For the first time, over 10% of Baidu’s quarterly revenues was from the mobile, “roughly quadrupled over a year ago”, Robin Li, Baidu CEO, disclosed at the Q213 earnings conference call today. Mobile search traffic is mainly driven by Baidu search app and Baidu mobile browser.

The mobile bidding system was integrated into Phoenix Nest, Baidu’s bidding system for PC, in the quarter. The mobile version, however, isn’t so different from that for PC, offering advertisers features such as click-to-call and click-to-chat. Robin Li said they’d offer more such as geo-targeting and click-through rate prediction.

Baidu declined to answer questions on the planned acquisition of NetDragon’s 91 Wireless but disclosed that mobile app distribution through search and Baidu’s app store increased more than five times year-over-year in the quarter. It has made some revenue through app distribution — mainly from mobile games.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com