India is one of the fastest growing mobile phone markets in the world and the mobile concentration is extremely high especially in the middle and low-end market segments. It seems that Google India is trying to tap into this market by launching the Google SMS service. Google SMS service is the first text message-like service that offered by Google in the Asian countries. Users can now get their search queries to be returned in the SMS text messages by Google India through a shortcode 54664 [5GOOG] sent from their mobile phones. This service is currently available in four cities that include Bangalore, Delhi, Hyderabad and Mumbai and the mobile operator networks that support this service are Aircel, Airtel, BPL, BSNL, and Reliance. Though this service is available as a beta service, users need to pay for this SMS service as prescribed by the aforesaid operator networks, minimum cost is 3 rupees per SMS.

In emerging markets such as India and China where poor Internet network infrastructure can be found in certain areas, mobile phone has became the number one choice that people use it to communicate and stay connected. The introduction of Google India SMS service is a move that marked how clever Google in react to this particular market, this product strategy is similar to the launched of voice search services that offered by Baidu in China this August.