Sina Weibo Launches Upgraded Enterprise Edition
Oriental Morning Post, 3/02/12
Chinese internet company Sina's (Nasdaq: SINA) Weibo microblogging platform has launched "Weibo 4S Store," an upgraded version of Weibo's enterprise edition aimed at the more than 5,000 automobile manufacturers and dealers already actively using Weibo. The service, which costs RMB 50,000 a year, provides display ad placement, back-end data monitoring, statistical analysis, and custom promotional campaign services.
Starting with the auto industry, Sina is aiming to monetize by targeting specific verticals. E-commerce and gaming are likely the next industries on which it will focus.
"Weibo 4S Store" is an upgraded version of Sina Weibo enterprise edition that enables companies not only to display brand and product information via text, image, and video, but also to have access to special functions such as information management, a business center, and statistical data.
Ge Jingdong, general manager of Sina's marketing and regional business department, said that the new version will mainly generate revenue through display advertising and value-added service fees. "Display ads will be placed on Sina Weibo, Sina's local websites, Sina's auto channel, and other sites frequented by users daily. The service also offers marketing solutions for different types of customers, including test drive reservation, car shows, and group buy services.
Ge added that Sina Weibo will follow-up with precision advertising aimed at "interested users." This system is currently in the testing stage, and a mobile version of Weibo enterprise edition is also under development.
"Sina Weibo also has an open platform, and functionality not provided by the enterprise edition can be developed by app developers," said Ge.
Editor's Note: For more information on this topic, please see "Sina Microblog to Start Monetizing in Q2 2012," MD 2/28/12 and "Sina Microblog Targets 1 Mln Enterprise Users in 2012," MD 2/23/12 issues.
Keywords: online advertising business model Ge Jingdong Internet automobile Sina microblogging open platform
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