Language and Internet Use in Korea

An article in The Korea Times today touches on a topic which was the subject of many earlier posts on this blog (for example this one),  the important role of language in conditioning the web-surfing patterns of most Korean citizens. It notes that the internet has become the first source of information for many people, but expresses doubt that most Koreans make use of most of the information available on the web.“Text in Korean makes up less than 1 percent on the Internet. The remaining 99 percent has been useless,” says Lois Kim, head of PR and marketing for Google in Korea.  The article then proceeds to note progress in machine-translation technology, led by Google.  Improvements in such technology promise to open up a vast new world of content for Korean netizens.  I'm wondering if good translation alone will have this result or if there is more to it, such as cultural preferences for activities, topics, and so forth.  Comments welcome.

NationwideTest of State-run English Exam

As reported in The Korea Times, a pilot test for the National English Ability Test or NEAT was held in Seoul and 17 cities across the nation on Saturday.  The domestic test, designed to compete with TOEIC and TOEFL, will officially start next year and the government hopes that it will be used as key data for universities and companies to recruit students and employees.  A total of 4,000 applicants took the test, which consisted of four sections -- reading comprehension, listening comprehension, speaking and writing.  NEAT offers three levels of tests, one for adults to evaluate business skills, and the other two for  high school students. The tests have been developed by the Korea Chamber of Commerce & Industry, Korea University, Seoul National University, Sookmyung Women’s University and Hankuk University of Foreign Studies.

Twitter Now Available in Hangul 트위터 한국어 서비스 시작

As reported in the Joongang Daily and widely noted elsewhere, Twitter has launched a Korean-language service, with some fanfare.  The co-founder of Twitter held a press conference in Seoul to announce this development.

As readers of this blog are well aware, I'm very interested in the role of language in Korea's remarkable digital development.  If you are new and doubt this, just do a search for "language" using the Search This Blog feature to the right and see how many entries turn up!  Or, consider the following.

• South Korea is the world's most highly networked nation, yet it is also one of four countries in the world where Google does not have a substantial share of the search market.  Why?  Because of the strength of Naver, which is a Korean-developed, Korean-language-based intranet of sorts. (see one of many earlier posts).


• Language was a major factor in explaining the long-delayed arrival of the Apple iPhone in the South Korean market.  In important respects, it is only because of the "iPhone shock" or, more broadly the "smartphone shock" that Facebook and Twitter are gaining market share here.  However, Cyworld remains by far the dominant social networking service in the Korean market, in no small part because it is a Korean-language service, designed from the ground up for a Korean market.

Despite the phenomenal growth of the internet and the emergence of "smart" digital media, language remains a basic element of communication flows and patterns, and nowhere is this more evident than inside Korea and among Koreans worldwide.  The surprising element is that so many non-Korean companies actually think they can succeed in Korea while using only English or other languages.

"iPhone Woes for Foreigners" Symptom of a Larger Problem

I started my newspaper reading this morning with an article in yesterday's Joongang Daily entitled "iPhone Woes for Foreigners."  Since I am a foreigner living in Korea and I recently purchased an iPhone, I read the article with great interest.  I've lived and worked in Korea continuously for the past 13 years and my wife is Korean.  Nevertheless, it was NOT EASY to purchase an iPhone here.

My understanding is that there are approximately one million expatriate workers in Korea now, and that the number is increasing.  Furthermore, I'm reading a lot these days about how the Korean government is seeking to attract not only foreign investment, but more foreign workers to Korea.  Under these circumstances, it seems counter-productive to make it difficult for foreigners to purchase an iPhone.   Those of you interested in the details of this matter can read the Joongang Daily article.

I simply want to note that the iPhone situation is part of a much larger problem relating to language, culture and mind-set.  Think, for example, of the generally dismal state of banking services for foreigners in Korea.  Alternatively, think of the heavy reliance on and satisfaction with Korean language web content and applications (over 70 percent of Koreans using Naver when Korean-language Google is superior for many purposes).

My recommendation:  Korea should begin to offer special services, across the board, for foreigners who are here teaching English, teaching other subjects, working in industry, or otherwise contributing to the economy and society.  If the worry is simply that foreigners will leave Korea with unpaid bills, it seems to me that could be handled for different categories of customers, in accord with the risk, by using a REFUNDABLE deposit system.

Google's Search Market Share and "Walled Gardens"

A comment on my previous post asked why I included the Czech Republic, along with China, Russia and South Korea, as "walled gardens." A good question.

I based the reference largely upon a September 16, 2008 article in The Financial Times, entitled "Google still struggling to conquer outposts," which included a non-Google map of the world as an interactive graphic. The article used Szenam, Baidu, Yandex, Naver and Yahoo in Japan as "local success stories." What they all have in common, according to the article, is that they (1) invested earlier and developed technologies that work with (2) the local languages.

The term "walled garden" may not be the best to describe what is happening in all of these countries. For example, China is undoubtedly the most aggressive of these countries in governmental efforts to filter, censor and control the internet. However, in the case of Korea, I believe that the overwhelming preference for Korean language, together with the fact that Naver does not really search the internet, as Google's bots do, effectively walls off most consumers here from using most of the content and applications that are out there on the web. With the arrival of the iPhone tomorrow and Android phones soon to follow, that situation may be about to change.

