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South Korea's early adopters set the tone for electronics giants
You may have never heard of them, but Korea’s “power bloggers” are affecting the goods you buy. By making their online voices heard in one of the world’s most wired countries, bloggers and “power users” have changed the way electronics companies do business — to the benefit of consumers everywhere.
Earlier this year, as it prepared a conference to unveil the world’s first LED TV, Samsung Electronics called in the bedroom scribes. Inviting regular reporters and journalists for a morning session, the company held a second event in the afternoon, which was attended entirely by bloggers. Around the same time, NHN, which operates South Korea’s top portal site, Naver, did the same thing, holding a conference for bloggers as it announced changes to its homepage.
In fact, more and more South Korean tech and IT companies are realizing the value of blogger opinion. Whether it’s launches of TVs, smartphones or digital cameras, bloggers can increasingly expect to be invited along to the party. In a few cases, the boundaries between bloggers and old-school media have disappeared altogether. At recent product launches, LG Uplus (formerly LG Telecom) and Taiwan’s smartphone company HTC invited bloggers and journalists along to the same event — though the reporters’ less than ecstatic response suggests that not all of them are quite ready for that level of intimacy yet.
Perhaps more than in most countries, South Korean bloggers have enjoyed a stellar rise in importance and status. In a nation with one of the highest rates of broadband penetration in the world, and where upwards of 25 percent of the population, according to surveys, consider themselves “early adopters” of new technology, South Korea’s bloggers have risen from minority tastes to wielding real influence on what consumers decide to buy.
And South Korean tastes matter to more than just domestic companies. With South Korea increasingly known worldwide for its demand for the very latest technology, the San Francisco Chronicle recently ran a feature story detailing how several Silicon Valley companies try out their latest products there as a barometer of how they’ll work worldwide. Of course, South Korean firms have been doing this for a long time. In releasing their products in South Korea six to eight months earlier than anywhere else, Samsung Electronics and LG Electronics look to find out what early adopters think of their goods and iron out any problems through consumer feedback.
Canon, the world’s top digital camera maker, once altered its production process for its DSLR cameras following suggestions from a South Korean “power user,” as South Korea’s influential early adopters are known. Having bought a DSLR camera from the company, the user wrote that photographs he took with it had some ring-shaped distortion. He complained to Canon’s South Korean branch, who forwarded the camera to the company’s Japanese headquarters, where technicians discovered problems in the production process. As a result, Canon issued an apology on its global websites and offered a free clean up of the camera’s mirror box for users who’d experienced the same problem.
Cowon, a South Korean manufacturer of MP3 players, had a similar experience. Having received a complaint that a 16GB player had taken three hours to fill with music files, rather than the expected 20 minutes, the firm responded by saying that their own tests showed no such problem with the product. The disgruntled owner then fixed the problem himself and posted his solution, along with a strongly worded complaint, on the company’s homepage. Cowon subsequently admitted that after further tests, certain models were slower than advertised. Its online apology included a reprint of the solution suggested by the irate power user.
These influential voices are an increasingly important component of Korea’s high-tech industries. For about three years, Samsung and LG, among others, have been managing “prosumer” groups of 20 to 50 people. They are sent on overseas inspections and their creative ideas and exacting standards are frequently reflected in the companies’ services or new products. And while an average of one out of 25 products reportedly made it past the focus groups last year, this year, that number fell to just one in 40. Some groups made proposals that were so radical, they got engineers thinking in entirely new ways.
Power users are also making their presence felt in the electronic map sector. M&Soft, a South Korean electronic map South Korean Navigation company Thinkware's navigation maker, update its maps six times a year thanks to power users. Consumers who have used the company’s GPS navigation systems find discrepancies between real maps and the company’s electronic versions, and then post their complaints online. The company said there are about 150 comments a day and more than 3,000 per year, with the numbers increasing by more than 20 percent each year.
In South Korea, early adopters are a very distinct breed from “opinion leaders,” the trendy, often high-profile folk who both pursue and shape what’s “cool.” Early adopters here are real consumers, as eager to find high quality as the very newest in electronics goods, and determined that their opinions will be heard. Though you may not know their names, they are a powerful force, whose voices increasingly influence not just electronics in South Korea, but in products internationally as well.
