Further Social Change
Major Internet business operators are strengthening the mobile search function of their websites. What is noticeable is that in addition to existing portal sites, dominant players in the mobile area like Facebook are fine-tuning their search functions as well. Naver has defined the combination of search and social networking service (SNS) as Topic Based Social Network Service (TNS).
The difference is that Korea's biggest online search engine Naver is adding a new SNS function to its mobile search service, whereas social networking giant Facebook is improving its search function.
On June 26, Naver showcased a tagged search function that has both the strong points of SNS and search, using iRank technology. The nation's top portal operator is planning to recommend content on interest-based social networks, in addition to helping people search for information.
At the end of last year, Facebook started a new feature for desktop and mobile that allows users search for their or their friends’ posts from years back, increasingly turning its attention to search.
Twitter and Instagram also began this kind of feature, and other SNS service providers are following suit. Going one step further, Facebook is testing a new mobile search function from June. The social media giant will reportedly index more than 1 trillion posts on its website. Observers say that it will no longer be necessary for Facebook users to visit search engines like Google in order to find information on news or famous restaurants.
An industry source noted, “Since foreign Internet companies such as Google, Facebook, Twitter, and Instagram are strengthening their search functions, competition between foreign and local companies will be inevitable. But I think that it won't be easy for foreign Internet firms to overtake Korean rival companies like Naver in the local market that has advanced technology and a lot of content.”