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Though Baidu is an un- matched force in the PC search engine in China， its dominance is not stable in the mobile search sector.
The first challenger is UC， a wellknown mobile browser with the financial support of Alibaba. After that， other Internet companies in China， represented by Qihu360， Sogou and so on， also claimed their intention to increase the investment into the mobile search.
What’s behind the increasing attention UC， Qihu360 and Sogou paid to the mobile search is still the contention for the data flow. According to Baidu’s estimation， the data flow of mobile search is going to exceed the one of PC. Presently， the mobile terminals increase the data flow through the preinstallation of third-party browsers and the Baidu search takes the largest data flow.
Now the situation is facing the possible changes. The race in the mobile search in China has just begun.
“If I were Li Yanhong （CEO of Baidu）， I would immediately summon a team of mobile products and R&D to improve the technologies of our products to prepare for the coming war，” said Yu Yongfu， board chairman of UC. “The popularity of the （mobile） platform has set a fire to every one and those late in actions will be burnt to death.”
Zhang Chaoyang， CEO of Sohu， said that its Sogou search engine was going to stage a ferocious challenge against Baidu in the mobile search.
New Way of Mobile Search
“From today on， we are more than the input method and browser. We are going to get into the mobile search，”said Wang Xiaochuan， CEO of Sogou， on May 8 after Sogou’s integration of Tecent’s search business. On the same day， Sogou officially launched its mobile search App.
Sogou’s mobile search tool is trying to achieve differentiation and the breakthrough point by integrating the“social elements” of Tecent. Now， Sogou search is allocating itself in various products of Tecent， including the popular instant communication tool QQ， Qzone， Tecent.com， QQ browser， mobile QQ browser and so on.
That means Sogou is going to be more than a search bar， which has restricted its development in the past. The massive mobile business system of Tecent will provide a large access to the Sogou search. Quoting the speech of Liu Zhiping， president of Tecent，“Tecent now advocates the connection. While QQ and WeChat connect people together， the search technology of Sogou and the social platform of Tecent hope to connect people to information through some kinds of chemistry.” For example， when a user is using QQ to talk with others， he/she can get more information by clicking the keywords on the dialogue interface entered by him/herself.
The financial report of Sogou showed the wireless data flow of Sogou increased by 24% in the first quarter of this year. The proportion of income from wireless search on its total income also increased from 10% a quarter before to 12% in Q1， 2014. QQ browser almost contributed all the data flow.
Compared with Sogou， UC’s strategy in mobile search was to copy the way that Sogou and Qihu360 used in promoting their PC-based search engine. Taking advantage of its own browser， it launched Shenma Search in a low profile and gradually replaced the default search engine of UC browser into Shenma.
This new search engine is a result of UC’s integration of the team of Easou search of Alibaba. On May 5， Yu Yongfu said that Shenma search has already reached 20% penetration rate in the domestic search market of China and recruited over 100 million users. It is expected to have recruited about 200 million active users by the end of 2014.
However， Shenma search was once disrupted by Baidu. For example， UC received a lot of complaints from users that they always have a dialogue box that reminds them of unknown source cover the entire screen when they try to visit Baidu Tieba， Baid Encyclopedia and other contents of Baidu via Shenma search. It is reported this bug has not been fixed by now.
In addition， the weight of UC browsers and other applications of UC is greatly lowered in Baidu search， Android Market and other Baidu’s mobile products.
For this， Yu Yongfu emotionally said that the blow Baidu launched at Shenma was unprecedentedly fast and intensive， which from another side proves that Shenma has invaded into Baidu’s domain and unnerved this Internet giant.
Qihu360， which landed a heavy blow at Baidu in the field of PC search， also covet the mobile search.
Apart from fueling the struggle between Baidu and UC in the Microblog， Qihu360 is also planning to throw itself into the battlefield as well. On May 8， when Qihu360 launched its smart hub， its board chairman Zhou Hongwei， said：“We are going to announce our 360 mo- bile search engine in a short while. This has been put into the market as a pilot project for a long while， but we never made a publicity of it.”
Actually， Qihu360 began to plan to get into the mobile search last year. However， as an informant said， Zhou Hongwei was not satisfied with the product， which has be redesigned several times， causing the lateness of the product. In the future， Qihu360 might make use of its safeguard product and the newly-launched mobile browser to promote its search engine. From “Access” to “Relying on Access”
Once for a while， search was the biggest access to data flow. But in the mobile market， the search engine needs to collect the data flow from other sources.
