Korea Technology Review2009.11.26 16:17

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 Review2009.10.23 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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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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Korea Technology Review2009.10.02 10:54

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 Review2009.08.25 15:45
NHN, Naver's parent company, best known outside as Korea's Google, unveiled a new corporate logo today. NHN has HAN Game, Junior Naver and other service affiliates aside from its main search engine business. As usual with the introduction of any new corporate logo, local reaction is mixed at best. Look and judge it for yourself.

*New logo:
 

*Old logo: 




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Korea Technology Review2009.07.22 12:11

The giant sucking sound of Naver guzzling down near 70 percent of the Korean Web traffic is fading out this summer but Naver seems to be paying the price of "not being evil" if a newly released mid-term tally is to be believed.


Nate, the perennial third player in the Korean portal business has taken over Naver this summer in the news service segment according to a research by Korean Click, a Seoul based Web rating agency. Nate news logged 8,626,364 unique visitors in the first week of July surpassing Naver news (8,547,703), Korean Click said. But it still trails Media Daum, which topped the survey by attracting over 12 million unique visitors in the same period.

Officially, NHN -- Naver's parent company -- does not seem to consider it an issue though. When it unveiled Newscast and Opencast this January, NHN promised to turn the site from a traffic center to a traffic distributor, redirecting search queries and news traffic to other dedicated sites. The current waning of the traffic has been predicted, or even intended, NHN says, as it was trying hard to deflect a growing suspicion that the Korea's top portal is enjoying an unwarranted influence by wielding its formidable political clout.

Since Naver started to forward the news traffic, some 40 news sites invited to edit their news links for the Newscast page saw their traffic doubled or even tripled, acing several Korean top site rankings. Naver is ready to take back the traffic forwarding, however, on a short notice from any affiliated news site. When the web site of Chosun.com crashed on July 7 after failing to fend off a massive distributed denial-of-service (DDoS) attack, Naver indeed come to their rescue by re-routing the news traffic back to its servers.

The rise of Nate news, however, cannot be simply attributed to the introduction of Newscast, whose beneficiaries Naver may scoff at as a lucky picker of an easy windfall. Aside from the relative decline of Naver, Nate news seems to have touched upon some soft spots of Korean online news surfers.

Though many believe that people read news to look for new information, news reading is largely out of habits, a daily ritual to be reminded that they still belong to the society. In a highly competitive society such as Korea where people are driven by the permanent anxiety that they might be left behind alone in the dark, excluded from the top conversations of the peers, the Web's amazing feature that allows readers to track the "most-talked-about topics" is even more pronounced. That is exactly what Nate news has delivered to its readers.

By sharpening its aging Web 2.0 applications as well as infusing them with some new features that track the real time surfing pattern of its news readers from multiple angles, Nate news was reborn as the most interesting place for the Korean news readers to get engaged in the day’s top discussions. On the other hand, Naver was struggling to emulate such features as it displaced its main news box with the Newscast.

Opencast, Naver's another attempt at replicating the Newscast model with the participation of bloggers is not taking off either. Naver sent invitations to some 2000 bloggers late last year to beta test Opencast, but the number of Opencasters has since dwindled to 1,140 after six months in operation, before it picked up slightly.

The idea behind Opencast is that by randomly exposing several thousands of cast boards edited by bloggers every day, Naver would be able to eliminate the controversial intervention of the staff editors for good, protecting itself from the repeated attack on its "arbitrary and biased editorial process". However, even Naver's mighty traffic was not good enough to satisfy the thirst for page views of many top bloggers, as they were getting barely over several hundred clicks after the bulk of traffic was distributed over 2000 cast boards in an egalitarian fashion.

Planet Size Brain, the author's Korean language blog, was once linked to the Opencast main page for about half a day but it attracted less than a couple of hundreds clicks, far less than the 5-minute fame top bloggers are craving for. Opencast is going nowhere serving neither Opencasters nor Naver itself.

The Web might be an infinite space where every one would find their own nesting ground, but the attention of the audience is a scarce resource limited by the number of total human eyeballs. The lessons of Economics 101 is that scarcity is the mother of all economic values. Naver should have installed an artificial scarcity in Opencast, which would inevitably invite some form of human editorial intervention.

Sure enough, Naver announced in early July that they would cap the number of rolling cast boards to 10 to 30 for every 24 hours. Naver will even reintroduce '36.5C' its own cast board edited by the internal staff, backpedaling to the old days of top-down editorial intervention.

Naver is an unique portal optimized for the Korean tastes. It's a hybrid between a search engine and a news portal, a chimera between Google and Yahoo. The dilemmas it is experiencing now are happening because it is oscillating wildly between a search engine and a news portal. 

