Korea Technology Review2011.07.02 14:48


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Invited to a Korean dinner table? Be prepared for an extravaganza of 'banchan,' the Korean side dishes cooked from such varying food sources as vegetables, herbs, fruits, beans, meats and fishes. Sometimes Korean dinner tables will even include a couple of desserts from the very start of the dining. To many western visitors accustomed to the sequential serving of dishes, the scores of banchans accompanying a bowl of rice and soup is baffling to say the least. 


How do you eat a Korean dinner? There is no culinary road map here for you as  in the western dining—appetizer followed by entrées, finished with desserts.  The answer is; it is pretty much up to you how you eat them. You first size up scores of banchans, then decide yourself how you will sample them, either crisscrossing the table randomly or spiraling them around clockwise or counter-clockwise. That is exactly how Koreans surf top online portals everyday.


Naver, Daum and other Korean portals usually display dozens, sometimes hundreds of menu links on their front page. After you click into a link, the subsequent page will always display a side menu bar, nudging you ever-so-subtly to click more number of pages than you thought you ever would. So pervasive and insinuating their intricate site designs are, it is not uncommon to hear someone grumbling that he or she visited portals to do an online research but instead ended up reading some racy celebrity gossips, completely forgetting about the original purpose of the visit.  


To Korean online users addicted to the local portals festooned with a plethora of menu links, the spartan design of Google's front page comes as a shocking reminder how different from the rest of the world their ethnic online behaviors are.


Google's famed front page implies that its site was optimized for the sequential exploration pattern of the western users; the main search box followed by hundreds of search results, which again prompt you to click into the final pages. Nothing clutters you in the goal-oriented pursuit of sequential online search in Google. In contrast, the implicit message embedded in the design of Korean portals seems to be that you will not surf the site sequentially but spatially, just as you would scan scores of banchans on the dinner table.


No wonder Google's local share in the total search queries has remained at a meager 2.4 percent for years, despite its efforts to win over the hearts of local users since it launched the service in 2004. Google Korea stressed repeatedly that it intends to remain as a simple portal by insisting on the clean site design, hence redirecting customers to their desired online destination as quickly and efficiently as possible. Google's miserable presence in Korea shows, however, that Korean users can never leave behind the spatial surfing patterns ingrained in their brain.


Google Korea announced last week that they will integrate “Blog, People and Hot issues links on the upper menu page, with Picasa, Gmail, Textcube and other Google services occupying the lower half,” thus effectively copying the style of Naver and Daum. At the end of the day, even the mighty Google could not fight against the tenacious local culture.



The list of global online brands that have failed to win over the local audience by insisting on their original site design optimized for the western users is long.  MySpace heard their death knell last February and Linden Lab could not renew the contract for Second Life with the Korean partner, ending their two year experiment in Seoul. 


Barunson Games, Linden Lab's business partner responsible for localizing the service for Korean market announced on November 13 that they are giving up Second Life Korea, citing that the service has failed to attract the interest of Korean users. 


Korea, along with Japan, has been notoriously difficult market to break into for many global online service companies, as their local markets remain heavily guarded by the home-grown online powerhouses. It is doubtful, however, if those western online brands did enough to understand and assimilate into the unique local cultures.  


In the case of Second Life, Koreans have already been enjoying their own virtual realities in the form of Lineage and other online games. The target market of Second Life Korea has largely overlapped with those online gamers--the male online users in their 20's to 30's.For those groups basking in their own brand of virtual space, Linden Lab might have had a better chance in Seoul if they redesigned Second Life as an interactive game space, where users are allowed to play with some elements more attuned to the real-life narratives. What about Monopoly reincarnated as an massively distributed online games?


Linden Lab has instead slapped in their face another brutal virtual reality, whereas Korean gamers were searching for an escape from the harsh reality of daily life, as J.C. Herz noted in her Wired article five years ago.


Looking back, the default setting of Second Life's party style virtual stages, where users are roaming around looking for a potential date, friend or partner, looked and felt quite strange to many Koreans from the very start. If you really want to get connected with new friends here, you and other attendees would usually sit around the dinner table and drink soju together for hours. That is how you make new friends in Seoul.  


