Microsoft lining itself up for failure in tough Korean search market

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

  • Microsoft
    Microsoft United States of America Microsoft, a software corporation, develops licensed and support products and services ranging from personal use to enterprise application. Funding: Not specified Investors: Not specified
  • Google
    Google United States of America Google provides search and advertising services, which together aim to organize and monetize the world's information. In addition to its dominant search engine, it offers a plethora of online tools. Funding: Not specified Investors: Not specified
    beSUCCESS South Korea beSUCCESS (비석세스) is a tech and media channel for Korean startups established in 2010. It features startup interviews and a variety of funding news from around the world Funding: 0 Seed Investors: Strong Ventures
  • Naver
    Naver Japan Naver is a definitive digital resource that enables its users to find definitions, synonyms, pronunciations, and translations of words. Funding: Not specified Investors: Not specified
  • Yahoo
    Yahoo Singapore Funding: Not specified Investors: Not specified