Recently, there have been many local reports chronicling the missteps of Shanda over the course of past few years, especially in the company’s moves to diversify its offerings. Shanda stepped up big efforts to make various initiatives like Tangguo SNS, Ku6 video site, Pingju, Youni and MKNote, to name a few. And all these services more or less suffered from frustrating setbacks. For instance, Tangguo has long gone offline and its URL was directed to Tuita, a Tumblr-like service from Shanda. Ku6 now is trailing behind Youku, Tudou and other video sites. Pingju which is a B2C site from Shanda got shut down within three months after live online. Both Youni (Kik-like) and MKNote (Evernote-like) were once first-movers in their areas, but now seemed to lose their momentum in catching up with their counterparts like WeChat and Youdao Note.

These investments or in-house efforts didn’t really pay off.

It’s known to all that Shanda made its first fortune by operating games, and was long been regarded as a gaming company though it made numerous and respectable efforts to branch out into other areas. One industry observer once commented on Tencent and Shanda surpassing Shanda in gaming sector saying the diversification also dilute the company’s focus and even ambition in games.

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Yang Wang

Yang is currently the brand and media director at Elitime Media & Consulting. He has published and translated seven books, and several of his works have been translated and published in areas such...