Google and Globalization, II

The Economist has a new article on Google's success, or lack thereof, in Asia.  It manages to get several points right, but in the end it fails to offer a complete and coherent explanation for why Naver does so well in the Korean search market and why Google does so poorly. I have commented on this matter before, in a post on Google and Globalization in Korea , and an earlier post on "Why Google Must Succeed in Korea, for Korea's Benefit."

As the Economist article describes, part of the problem for Google in South Korea has to do with language and culture.   In other words, Google may be able to improve upon its Korean language presentation and could make its services more appealing to Koreans, culturally speaking.   However, this skirts around the main issue.

• Google is a search technology that uses robots in an effort to identify and classify all of the information on the internet, whatever the language.


• Naver, on the other hand, does not search the internet.  It is a Korean-language database, created for Koreans, to help them collectively answer questions, which explains why "Knowledge-In" is the most popular service.

So, trying to make a one-on-one comparison of Google with Naver really is comparing apples and oranges.  As I have argued in earlier posts, the popularity of Naver, or the lack of success for Google, whichever way you put it, says volumes about the information culture in South Korea.  Use of Google for search is indeed one reasonable measure of globalization here.

Google and Globalization in Korea

The following is a letter to the editor that I wrote, published in the Joongang Ilbo

The Internet itself epitomizes globalization, and there is no more prominent indication of this than Google’s success. 

Because the Internet unleashes a flood of information, its users around the world now turn to Google to tame that flood and find the information they need. People in virtually every country of the world now “Google it” to find press coverage, images, videos and more. 
Nevertheless, there are four nations in the world in which success seems to elude Google. The Financial Times, in an article accompanied by a map of the non-Google World, reported that Google has failed to achieve success in South Korea, China, Russia and the Czech Republic. 
Here in Korea, the major media have made much of how Naver leads the search market and has so far beaten Google. 

However, this claim, like that on behalf of Yandex in Russia, Baidu in China and Seznam in the Czech Republic, is sheer nonsense. If you believe the apples and oranges comparison of these four search services with Google, I have a bridge to sell you.

In fact, the services all have two critical limitations. First, they answer search inquiries ONLY in Korean, Russian, Chinese, or Czech, respectively. Second, they do not search or “crawl” the entire Internet, instead focusing only on content in Russian, Chinese, Korean or Czech. Contrast this with Google’s stated mission, “… to organize the world’s information and make it universally accessible and useful.” 

A closer look at Naver’s success and the difficulties for Google here actually explains why Google must ultimately succeed in the Korean market. Part of Naver’s success is simply because Koreans feel more comfortable with a service presented entirely in the Korean language. 
Despite the national campaign here to learn English, it is well documented that people here feel uncomfortable with situations that demand English, such as job interviews, meeting foreigners and surfing English Web sites. 

Naver also responds to a strong cultural need felt by many Koreans to know what other people are thinking. Hence, its most popular service is called “Knowledge-In.” Users submit questions which other Naver users are encouraged to answer, creating an ever increasing base of “knowledge.” 

The crucial limitation is that Naver’s database, because it is a Korean language-only service, effectively excludes most of the world’s knowledge. 
In this respect, one can argue that Naver is more of a social-networking site than a search engine. Google, of course, allows searching in Korean as well as English and returns Web pages in both languages. 

Naver also relies heavily on “sponsored” searches, a model pioneered by Overture and Yahoo. With this business model, any company, organization or individual can pay to have its search results appear higher in the list of results from any search inquiry. 

Search results in Naver contain several categories of sponsored search. Consequently, commercial entities with the money to pay for Web-based promotion, dominate in Naver search results. So why must Google succeed in the South Korean market? 

The answer is because the flood of information that is available electronically and digitally via the Internet is multilingual. Although English may be the dominant language of international business today, other languages are important. Google’s robots search, or attempt to search, this entire universe of information on the Internet, whatever the language. 
This explains Google’s interest in automated translation from one language to another and why its translation service now represents the best available machine translation. 

Whatever Google’s weaknesses, its global scope and goals are surely its strength. 
Take a specific example from the field of education and study abroad, currently a booming business here. If a Korean parent or student does a search on Naver for “study abroad in the U.S.”, they will typically receive a page of search results that are sponsored by the dominant commercial study-abroad institutes in South Korea. 
While those results may serve the promotional needs of private institutes, they may not fit the needs of the individual student or family. 
They also may fail to contain the most current information placed on the Internet by the U.S. schools, colleges and universities themselves. 
For such information - you guessed it - we advise parents and students to “Google it.”

For Korea to fully participate in the global information society, a higher portion of its students, teachers, government officials and business personnel will need to more effectively find and utilize the information available through the Internet.
As things stand, this means embracing Google or a service like it, rather than simply enjoying the Korean-language province of the Web, which is now dominated by Naver. 
South Korea has embraced the notion that English fluency is one key to its future role in the global information society. 
The nation might do well to also monitor use of Google as an important index of globalization here.

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.

The Mother of All Search Functions

David Pogue of the New York Times made a point in his e-column today  that reinforces what I've said in earlier posts about search, specifically Google versus Naver .  He begins the column as follows.

"Today's e-column is nothing but a computer tip, but it's a biggie.  It seems obvious in retrospect, but I've got to tell you, it's totally rocked my world:  Use Google search for everything.  Let me explain."

Pogue then goes on to explain why it wastes time and effort to use the search boxes embedded in almost all web sites, when Google has already indexed everything on the web and you can get to where you're going faster by searching directly with Google.  He gives several examples of how it "used to be," before he discovered how Google works.  For example, "Used to be, when I wanted to consult Wikipedia, I'd go to Wikipedia.org, I'd click English; I'd click in the Search box; I'd type 'blu-ray', and click Search. Five steps. . . . . I've been totally wasting my time.  Google blows all of this out of the water."  I agree, and here in Korea the degree to which people begin to use Google, rather than relying only on Naver ,  will be an important indicator of the globalization process.

Russians Dent Google's World Domination? I Doubt It

An article in the Sunday Times declares that the Russians have dented Google's world domination with their search engine Yandex.  According to the article, Russia is one of only four countries where the American search giant fares considerably worse than local services – alongside China, where the internet is controlled by the government, South Korea and the Czech Republic. To “Google it” may be the common way of searching in much of the world but in Russia Yandex holds 55% of the market compared with Google’s 21%.   I haven't checked on the Czech Republic, but suspect that the situation there is similar to that in China, and Korea.   Korea's Naver, provides only Korean language search results and its most popular feature is "Knowledge In," a database service where answers to questions in Korean are answered by other Koreans.  Naver does not actually search the internet.  Neither does Baidu in China or Yandex in Russia.  Read the following description from Yandex's own English language website.

"We operate Russia’s largest internet search engine and are a leading Russian internet and technology company. Our goal is to provide easy access to the wealth of information available online to answer any questions our Russian-speaking users may have. We rely on our in-depth understanding of the Russian language, culture and internet market to provide our users with sophisticated web search and information retrieval services."  In short, Naver, like Baidu and Yandex, do not challenge Google's World Domination because they do not even claim to search the internet.  More on the search issue in later posts.

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.

Note the Addition of Categories and Google Search

I've finally developed and implemented a set of categories for this blog. The main purpose of using categories is to help readers, especially new visitors, more quickly find the subject matter they are looking for, now that there are more than 70 posts on the blog. For those willing to scroll down the right-hand margine, I've left the long list of tags.

Even more helpful than categories in finding information on this blog is the Google search function that I've recently added. Check out the powerful tabbed functions of this search utility! Your suggestions for additional improvements are welcome.