In doing so, Naver seems to be neither satisfying the Koreans hungry for the common topics nor achieving its goal of not being evil. Naver's challenge would be to identify a sweet spot somewhere along the conundrum of two conflicting ends.
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Korea Technology Review2009.07.21 15:38


As Korean Apple fans are eagerly waiting for the much belated launch of iPhones here, a free iPhone webtoon app is brewing a fresh resentment against Korea's Google this summer among Korean cartoonists.

Naver has unveiled an iPhone webtoon app early June, and in an unprecedented move, released 57 popular titles selected from its library of over 100 webtoons for free downloads. Once downloaded to their iPhones, users can keep them for 30 days before they expire. 

As the shelf life of most webtoons in the market are generally less than a month at most, Naver's decision to let them expire after 30 days is drawing a sharp criticism from cartoonists. Naver had reportedly signed a new contract with their cartoonists earlier to pay 10 percent additional fee for a right to distribute them to other channels including iPhone. 

But cartoonists insist that fine details of the contract were not readily communicated for them when they signed it. As they have a high hope for an iTunes like pay-per-download content model to arise from the iPhone platform, Naver's decision to distribute them for free to iPhone users is raising the ires of those concerned cartoon creators.        

Unlike webtoons, mobile toons are handy and considered a direct competition to comic books, the most lucrative income source for cartoonists. Naver is said to be negotiating with the Korean Cartoonists Association to settle down the conflict amicably.
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Korea Technology Review2009.06.22 20:04
                 
                  Screen capture of NHN's search engine for Japan currently open to beta testers
 
The World Cup 2002 Korea-Japan, the first World Cup co-hosted ever in the history of the games, gave socio-cultural analysts in both countries an unusual opportunity to compare the behavior of the two historic rivals.

Ha Yong-chul, a Korean sociologist at Seoul National University, watched the televised games and noted an interesting difference. Whenever the Japanese national team scored a goal, the soccer stadium in Japan was instantly filled with thousands of flash lights bursting out of ubiquitous Nikons and Canons.

Scenes in the Korean Soccer stadiums couldn't be more different. The Korean team equally electrified their home fans as they beat European power houses, game after a game, until they qualified for the semi-final. Unlike Japanese soccer fans, however, Koreans opened their shiny clam-shell phones whenever their team scored a goal, and furiously hit keypads to send text messages or voice mails, sharing their ultimate joy with their family and friends.

Far more important to the Korean cyber-generation, it seemed, was to share their bursting emotion with others and network with them, rather than simply recording the events as Japanese did.

To untrained occidental eyes, it is not easy to tell the ethnic differences between an average Japanese and Korean. Their socio-cultural behavior, however, are miles apart. In fact, many Koreans find their closest neighbor more foreign then any other country in the world.

Obsessed with protecting their privacy, the Japanese cherish their own den. Wa or harmony is the key value in the country and the average Japanese would not dare to stick out of the pack and challenge the social consensus. Even in the crazy morning subways crowded with hundreds of commuters, Japanese do their best to protect their private space.

It is actually quite easier than it sounds. By plugging white ear buds in their ears, Japanese commuters are instantly transported inside their own iPod bubble and swaddled in the familiar music. Or they can simply bury their nose in comic books.

Solitary souls bent on keeping their private den as clean and serene as possible; the Japanese character is best defined as feline. No wonder the most beloved pet in Japan is the cat. Cats frequently appear in many Japanese animes as well as in countless folklore.

Fly two hours to the west and things are couldn't be more different. Koreans are social animals that will live or die in their friend network. They are not afraid to ruffle the feathers, if necessary, engaging sometimes in a heated political discussion on the Net. Chatting over a mobile phone in the subway is not necessarily a bad thing, as long as the noise level is not too high. Korean commuters are usually more tolerant than Japanese to noise in their vicinity. They would spend their short morning commute on networking with their friends, tapping the keypads of their handset to send or receive text messages.

Networked souls whose social success is measured by the mutual loyalty to their reference group; Korean character is best defined as canine. In fact, the dog is routinely featured as a reliable guardian of the man in the Korean folklore whereas a cat is usually considered an ominous animal or even a harbinger of coming disasters.

As different as cat and dog -- this is a fundamental quandary to many Korean Internet companies that wish to export their service models to the closest neighbor. NHN, OhmyNews, Cyworld and Nexon. The list of Korean Web brands that fell victim to the cultural barriers of Japan is long.

