Profile: SINA Corp (SINA.OQ)

SINA.OQ on NASDAQ Stock Exchange Global Select Market

19 Dec 2014
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SINA Corporation (SINA), incorporated on July 9, 1997, is an online media company serving China and the global Chinese communities. The Company’s digital media network of (portal), (mobile portal) and (social media), enable Internet users to access professional media and user generated content (UGC) in multi-media formats from the Web and mobile devices and share their interests to friends and acquaintances. offers distinct and targeted professional content on each of its region specific Websites and a range of complementary offerings. provides information and entertainment content from SINA portal customized for wireless access protocol (WAP) users. Based on open platform architecture to host organically developed and third-party applications, is a form of social media, featuring micro-blogging services and social networking services, which allow users to connect and share information anywhere, anytime and with anyone on its platform. Through these businesses and properties and other business lines, it offers a range of services, including mobile value added services (MVAS), online video, music streaming, online games, photo sharing, blog, e-mail, classified listings, fee-based services, e-commerce and enterprise services. It generates its revenues from online brand advertising, MVAS and fee-based services. SINA provides advertising, non-advertising and free services through,,, MVAS, other businesses and SINA products. Advertising revenues relate to online advertising revenues derived from Non-advertising revenues include revenues from MVAS, online games, Weibo value-added services (VAS), eReading and other fee-based services and license fees.

SINA portal is an online brand advertising property. Its advertising product offerings consist of banner, button, text-link and in-stream video advertisements, which appear on pages within the SINA network, channel and promotional sponsorships, and advertising campaign design and management services. SINA’s portal network consists of four destination Websites: Mainland China (, Taiwan (, Hong Kong (, and overseas Chinese in North America ( Each destination site consists of Chinese-language news and content organized into interest-based channels. The sites offer community and communication services and Web navigation capability through Website search and directory services. offers a range of free interest-based channels, which provide region-focused format and content. Its channels include SINA Sports, SINA Auto, SINA Finance, SINA Entertainment, SINA News, SINA Technology, SINA Digital, SINA eLadies, SINA Luxury, SINA Collectibles and SINA Video. SINA Sports offers multimedia news and information on a range of sporting events from home and abroad. SINA Sports features domestic and international soccer matches, National Basketball Association (NBA) games, general sports, as well as coverage of sports stars and teams. SINA Auto offers the automobile-related news and service information to provide car buyers and automobile enthusiasts with information on automotive pricing, reviews and featured guides.

SINA Finance provides business news coverage and personal finance columns. SINA Finance also offers stock quotes from the exchanges globally, including the United States, Shanghai, Shenzhen and Hong Kong stock exchanges, as well as breaking news from individual listed companies and market trend analysis. SINA Entertainment contains coverage of local and international entertainment news and events, including dining, movies, television programs, plays, operas, as well as classical music. SINA News aggregates feeds from news providers, bringing together content from media companies, such as CCTV, China Beijing TV Station (BTV), China News, Agence France-Presse (AFP), Associated Press, Reuters, Getty Images, China Daily, Nanfang Daily Group, Beijing News, Xinhua Net and Xinhua News Agency. Through SINA News, users have an access to breaking news coverage from multiple sources and points of view. SINA Technology provides updates on recent activities of high-tech corporations, as well as industry trends in the People’s Republic of China and globally.

SINA Digital offers in-depth reviews of digital products, including mobile phones, desktops, notebook computers, tablets, digital cameras, Moving Picture Experts Group Layer-3 Audio (MP3) players and televisions. Product search and software download services are also provided on this channel. SINA eLadies serves as a platform for users to share comments and ideas on a range of topics, such as health, cosmetics and beauty. SINA eLadies also provides real-time coverage of world fashion events, bringing users on styles and trends. SINA Luxury caters to the demand for luxury goods and services in the People’s Republic of China. SINA Luxury covers a range of luxurious topics, including dining and wines, fashion and designer products, upscale lifestyles as well as services aimed at high net worth individuals.

SINA Collectibles provides information and updates on antiques and other collectibles, such as arts, coins and stamps. It also offers information on investment ideas, exhibitions and auctions and features interviews with antique connoisseurs and art critics. SINA Video is an online video vertical portal, which provides interactive video products. SINA Video is divided into vertical categories, including News, Entertainment, Music, Sports, Financial, Life, VIP Chat, Movie Premieres and SINA TV. The later includes a range of television programs both in real time and on an on-demand basis. SINA Video also allows users to upload, publish and manage user generated videos. delivers information and entertainment content from SINA portal to mobile users through WAP. Key channels on include news, sports, finance and video enables users to follow celebrities and share UGC online. Weibo users may also follow commercial enterprises from small and medium businesses to Fortune 1000 companies, as well as media companies, non-profit organizations and government agencies. allows users to connect from anywhere, anytime and with anyone on its platform. Weibo may be accessed from, (WAP) and partner Websites, as well as desktop and mobile applications on iPhone, iPad, Android, Blackberry and Symbian devices. The offerings of include Microblog, Messaging, Social networking services, Open Platform, Weibo Lists, Weibo Topics, Weibo Album, Weibo Music and Weibo Questions.

