SEOUL, KOREA- Daum, the No. 2 Internet search company in Korea after Naver, is taking aggressive steps in the mobile market. Thus far, Daum has failed to establish a clear competitive edge in the mobile segment compared to its rivals Naver and Kakao.Daum’s aggressive marketing efforts, however, are now paying dividends with its latest launcher services drawing popularity. The company is now undertaking aggressive investment, setting this year as the first year of growth in the mobile market.
Along with the expansion of mobile services, its marketing expenses are expected to reach about 32 billion won this year, about a three-fold increase compared to a year ago. Daum plans to continue to release mobile apps, strengthening their linkage with its existing Daum App.
As part of its aggressive marketing efforts, Daum acquired a 100-percent stake in a voice recognition technology start-up Dialoid in February 2013. It also made equity investment in a smart launcher developer Buzzpia in March.
