Jong Min Hahm, Naver Product Management Group | 2008. 3. 14

Naver and CCL, Present and Future

Naver and CCL, Present and Future

Naver and CCL, Present and Future

Naver Service

Total Monthly UV is 31M and Daily PV is 1,000M

Blog, Monthly UV is 26M and Monthly PV is 3,090M, 12M blogs

Café, Monthly UV is 24M and Monthly PV is 4,587M, 3.6M Cafes

Knowledge service, JiSikIn, Monthly UV is 24M and Monthly PV is 10.7M.<Source: Korean Click>

NAVER.COM Status

NHN was the fifth ranked search property worldwide by ComScore.

<Source: ComScore>

Naver User Concerns

Naver and CCL, Present and Future

Content Producer

“When I upload photos into my blog, I don’t mind other people using them, but I am worried

that they don’t indicate the source or use them for commercial purposes.”

Content Consumer

“I found good photos for my students.

Using them without permission violates the copyright law,

but it is difficult to acquire permission every time.”

2nd-level (next level)Content Producer

Content Distributor

“I want to cite certain parts of articles, but I don’t know how.”“Unauthorized quotation is bad,

but I want to show them as they are to my café members and neighbors.”

Naver’s Concerns

Naver and CCL, Present and Future

If we restrict content distribution for the sake of content producers, we disregard

- advantages of Internet environment, easy and convenient content distribution

- Internet’s fundamental trait that creates new values to the next levels through content distribution and sharing

Difficult to insist on copyright protection conservatively

Negligence in illegal citation hinders active content production in the long term and does harm to

both enterprises and users.

But abuse/misuse has to be prohibited

Can we devise policies and solutions that can maximize advantages of Internet media while protecting rights of content producers, consumers, and distributers?

Naver and CCL

Naver and CCL, Present and Future

CCL can provide infrastructure which content consumers

and the next-level (next-layer)

content producers can easily utilize, while respecting authoring rights of content producers.

A great way to solve concerns of both Naver and Naver users

We can contribute to forming right content distribution culture by participating in CCL,

the most widely applied and discussed effort in Internet services.

Collaborative effort to form right content distribution culture

Naver’s CCL adoption (1)

Naver and CCL, Present and Future

Hoping to enable users to share self-made skins with others if they want...

Hoping to enable users to customize shared skins on user needs (blog’s traits)…

1st trial: Naver Blog Season 2 Episode 1 – 2007/3

“Enable users freely make blog skins”

Enable users to specify CCL when sharing skins in Item Factory

1. Users can select CCL when sharing 2. The shared skin shows granted permission

Naver’s CCL adoption (2)

Naver and CCL, Present and Future

Full scale adoption: CCL in Naver Blog/Café contents, 2008-2-26

Café and blog are the biggest content platforms with the most activity in Naver.

12M Naver blogs, 3.6M cafés – have the biggest impact potential when applied

Started with services with the biggest impact.

CCL is a rather new concept to non-blogging Naver users.

It pays to guide bloggers with copyright awareness to apply first.

Bloggers are well aware of copyrights.

Naver’s CCL adoption (2) – examples

Naver and CCL, Present and Future

Example of CCL adoption in Cafe

Example of CCL adoption in Blog widget

Making users CCL-aware

Naver and CCL, Present and Future

Inform users that CCL protects copyrights and strengthens content distribution and public use.

Spread right CCL culture to contents producers

Content consumers can be specially unaware of copyrights.

Inform the importance of right use of and conformity to CCL

Content copyright protection in Internet, not alone CCL, should be a long-lasting campaign.

Execute campaigns for CCL-unaware content consumers

Make a webtoon explaining CCL

<Watch ‘Voice of a mind’ CCL>

Naver and CCL: strengthen and expand

Naver and CCL, Present and Future

Currently CCL is set only on a café/blog article level

1.1 Support CCL setting in photo/video uploader

1.2 Apply CCL to other (non-blog/café) services such as photo gallery and video

1. Strengthen CCL adoption in Naver content production platform

Prepare various distribution method for content consumers with specific needs related with CCL

2.1 Prepare a way to view CCL-applied photos only

2.2 Support content-search methods on various CCL conditions

2. Provide CCL use in content distribution

“Strengthen the use of CCL in content production platform and

prepare distribution infrastructure that utilizes CCL-applied content.”

Remaining Issues

Naver and CCL, Present and Future

We need more proactive efforts to support better online content

distribution, while protecting copyrights of content providers.

Applying CCL is not an answer to every problem.

Long-termConstant campaigns

Propose realistic solutionsby carefully observing real usage patterns

Various effortProviding various ways for copyright protection

and active content distribution

We just began our journey.

Naver and CCL, Present and Future

Naver just initiated its efforts to strengthen online content sharing and copyright protection.

We will make various efforts in the long-term and constant way,

and look for better ways through close communication with CCK and users.

End of Document

Thank you.

Thank you.