China Yahoo to launch mobile search
Rating: there won’t be a stampede
By Annie Turner
China Yahoo is to launch oneSearch for mobiles next week, according to China Tech News. The company has shown some signs of eating humble pie, changing its name from Yahoo! China to China Yahoo! in mid May. The change was intended to illustrate Yahoo!’s commitment to localisation. We’re not sure it’ll help its cause in mobile.
oneSearch was launched in its home market earlier year, but although it represents huge investment and main plank of the company’s strategy, it stinks – we know because we did an extensive analysis of it at launch in the Mobile Search Analyst (www.bkimedia.com).
That was in Yahoo!’s native tongue and culture, (American) English. It’s hard to imagine that the Chinese version won’t be whole lot worse. Perhaps it’s no wonder China Yahoo! seems to get through senior executives at an impressive rate: one recent president lasted just a month.
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