic and India accounts for around 20 per cent of Quoraâs total traffic, according to Alexa, (traffic Website).
When asked what kind of role content plays in the business, Shewakramani said, âPersonalization has become an important trend in content. Right content to right person at right time is utmost necessary to build the brand. One of the challenges content business faces is that the shelf life of the content is too small and solving the problem becomes too relevant.â
Talking about creating content on mobile, Shewakramani said, âWe have a mobile first basic approach. Our product development principle is focused on mobile first. To run a business like Quora, it becomes very important to think about mobile from consumption perspective and creator perspective too, and these are two completely different things. Creating content on mobile has different set of challenge VS consuming content on mobileâ.
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