Social networks pave way for third-party apps

The development means that the websites will be open to applications developed by third parties, including those commissioned by brands. Social network 51.com announced it would have the first applications ready this month. 51.com claims it has more than 25 million active users who are predominantly young and from second- and third- tier cities.

Its decision to open up was quickly followed by its rival Xiaonei.com - often called the mainland’s Facebook for its resemblance to the US network. Xiaonei was originally tailored to high school seniors and university students but was opened up to everyone last year.

There is the suspicion that Xiaonei - which has about 8.8 million active users - rushed the move in response to 51.com because the announcement was made on an employee’s blog. So far only applications created by Xiaonei or its holding company Oak Pacific Interactive have been added to the platform but third-party applications are reportedly on the drawing board.

Both sites will have a first-mover advantage against their main rival, Qzone, the social networking arm of the hugely profitable QQ empire, which claimed 317 million

active users and 13 per cent of its revenue from online advertising in its March quarterly report.

Rex Ng, the managing director at Hong Kong-based social network application publisher 6 Waves, believes the move creates a new opening for brands.

“The mega-brands will benefit more, since the SNS medium is more aligned to building brand engagement than driving direct response,” he said.

Mainland social networks generally attract the 15- to 24-year-old demographic. As a result, said Ng, the flavour of any applications or widgets will be entertainment-related.