BAIDU & GOOGLE - Research Paper Example

The reasons of the above outcome are analyzed below; emphasis is given on the criteria on which the expansion of Google across the Chinese market was based. The reasons for the failure of Google in the Chinese market are also critically discussed. Despite its success in the global market, Google has not managed to acquire the dominance of the Chinese market as an advanced Search Engine machine. In fact, in accordance with a report published by the Search Engine Journal, the share of Google in the Chinese market has been estimated to 32.

8% - whereas Baidu controls ‘the 56.8% of the search share’ (Baker 2008). It should be noted though that no significant competition seems to exist in the specific sector – it is noted that Baidu and Google control the 90% of the search share in China. . wever, the time lost has been significant and Google is currently trying to cover the gap caused because of its short-term exit from the Chinese market. However, in accordance with Hotchkiss (2011) the reasons for the failure of Google in China are not just regulatory; it seems that the specific search engine cannot respond – at least not as effectively as – to the technical demands of the specific sector – emphasis is given on the structure of Chinese characters and the severe delays that can be reported when using these characters in a Search Engine machine.

Moreover, it seems that the development of Google China has not helped towards the resolution of the above problem – as it could be possibly expected. The above problem is made clear through the following example: in a study developed by Hotchkiss (2011) in North America and China the time of response of Search Engines was set under comparison. In the case of search through Google – using Western language – a time period of 8 up to 10 seconds has been required to retrieve the results. However, when using Google China the response to a search query ‘took about 30 seconds, and with Baidu over 55 seconds’ (Hotchkiss 2011).

Apart from the time of response, the presentation of the findings is also problematic – referring to Google China. It is explained by Hotchkiss (2011) that the vertical scan (based on relevance) used commonly for checking the results cannot work in the case of Google China; instead it is necessary to check the whole list of results in order to select the required one (Hotchkiss 2011). In accordance with the above, the ability of Google to respond to the needs of Chinese people can be strongly doubted.

At the next level, the following fact should be mentioned: in a recent (2011)