“We must view the search market from a completely new perspective，”said Yu Yongfu. In his opinion， the search engine of PC has been a welldeveloped market and has got its own pattern， but the mobile search is a brand new “genre”， which is quite promising yet uncertain. “The search on PC is based on the experiences of users. There users entered a word or a phrase， from which they can find what they want. But in the mobile Internet， users are less and less often used to entering one word.”
In the IT industry where great changes would happen in one day or even mere seconds， there used to be leaders that were caught up with， defeated or even devoured by the competitors. Sometimes they were blinded by their advance and ignored the innovations to keep up with the industry， turning their advantages into burdens. Nokia， for example， fell from the championship in the mobile phone market during the smartphone rage staged by Apple. In addition， Intel and Microsoft， which are unbeatable rulers in the processor and OS of PC， fail to adjust to the mobile Internet and lost some of their market to Android and ARM.
“It is the same for the search engines. When it shifts from PC to smartphones， you have to stop thinking what advantages you used to have. You need to get rid of them now，” said Yu Yongfu. The mobile search is more “mobilizing than the PC search”， since it has different users from the PC search. The users who choose “mobile search” have the need of “getting result whenever and wherever they want”. Therefore， the suppliers of mobile search service need to provide them with differentiated services and start a new business pattern.“Baidu is the leader of the search engine in China， but their pattern cannot assure their success in the mobile search market.”
However， Wang Xiaochuan from Sogou poured some cold water onto Yu Yongfu. In his opinion， the importance of browser for smartphones is much smaller than for the PC. 90% of PC’s users spent their time with the browser， while smartphones can provide more access to the Internet than the browser.
Wang Xiaochuan still thought UC not as innovative as he expected. In the future， only one half of the data flow via search engine will come from the browser， while the other half come from other platforms. The situation for mobile search is going to change greatly in the future.
“The race among Shenma， Baidu and Sogou in the mobile search is actually to contend for the data flow，” said Yu Jing， an analyst from EnfoDesk..
In her opinion， Baidu spreads itself in the mobile search sector through its mobile users’ end， map and App market. Shenma mainly capitalizes on the browser， an effective yet single method. Sogou made use of its own and its partner Tecent’s high-quality products to absorb the data flow.
When more and more giants are throwing efforts into the mobile search， this market has been into a period of fast development. The analysis of EnfoDesk said that the increasing number of newly-launched search engines will bring about some impact against Baidu in a short while， but on the other hand， the quality of products is still the key to sustainable development in the future.
The first challenger is UC， a wellknown mobile browser with the financial support of Alibaba. After that， other Internet companies in China， represented by Qihu360， Sogou and so on， also claimed their intention to increase the investment into the mobile search.
What’s behind the increasing attention UC， Qihu360 and Sogou paid to the mobile search is still the contention for the data flow. According to Baidu’s estimation， the data flow of mobile search is going to exceed the one of PC. Presently， the mobile terminals increase the data flow through the preinstallation of third-party browsers and the Baidu search takes the largest data flow.
Now the situation is facing the possible changes. The race in the mobile search in China has just begun.
“If I were Li Yanhong （CEO of Baidu）， I would immediately summon a team of mobile products and R&D to improve the technologies of our products to prepare for the coming war，” said Yu Yongfu， board chairman of UC. “The popularity of the （mobile） platform has set a fire to every one and those late in actions will be burnt to death.”
Zhang Chaoyang， CEO of Sohu， said that its Sogou search engine was going to stage a ferocious challenge against Baidu in the mobile search.
New Way of Mobile Search
“From today on， we are more than the input method and browser. We are going to get into the mobile search，”said Wang Xiaochuan， CEO of Sogou， on May 8 after Sogou’s integration of Tecent’s search business. On the same day， Sogou officially launched its mobile search App.
Sogou’s mobile search tool is trying to achieve differentiation and the breakthrough point by integrating the“social elements” of Tecent. Now， Sogou search is allocating itself in various products of Tecent， including the popular instant communication tool QQ， Qzone， Tecent.com， QQ browser， mobile QQ browser and so on.
That means Sogou is going to be more than a search bar， which has restricted its development in the past. The massive mobile business system of Tecent will provide a large access to the Sogou search. Quoting the speech of Liu Zhiping， president of Tecent，“Tecent now advocates the connection. While QQ and WeChat connect people together， the search technology of Sogou and the social platform of Tecent hope to connect people to information through some kinds of chemistry.” For example， when a user is using QQ to talk with others， he/she can get more information by clicking the keywords on the dialogue interface entered by him/herself.
The financial report of Sogou showed the wireless data flow of Sogou increased by 24% in the first quarter of this year. The proportion of income from wireless search on its total income also increased from 10% a quarter before to 12% in Q1， 2014. QQ browser almost contributed all the data flow.
