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The Internet portal industry<br />Song Soo Keun, Moon Sung Jin, Lee Ki Hyun Lee Yu mi, Lee Tae Gyu, Hwang Do Won <br />
CONTENTS<br />2<br />3<br />4<br />5<br />1<br />INTERNET PORTAL STRUCTURE<br />BASIC CONDITION<br />POLICY<br />CONDOUCT<...
PROLOGUE<br />3<br />
Internet, at a glance<br />source: http://h21.hani.co.kr/section-021003000/2007/03/021003000200703150651058.html<br />4<br...
Internet trends<br />Internet usage rate for population ages 6 and over is <br />77.1%, with 35,360K users<br />Unit: 1000...
Portal stature<br />Increasing influence of the Internet and portal stature<br />as a means of acquiring news and informat...
What is the Portal?<br /><ul><li>Presents information from diverse sources in a unified way
The gateways through which business clients enter the web to   connect to desired Internet locations</li></ul>Strabase, 20...
INTERNET PORTAL STRUCTURE<br />8<br />
Internet Industry Category<br />Korea Association of Information & Telecommunication (한국정보통신산업협회)<br />Portal Service<br /...
Market Concentration<br />90.6%<br />High Concentration of market(CR4)<br />Source: http://www.nia.or.kr/open_content/boar...
Oligopolization<br />11<br />Search engine market share<br />source: Survey on the internet usage, 2008 by National Intern...
Oligopolization<br />High<br />naver.com <br />31,066,912<br />Avg.<br />Visited Day<br />nate.com<br />21,428,531<br />da...
Product differentiation<br />DaumHanmail<br />1997<br />Daum Cafe<br />1999<br />Cyworld<br />2001<br />Naver Knowledge iN...
Product differentiation<br /><ul><li>The partial adoption of open thru setting the cast by leveraging the strengths of mai...
Search strengthening   </li></ul>Sustainable<br />Open Cast<br /><ul><li>Renewal FrontPage
Separated search domain
News revitalization</li></ul>Enhance the competitiveness<br /><ul><li>Join open social network
Expand openness  based on café, blog  </li></ul>Portal of SNS<br />SNS of Portal<br />Survivable<br /><ul><li>Join open so...
Start the social platform project
Provisionthe mobile Internet experience
Search specialization  
Join open social network</li></ul>14<br />source:  Analysis for  internet usage of behavior,2008  by KoreanClick<br />
M&A<br />15<br />
BASIC CONDITION<br />16<br />
Demand & Supply<br />17<br />
POLICES<br />18<br />
Regulation<br /><ul><li>Objective </li></ul>     Portals as news media. The same responsibility as conventional media<br /...
CONDOUCT<br />20<br />
Pricing<br />Average Price Per Advertisement <br /><ul><li> Naver Advertising price↑, Daum↓ since 2008
 Advertising price related to Market Share. </li></ul>21<br />
Product <br /><ul><li>Strategy </li></ul>    -Paradigm Shift: Portal Site  Total Site(Provides all services necessary)   ...
Advertising <br /><ul><li>Advertising</li></ul>     -Word of Mouth<br />-Offer Free Service  Brand Awareness ↑<br />Gener...
Legal<br /><ul><li>Monitoring</li></ul>Request for Suspension (Copy, Transfer)<br />Copyrighter<br />Internet Portal<br />...
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Analysis Korea Internet industry

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Analysis Korea Internet industry

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  • http://searchenginewatch.com/article/2070244/Search-Marketing-Guide-to-Naver-Koreas-Most-Popular-Search-Engine

    http://www.multilingual-search.com/korean-search-engine-naver-will-expand-internationally/17/08/2011/

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    Please feel free to contact me at kyle.choi@nhn.com regarding of advertising in Naver.

