Baidu, Sina in Smart Cellphone Tie-Ups 百度、新浪在智能手机领域的合作

By newsdoug on June 8, 2012

HTC,新浪联手开发微博手机 After witnessing a steady stream of puzzling moves into the smartphone space by Internet companies in recent months, I’m happy to say I’m finally seeing 2 new moves that I like by sector leaders Baidu (Nasdaq: BIDU) and Sina (Nasdaq: SINA). The rush into smartphones has seen many major Internet firms launch their own new products in the last 12 months, from Internet giant Tencent (HKEx: 700) to e-commerce giant Alibaba, security software specialist Qihoo 360 (NYSE: QIHU) and game operator Shanda. Clearly these companies are trying to grab a share of the fast-growing mobile Internet market, which could easily overtake traditional desktop web surfing in just a few years with the explosion of 3G services and smartphones. But rather than partner with strong players using existing mobile platforms, many of these new initiatives are pairing with less experienced cellphone makers like home electronics giants Haier and Changhong, meaning their chances of success are very limited. That’s why I like these 2 new deals with Baidu and Sina, which will see each company partner with a strong smartphone player in a very targeted way rather than trying to develop completely new models. In Baidu’s case, China’s leading search engine is reportedly close to a deal that will see its mobile search engines pre-installed on Apple’s (Nasdaq: AAPL) wildly popular iPhones sold in China. (English article) Meantime, Sina has signed a deal that will see its popular Weibo microblogging service featured prominently on the home screen of a second-generation smartphone model developed for China by Taiwan’s HTC (Taipei: 2498), another strong handset maker. (Chinese article) Let’s look quickly at the Apple-Baidu deal first, as that’s the bigger of the 2 and looks like a smart move for both companies. Apple’s iPhones are quite popular in China, but their high price tag means the models now command a much smaller portion of the market than cheaper smartphones using Google’s (Nasdaq: GOOG) free Android operating system. So this move should help Apple to gain some share by providing easier access to China’s most popular search engine. From Baidu’s perspective, inclusion of its search engine on iPhones should help it gain more dominance in the mobile Internet, an area it doesn’t dominate nearly as much as it does for traditional desktop web searching. The Sina-HTC tie-up should also benefit both of its partners, giving Sina greater exposure for Weibo as it tries to monetize the popular microblogging service in the run-up to an eventual IPO. The tie-up could also provide a sales lift for HTC, whose fortunes have sputtered recently, as Weibo enthusiasts might be more likely to buy this new smartphone model. I hope we see more tie-ups like this in the months ahead, as they look like smart ways to gain share in the emerging mobile Internet. In the meantime, look for these other initiatives involving self-developed smartphones from Alibaba, Shanda and others to be quietly retired in the months ahead after they find few or no buyers after their roll-outs.

Bottom line: New tie-ups by Sina and Baidu look like good highly focused moves to gain share in the crowded mobile Internet market by pairing with established smartphone makers.

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