My advice to some prospective western online brands considering an entrance to Korea: never underestimate the power of local knowledge. And try to learn the joy of sampling banchans—spatially.


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Korea Technology Review2009.11.24 12:59

Koreans will have Apple iPhones this weekend finally after more than two years of seemingly endless wait. Mine will be black and Jina will have a white iPhone, according to her wish. Jean and Jina didn't subscribe for the KT's data plan though, as we will access Internet primarily via Wi-Fi. Outside of Wi-Fi zones, our iPhones will just be a simple phone.

Less than 24 hours after KT opened its online subscription page, over 27,000 subscribed for iPhones, a record number for any new phone launched here. Samsung's Omnia, the domestic arch-rival to iPhone, on the contrary, is attracting currently about 800 to 900 subscribers a day.    


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Korea Technology Review2009.11.13 14:43

Linden Lab has failed to renew the contract for Second Life with the Korean partner, effectively ending their two year experiment in Seoul. 

Barunson Games, Linden Lab's business partner responsible for localizing the service for Korean market announced Friday that they are giving up Second Life Korea, citing that the service has failed to attract the interest of Korean users. 

Korea, along with Japan, has been notoriously difficult market to break into for many global online service companies, as their local markets remain guarded by some home-grown online powerhouses. MySpace heard their death knell last February and even Google is having difficulties in booting up their services here, as Korean users were accustomed to the local services optimized for their unique habits and tastes. 

In the case of Second Life, I think, Koreans have already been enjoying their own virtual reality in the form of Lineage and other online games. The target market of Second Life Korea has largely overlapped with those online gamers--the male online users in their 20's to 30's.

For those groups addicted to their own brand of virtual space, Linden Lab might have had a better chance in Seoul if they redesigned Second Life as an interactive game space, where users are allowed to play with some elements more attuned to the real-life narratives. What about Monopoly reincarnated as an massively distributed online game?

Linden Lab has instead slapped in their face another brutal reality whereas Korean gamers were searching for an escape from the harsh reality, as J.C. Herz noted in her Wired article five years ago.
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Korea Technology Review2009.10.23 11:53

Confirming
my old suspicion, television topped the media survey this year despite the rapid rise of Internet here. 

According to a survey by Korea Advertisers Association, television is the most sought-after media when Koreans look for the day's news. A whopping 57.7% of respondents said they watch news on televisions followed by Internet
(19.8%) and newspapers(14.8%). 

The top 5 news brands according to the survey are; MBC(31.1%), KBS(31.1%), NAVER(11.1%), SBS(6.8%) and Chosun Ilbo(3.1%). It is interesting to note that NAVER, the top portal has surpassed SBS, the third television channel as the most sought-after news outlet in Korea. And 33.4% responded that they would to read more news online in the future.

Newspapers kept losing their ground, as Chosun Ilbo, the top daily has barely earned 2.0% of votes. No wonder the top 3 papers are striving to secure their presence in the national television market.
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Korea Technology Review2009.10.09 11:16



The news of the crime was gruesome enough. A nine year-old girl the media dubbed Na-young to protect her identity was brutally raped and abandoned in a church toilet on the morning of Dec. 11. 


Almost 80 percent of her genital organ was irreparably destroyed despite the best efforts by the local medical staff. Her colon and rectum, infected from being exposed to the dirty toilet sewer in the cold winter morning, had to be surgically removed. 

   

The predator was Cho Du-sun, a 54 year-old man and was shortly apprehended near the crime scene. To the dismay of horrified parents in the country, however, Cho was sentenced to a mere 12-year imprisonment, far lower than people thought he deserved, since the court ruled that he was under the influence of alcohol when he committed the crime. Cho would have faced a much harsher punishment, people fumed, if the crime was committed elsewhere. 


Korean online space went berserk at the hideous news, with tens of thousands of angry netizens petitioning for a maximum penalty for Cho and demanding a new legislation that would allow judges to punish child molesters up to life imprisonment or more. 


