Google SA will focus its efforts in the well-penetrated mobile market, but will not give details of its infrastructure plan.
Speaking at a strategy briefing for the company's South African arm, country manager Stafford Masie said: "Seventy percent of South African mobile users don't own PCs. Eighty-five percent of those users will never have PCs. The mobile phone is clearly going to be the method of access for the African market.
"My job will be to communicate to Google, in Mountain View, the unique mobile innovation strategies used by Africa."
SA also has a unique socio-economic and geopolitical environment surrounding mobile that Masie plans to communicate to Google internationally.
Google's goal is to localise content to educate and empower business with online best practice solutions. "I have been chatting to Parliament and have had discussions with [public service and administration minister] Geraldine-Fraser Moloketi about getting government content online. We are also looking at creating content on oral traditions and traditional medicine.
"We have engaged with several of the local Internet service providers who are expected, in turn, to educate small businesses to engage with them."
Growing Google SA
Google uses both an indirect and direct sales model. "We are now growing the local complement for the direct sales model in SA," says Masie. However, the company will not disclose the number of employees the local arm has hired.
According to Google SA, several South Africans who have been working at the company have been brought back to SA to help integrate company culture.
"As a policy, Google does not quote employment figures. I can assure you, however, that I am not alone," said Masie.
The indirect model is based in Ireland and will grow to accommodate an increase of interest in South African advertisers, he said.
The company said it is excited to see development in broadband infrastructure. "Seacom's undersea cable, 3G and wireless sales are excellent developments for South African Internet access. We believe this is a good time for Google to enter the South African market," noted Masie.
The World Cup is a pressuring force for these changes, he said.
Google's infrastructure plans, however, remain a mystery. Said Dr Douglas Merrill, VP of engineering at Google, in Mountain View, also speaking at the briefing: "We do not announce new products or infrastructure plans ahead of time."
There are several aspects of the African market that need attention from Google, he said. "For example, we need to develop the local language searches and increase the education reach."
Google has a map that indicates where each search query comes from highlighted by white dots. "The map currently looks like a world photo of lights by night and Africa is still dark. Our quest is to light up Africa and that is why Stafford is here," said Merrill.
He added that mobile will be Africa's story.
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