Google executives express willingness to return to the Chinese market

According to foreign media reports, Google Senior Vice President Sundar Pichai recently accepted an exclusive interview with Forbes magazine, in which he shared his views on the test launch of search ads on Google Play, mobile monetization, the future of the social network Google+, the relationship between Google and Apple, and Google's strategy in the Chinese market.

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If a method works, do it over and over again.

That’s how Pichai does it. Faced with growing investor concerns about slowing growth in Google’s core business, Pichai is stepping up efforts to wring more revenue from the hundreds of millions of people around the world who use Android phones.

Forbes spoke with Pichai in an exclusive, wide-ranging interview, his first since becoming Google's "product czar" last October.

About Google Play Search Ads

Pichai said Google will begin showing ads for apps alongside search results in the Google Play app store.

"Users are trying to find apps, we're trying to improve the app discovery process, and app developers are trying to promote themselves," said Pichai, 42, whose official title is Google's senior vice president of products. "Users are looking for information, we provide them with valuable information, but at the same time, we allow some companies to promote themselves with sponsored ads. We think this model is very suitable for Google Play."

App developers have long argued that Android lags far behind Apple's iOS in monetization. Pichai said the gap is narrowing. In the past 12 months, he said, Google paid $7 billion to developers who sold apps on Google Play. In comparison, Apple announced it paid $10 billion to app developers in 2014.

“We are seeing a lot of momentum here,” Pichai said. “We are able to effectively enable app developers to generate revenue. It’s not just about apps; it’s also the content ecosystem that’s being built.”

Search advertising has been the most profitable business in the history of the Internet, bringing billions of dollars in profits to Google every year. After showing search ads in web searches, Google has expanded it to queries that occur on YouTube. Pichai said that by adopting this model on Google Play, the company will be able to generate revenue from the growth momentum of the app store.