Google Aims to Crack China With Music Push
By LORETTA CHAO and ETHAN SMITH
February 6, 2008; Page A1
Two years after Google Inc. began a big push in China, Baidu.com Inc. continues to dominate the country’s Internet search market, thanks in significant part to a controversial and legally risky offering: searches for free, unlicensed music downloads.
Now, Google is preparing a counterstrike, according to people close to the situation. The U.S. search giant is in the late planning stages of a joint venture with a Chinese online music company that would permit it to provide free — licensed — music downloads in China.
The service, which is likely to offer access to tunes from three global music companies as well as dozens of smaller players, could start in the next several weeks barring any last-minute hiccups. The music pact marks a turning point in Google’s battle with Baidu to gain dominance in an Internet market that is soon expected to surpass the U.S. this year in number of users.
![[Robin Li]](http://s.wsj.net/public/resources/images/HC-GL383_Li_20080205162601.jpg)
Baidu has proved a brash adversary for the much larger Google, leveraging its status as hometown champion in China to beat the U.S. Internet giant at its own game. From the start, Baidu has boasted that its knowledge of China and the Chinese language would give it a natural advantage over foreign rivals.
“We’ve been the No. 1 Web site in China for a number of years, and in fact we are the largest Web site outside of the U.S.,” says Robin Li, Baidu’s co-founder and chief executive. “When people get to know about the Internet, the first Web site they learn is about Baidu in China.”
Google declined to comment on the China music plan. In the past, Google executives have made clear the company’s determination to overtake Baidu. “We were late entering the China market, and we’re catching up,” Google Chief Executive Eric Schmidt said during a visit to Beijing last April. “Our investment is working and we will eventually be the leader.”
A significant part of Baidu’s success has been its music search service, which draws a sizable chunk of traffic — at least 7% of its total — to the site by facilitating easy access to free music. Baidu makes money by selling ads directly on its music pages. The free music also entices users to come back for other services, all of which helps the company sell advertisements.
Unauthorized Downloads
But searches for unauthorized downloads have also made Baidu a target for music companies trying to protect their rights in a country where piracy has crippled the entertainment industry.
Google has not provided any unlicensed links to music products in China even though avoiding music has put the company at a disadvantage.
![[Screen Wars]](http://s.wsj.net/public/resources/images/P1-AK429_BAIDU_20080205202422.gif)
Google’s new China strategy is widely viewed as a logical next step for digital music, but has until now been resisted by record labels, which feared further cheapening the perceived value of their products. Experimenting with such a system in China, where a legitimate music market is virtually nonexistent, could be a palatable entryway.
If the plan works, it could provide a road map for music industry offerings elsewhere in the world. Though piracy is more pervasive in China than in North America and Europe, it is a serious and growing challenge in those markets, which generate the lion’s share of sales for the four global music companies.
Digital ‘Watermark’
The proposed venture goes directly after Baidu’s music search audience, by offering high-quality music files embedded with a digital “watermark” that lets record labels track how often their songs are downloaded. The idea: Better-quality files will draw users away from unlicensed downloads, and give labels and search companies valuable data needed to make money from advertising, say people familiar with the plans.
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