Chinese Browser Baidu Targets Middle East Users
Baidu, China’s most popular search engine, is
targeting the Middle East and Africa this year, partnering with
Orange to offer its browser on Android devices in the
region.
The browser was rolled out on Android phones in Egypt this week, as
Orange moves to serve growing demand for Android in the country.
While Android remains a close second, at 14% of market share to
Symbian (19%) in Egypt,
according to Google, Orange says demand for Android phones has
doubled in the country over the past year.
There’s ample room for Android growth in these markets.
Generally, while Android dominates global smartphone markets, it
lags behind both Symbian and Nokia’s Series 40 across Africa and
Asia,
according to Mobithinking.
As Orange moves to offer its 80 million customers in the broader
Middle East, Africa, and Asia more services, it’s betting that
Baidu’s new focus on Arabic will broaden the app’s appeal. But will
Arab smartphone users take to Baidu, whose app doesn't offer its
own search engine? Like Firefox, the browser offers search via
Google, Yahoo!, and Bing, but leaves out its native search engine,
which only supports Chinese characters.
One thing the Baidu browser has going for it is that it offers
30-90% data compression to reduce data usage, so it’s optimized for
markets where browsing is expensive or difficult. Baidu claims that
the browser is 20% faster than Chrome, Firefox, and Opera, a claim
that checked out during a test by CNet. It also offers easy links to Wikipedia,
Facebook, and Twitter, sites making it ideal for consumers who like
to have quick links at their disposal.
Despite the browser's lack of native search, Orange seems to be
betting that Baidu's friendly user interface and a swifter browsing
speed will entice users in the Middle East.