Internal Sina.com Email Forecasts Web Portal Operations

An internal email from Chinese Web portal Sina.com has revealed structural changes at the company, including the establishment of a portal technology department.

According to reports in Chinese local media, the email was sent by Cao Guowei, chief executive officer of Sina.com. Cao said that the company will establish a new portal technology department, which is responsible for portal products development and technical support and the new department will be led by Ji Xu, vice president of Sina.com. Sina’s mobile website and news-related mobile client products, which were formerly under the wireless business department, and related technical teams will be integrated into the new portal technology department.

The company’s video and blog products, which were formerly under the product business department, and related technical teams will be integrated into the portal sector. Chen Tong, executive vice president of Sina.com, will continue to be in charge of portal operations.

For the microblog sector, the mobile microblog product previously under the company’s wireless business department and former microblog commercial products will be integrated into a Weibo microblog business department, led by Wang Gaofei, vice president of the company. The former music business department and microblog-related projects previously under the product business department will also be integrated into the microblog business department. In addition, an independent social media microblog open platform unit will be established.

Cao said that at present, the departments of the company have started a strategy analysis and business planning for 2013 based on the new structure. During this process, some departments will expect minor adjustments. At the same time, the structure of the back-end supporting departments of the company will be adjusted accordingly.