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Analysis Korea Internet industry

  1. 1. The Internet portal industry<br />Song Soo Keun, Moon Sung Jin, Lee Ki Hyun Lee Yu mi, Lee Tae Gyu, Hwang Do Won <br />
  2. 2. CONTENTS<br />2<br />3<br />4<br />5<br />1<br />INTERNET PORTAL STRUCTURE<br />BASIC CONDITION<br />POLICY<br />CONDOUCT<br />PERFORMACE<br />
  3. 3. PROLOGUE<br />3<br />
  4. 4. Internet, at a glance<br />source: http://h21.hani.co.kr/section-021003000/2007/03/021003000200703150651058.html<br />4<br />About 1million in a minute , news department store of a nightless<br />On only the naver’s news, more than 8,000 contents are come up in a day and 140,000 comments are attached…Rate of stay more than 100 seconds is overwhelming, <br />----<br />The portal is not a small shop but is emerging as a giant<br />69.2%<br />
  5. 5. Internet trends<br />Internet usage rate for population ages 6 and over is <br />77.1%, with 35,360K users<br />Unit: 1000 Persons<br />Internet Usage <br />Internet Users<br />5<br />
  6. 6. Portal stature<br />Increasing influence of the Internet and portal stature<br />as a means of acquiring news and information<br />The path of learn information via the Internet<br />Means of acquiring information<br />Source: National Internet Development Agency of Korea, Users of Web 2.0 Internet usage (2006.6)<br />6<br />
  7. 7. What is the Portal?<br /><ul><li>Presents information from diverse sources in a unified way
  8. 8. The gateways through which business clients enter the web to connect to desired Internet locations</li></ul>Strabase, 2005<br />7<br />
  9. 9. INTERNET PORTAL STRUCTURE<br />8<br />
  10. 10. Internet Industry Category<br />Korea Association of Information & Telecommunication (한국정보통신산업협회)<br />Portal Service<br />Source: Korea Association of Information & Telecommunication’s monthly report 2004.12<br />9<br />
  11. 11. Market Concentration<br />90.6%<br />High Concentration of market(CR4)<br />Source: http://www.nia.or.kr/open_content/board/fileDownload.jsp?tn=TX_0000120&id=55040&seq=1&fl=7<br />10<br />
  12. 12. Oligopolization<br />11<br />Search engine market share<br />source: Survey on the internet usage, 2008 by National Internet Development Agency of Korea<br />
  13. 13. Oligopolization<br />High<br />naver.com <br />31,066,912<br />Avg.<br />Visited Day<br />nate.com<br />21,428,531<br />daum.net <br />29,301,059<br />cyworld.com<br />23,311,167<br />yahoo.co.kr<br />17,187,794<br />empas.com <br />15,596,862<br />paran.com<br />16,133,266<br />Low<br />Avg. Dt. 173.95 min. Avg. FQ:9.01 days<br />Duration time<br />High<br />12<br />source: Analysis for internet usage of behavior,2008 by KoreanClick<br />
  14. 14. Product differentiation<br />DaumHanmail<br />1997<br />Daum Cafe<br />1999<br />Cyworld<br />2001<br />Naver Knowledge iN<br />2002<br />Naver Blog<br />2003<br />PandoraTv UCC<br />2004<br />13<br />
  15. 15. Product differentiation<br /><ul><li>The partial adoption of open thru setting the cast by leveraging the strengths of main page
  16. 16. Search strengthening   </li></ul>Sustainable<br />Open Cast<br /><ul><li>Renewal FrontPage
  17. 17. Separated search domain
  18. 18. News revitalization</li></ul>Enhance the competitiveness<br /><ul><li>Join open social network
  19. 19. Expand openness based on café, blog  </li></ul>Portal of SNS<br />SNS of Portal<br />Survivable<br /><ul><li>Join open social network
  20. 20. Start the social platform project
  21. 21. Provisionthe mobile Internet experience
  22. 22. Search specialization  
  23. 23. Join open social network</li></ul>14<br />source: Analysis for internet usage of behavior,2008 by KoreanClick<br />
  24. 24. M&A<br />15<br />
  25. 25. BASIC CONDITION<br />16<br />
  26. 26. Demand & Supply<br />17<br />
  27. 27. POLICES<br />18<br />
