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News  3, Jul 2014

Microsoft lining itself up for failure in tough Korean search market

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Can Microsoft land a foothold in the Korean search market? beSUCCESS thinks not, due to its late entry into the local-dominated scene

Microsoft recently announced that it intends to fully enter the Korean internet search market later this year. This does not seem wise in a market that has been utterly dominated by Korean players for over a decade. Yahoo withdrew from the market after a fifteen year failed push into Korea. Google has fared a little better, having now climbed to around 10% – 15% market share, but it has been a long struggle and they are no where near first placed player Naver. The other portal is another local player, Daum, which has recently joined forces with Kakao Talk to bolster its position on web as well as mobile.

Also Read: Google lends name to Korean mobile startups to avoid costly “Kakao tax”

 

Suffice to say that Microsoft, with its rather unpopular Bing search solution is rather late to this party!

Microsoft initially released a beta version of Bing in Korea, combining a live search technology developed in 2009 and a power search technology obtained from a merger in 2009. The beta trial did not produce great results and was reliant on a partnership with Daum, which may or may not progress, taking into account Daum’s recent merger.

What Microsoft lacks in search presence they intend to make up from their news service, entering close cooperation with domestic journals, producing a new title to its name – “Bing News.” It also unveiled the plan to expand partnerships with various domestic companies for diverse services including videos and images.

While it seems unlikely that Microsoft will make any major waves in the Korean search market it will be an interesting area to watch as Daum-Kakao enter the fray, as Google continues to make ground, and Bing lines themselves up for a likely disappointment.

The post Microsoft Lining Itself Up For Failure In The Tough Korean Search Market appeared first on beSUCCESS.

Image Credit: Gil C/Shutterstock

beSUCCESS

beSUCCESS

beSUCCESS is a South Korean media platform about startups, technology and entrepreneurship with English and Korean language versions. beSUCCESS introduces Korean start-ups and companies to global audiences through our English version and through our media partners. beSUCCESS supports and inspires readers by sharing interesting business ideas, success stories, resources and trends from all over the world. Furthermore, beSUCCESS offers opportunities for Korean start-ups and companies to meet other start-ups, investors and companies from Korea and abroad through events and partnerships. beSUCCESS organized beLAUNCH, Korea’s biggest startup conference in June 2012 in Seoul. The 2-day conference was attended by more than 1500 people and the event spawned tremendous deal making, networking and extensive media coverage globally and in Korea. The attendance makes this one of the biggest startup events in Asia and the biggest in Korea.

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