With India going the mobile way over the past year or so, large players in the space have started looking at this segment seriously. News Republic, a popular news aggregator, has launched India operations with focus on local content and many local partners. The app, with thrust on global news, will have over 50,000 articles a day from around 1,200 partners.
“Monetisation on mobile in a market like India is going to be tough initially. No one is making money, but yes there is money to be made,” says Shafi Saxena, chief brand officer, News Republic. “Mobile ad revenue in 2009 was $416 million; in 2014 this was $19 billion… that is 4,500% growth in five years.”
Saxena, earlier CMO of Microsoft India, says the problem is that large players like Facebook, Google, Twitter, Pandora and Apple take away almost 64% of that revenue. “That leaves 36% for everyone else. That will change,” she adds, underlining how the whole ecosystem was evolving and learning rapidly. “Monetisation is lagging traffic, but it will catch up eventually.”
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