1 Client Logo

SEARCH ENGINE & MOBILE MARKETING IN CHINA

June 3rd, 2015

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2000 Baidu founded

北 京 BEIJING

2005 Listed on NASDAQ on August 5 (BIDU)

2007 First Chinese co. named to NASDAQ-100 Index

$80 billion Market Cap

45,000 Employees

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China

TOP 1 Data from alexa.com

No.1 Chinese Website

Baidu

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No.1 Chinese Search Engine

Baidu 74 %

680 M Users

10 times/day/user

10 B Search Volume

Coverage

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Mobile becomes major device to access internet

0:00-1:00 8:00-10:00 21:00-23:00

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China’s Mobile Internet Era

Smart phone

users in China (600M)

Shipment in Y2014

450M 1 of every 3 Chinese bought a

new smart phone

40% of global

shipment

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Baidu is dominant in mobile search

400M Baidu Mobile

App Users

72% 96.3% Baidu Mobile user

penetration 4.1B Mobile

Search Query

Mobile search market share

Data from：YiGuan & CNNIC

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Baidu Map: Largest LBS platform

User over 2 00M

Market Share

54%

21%

No1 Search satisfaction Multi search types, including voice search, natural language search, like “from Baidu office to Xidan building” Abundant local service

•  Entrance for life service

•  O2O online payment

•  Personalized message

Image advantage

•  HD satellite map and 3D vector map

•  AR view, integrated with indoor map and positioning

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Our mobile search platform is not only for search, but also for serving

Localized Click-to-action Personalized In real time Life service Health, life Q&A E-Book news

Baidu wireless search service

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Traditio

nal

search form

Inconvenient input

Imperfect info

Restrained display

Learn flower in

a easy

w

ay

Image

recognition

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•  ILSVRC (ImageNet Large-Scale Visual Recognition Challenge) •  Classification task: 1.2 million images contains 1,000 categories •  One of the most challenging computer vision benchmarks •  Increasing attention both from industry and academic

communities

•  “Artificial Intelligence benchmark”

ImageNet Classification Challenge

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Team Date Top-5 test error GoogLeNet 2014 6.66% Deep Image 01/12/2015 5.98% Deep Image 02/05/2015 5.33% Microsoft 02/05/2015 4.94% Google 03/02/2015 4.82% Deep Image 05/10/2015 4.58%

Deep Image: Latest Results, keep improving

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音频监控 （勿动！）

人机多轮对话完成机票酒店预定

Tra

ve

l b

oo

kin

g

Vo

ice reco

gn

ition

Voice recognition——95% of accuracy

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Instant Translation Voice A

ssistance

17 languages

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Mind Reader——we know you better Mind Reader enhances the user experience by showing highly-relevant

search results on easy-to-read page

Mind Reader

“You who came from the stars”

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Box computing

Interaction

“Flight from Beijing to Shanghai”

Baidu Search Platform

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Keep improving to know our users better

Cross-screen track Cross-app track

Behaviors on APPs

On mobile On PC

Behaviors on wireless web

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Agen

cy

Client

Tools Platform 91

wireless Browser

Motu Camera

Input Tools

PC faster

Cloud Storage Video

Player

Search Platform

Map Pic

Iqiyi Music

Hao123 Web

Video

Ad

Content Platform Post Bar

Baidu Doc.

Baidu Exp.

Baidu Knows

Recognition

Transaction Platform Group Buy

Nuomi

Baidu Wallet Baidu e-

Commerce

Stock Index

Unmanned vehicle

Smart Device Blood lipid Analyzer

Blood Pressure

meter Baidu i-camera

Search Result

Content Provider

Tran

sact

ion

Data Monitor

Traf

fic E

ntry

Business ecosystem based on Baidu platform

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“Big Data’s big impact across industries”

Internet  +

Embrace  the  internet Upgrade  industries  with  new  technologies

……

-­‐From  Forbes

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Consumer

Identity

Natural Attribute

Living Habit

Living Interest

Social Style Location

Brand Preference

Product Preference

Consumptive habit

360 degree

Consumer Insights

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Locate your target and build marketing strategy accordingly

Consumers with same car brand preference, usually have similarity of other interests

Consumer Insights

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Based on cookies “BMW series 3”

Analyze consumer decision process

Key words luxury

300k+ RMB BMW sedan

Benz sedan

BMW sport BMW 325i BMW 3

Test drive

100 79.8 61.4 43.9 29.8 17.6

100 78.9 63.2 43.9 31.6 19.3

100 80.7 59.6 43.9 28.1 15.8

P 78.9% 80.0% 69.4% 72.6% 61.1%

80.7% 73.9% 73.5% 64.0% 56.3%

79.8% 76.9 % 71.5% 68.3% 58.7% average

Request confirmed

Info acquired

assessment purchase feedback

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Special news on CCTV

Baidu migration Monitor crowd migration in Chinese

New Year with Baidu LBS tech

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How to monitor

and control the

spread of

infectious

diseases in real-

time situation ?

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How to identify suspects

from ten billion pictures

?

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Connect to PC Ingredients Warning Nutritional

data

Smart diet Secure your food with chopstick

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Smart health care Big data of your body

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First Online zoo in China

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Baidu Search

Internet

Natural language processing

Machine learning

?

A

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Smart traffic Unmanned vehicle

Big data + Technology

D living space

Map Aided drive

Special auto-drive

Voice assistance

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Intelligence device

Big Data

Image recognition

artificial intelligence

Cloud video

LBS

Voice Baidu zoo

World Cup prediction

Du Robert

Flower identity

Travel booking

Chopstick

City crowd tracking

……

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Thank You