Google executives Detailed strategy for the Asia Pacific market: the need for more localized

Foreign media reports, Google will search its Chinese operations after he moved to Hong Kong, said the company will continue to expand in Asia Pacific business. Earlier this year, Google also announced it will add 500 employees in Asia. In addition, in January this year, Google also announced the establishment of new offices in Kuala Lumpur. Earlier this month, Google Japan and Asia Pacific business leader Daniel Allegre (Daniel Alegre) accepted the U.S. media. Allegre Speaking in an interview in the Asian region are facing the challenges and opportunities.

Edited excerpts:

Q: In the Asian Internet company to manage a foreign main challenges?

Allegre: We are U.S. companies, English is the main language used in corporate headquarters. When we entered, such as China, Japan and South Korea and other Asian markets, we find that many talented people to join the company does not speak English. We have been in these markets to make adjustments on the part of the policy to be able to recruit more to meet the needs of the company and industry background required by personnel. We are not a mandatory requirement that they must speak English. We need to be more localized, so that you can recruit in these markets to the most outstanding talent. Another challenge is the issue of how to maintain local traditions, even though we are a global company, but our cultural differences and national markets can adapt.

Q: You previously held executive positions at what is wrong whether committed? What you learned a lesson from it?

Allegre: Google continues to grow and learn. Before Christmas when we had decided to gift the clock to customers as Christmas gifts. Our partners around the world to have presented the gift, but do not know this fact with the bad in China, metaphorical.

We quickly realize that this mistake, and realized that if we insist that "we are American companies so we will adhere to the practice in accordance with U.S. companies export our values ​​to the world," the idea is problematic. In recruitment, we hope to recruit more culture-related and can interact with Google's talent. Any subtle differences are important for us, we will ensure that the strengths of multinational corporations, but we should at the local is seen as a localized Internet company.

Q: In Japan, Google's market share is still less than Yahoo. Your company's growth in the Japanese market what strategy?

Allegre: First, we will pay attention to the needs of users, rather than on competitors. To meet the unique needs of Japanese users is our strategic focus. It takes a lot of time and effort to achieve this goal. Any interest in our market growth in Japan, people will notice our efforts. Second, Google is not just an Internet search company, we also have YouTube, Google Maps, Android, and Google Earth and other products. We will improve these products and introduce new products and other methods to attract more and more users. Our search tool allows users to access the network menu, and make purchases based on ingredients. This search tool is first developed in Japan and then extended to the U.S. market.

Q: Do you think online advertising market will be what kind of trends?

Allegre: In the highly developed markets such as South Korea or Japan, because the 3G network has been very common, and the adoption of mobile technology faster than other places. This means that we pay more attention than any other mobile technology market. In other areas, we may pay more attention to in the PC market, released a similar product. In Asia, we must take into account the way consumers use search services, taking into account how people use maps in the mobile phone services and geographic positioning services, taking into account how the ad is displayed on the consumer's mobile phone screen.

Q: Online advertising revenue in Asia will surpass North America?

Allegre: I think the trend is positive, only a matter of time. Asian market is relatively faster, with the rise of a new round of Internet wave, the Asian region will become the Google of the most important source of income.

Q: What is your strategy for these areas to enhance social networking products business?

Allegre: We invest heavily in YouTube. From a user perspective, our local companies throughout Asia were the contents of cooperation. We will be widely promoted in these markets, YouTube, social function. At present the effectiveness of this strategy began. Globally, we will be adding more social search features. For example, users can access Google search Twitter messages.

Q: Is there in the Asian market Google plans to upgrade TV software to allow users to view and search TV and set-top boxes for cable, satellite and IPTV

Allegre: We are negotiating with the international major companies. I can not give the next company's plan, but we are now on Google TV was pleased with the progress made. This is a goal to achieve our vision of the field. We are not just global TV manufacturers to cooperate, we also need to make this product localization plans to market the country as much as possible available.

Q: What is Google in China the latest progress of the business?

Allegre: I think the outside world on the development of Google in China there is a misunderstanding. Google never left China, and has never given up business in China. We continue to serve our users and advertisers to provide services. China in the search or the export side, there is a big opportunity.

Q: The launch of Android products in China, how?

Allegre: I think that is a very important Android open source platform, anyone can use, because it is full of elasticity. China Mobile recently launched a series of Android phones, our penetration rate in terms of Android, and no limit. Not only in China, Japan and South Korea Android products in development are very good. So I do not think we moved to Hong Kong will affect the business of our strategy.

Q: Google has taken what the Japanese seismic response?

Allegre: When the earthquake struck, I was Tokyo office. To my surprise, when an earthquake occurs, Google employees in Japan is very calm and cool response. Even in the case of aftershocks, they began using crisis response tools. Our technical team is now concerned about how to help people find information, such as the power of information, find missing persons and refugee populations and other information. I think Google has shown staff reflects the grass-roots response to the real soul of our company

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