How Does a Tortoise Catch up a Hare? : The case of Instant Messenger in Korea
- Authors
- 이상명; 최정일; 안상형
- Issue Date
- 2009
- Publisher
- 한국디지털정책학회
- Keywords
- The Internet; Instant Messenger; First-mover Advantage; Network Effect
- Citation
- 디지털융복합연구, v.7, no.1, pp.125 - 136
- Journal Title
- 디지털융복합연구
- Volume
- 7
- Number
- 1
- Start Page
- 125
- End Page
- 136
- URI
- http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/16414
- ISSN
- 1738-1916
- Abstract
- SK Communications entered Korean instant messenger market as a late-mover in 2001 and its instant messenger service “NateOn” was placed in competition with Microsoft’s “MSN Messenger”, the leading service provider at the time. NateOn studied the nature of users accurately and gradually increased its market share through various services, and in September 2005, it succeeded in overtaking MSN as No. 1 in the market. The success of NateOn is a case where a late-mover overcame the buddy-list network, a powerful competitive advantage, of the incumbent.
By studying the changes in the instant messenger market of Korea, we try to examine the causes of NateOn’s victory and MSN’s loss. Through this, we wish to give implications for managers who endeavor to discover the internal and external strategies the leading business has to implement to remain ahead, and how a late-mover can overcome the lack of resources and capacity to leave a mark in the market.
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