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BDAFinalReportofBaiduRe-underwritingJun3,2016ForTigerGlobalOnly?BDA2016
2TableofContentsExecutiveSummaryBaidu’sInitiativesofSearchBusinessComparisonofGoogleandBaidu’sSearchBusinessBaidu’sOtherInitiatives
Inthesearchsegment,wedon’tseeanybreakthroughorrevolutionaryproductsineitherBaidu’suseroradvertiserpipelines3UserProductsAdvertiserProductsDescriptionStatusProspectAssessmentColumbusisbasedonapreviousfailedproduct,BaiduZhixin,andthusitisnotabreakthroughorrevolutionaryproductFurthermore,ColumbuspagesmayunderminetheprofitabilityofcurrentadvertiserproductsUnderDevelopmentQuerieshasrampedupquicklybutstillonlycontributesasmallportionoftotalsearchesThepotentialofvoicesearchiscloudedbythefactthatapplicationofvoicesearchinreallifeislimitedandlacksaproventrackrecordLocalExpressVoiceSearchImageSearchUnderDevelopmentBaidudoesn’tenjoyanytechnologicaladvantagesoveritsmajorcompetitorsRecognitionaccuracyislow,soitsapplicationislimitedInmassivepromotionBrandZoneBaiduProductListingAds(PLAs)MobileDSPWellmonetizedWellmonetizedPerformanceisunsatisfactoryBaiduLocalExpress’spotentialwithlongtailcategoriesdependsonwhetherusers’consumptionbehaviorscanbecultivated;Meanwhile,itfacesseverechallengeswithmajorcategoriesBrandZonemaycontinuetoreportmildgrowththankstoBaidu’saggressivesalespromotions,butitsgrowthhasencounteredabottleneckandsloweddownaccordinglyAlthoughPLAsisgenerallywelcomedbyadvertiserssofar,theexpansionofmobilesearchmaylimitPLAs’smonetizationability;furthermore,PLAsisnotlikelytoplayacrucialroleinboostingsearchrevenueColumbusProjectGDTisenjoyingoverwhelmingcompetitiveadvantagesinthearea,whileBaiduMobileDSPisinferiorinprecisionandaudiencebaseSource:BDAinterview,researchanalysisSearch
Besides,BaiduhasalreadydevelopedalmostallG
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