Soon, dozens of netizens, determined to reveal his identity, kicked in spontaneous online hunts. A purported picture of Cho has surfaced on the Web a few days later and circulated immediately in blogs, discussion groups and Tweeter. 


Alas! It was a wrong person though, making him an inadvertent victim of the furious online witch hunt. He filed a suit against the netizen that first uploaded his picture, along with hundreds of other online vigilantes that copied and pasted his picture on the Web.   


Call it a curse of the real-time Web that has gone terribly wrong. 


Clive Thompson, a columnist for WIRED magazine has recently shown his excitement about how the real-time Web is leaving Google behind.  But I'd say that Koreans had been there, done that and do not have much good to share with others. 


From its early days in 1990s, the Korean Web has been the Web of immediacy, an ideal space for the restless young Koreans searching for an instant gratification with the help of their online peers. Naver, Daum and other key portals in Korea fostered the such trends by combining news and search box in their main page and soon growing as a single destination for the national conversation. Lastly, they topped them off with a display of the real-time beat of hot search keywords, maintaining them as one of the most prominent features for years, as it was the useful index for users to follow the hot conversation of the day. Naver has even released an iPhone app of its hot keyword service. 


Funny thing is, many news media, hyper-sensitive about incoming search traffic from portals, has dutifully followed the hot search keywords up to the minute, generating relevant articles that include those keywords, and thus attracting bulk search traffic. Sometimes even news sites that pursue the quality journalism jumped on the bandwagon of keyword hunting, defending their action that the very fact Netizens are buzzing about some issues is good enough to warrant some follow-up stories.


It was a vicious cycle in the Web of immediacy, as the portal's news content galvanized users to conduct a series of spontaneous online searches around the day's hot keywords. And that in turn triggered news media to generate more articles about the issues, resulting in the growing dominance of the real-time Web among Koreans.   





This is in stark contrast to the Google's approach to search. Google combines two key factors in determining the most relevant link -- 1.the number of cross references pointing to a site, 2.whether the specific site grew slowly and organically, which tends to be a “marker of quality” as Thompson wrote in the WIRED column. In short, Google was indexing the Web of the past whereas Koreans were requesting answers for the today's hot topic. No wonder that the Google's total share in the search queries of Korea has remained at just over a few percent points for years.   


Korean netizens have asked for the Web of immediacy, a real-time update about the day's hot topics, but Google answered them with the Web of the past, though verified over time. 

 

Another name of the real-time Web, however, is the emotional Web. The Web of immediacy has spawned a giant online vacuum in Korea, generating an insatiable appetite among Koreans for anything to gossip about. In the real-time Web that is Korea, people were sucking in news every hour, every minute and every second. News media answered them with tons of up-to-the-minute flash news. 


Naturally, verification of the facts in the news stories increasingly took a backseat to speed. 


The journalism of immediacy that thrives on the emotional Web is diametrically opposed to the journalism of accountability and credibility for all its nature and purpose. The gaffe made by the online vigilantes while they were hunting for the identity of Cho, was waiting to happen. Something like it was inevitable. 


The real-time Web? Korean have been there, done that. What Korean need now would not so much be the Web of immediacy, optimized for the instant gratification, as the Web of accountability and credibility, verified over months and years -- just as Google has proven successfully with their search algorithm so far.


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Clive Thompson at WIRED magazine is excited about how the real-time Web is leaving Google behind

I'd say that we Koreans have been there and done that, thanks to a search engine/news portal/SNS hybrid available here in the form of NAVER. 

To appreciate its looming presence in Korea properly, imagine Google, Yahoo, eBay and Tweeter one day merged together to create an one-stop on-line destination that attracts near 70 percent of the American Web traffic. NAVER enjoys such a monstrous dominance in Korea. 

It displays prominently a real-time fluctuation of hot search keywords right next to the main search box, along with aggregated/edited news, shopping content, blog and meToday, a Korean Tweeter. So from the very start, the search here has never been about just figuring out who has authority, but also about sharing the day's hot topic with friends. 

