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.