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 Association Forum India held in Mumbai.

“The consumer today is extremely demanding and curious, and certainly very impatient. That puts us marketers in trouble because we have to now redo our technologies to be able to win these customers,” she said.

Using ride-sharing services as an example, Badami noted that just a few years ago, customers in India who ordered a cab expected to wait up to half an hour – but now with the availability of Uber and Ola, consumers don’t have to wait to find a better and more efficient customer experience.