  28. 28. Regulation<br /><ul><li>Objective </li></ul> Portals as news media. The same responsibility as conventional media<br /><ul><li>Issue</li></ul> Cyber Insult, Copyright (to be revised July 23)<br /><ul><li>Comparison of each Country's regulatory status </li></ul> -Government vs Self-regulation<br /> -Intellectual Property(Copyright), Dishonor vs. child protection, racism<br />19<br />
  29. 29. CONDOUCT<br />20<br />
  30. 30. Pricing<br />Average Price Per Advertisement <br /><ul><li> Naver Advertising price↑, Daum↓ since 2008
  31. 31. Advertising price related to Market Share. </li></ul>21<br />
  32. 32. Product <br /><ul><li>Strategy </li></ul> -Paradigm Shift: Portal Site  Total Site(Provides all services necessary) <br /> -Categorized Product<br />22<br />
  33. 33. Advertising <br /><ul><li>Advertising</li></ul> -Word of Mouth<br />-Offer Free Service  Brand Awareness ↑<br />General service : New, Mail etc.<br /> Special service: Community, 지식in<br /> -Co-branding: TV & Internet <br />“Naver 검색창에 OOO를 검색”<br /> -Public Advertisement<br /> - TV Advertisement<br />23<br />
  34. 34. Legal<br /><ul><li>Monitoring</li></ul>Request for Suspension (Copy, Transfer)<br />Copyrighter<br />Internet Portal<br />Suspension and Report<br /><ul><li>Private self-regulation (Process)</li></ul>Request for Arbitration<br />Request for Suspension<br />Abetting (방조죄)<br />User<br />Government<br />Punishment<br />Fine(5~50m KRW)<br />Imprisonment(1~5Yrs)<br />Monitoring<br />24<br />
  35. 35. Direction of future<br /><ul><li> Effort for improve product development</li></ul>Naver<br />Next Targeting Market<br />Business Model No 1. Market Share<br />E-commercial<br />Search commercial<br />Real Estates<br />Securities<br />Online Game<br />Display commercial<br />Banking<br />E-Learning<br />Daum<br />Business Model<br />Next Targeting Market<br />E-commercial<br />Search commercial<br />Game with Neowiz<br />Finance(Daum direct)<br />Transaction<br />Display commercial<br />UCC service<br />Map service(open web)<br />25<br />
  36. 36. PERFORMANCE<br />26<br />
  37. 37. Change of search engine<br />27<br />
  38. 38. Change of search engine<br />Ex) Personalized search engine<br /><ul><li>Result of 김석태
  39. 39. Result of 김대현</li></ul>28<br />
  40. 40. Efficiency & Equity<br />Sales of online Ads has increased but wealth is more concentrated on Naver year by year<br />[ M/S of Naver and Daum in online Advertisement ]<br />29<br />
  41. 41. Performance(Cultural Objectives)<br />Portals make citizens well informed on public issues and events and on citizens being able to “share their stories“. <br />NAVER(News Cast)If select specific papers, you can show it on the main<br />People can be promoted citizenship via information, education, and social integration.<br />Daum(Agora)People can discuss<br />recent issues. <br />Help to be democracy by offering palace for discussing <br />30<br />
  42. 42. Performance(Diversity of Views)<br />Portals play important role as citizens are exposed to a wide range of sources and opinions through it<br />NAVER(Blog)<br />Many kinds of people express their own interest and thought very easily.<br />NAVER(OpenCast)can know others’ thought by subscribing blogs<br />31<br />
  43. 43. Problems<br />32<br />Portals make some problems as they become bigger and bigger<br /><ul><li> Contents monopolization</li></ul>E-mail<br />Search<br />Game<br /><ul><li> Manipulation</li></ul>Portal<br />=<br />Total ?<br />VS.<br />E-comm<br />Community<br /><ul><li>Culture(Opinion) misleading</li></ul>content<br />
  44. 44. Social Responsibility<br />33<br />Even though portal is a great amount of social impact and cultural sensitivity , it is impossible to regulate monopoly because of characteristic of industry , network effect.<br /> Recognize social responsibility and reinforce voluntary restraint<br />
  45. 45. Q&A<br />

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