Addressing staff through a company-wide email, Charles Chao, Chief Executive of China’s internet-media giant, Sina Corp. (NASDAQ: SINA) charted out company’s strategy for 2013. Chao said that the company’s strategy will revolve around restructuring its business which would allow it to focus on mobile-computing business or “mobile-first” as described by the CEO.
Chao added that the Company will be split in to two business divisions in 2013. While one business unit will focus on its web portal services, the other unit will concentrate on Sina Weibo, an extremely popular microblogging service in China, having a membership base of more than 400 million.
The changes would mean that company’s COO Hong Du will be in-charge of company’s web portal unit and is expected to report directly to Charles Chao while Chao will administer day-to-day operations of its microblogging and mobile computing business. Each business unit will be responsible for its own products, technology and operations, according to the Chao’s email.
Just like other Chinese internet firms such as Baidu.com Inc. (ADR) (NASDAQ: BIDU) or Tencent, Sina is also exploring ways on how to capitalize on users changing habits from traditional PCs to smartphones.
Outlining his strategy for 2013, the CEO also pointed out that although the development of Sina’s mobile business was very quick during the current year, the company will need to put-in more efforts for developing new products so that it stays ahead of the competition. Chao wrote that Weibo and mobile services offer both “opportunities and Challenges” for Sina; hence it was up to the company to relentlessly work on innovations and update new products to beat competition
However, the company’s prime focus will be on mobile business said Chao. According to Chao, the “mobile-first” strategy will allow Sina to better understand mobile users. But he added that in order to accomplish company’s target and enhance overall efficiency, it was imperative for Sina to come through from its current business model and organizational structure.
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