Reports

China’s microblogging sector, which saw gradual development over the past several years, has expanded rapidly in 2010, reaching over 40 million users by September. Smaller, venture-backed start-ups have now been followed by many of China's dominant internet companies, with Sina, Sohu, Netease, Tencent, Shanda, and Baidu all launching their own microblogging platforms over the past year. Mobile giants like China Mobile and China Unicom have also joined the fray; by the end of 2009, China Mobile's microblogging service already had 15 million users, while China Unicom began testing its platform in mid-2010. While most of China's microblogging operators remain focused on ramping up user bases before beginning to monetize, several have already begun using their microblogging platforms to drive traffic to other paid and ad-supported services.

Published in November, Marbridge's 2010 Chinese Microblogging Market Report provides a detailed, 53-page overview and analysis of the Chinese microblogging sector, including:

• Market Size (Users) and Growth Forecasts
• Market Growth Drivers
• Revenue Models
• Differentiating Features
• Competitive Positioning
• Profiles of 9 Major Platforms

TABLE OF CONTENTS

• 1 Executive Summary
• 2 Industry Overview
  • 2.1 User Statistics
  • 2.2 First Wave: Twitter Clones
  • 2.3 Second Wave: Social Networks
  • 2.4 Third Wave: Internet Giants
    • 2.4.1 Sina
    • 2.4.2 Netease & Sohu
    • 2.4.3 Tencent
    • 2.4.4 Baidu
    • 2.4.5 China Mobile & Shanda
    • 2.4.6 Digu & Tongxue
    • 2.4.7 Other Microblog Providers

• 3 Features
  • 3.1 Core Functions
  • 3.2 Registration
  • 3.3 Search
  • 3.4 Recommendations
  • 3.5 Cross-Platform
  • 3.6 Mobile Access
  • 3.7 Monetization
• 4 Conclusion

GRAPHS

• Graph 1-1: Projected China Microblog Users
• Graph 1-2: Sina Microblog User Base

DIAGRAMS

• Diagram 2-1: Sina Microblog Homepage
• Diagram 2-2: Sina Microblog Commenting
• Diagram 2-3: Sina Microblog Search
• Diagram 2-4: Sina Microblog App Store
• Diagram 2-5: Youdao Real-Time Search
• Diagram 2-6: Tencent Recommended Brand Microblogs
• Diagram 2-7: Soso Microblog Search
• Diagram 2-8: China Mobile Microblog Homepage
• Diagram 2-9: Shanda Microblog Homepage
• Diagram 2-10: Shanda Microblog Game "Bubble Fish"

TABLES

• Table 1-1: Microblog Launch Date
• Table 1-2: Microblog User Statistics
• Table 3-1: Post Content Features
• Table 3-2: Message Type Features
• Table 3-3: Registration Requirements
• Table 3-4: Search Features
• Table 3-5: Recommendation Features
• Table 3-6: On-Deck Integration Features
• Table 3-7: Open Platform Features
• Table 3-8: Off-Deck Integration Features
• Table 3-9: Mobile Features
• Table 3-10: Monetization Features
• Table 3-11: Incentive Features