Sina Layout Mobile Internet Roadmap: social and media priority

Tencent Science and Technology Sun Shi December 23 Report

The global trend of mobile internet, let Sina, the traditional internet companies feel the crisis: the Web site advertising revenue decline, micro-bo business process slow, coupled with the recent series of personnel changes, the structure of the rumors, so that Sina at the end of 2012 on the cusp.

In response to the incoming scramble for mobile internet access, SINA chairman Charles Chao said in his third-quarter earnings call that Sina would give priority to moving ends in developing any product and implement a "move first" strategy throughout the product line. Sina's current variety of products, microblogging is the most suitable for mobile end use, this is Sina's future mobile Development Plan Foundation.

In the "Mobile first" strategic context, in addition to Sina Weibo mobile client, Sina also introduced what products, what layout?

Micro Friends

In November 2011, Sina launched an Instant messaging tool, the micro-friend. Users can login through Sina Weibo account directly, the session support text, pictures, voice functions, and micro-letter, Kik, fly chat, just about the friendship is based on Sina Weibo user relationship.

Close

This July, Sina launched a private social application-close friend, the application can be with a small range of friends to share text, pictures, music, etc., can also be directly chat. Close friends have many functions, can see the shadow of Tencent Micro-letter, it is obvious that this is a defense of the micro-letter attack Products

Search

Former Google (Weibo) executive Liu founder of the search technology company Cloud has won a long time in Sina's strategic investment, its network of such a recent cooperation with Sina Weibo, Sina Weibo clients to provide search technology support. After the revision of the microblogging search in participle, semantic analysis and other search-related technology is stronger, and can real-time analysis of user preferences, interests, combined with social networks, for users to recommend their own results. It is noteworthy that Sina Weibo only in the mobile phone clients use such search technology, the PC side is still using its own technology.

Palm Sina

As a traditional portal, the mobile news client is naturally a territory that Sina cannot give up. 2008, Sina released the mobile News client--sinago (Sina in Palm). At present, the palm of Sina launched a target for iOS, Android, WP and win 8 clients, full coverage of the mobile terminal area.

Sina View

In addition to the news client, Sina content construction has invested a lot of strength, this May, read the information platform Sina officially online, covering iOS, Android, Win8, WEB, WAP and other platforms, with nearly 2000 well-known media magazines at home and abroad to cooperate, Also with more than 1000 Web sites to achieve RSS resources Unicom.

Mobile games

Since last October, Sina Weibo mobile client's square, more than a game application platform, through this platform, users can access to dozens of mobile phone games, which mainly HTML5 web games.

Investment and cooperation

In addition to investing in cloud soil, Sina last September also invested in picture class application "pushpin". In addition, Sina in 2010 low-key investment in wireless advertising marketing platform point letter 12 million U.S. dollars. At the same time, Sina also in the thousands of feet, Bao Soft and other mobile software companies and software download channels quietly layout.

Sina also has layout in the fields of video, electric quotient, game and so on. 2011, Sina High-profile stake in the MAI Test forest, in July, Sina and Yunfeng Fund jointly invest in the media, and then invest in Tudou 66.4 million of dollars. In the field of electric business, Sina also joint innovation Factory Investment E-commerce Marketing Interactive platform Le AH. Earlier, Sina also in the Game field layout, investment, acquisition of Beijing Chinheng, Qingdao, the United States days, Zho Zhi times and other gaming companies.

This July, Sina and Baidu around the search, content, platform, technology, resources and other five aspects, in the wireless field to cooperate. At present, the mobile phone Sina has fully adopted the web search service provided by Baidu. In addition, Sina and Archie Art, Thunder, shop 1th, Storm audio and video, such as a number of domestic internet companies to cooperate in Sina Weibo platform launched these companies wireless applications.

From Sina launched these products and the corresponding strategic measures, we can see, Sina Layout Mobile Internet route, still based on its traditional advantages: content + social platform, strengthen the search function, and to varying degrees to increase the game, electricity quotient, video and other elements.

Sina to go content platform in line with Sina's own media genes, and the deep social field, is based on Sina Weibo 450 million large number of users on the basis of. As for strengthening the search function, in the network founder Liu, Weibo is a good mobile internet portal, with the search connection has congenital advantages, as long as the user can locate on the mobile phone the most useful information, as long as users feel the information is correct, business model will naturally come.

But with the increasingly fierce competition in the mobile Internet portal, there is concern among insiders about the current layout of Sina:

Content and social platforms are advertising-oriented, but Sina's display of advertising is too simple, with limited imagination, and it is hard for capital markets to be interested in existing models. --Sina needs to establish accurate traffic navigation and advertising display, but this is based on large data mining analysis, involving user behavior and user preferences judgments. But from the current point of view, and so the search model is still exploring, Sina did not give the outside world to come up with a mature program. -Sina launched the micro-friends, close friends and other applications, if the use of Sina Weibo to the high-end urban population coverage, replacing MSN in white-collar and urban work crowd status, Sina has with QQ, micro-credit confrontation. But these products in the product experience is not perfect, to compete with competitors, especially micro-credit competition, there are no small gaps. --In the field of mobile gaming, Sina, vice general manager of the game Yujia, the current Sina Weibo games, wireless, the process is slow, has not found an effective way to promote the iOS game. --The investment effect is not ideal: Sina's two years of investment layout is not very successful, especially investment in Mai Lin and Tudou, some of the investment in mobile internet such as, Pushpin is mainly focused on the future.

To sum up, Sina's mobile internet layout has matured, but the future can be in the content and social areas to achieve breakthroughs in breaking the inherent business model, perhaps only wait until a series of personnel, the structure of adjustment, can be seen.

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