YouTube LLC's Strategy in India

Details

Case Code : CLMM074
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

online video community, social networking, video sharing, intellectual property rights, advertising, customized advertising, competition, IPR, culture, lifestyle, technology, India, YouTube, PayPal, Google, Orkut, Yahoo

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Abstract:

In 2008, the popular online video community YouTube, announced the launch of its Indian site (YouTube.co.in). YouTube expected to expand its user-base in India in a big way in the future by forging partnerships with various other companies and providing an offering that would suit the local tastes and preferences of the Indian users.

Introduction On May 7, 2008, the world's largest online video community YouTube, LLC (YouTube) announced the launch of its Indian site (YouTube.co.in). "We are very excited to bring a local version of YouTube to India considering the passion of users here for music and entertainment. For a culture that is steeped both in video and in storytelling, and where everyone has a voice -- YouTube India will not only offer Indian users more relevant content but also provide a platform to share India's unique and diverse culture and lifestyle with the largest online video community in the world," said Steve Chen (Chen), chief technology officer (CTO) and co-founder of YouTube.

The launch of the site did not come as a surprise considering the growing popularity of online social networking and video sharing sites in India.

Moreover, there had been speculations of an imminent launch of a localized YouTube site ever since late 2007 when the company had bought the domain names YouTube.in and YouTube.co.in...

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