Compared with Sogou， UC’s strategy in mobile search was to copy the way that Sogou and Qihu360 used in promoting their PC-based search engine. Taking advantage of its own browser， it launched Shenma Search in a low profile and gradually replaced the default search engine of UC browser into Shenma.
This new search engine is a result of UC’s integration of the team of Easou search of Alibaba. On May 5， Yu Yongfu said that Shenma search has already reached 20% penetration rate in the domestic search market of China and recruited over 100 million users. It is expected to have recruited about 200 million active users by the end of 2014.
However， Shenma search was once disrupted by Baidu. For example， UC received a lot of complaints from users that they always have a dialogue box that reminds them of unknown source cover the entire screen when they try to visit Baidu Tieba， Baid Encyclopedia and other contents of Baidu via Shenma search. It is reported this bug has not been fixed by now.
In addition， the weight of UC browsers and other applications of UC is greatly lowered in Baidu search， Android Market and other Baidu’s mobile products.
For this， Yu Yongfu emotionally said that the blow Baidu launched at Shenma was unprecedentedly fast and intensive， which from another side proves that Shenma has invaded into Baidu’s domain and unnerved this Internet giant.
Qihu360， which landed a heavy blow at Baidu in the field of PC search， also covet the mobile search.
Apart from fueling the struggle between Baidu and UC in the Microblog， Qihu360 is also planning to throw itself into the battlefield as well. On May 8， when Qihu360 launched its smart hub， its board chairman Zhou Hongwei， said：“We are going to announce our 360 mo- bile search engine in a short while. This has been put into the market as a pilot project for a long while， but we never made a publicity of it.”
Actually， Qihu360 began to plan to get into the mobile search last year. However， as an informant said， Zhou Hongwei was not satisfied with the product， which has be redesigned several times， causing the lateness of the product. In the future， Qihu360 might make use of its safeguard product and the newly-launched mobile browser to promote its search engine. From “Access” to “Relying on Access”
Once for a while， search was the biggest access to data flow. But in the mobile market， the search engine needs to collect the data flow from other sources.
“We must view the search market from a completely new perspective，”said Yu Yongfu. In his opinion， the search engine of PC has been a welldeveloped market and has got its own pattern， but the mobile search is a brand new “genre”， which is quite promising yet uncertain. “The search on PC is based on the experiences of users. There users entered a word or a phrase， from which they can find what they want. But in the mobile Internet， users are less and less often used to entering one word.”
In the IT industry where great changes would happen in one day or even mere seconds， there used to be leaders that were caught up with， defeated or even devoured by the competitors. Sometimes they were blinded by their advance and ignored the innovations to keep up with the industry， turning their advantages into burdens. Nokia， for example， fell from the championship in the mobile phone market during the smartphone rage staged by Apple. In addition， Intel and Microsoft， which are unbeatable rulers in the processor and OS of PC， fail to adjust to the mobile Internet and lost some of their market to Android and ARM.
“It is the same for the search engines. When it shifts from PC to smartphones， you have to stop thinking what advantages you used to have. You need to get rid of them now，” said Yu Yongfu. The mobile search is more “mobilizing than the PC search”， since it has different users from the PC search. The users who choose “mobile search” have the need of “getting result whenever and wherever they want”. Therefore， the suppliers of mobile search service need to provide them with differentiated services and start a new business pattern.“Baidu is the leader of the search engine in China， but their pattern cannot assure their success in the mobile search market.”
However， Wang Xiaochuan from Sogou poured some cold water onto Yu Yongfu. In his opinion， the importance of browser for smartphones is much smaller than for the PC. 90% of PC’s users spent their time with the browser， while smartphones can provide more access to the Internet than the browser.
Wang Xiaochuan still thought UC not as innovative as he expected. In the future， only one half of the data flow via search engine will come from the browser， while the other half come from other platforms. The situation for mobile search is going to change greatly in the future.
“The race among Shenma， Baidu and Sogou in the mobile search is actually to contend for the data flow，” said Yu Jing， an analyst from EnfoDesk..
In her opinion， Baidu spreads itself in the mobile search sector through its mobile users’ end， map and App market. Shenma mainly capitalizes on the browser， an effective yet single method. Sogou made use of its own and its partner Tecent’s high-quality products to absorb the data flow.
When more and more giants are throwing efforts into the mobile search， this market has been into a period of fast development. The analysis of EnfoDesk said that the increasing number of newly-launched search engines will bring about some impact against Baidu in a short while， but on the other hand， the quality of products is still the key to sustainable development in the future.