Profile: Baidu Inc (BIDU.O)
11 Mar 2014
Baidu, Inc. (Baidu), incorporated on January 18, 2000, is a Chinese-language Internet search provider. Baidu serves three types of online participants, which include users, customers and Baidu union members. The Company offers a Chinese-language search platform on its Website Baidu.com. It provides Chinese-language Internet search services to enable users to find relevant information online, including Web pages, news, images, documents and multimedia files, through links provided on its Websites. It designs and delivers its online marketing services primarily on its Baidu.com Website to its online marketing customers. During the year ended December 31, 2011, it had approximately 488,000 active online marketing customers. Its online marketing customers consist of small and medium enterprises (SMEs) throughout China, large domestic companies and Chinese divisions or subsidiaries of large, multinational companies. On July 20, 2011, the Company acquired 62.01% of the interest of Qunar. In May 2013, Baidu Inc announced the acquisition of the online video business of Internet video provider PPS.
Products and Services for Users
Baidu offers the products and services at Baidu.com to users free of charge generally. The Company organizes its products and services for users into eight categories: search products, social-networking products, user-generated-content-based knowledge products, location-based products and services, music products, personal computer client software, mobile related products and services and other products and services. The Company also offer some products and services provided by its associated or cooperative Websites.
The products under search products include Baidu Web Search, Baidu Image Search, Baidu Video Search, Baidu News, Baidu Web Directory, Hao123.com, Baidu Group Buy Directory, Baidu Open Platform. Baidu’s Web search allows users to locate information, products, applications and services using Chinese language search queries. Baidu Image Search enables users to search images on the Internet by term queries or various categories and offers advanced features, such as search by image file type and search within a designated Website. Baidu Video Search enables users to search for and access through hyperlinks online video clips that are hosted on third parties’ Websites. Baidu News provides links to a selection of local, national and international news and presents news stories in a searchable format, typically within minutes of their publication on the Web. Baidu Web Directory enables users to browse and search through Websites that have been organized into categories. Hao123.com is a popular Chinese Web directory navigation site in China. Baidu Group Buy Directory is a navigation site through, which users can view group buy items provided by third-party group buy Websites by categories and click through links to these group buy Websites for more items. Baidu Open Platform is a platform aiming at providing one-stop online services to users by intelligently identifying users’ demands before providing optimized treatments and responses and at increasing coverage of Baidu products and services.
Social-networking products include Baidu Post Bar, Baidu Personalized Homepage, Baidu Space and Baidu Share. Baidu Post Bar provides users with a query-based searchable community to exchange views and share knowledge and experience. Baidu personalized homepage is a customizable landing page giving registered users a personalized experience based on their historical search behaviour. Baidu Space allows registered users to create personalized homepages in a query-based searchable community. Baidu Share is a tool, shown as a list of buttons, which can be embedded into other Websites by Website owners, and allows users of such other Websites to share contents among many social networking sites and communities.
The Company’s User-generated-content-based Knowledge products include Baidu Knows, Baidu Encyclopedia, Baidu WenKu and Baidu Experience. Baidu Knows provides users with a query-based searchable community to share knowledge and experiences. Baidu Encyclopedia is an evolving encyclopedia compiled by registered Internet users. Baidu WenKu is an online document sharing platform, through which any registered users of its Baidu.com Website can search, browse or read, by categories, documents in various formats, such as Microsoft WORD, PDF and Microsoft Excel. Baidu Experience is a platform where users can share their experience by inputting their observations and knowledge. Location-based products and services include Baidu Map Search and Baidu Shenbian. Baidu Map Search offers Baidu Map Search using its geographic information system (GIS) platform and data from qualified third parties including three-dimensional and satellite data. Baidu Shenbian is an online location-based service information sharing platform, allows users to find restaurants and other facilities, in their immediate vicinities.
Music products include Baidu Ting, Baidu MP3 Search and Baidu TT Player. Baidu Ting! is an advertising supported music portal that offers free music listening and download. Baidu MP3 Search provides algorithm-generated links to songs and other multimedia files available on the Internet, including those authorized and provided by content providers, such as music labels. Baidu TT Player is a software that enables users to play back multi-format audio files. PC Client software includes Baidu Browser, Baidu Input Method Editor, Baidu Toolbar and Baidu Companion, Baidu Hi, Baidu Media Player and Baidu Reader. Baidu Browser is an Internet browser. Baidu Input Method Editor is an intelligent input method editor, which adapts to the ever evolving Chinese-language through analyzing popular search terms based on its search technology. Baidu Toolbar and Baidu Companion are free, downloadable software which, once installed, show up on a browser’s tool bar and makes its search function and some specific search capabilities readily available on every Web page that a user browses. Baidu Hi is its instant messaging service. Baidu Media Player is an audio and video player using the streaming media technology. Baidu Reader is a document reader that supports major document formats, such as text, document, portable document format and power point file format.
Mobile Related products and services include Baidu Mobile Search, Baidu Yi, Baidu Mobile Browser, Baidu Palm, Baidu Mobile Phone Input Method, Baidu Mobile App Search, Baidu Contacts and Baidu Netdisk. Baidu Mobile Search enables users to access its search and community-based products and services, such as Baidu News, Baidu Post Bar, Baidu Knows and Baidu Map Search using mobile devices, including WAP-enabled mobile phones. Baidu Mobile Search supports voice-activated search to serve users of mobile devices. Baidu Mobile Browser offers Web browser for mobile phones based on Windows, Symbian and Android. Baidu Palm is a user-end application designed specifically for mobile phone users. Baidu Mobile Phone Input Method is a user-end application that supports multiple methods of inputting Chinese characters on mobile phones. Baidu Mobile App Search is a user-end search application that enables users to find popular third party developed applications, including games for mobile devices by category or by typing relevant search terms in a built-in Baidu search box. Baidu Contacts is a contact management tool enhanced with special features. Baidu Netdisk is an online storage service, which provides users free space to store and access their materials online. It also includes Other Baidu Mobile Applications, which offers several other mobile applications which provide functions similar to those provided by their substitutes for non-mobile devices, such as Baidu Map Search, Baidu Travel, Baidu Video, Baidu Post Bar, Baidu Ting!, Baidu Knows, Baidu Encyclopedia, Baidu Wenku, Baidu Shenbian and Baidu News.