Understanding of the feline nature of the Japanese users may help you to engineer a soft landing on the Japanese market, though. One obvious insight Korean companies can gain from Japan's love of a private den is that a blog service would be a good match for them. It would be even more desirable if the service allows users to enjoy bigger storage capacity as comparable to some professional web storage services. And the option for strong control over the personal content and comments would be an absolute must.

Even if you are going to launch a social networking service, you would still want to employ blog-like features. Japanese web brands that wish to enter Korean market, on the other hand, would be best advised to do the opposite. Even if you are going to launch blog service, the platform will have to offer enough social networking features that will satisfy the fiercely networked animal that is Korean.

Looking back, stockpiling and sharing the data on the Net doesn't necessarily have to be mutually exclusive. Users will need to store information before they can share them with others. Digital cameras that took tons of soccer pictures back in the 2002 World cup are now integrated to almost every handset in the street. In fact, it is almost impossible to buy a phone without a camera in Tokyo or Seoul. Every man's storage or feline device is now being coupled with every man's networking or canine device.

Advice to NHN Japan poised to launch its first search engine in Japan: If your service is going to succeed in Japan, the question for you is just which switch you are going to turn on first--feline or canine.
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Korea Technology Review2009.03.31 10:06



Naver gives up 'walled garden' and introduces Newscast and Opencast

"If China has a 'Great Firewall of China,' Korea has a 'Great Firewall of Naver.'"

Many netizens unhappy about the ever-increasing power of Naver complained that 'Korea's Google' is destroying the Korean Web ecosphere by monopolizing the vernacular online traffic. Indeed if you listen to it very hard, you could almost hear the giant sucking sound of Naver gobbling up near 70 percent of Korean Web traffic.

Naver is Korea's top search engine but simply calling it a "search engine" would be a disservice to this Korean internet giant. Imagine Google, Yahoo, eBay and Electronic Arts merged together one day to create a one-stop online destination for every American -- only then you can properly appreciate its imposing presence among Koreans.
Unfortunately for many online start-ups, this home-grown Korean search engine did not just work as a conduit leading to the greater Korean Web; it instead built a giant walled garden where no content is allowed to leave once it comes in, destroying the delicate balance of Korean Web ecosphere.

So goes complain from many independent-minded net users, but it was not just sophisticated power users that were complaining about its arrogant practices. Korean news sites that sell bulk of their news content to Naver started to feel uneasy as well about the growing power of Naver as a news portal.

Newscast, a new platform Naver introduced this January is the Naver's answer to this growing concern.

Its main news box, previously edited by Naver's internal editors, is now open to near 40 independent news providers including OhmyNews.com. Naver will randomly show 40 different news boxes edited by each of them as a slide show. If a user clicks any news link, it now leads to a final article page of each news site.

Will this change mitigate their anger and make them happy finally? Their reaction so far has been mixed.

Each of the news sites invited to fill in its edited news box on the Naver's main page has been instantly bombarded with huge traffic, increasing its page views by two to three folds.

Some minor news sites with limited server and network capacity had to ask Naver to stop sending traffic after they saw its system keep crashing or slow down remarkably.

Even for a big name news site that can handle sudden explosion in page views, it is still unclear how they can make the best of this traffic from Naver given the absence of a working business model--Korean news sites rely heavily on the sales of display ads and sponsorship deals with big name advertisers and for now they are clueless about what to do with the mounting traffic. 


To make the matters worse, they will have to purchase new servers and network capacity to cope with the exploding online traffic whereas no new working business model is yet to be identified any time soon.

Still, Naver seems to be happy to know that it can finally put out an excuse for all those complains about Giant Firewall of Naver. Naver introduced Opencast at the same time, a platform targeted at bloggers but not unlike Newscast in its purported nature of traffic diffusion. Naver is also toying with expanding its concept to display ads -- it plans to allow users to select only ads they would want to see.

Whether the great diffusion of Korean online traffic triggered by Naver's Newscast and Opencast will lead to the diffusion of its Web dominance remains to be seen. The fact that everybody is intently watching Naver's next move is the one powerful evidence that Naver is still the kingpin of Korean online ecosphere.

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Korea Technology Review2009.03.30 23:21


A giant Google logo was spotted over and over again roaming around universities and shopping malls in Korea last summer. The white double-decker, wrapped in the emblem of the global search king, was Google's latest foray into the broadband capital of the world, an unusual move for the Mountain View, California company that had conventionally relied on buzz and word of mouth for promoting its services. 

The potentially million-dollar marketing blitz that Google has never done anywhere but in Korea shows how much stake it puts on the world's 10th largest economy in its global expansion strategy. Despite this extraordinary effort, however, Google's share in the Korean search market measured by the total number of daily queries remains at a meager 3 percent, while Naver, its Korean archrival, attracts a whopping 70 percent of total search-related traffic, according to a recent survey. 

