Photo/Shetuwang

May 18 (NBD) -- ByteDance is finding ways to transplant its viral short video app Douyin and other popular mobile apps into cars.

National Business Daily noted that ByteDance has posted two job openings on its website, looking for product managers to design in-car entertainment and information system, and business managers to explore commercialization of its "multiple mobile apps and vast premium content" in connected cars and smart hardware.

When reached by media Monday, ByteDance did not share details, only confirming that it is exploring ways to "satisfy users' in-car experience". 

An industry insider told news outlet 36Kr that ByteDance's current strategy is to trial the in-car version of Douyin and news app Jinri Toutiao.

As of January, 2020, Douyin, the domestic verison of ByteDance's TikTok, has over 400 million daily active users (DAUs). Jinri Toutiao is the second biggest news feed app in China, according to market researcher QuestMobile.

As a relative latecomer, ByteDance is expected to face fierce competition with fellow tech giants already entrenched in the car connectivity sector. Baidu has Alexa-like voice interaction system DuerOS for cars. Alibaba Group has map service AutoNavi and operating system for connected vehicle Banma. Tencent launched the in-car version of its super app WeChat. 

Industry insiders expressed concerns that Douyin and Toutiao alone would not be enough to build a complete car connectivity system. In comparison, a WeChat ID can serve as a general account to connect Tencent's content and service.

Moreover, news and video content are going to distract drivers. Using in-car Douyin and Toutiao is certainly going to be limited, an insider said.

Email: gaohan@nbd.com.cn