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.