Google's dismal performance in Korea is all the more perplexing because it has never failed to conquer any market it has entered -- in most of the major markets outside its familiar Anglophone stronghold, Google's unparalleled technology has almost always guaranteed it the crown of the local search king, according to the spokesperson of Google Korea. 

A prevalent theory in Korean dotcom circles is that Google failed to impress demanding Korean customers with its lousy service. This is at least what Naver and other major local portals want Koreans to believe. 

Choi Mi Jung, who leads Naver's "Knowledge Man" service, a Wikipedia-like online encyclopedia built by the spontaneous participation of Netizens, scoffs at the sloppy interface and unfriendly way Google's Korean site presents its search results. "It is how meticulously their service was designed that made the difference," she says. 

However, the real reason behind Google's difficult path in Korea is that its highly praised search technology was rendered practically useless in the Korean language sphere when major portals decided to block Google search robots from crawling around the content they hold, industry observers universally note. 

Kim Joong Tae, an online columnist who writes for IT SpotNews, says that he dug up "robots.txt" from all of the top three portals. "The code, designed to prevent unwanted assaults on privacy by search bots, was never misused this extensively anywhere else to block archiving of the entire databases that portals hold," Kim says. Naver's Knowledge Man alone boasts over 37 millions questions and answers, but Google was never able to archive this massive database and show them to its Korean users. 

Empas, a midsize Korean portal that nevertheless stood up to Naver and Daum by archiving their databases, named its search service "Open Search" -- a tautology since search by nature relies on the "open" architecture of the Net, according to the consensus of the international dotcom community. Is it a pure coincidence that Empas formed an alliance with Google in developing its "Open Search"? 

How things have developed in this way is a long story. Back in 1997, when most of the Korean portals were launched, the total number of websites that existed in the Korean language sphere was barely over five thousand. For the Korean portals that were desperate to entice early Internet users, simply archiving the puny number of Web sites did not make any sense. The popular content providers at the time were news sites operated by the familiar names in mainstream media. 

Following the path of AOL that worked so well during the early days of dial-up connectivity, Korean websites decided to build their own "walled gardens" on the net, where users would create content themselves or copy and paste other content they found elsewhere. This strategy worked well for them. 

First, Daum introduced "cyber cafe," where online hobby groups, class reunions and various other discussion groups would generate tons of content by themselves. CyWorld came up with a personal homepage service festooned with lots of bells and whistles that allow users to socialize with others at a much faster pace than they otherwise could. 

Recently, Naver introduced Knowledge Man and blogs to users, giving them a place to play with their intelligent online peers. Even the news service was simply a tool to stimulate extended discussion, hence generating huge amounts of user-created content. One online survey found that Daum earned near 40 percent of its traffic from the user-created content, rather than the paid-for content. Finally, Internet-size fences were built up around the content reservoirs they accumulated over time in the form of search bot blockers. 

To be fair, the Korean portals should be given credit for realizing the vision of Web 2.0 for Koreans well before anyone in Silicon Valley started such discussions seriously. By simplifying the web publishing process with more standardized content creation tools such as online cafes, blogs and mini-homepages, the portals popularized the web experience for many Koreans, advancing the market to a maturity far earlier than in any other country. 

The caveat of this approach is, while putting more stress on users' content generation than on archiving the web, it ignored the enormous amount of useful content lurking outside the Korean language sphere. Kim of IT SpotNews warns that while Korean portals were gloating over the domestic success they achieved with the walled-garden strategy, they lagged behind Google in the development of more sophisticated search technology. 

A vice president of a major Korean portal observes that the unprecedented early maturation of the Korean web sphere drove the general Internet culture in a grossly entertainment-oriented direction. 

"With so many juveniles and even kindergarten-age children surfing the web," he laments, "Koreans would not be able to see in their web space the level of intelligence and sophistication that is easily found, for example, in Wikipedia." 

Already, Korean "power users" who can surf English language sites without much difficulty complain that Korean portals cannot compete with Google at all in the league of more advanced search games. University students looking for in-depth information for their research papers usually find far more useful content written in English from Google than Naver and Daum can do in their combined searches. 

As an increasing number of younger Koreans are getting used to the English language and starting to command a fair level of proficiency, they will realize that a bigger and more interesting world does exist outside the horizon of the Korean language sphere. If that scenario is ever realized, that will be the judgment day for those Korean portals that have basked in their protracted complacency. 

Meanwhile, Google's white double-decker will have to keep crawling around the streets of Korea looking for customers, while the legs of its search bots remain tied to its parking lot.
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Posted by PSB
TAG Google, Naver

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