goes in for new, mobile-friendly look

30 Apr,2013

By A Correspondent India Limited has released its latest version of its website, featuring a new and enhanced homepage sporting a tiled interface. The design, developed inhouse, is based on user feedback. The Rediff homepage in its new avatar brings alive an assortment of content and services using the contemporary grid layout. Each unit of the grid features information photographs and videos, giving it a more interactive, image-friendly feel.


“Current change is to respond to the consumer shift from PCs to high-graphic quality tablets and smartphones and better bandwidth in India and international markets,” Ajit Balakrishnan, Chairman and CEO, told MxMIndia. According to him, mobile access of in India currently stands at 20 percent and is rising fast. “In markets like the US it is much higher,” he said.


Mr Balakrishnan further stated, “We have also redesigned the site in terms of providing users with the content and imagery they desire on our home page, while adding more e-commerce options, which have been in higher demand from this growing population. The Indian internet user base is quickly moving to consuming our services on various types of mobile devices, whether at home or on the go. As a result, this transition required us to take a fresh and innovative view of how our users are likely to interact with our portal. Our new tiled interface is a step towards making it easy for a rapidly growing segment of users who access our website from tablet like touch screen devices.”


Apart from the grid layout, Rediff’s e-commerce platform, a fast-growing segment for Rediff, also gets a boost with a large footprint on the homepage to capitalize on the growing usage of e-commerce platforms throughout India.


While e-commerce websites in India are gung-ho about their promotional and marketing activities, Rediff plans to keep it low. “We used to use TV up until 2008; since then the intersection between TV and Web has decreased. Active web users do not seem to be watching much TV. Word of mouth will carry this initiative forward,” Mr Balakrishnan asserted.


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