Andrew Hoppie, executive producer, MSN APAC, told AgencyFaqs, "India is one of the first markets with a fresh home page. We are creating individual home pages for different markets. We analyse the traffic and make sure we have relevant content."
For instance, the MSN Japan site has an earthquake monitoring module – information useful for the locals. Hoppie adds that the MSN China home page was re-designed in July and has led to a 40 per cent increase in traffic after the change."
"Yes, there is an element of a global identity and there are some standard features, but the key differentiating element is the content."
One of the new features is the the tabloid version for MSN India.
"It has more entertainment content. It's more like a 'fun home page. If you look at traditional media, many tabloid editions are coming out. From our understanding of consumers, this is the kind of content they want," said Krishna Prasad, executive producer, MSN India.
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