Search for a sequel: How to play the search integration

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The merger case between Tencent and Sohu is known as the largest acquisition in the search industry ever. Although sensational, it has also been last year's news. Looking back, and carefully searching last year's relevant media coverage (note: using Baidu), in the disclosure of future cooperation details, MA's quotation is that the search brand will gradually disappear. Wang Xiaoquan's quotation is that Tencent and Sogou will be integrated in search techniques and channels. Time has passed for more than half a year when speaking. Search search or that search, sogou or that sogou. The so-called big consolidation seems to be procrastination and slowness, which is definitely not the style of internet companies. This has to make us wonder: Is there a problem with consolidation?

Search Engine Integration What

A search engine, in the FANGWI network view, its core assets are mainly five pieces. One is brand equity, which belongs to intangible assets, can be estimated according to the market share of the search engine; a technical asset, mainly the search of proprietary technology and intellectual property rights, different search engines of their searching technology must exist differences. A piece is the personnel assets, namely the search engine's operation team, also includes the different area agent. A piece is the client resource assets, that is, advertisers in the search engine advertising. A piece is a search for affiliated content assets, such as Wikipedia, ask, and so on. So, the integration between search engines is nothing but the integration of five assets. The integration of two operations teams, the integration of customer resources is easier, and the integration of technology is more difficult, this is because the search technology is a new, continuous technology, it is difficult to achieve a short-term combination of two technologies. The strength of brand equity consolidation depends on the determination of two search engine owners to collaborate.

Search Engine Integration prequel

Search and Sogou mergers and acquisitions before the industry has also experienced a series of mergers and acquisitions. Mergers and acquisitions are just a matter of giving money, less money, just a prelude. Integration is doing things, doing things is drama, doing things far more difficult than signing an agreement. So, we might as well review the case of integration between search engines.

3721 integration lost: 3,721 Zhou, 2003, Zhou Hongwei to 120 million dollars to 3721 sold to Yahoo. 3721 to network Real-name business involved in the search field. Using Yahoo's search technology, in 2004, 400,000 companies were said to have benefited from 3721 searches. It is not hard to see that Yahoo provides search technology support for 3721, which is technology integration. 2005 Alibaba announced to Yahoo China wholly-owned acquisition, 3721 fell into the hands of MA. Mr Ma once invested 100 million in support of 3721, but only in a year's time, Ma Yun announced the 3721 real name search business. The reason is the loss of 3721 backbone talents.

Microsoft Yahoo's marriage: In 2009, Microsoft and Yahoo signed a 10-year search cooperation agreement, many market participants will agree that the acquisition. According to the agreement, Microsoft will have access to Yahoo's 10 search technology, which means Bing can use Yahoo search technology, which is technology integration. Yahoo's web site uses Bing's search technology, and 12% of its revenue will be owned by Microsoft. This belongs to resource integration.

Search and Sogou Future integration guesses

So far, we do not see the search and Sogou strong integration of signs, we can not know the details of Tencent and Sohu merger agreement, we can only according to the clues and historical experience, to guess the future of two search engines possible integration measures.

Guess one: Team integration

In November last year, Wang Xiaoquan had revealed that "10,000 of servers have moved out like that, a bit reminiscent of Lenovo's acquisition of IBM," which means that hardware consolidation will soon be complete. According to the follow-up media reports, search team has about 260 people, including Wikipedia and ask the team has 60 people, was forced to enter the new Sogou. From there, we can guess that the integration of the team and the search for the edge of the product at the same time, and search for searching the business and the team has been integrated, we do not know.

Guess two: the integration of resources

Search engine resources include content resources and customer resources, Wikipedia and ask the team has entered the Sogou, which is to explain the integration of content resources, has been layout or completed. But is the most important customer resource shared? In search of the promotion page, has already published a merger, search and promotion to stop the capital, which means that the integration of customer resources has been spread out.

Guess three: the integration of technology

Technology integration means that the search for the complete disappearance, that is, Sogou algorithm use and part of the use of search algorithms, we are still unable to obtain information on the integration of searching technology. The search is not immediately offline, but also indirectly explained that the technology integration has not been carried out or completed.

Guess Three: Support integration

The so-called support, mainly refers to the entrance, channel and promotion. Tencent's search has been used Sogou, Tencent Browser is the same, but in the QQ client, chat process to increase the search function, using the same is Sogou. Tencent once claimed that it would carry out all-round support for Sogou without breaking its promise.

FANGWI Network forecast, the future search and Sogou integration efforts will increase, because the bow does not turn back arrow.

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