Wei Music is a free on-demand music streaming service with licensed, compact disk (CD)-quality songs, music videos, information and updates from global and domestic music labels. Users can search for songs, customize playlists and share favorite artists, songs or playlists with their followers, interest groups or selected friends. Wei Event allows users to organize and participate in a range of events, such as parties, outings, exhibitions, sports games, shows and movies. Event planners can post the invitations to the event page and send them to their followers, interest groups and selected friends or list them on a city event page. Weibo enterprise accounts can organize and announces special events tied to their online promotional campaigns.

Through Wei Questions users can conduct online polls. Participants can follow the polling progress and interact through commentary postings. Wei Groups allow users to connect in communities with similar interests, access to which may be limited by group hosts. offers an open application programming interface (API) platform, which allows Weibo users to access a range of applications internally developed and those offered by third-party application developers. To support the open platform environment, SINA offers a cloud computing service, which allows third-party application developers to develop and host applications utilizing SINA’s infrastructure and bandwidth, known as SINA Application Engine (SAE). offers third-party developed social games, from role playing to card games and from strategy games to real life simulations. Weibo social games allow players to interact while playing and send feeds about their playing to their followers. Wei Radio allows users to tune into radio stations in the People’s Republic of China and enjoy music, news, sports and talk show programs while engaging in other Weibo or non-Weibo activities. Users can interact with the station’s disc jockeys (DJs) and other listeners through commentary posting on the station’s program page. Qing is a blogging service, which allows users to maintain a personal page of diaries, editorials, and other essays, as well as picture portfolios. Users can send feeds of their postings to their Weibo followers to direct traffic back to their Qing Website.

Wei Disk application allows Weibo users to upload and manage their files in a secure environment. Users can share documents stored on Wei Disk by providing document address link or through a Weibo feed. Wei Credit is an online virtual currency offered to users to purchase in-game virtual goods or other types of fee-based services on Users can purchase Wei Credit with debit and credit cards, Alipay or mobile phone payments.


SINA’s MVAS allows users to receive news and information, download ring tones, mobile games and pictures, and participate in dating and friendship communities. MVAS is sold on a monthly subscription or pay-per-message basis and can be ordered through or through mobile phones. MVAS is promoted on SINA’s portal and traditional media, including television and radio, as well as joint promotions through provincial operators. SINA relies on mobile operator systems, such as China Mobile Communications Corporation’s (China Mobile) Monternet platform and China United Network Communications Group Co., Ltd.’s (China Unicom) UNI-Info platform, to deliver its MVAS and bill end users. SINA provides its MVAS through the product lines short message service (SMS), KJAVA, multimedia messaging service (MMS), immersive virtual reality (IVR), color ring back tone (CRBT) and WAP.

SINA has a range of SMSs, which includes user-customized information subscription, personal greetings, customized mobile phone screen decoration, personalized ring tones and mobile games. KJAVA includes a range of services, including mobile games, animation and videos, portable tools and news updates, offered on China Mobile’s K-Java mobile platform. Using general packet radio service (GPRS) technology, MMS enables users to download color pictures and ring tones, as well as transmit data per message. IVR refers to voice-activated information retrieval services. Users can obtain information through their mobile phones by dialing a range of fixed numbers and following a range of pre-recorded messages. Sample services include weather forecasting and data searching. IVR offers applications in the areas of interactive games and professional products. CRBT services gives mobile phone users the option to customize their ring back tone, the ring tone heard by callers, based on songs and special sound effects. WAP services use GPRS technology to provide users with news and other topical information, multimedia downloads, dating and community services and mobile search services.

Other Products

SINA’s Email services include Free Email, VIP Mail and Corporate Email for enterprise users. SINA Email supports both post office protocol 3 (POP3) and simple mail transfer protocol (SMTP) access and provides users with year-round anti-spam and anti-virus protection. SINA Blog is a Website in China for bloggers to publish and read original writings.

The Company competes with Tencent Holdings Ltd., Inc., Inc., Giant Interactive Group Inc., China Mobile, WeChat,, Line,, Youku Tudou, Baidu (iQiyi), (, Shanda (Ku6), PPLive, PPStream, Xunlei (, Microsoft Corporation, Yahoo! Inc., Kongzhong Corporation, TOM Online, Inc., Linktone Ltd., Hurray! Holding Co., Ltd., Google, Inc., Gougou, Qunar,, Qihoo, Baidu, UC Mobile Ltd and Apple Inc.

Company Address


37F, Jin Mao Tower
88 Century Boulevard
Pudong New District
SHANGHAI   SHA   200121
P: +8621.50498666
F: +8621.50498806

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