MSN, one of the world's largest Instant Messaging providers, has officially launched MSN China, its Chinese internet portal, in Beijing on Thursday.

To better localize its services, MSN is closely cooperating with 9 established Chinese partners including Shanghai Alliance Investment Ltd, Shanghai Media Group Broad Band, Taobao.com, ourgame.com and ynet.com. MSN has vowed to improve its IM service, MSN Spaces and MSN hotmail services and promises Chinese consumers more offerings in the near future.

Michael Rawding, the vice president of Microsoft says they see this approach as a milestone in MSN's long-term strategy.

Gao Yun Fei from Shanghai Media Group - one Chinese partner of the project - says the collaboration represents a new approach in the development of the Chinese internet industry.

"MSN's partner strategy seeks to combine their advanced technology and management experience and local partners' familiarity with the target market. This will surely benefit the Chinese IT industry."

With the launch of the new services, Chinese consumers will have easy access to five MSN's online Channels, namely online community, auction, download, autos and games through the IM tag service.

(CRI May 28, 2005)