Building an effective mobile web experience in India

Mobile web experience is an increasingly crucial element of brand experience in India – this article offers advice on how to get it right.

Even as mobile marketers in India focus on getting their apps right, there is a huge opportunity waiting to be tapped on the mobile web. Capitalising on this need not be a costly affair, according to Shabana Badami, head of search solutions at Google India.

“The smartphone is just about 10 to 12 years old now, and it’s hard to overstate the impact it has had on our lives and on our industry. Mobile offers us immense power as consumers because now we can do what we want, when we want, instantly and effortlessly,” Badami said at the Mobile Marketing...

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