The Company’s other products and services include Qunar, Baidu Baijob, BaiduPay, Baidu Games, Baidu Search and Store, Baidu Statistics, Baidu Ads Manager, Baidu Data Research Center, Baidu Top Searches and Search Index, Baidu Sky, Baidu Senior Citizen Search, Baidu Search for Visually Impaired, Baidu Patent Search, Baidu Translation, Baidu Missing Person Search Site and Baidu PhotoWonder. Qunar offers real-time searches on flights, hotels and packages, group-buying deals, visa and other travel-related information to consumers, and Internet and mobile technology solutions to travel industry players. Baidu Baijob, offered at Baijob.com, is a platform primarily offering online recruitment and related services. BaiduPay is a online payment service, which can be used by the online marketing customers, users of some of its and services, and users of some affiliated, associated or third-party Websites. Baidu Games is a channel where registered users can play Web games provided by its online game operator partners. Baidu Search and Store is a free online bookmarking service that allows registered users to bookmark, store and organize Website links in an online space and conduct searches within the bookmarked Websites. Baidu Statistics is a platform that helps its online marketing customers to evaluate its online marketing solutions by providing various data and analyses that could be used to monitor return on investments (ROI).
Baidu Ads Manager is a platform through, which Website owners could manage promotional links or ads on their Websites. Baidu Data Research Center is an online channel providing research reports, news and other content relating to more than 10 industry sectors, such as cosmetics, information technology training, automobiles, online games and real estate. Baidu Top Searches provides listings of top search terms based on daily search queries entered on Baidu.com. The listings are organized by categories and allow users to easily locate popular search terms on topics of Interest. Baidu Sky is a platform through, which its users can browse and download software. Baidu Senior Citizen Search is a new version of Web search designed for senior users. Baidu Blind Search is designed to assist visually impaired users to conduct a more search by removing certain advertisement, images and other content that may interrupt with the functioning of viewing software used by visually impaired users. Baidu Patent Search is operated in cooperation with the China Patent Information Center under the People's Republic of China State Intellectual Property Office. Baidu Translation supports online translation of texts and Web pages between Chinese, on one side, and English or Japanese, on the other side. Baidu Missing Person Search Site launched this missing person search site in support of those looking for missing persons. Baidu PhotoWonder is an application for users of smart phones based on iOS and Android to take and photos and shares them among some social networking sites.
The Company’s Major Products and Services by Associated or Cooperative Websites include Baidu Youa and iQiyi Internet TV. In April 2011, Baidu Youa e-commerce platform was closed and Youa Life. In November 2011, Youa Life was spun off from the Company as an independent business operated by a newly founded company named Youa.com Inc. In December 2011, Youa.com Inc. launched a new product at Leho.com, which enables users to share their life-styles and experiences. iQiyi Internet TV allows users to search, watch for free copyrighted movies, television series, cartoons, range of shows and other programs. The programs are provided by content providers under licensing arrangements. The Company’s International products and services include Baidu Japanese Products. Its Japanese search services offer Web Search, Image Search and Video Search. It also provides mobile search service in Japan. In addition, the Company offers Baidu Type, a Japanese input method editor for personal computer users and an acquired Japanese mobile phone input method editor for Android, named Simeji.
Products and Services for Customers
Baidu focuses on providing customers with targeted marketing solutions. The Company generates revenues from online marketing services. The Company’s P4P platform enables its customers to reach users who search for information related to their products or services. Customers may use automated online tools to create text-based descriptions of their Web pages and bid on keywords that trigger the display of their Web page information and links. Its P4P platform features an automated online sign-up process that allows customers to activate their accounts at any time. Its P4P platform is an online marketplace that Internet search users to customers who bid for priority placement in the search results. It also offers certain customers consultative services, such as keyword suggestions, account management and performance reporting.
Using ProTheme contextual promotion technology, the Company offers Network Marketing, a service that enables its customers’ promotional links to be displayed on both Baidu Web pages and Baidu Union members’ Web pages where the customers’ links are relevant to the subject and content of such Web pages. Online marketing services based on search behaviors of Internet users include, among others, Targetizement and Grand Media using its Targetizement technology, both of which enable the customers’ advertisements to match their targeted Internet users who are automatically identified based on the users’ past behaviors on the Internet. Online marketing services of display placements allow its customers to display links insensitive to search queries at a designated location on Baidu Web pages or Baidu Union members’ properties. It offers other forms of online marketing services, including directing traffic to customer’s content to allow more exposure of such content to users, and to enable users to purchase and use the content through non-mobile devices.
Baidu Union consists of a number of third-party Web content and software providers. Baidu Union members, including those mobile and non-mobile oriented, can display on their properties its customers. Some Baidu Union members, including those mobile and non-mobile oriented, also embed some of its products and services, such as Baidu search box, Baidu Toolbar, Baidu Browser, Hao123, Baidu Palm and Baidu Mobile Browser into their properties.
The Company competes with Google, Sohu, Tencent, Alibaba, Microsoft and yellow pages.
Baidu Campus, No. 10, Shangdi
10th Street Haidian District,
BEIJING BEJ 100085