This way, NAVER has grown to become the powerful custodian of the society's real-time conversation. Though it is such a fun to have an almighty portal like NAVER sometimes, I can only hope that America would never allow such a monster to emerge in your own home turf.
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Korea Technology Review2009.09.30 22:47

If you cannot charge your customers, charge your partners--that would be the mantra of the freeconomics. 

KT has deployed more than 41,000 wireless routers so far blanketing the peninsula with Nespot AP's but it was never able to market them successfully, despite its $10 per month access fee. The number of subscribers has dropped to 370,000 this year after it peaked at 410,000. 

So, if you cannot charge your customers, why don't you just give them away? That seems to be the new strategy of KT as it is opening up its hot spots in the nation's airports, coffee shops and doughnut joints for free. 

To access their wireless network, however, you will first need to fill in a short online form complete with your email address. Thereafter, customers' email data seems to be forwarded to KT's partnering sponsors--Google Korea, Starbucks, Krispy Kreme or in the case of airport hot spots, to Emirates Airline, enhancing the relevance of customer profiles. 

Yes, KT's choice of partner is contextual. It is carefully selecting the most eligible partner depending on the location of its target hot spots. Starbucks and Krispy Kreme collecting emails of potentially urban and IT types for Google Korea, airport hot spots collecting air travelers' emails for Emirates.. That is one of the more clever executions of the freeconomics I found in recent months






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Everybody hates a monopoly. 
Sascha Segan of PC Magazine loathes the iPod nation that is America, as much as Koreans hate the monopolistic dominance of Samsung and LG here. A little dose of Samsung-LG would have been a welcome respite for many Americans choked with Apple gadgets. 

To cool down the monopoly of Samsung and LG here, however, Koreans are in need of an Apple touch. So much for the talk of iPhone--we've been waiting for the damn phone for over two years! Give it to me now Apple and KT! 
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Korea Technology Review2009.08.31 22:21


Is the recession boosting the television viewing? According to the Nielsen Co.'s "Three Screen Report" for the fourth quarter of 2008, the average American now watches more than 151 hours of TV a month, about five hours a day and up 3.6 percent from the 145 or so hours Americans reportedly watched in the same period last year.


Or the ubiquity of the screens left no option for the average American but more combined viewing of the television anywhere? In fact, the "Three Screen" in the report refers to televisions, computers and mobile phones, the three prime channels for the public today to enjoy the video content.

The trend towards ever increasing presence of the television among the contemporary media consumers is being replicated across the Pacific as well, in the bandwidth capital of the world.

In terms of its share of audience hours, network television has been on a downward trend in Korea for years, losing its ground to the Internet, cable television and other new media platforms. However, if you break down the share of the hot memes by tracking up to its original media source every day, a totally different picture emerges.

Roughly 70 to 80 percent of the daily hot queries in Naver, Korea's top search engine, is simply a regurgitation of the issues discussed earlier in the network television, defying the early optimism of the media pundits who envisioned that the Internet would offer an alternative channel in setting the key public agenda.

Scores of top bloggers that attract bulk of the Korean web traffic are like parasites, simply chewing juicy morsels of the entertainment news or celebrity gossips thrown from the television screen in their blog posts, hence amplifying the television's dominance on setting the national agenda. 

This is puzzling since media analysts have been unanimous in their projection that the proliferation of the Internet and the broadband network will inevitably chip away conventional TV time of an average Joe the couch potato. Television is here to stay, they predicted, but it would be reduced to the hum in the background, except being called upon occasionally in time of the national crisis to play the role of the spectacular media, providing common topic and synchronous conversation for the public. On the contrary, television is gaining back its strength as a leading synchronous media, boosted by the asynchronous reverberation of the Internet.

This is in stark contrast to the dire situation of many newspapers, that are not gaining new advertising dollars on the Net as they are losing the subscriptions in the brick-and-mortar front.

Television's unrelenting clout as the custodian of the society's shared conversation is even more pronounced in Korea, despite the full advance of the broadband Internet here for the past 10 years. Perhaps, Korea's centralized message dissemination system may have helped. The content produced in the network's Seoul station dominates the screens of almost 99 percent of regional affiliates, reaching as far a place as in Los Angeles, where there is a huge cluster of vibrant ethnic Korean community.

