FlipBoard, the iPad reading experience reinventor last year stepped its toes into China in an effort to tap into the second largest market for Apple where people are scrambling to buy Apple’s iDevices such as iPhone, iPad and iPod. With a huge market to build with and a hordes of similar apps to rival against, Flipboard is destined to engage all the opportunities while confront the challenges during its bumpy ride in China’s e-reading market.

The iPad App of the Year, typified by its ‘revolutionary’ tablet reading experience, was originally aiming at turning your social networking contents (Twitter feeds or Facebook status updates) into a personalized digital magazine. You can read it by flipping through pages with right-to-left swipes which gives you the illusion that you’re turning book pages. The personal social magazine also got many prominent traditional publishers on board, including publishing conglomerate Conde Nast and its New Yorker, Wired, travel publication Lonely Planet and so forth.

Teaming up with two popular Chinese social networkings, Renren (China’s Facebook) and Sina Weibo (Twitter-like service), Flipboard debuted a Chinese version of the app on December 6 of last year. Alvin Tse, head of Flipboard China was reportedly expecting a 5 million download mark for iPad Chinese version by year-end.

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Ben Jiang

Listener of startups, writer on tech. Maker of things, dreamer by choice.