CReATION: Yam.com evolves to deliver varied content

Yam.com, the first Chinese Web server, has profoundly adjusted its

business model and strategy in a bid to stay ahead in today's rapidly

changing cyber environment.

Originally launched as a non-profit Chinese search and directory site in

1994, yam.com dipped its fingers in the ebusiness of marketing and

advertising sales two years ago.

According to Ms Geena Lin, yam.com's sales director, the Internet should

develop itself not just as a medium, but as an interactive community for

viewers and marketers.

Interactive communication and a niche community are key values of the

Internet, which plays a different role to traditional TV and print

media, said Ms Lin.

As the region's staple food, the name Yam underlines the company's aim

to provide basic information, from news and shopping, to finance and

music.

"We developed a variety of content to communicate with different

communities," said Ms Lin.

The Internet is evolving from an information media to an interactive

marketing tool with the offering of database, online survey,

communications and marketing solutions.

Banners became the most commonly used advertising tool online when

marketers first recognised the Internet as a medium.

Ms Lin said today marketers seek more sophisticated online communication

solutions to promote their brands and products.

IT-related services and products accounted for 40 to 45 per cent of

total Internet ad spend a couple of years ago.

With the bursting of the dotcom bubble in the stock markets, the

company's dotcom clients have dropped by 20 to 30 per cent since

April.

However, the drop was picked up by emerging categories like FMCG,

telecom, skin care, travel and beverage.

Yam.com staged a 2.5 to three-time increase in revenue growth this year,

buoyed by marketers' increase in online budgets.

Although banners accounted for 75 to 80 per cent of yam.com's total

advertising income, Ms Lin said advertisers were keen to explore new

tools such as floating icons, content sponsorship and text linkage.

"You have to put (the potential of interactive) communication first when

using the Internet (as an advertising medium)," said Ms Lin.

The Internet is not simply a mass medium, but it is an interactive

communication platform, which offers viewers a chance to chat and share

opinions.

Content, communications, virtual community, ecommerce and Chinese

comprise the motto of yam.com, which has 10 to 12 million page views and

one million visits per day.

Internet advertising is about creativity, not just design, noted Ms

Lin.

She added that the crux of cyber advertising was creating something you

have never thought about doing with traditional media.

Yam.com is actively looking into new communication platforms for

viewers, targeting marketing tools and integrated WAP phone and

broadband technologies, according to Ms Lin.

Yam.com has also formed a joint venture with a computer retailer

Cybermart in the mainland.

The venture presently focuses on logistics, rather than websites, said

Ms Lin.

She added that the company's ultimate goal was to expand into the

ecommerce business.