The resurgence of the television in Korea is largely indebted to the network's prescient decision to embrace the Web instead of fighting it. From the early days of the Internet, KBS, MBS and SBS, the top three television networks have been releasing almost all of their scheduled programs on the Web as video-on-demand. The networks opened up most of their regular programs for free on the Net, but even when they charged for some popular content, they almost always offered users an option to detour the pay wall in return for the participation in some co-promotion campaigns with the sponsors.


As the TV fans get addicted to the asynchronous viewing of the top network shows, however, they usually ended up paying hard cash to enjoy more high quality programs available in the high definition format. SBS, the top network station that has been consistently more enthusiastic than its competitors about the online content business, earned over KRW 43 billion (about US$40 mil) in revenue on the Web last year, whereas it grossed KRW 607 billion (about $570 mil) from its television arm.

Form follows function and the real time online interaction with the audience soon changes the program formats as well. So, it was not just additional revenue from its online platform that Korean television picked up from the Internet. The Web has transformed the network television by changing their production and programming practices from its core.

For starters, television station usually open up a dedicated program website complete with message board and other bells and whistles to capitalize on the viral power of the viewers. Korean networks start to air big budget mini-series or dramas when roughly one third of the production is completed at the time of the premiere. Producers earn some leeway this way to fine tune the story based on the online feedback. Many times, plot would change at the request of fans and some unpopular cast members would be ousted after overnight rating results are released. Sometimes finished tapes would be delivered to the master broadcasting room just a few minutes before an on-air hour. It is as-you-go production and post-production.

Production staff and stars are easily burned out in this tight production schedule but they can still capitalize on the last minute chance and save the dying show by constantly monitoring the feedback posted in the program's online message board. Some loyal fans would persuade less enthusiastic viewers who would otherwise watch weekend reruns to stick to the original show time as a way to cheer up producers and actors and lift the show rating.

As the networks cut down on the production budget with the looming financial crisis, product placement is emerging as a promising alternative to fill in the deficit. However, the fleeting exposure in the midst of the show fails to catch the attention of but a few sensitive eyes. The Web comes in squarely to connect the missing link here. Producers can direct viewers to look up the program homepage for more detailed information about the featured products, services and places. The asynchronous Web is complementing the synchronous experience of the television this way.

The mutually beneficial relationship between the television and the Web can go only so far as its core audience is willing to accept the Internet, however. No wonder MBC and SBS, whose core audience spans from in their 20s to 40s, the most Web-savvy cohorts, are striving much harder to make full use of the Internet, whereas KBS, with its core audience spanning from in their 40s to 60s, who are practically glued to the television, is not trying as hard.

Generally, the world's highest penetration of the Korea's broadband network has pushed stations to produce more interactive reality shows and engage in conversation with the viewers in otherwise traditional programs. Sometimes television screens would be streaming the live text messages at the bottom sent from the viewers. 

Space shattering and interactive nature of the Web has been a great boon especially for the radio. After all, radio was already a highly interactive media even before the birth of the Web thanks to the radio's extensive use of live telephone conversation with the listeners.

By incorporating the Web, MBC's MINI, its Internet radio and KBS's KONG are reaching the listeners from the far corners of the world, breaking down the traditional bound of the network constituency. And inevitably, some top radio shows have started to experiment with video streaming on the Web as well. In the future, radio show hosts may be judged by their looks as much as they are judged by their voice talent.

The rise of citizen journalism and the shifting landscape of the media leadership in the wake of Seoul's broadband revolution seemed to have signaled the demise of the television medium as we know it today. However, television has made a spectacular come back to the contemporary media scene and is suddenly relevant again by internalizing the hidden desire of the audience expressed on the Net.

If you are brave enough to look through the hype and zero in on the changing nature the audience, the Web will soon prove itself to be the network's best friend, not a foe. Still not convinced yet? Then come and visit the bandwidth of capital of the world and look for yourself how Korean networks have jump-started the TV 2.0 on the Web.
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