Aitizaz Hassan

Google’s products create various economic benefits for businesses, consumers and the wider society in Pakistan. Through a significant boost to productivity and customer outreach, Google has estimated Rs1 trillion ($6.3 billion) worth of annual benefits for businesses in Pakistan.

According to a report of AlphaBeta, a global research forum, Google’s services, such as Google Search, Google Ads, and Google Maps are bringing about substantial economic benefits to Pakistan.

According to type of business and products, the net advertising benefit for business of Google search and ads is Rs984.9 billion ($6.1 billion) annually. AdSense contributes Rs2.3 billion ($14.3) in net advertising, while income by website publishers and monetizing is Rs7.1 billion ($44.1 million) annually.

The report says that YouTube adds Rs9.8 billion ($61 million) to net advertising business, while revenue in advertising by the video creator is Rs4 billion ($24.9 million). Domestic and international app developers generate the income of Rs8.4 billion ($52.4) through Google Play annually.

Google is estimated to have supported Rs210.2 billion ($1.3 billion) worth of annual benefits for consumers in Pakistan. In consumer benefits, ease of access to information by Google search contributes Rs48.5 billion ($302 million) annually. The enrichment and entertainment category by Google Play and YouTube produces a surplus of Rs85.9 billion ($535 million). Similarly, the annual benefit of enhanced productivity and convenience by Google Maps, Google Drive, photos, docs and sheets reaches Rs75.8 billion ($472 million).

Google also supports generating employment opportunities in Pakistan. These include indirectly supporting over 410,000 jobs in its economy, as well as other intangible benefits through its programs, such as extending digital skills opportunities to underrepresented communities, promoting safe internet use, supporting arts and culture, and providing in-kind advertising credits to non-profit organizations in Pakistan.

The report says that YouTube presented substantial benefits to consumers as a source of free entertainment and a channel for consumers to learn new skills (e.g. online ‘how-to’ videos) or gain new knowledge (e.g. online documentaries). Over 30% of YouTube users in Pakistan said that they use online video services to learn advanced digital skills such as coding, software programming, mobile application and website development.

AlphaBeta research says Google Play and Android have also brought a variety of benefits to Pakistani consumers. Pakistan has over 30 million users of Android phones who have been estimated to download over 120 million smartphone applications from the Google Play Store every month.

Android enables consumers to choose from over 3.5 million apps available on the its ecosystem.

Google Play is a convenient platform for consumers to access a range of smartphone applications, digital books, music and films. For example, the Pakistan Online E-services is a mobile application created by the Government of Pakistan and private organizations which allows citizens to access government services from their smartphones.

Similarly, the Punjab IT Board (PITB) has introduced 21 applications for public services, including the Lahore High Court’s online application which allows lawyers and advocates to readily access timings and notifications of case proceedings and court hearings through their smartphones.

Credit : Independent News Pakistan-WealthPk