Google Korea to "Koreanize" its Home Page

The Korea Times yesterday notes that Google Korea plans to "Koreanize" its home page!   The article notes that Naver has a 66 percent share of the search market and Daum is in second place with 20 percent.  Meanwhile, Google has only 2.2 percent of the Korean search market.  The article also points out that Google's strength has been simplicity, but that now it is ready to compromise that to make its web page more attractive to Korean users who "have grown accustomed to fancy websites crowded with features."  The article then proceeds to discuss the load time factor, or how long it takes Google's home page to load.  Everyone knows that Google favors speed.   Number three of its "Ten Things" states that "Fast is better than slow."

All of this is interesting, but I don't think it gets to the central point of explaining why Google has such a minuscule market share in Korea.  For insight into that, do a search of this blog for "Google" and read one of my earlier posts on the topic, including this one.    I'd like to repeat some of the main points.

• Naver is not really an internet search engine, since it searches only Korean language materials and ignores most of the information on the worldwide web.


• Korea is one of four countries in the world, including China, Russia and the Czech Republic, that pursue this walled garden approach to so-called "internet search"  Coincidentally, while the rest of the world was enthusiastically adopting an innovation called the Apple iPhone, Korea was content to use its own, Korean-language only mobile services for two and a half years before bring in the iPhone to this market.


• The popularity of Naver versus Google obviously has a great deal to do with language and culture.


• Conclusion:   "Koreanizing" its home page will not do much for Google Korea's market share.  Language, culture and mindset issues are never solved that easily.   Perhaps a more focused approach, simply telling Korean consumers that there is a whole world wide web of English and other language information out there would be more helpful.

Korean Search Engines to Separate Advertising, Legitimate Results

On Thursday of last week, the Korean Communications Commission announced that internet portal sites will be required to identify advertising links separately from information links on search engine results pages to avoid confusing consumers.  I found this most interesting since it added support to arguments I made in two earlier posts (read the first here , read the second here ) explaining why Google must succeed here in Korea.  I also wrote a letter to the editor of Joongang Ilbo on this topic.

Google Translate Tool Added to This Blog

For the convenience of many Koreans who view this site, and other visitors from around the globe, I've added the Google Translate tool in the right-hand navigation area. Just choose 한국어 or another language from the pop-up menu and the page will automatically be translated for you. As you all know, machine translation is far from perfect and has a long way to go. However, it seems to be improving, and it offers a useful starting point for translating any of these posts into Korean. I hope you enjoy using this service and would appreciate any comments.

Google Korea and the Future of Search in Korea

The dominance of Naver, Daum and Empas in the South Korean search market, along with the failure thusfar of Google to garner much market share here, has caught the attention of internet-industry watchers around the world. It is illustrated by the accompanying graphic generated by a search of Google Trends (click on graphic to see a full-size version).  How can it be, many analysts note, that  Google is struggling in the nation with the world's most advanced broadband internet infrastructure?  The answer is largely to be found in language and culture.   Naver is less a search engine than a social-networking internet portal.   It doesn't search the internet.  Instead, it relies on a growing database of Korean-language only material in order to answer queries by Koreans.  As a Korean colleague with considerable internet industry experience told me, "when Koreans search on Naver, they simply want to know what other Koreans are thinking."   Or perhaps they simply want an answer in their own language, and Naver is extremely successful in providing such information.  This explains why its "Knowledge-in" feature is one of the most popular parts of the site.

In broader, more global terms, the very strength of Naver is probably its weakness.  Because it was built by Koreans, for Koreans and in the Korean language, it serves them extraordinarily well for certain purposes.   However, for the same reason, it probably will not do as well in North America, Europe and other international markets.  Also, even for certain purposes here in Korea, Google is superior to Naver.  One example that comes to mind is the many students and parents who are looking for information about study abroad in English speaking countries.  In most instances, they will find more up-to-date information, in both English and Korean, by using Google as their primary search tool.  They will also avoid the pitfall of being overly influenced by "sponsored links" and the web promotion of private study-abroad agencies who pay to sponsor those links.  So, for the benefit of Koreans themselves as well as the future integration of Korea into global cyberspace, we should all hope that Google succeeds here, at least moderately.  More on this topic in future posts.

Korean Communications Companies Going Global

An interesting article in the Korea Times recently pointed out that, for Korean mobile operators, the future challenge may lie in going global. The article notes that "In Korea, over 90% of the population now have mobile phones, and worldwide, the demand for mobiles grows not by the year, but by the day. For most mobile providers, it is sink or swim time, as successful mobile operators from other countries are now getting involved in overseas mergers and buyouts, or launching their own services abroad."



With the local Korean market for mobile communication services being saturated, it would stand to reason that companies seeking continued growth will have to achieve it through either (1) introducing more advanced, value added services or (2) expanding internationally.

While the Korea Times article focuses on mobile operators, the question can be applied to communications businesses more generally. When this is done, it becomes apparent that such companies as Naver, Daum or Empas may find it very difficult to expand internationally because their services have been designed for and within a Korean-language media context. The question of "going global" also needs to be applied to such companies as OhMyNews, which began as a Korean-language effort at "citizen's journalism" and now has an English edition.