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The address bar of an Internet browser, in essence, is the entry point of the Web economy, which has become a vital part of the global economy after the Internet Revolution. The main function of the address bar is to provide a space for entering Internet addresses so that users can access the Websites immediately. A problem is that the main purpose or function of the address bar is not protected by laws at all: it is being used as a search field as well. This created unnecessary financial burdens on the small and medium companies in terms of Internet marketing costs (i.e. keyword advertising costs). If the function of address bar is properly regulated, the companies can potentially save billions of dollars around the world and the money saved can be better used for actual businesses and hiring more employees. To determine exact effect of address bar misusage and then to enforce better business practices, I ask all the Internet leaders to take strong interests in this matter and conduct an in-depth research study.
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During the 1920s, mankind suffered the Great Depression by shift from agriculture era to industrial era. The suffering might be caused by the reason that the world leader did not understand the structure of the new economy.
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We have been living in the knowledge and information industry age about 15 years. However, it seems that global economy has been getting worse. Therefore, I raise a question that Internet might be related to the current world economy crisis.
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It is doubtful that there is a strange phenomenon occurred in the entry of web(the address bar of the browser) economy.
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In the entry of web economy, domain name “www” passes and it is directed to the specified website. However, a company owns 80~ 90% of the entries of web economy take advantages by snatching a company’s name or brand to search sites. It causes the marketing environment of small and medium businesses getting worse.
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Usually, when a user enters a company name in the address bar, the search result is displayed on the screen. But, the purpose of using the address bar and the search field must be clearly distinguished: by definition, the former is for entering URLs or domain names and the latter for entering words to search for. Obviously, when a company name is entered in the search field, the search results should be displayed as intended.
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However, when it is entered in the address bar, it is a different story: the user should be directed to the company’s Website immediately. If this were the case, the company’s keyword marketing costs would be significantly reduced. It is because there is no reason for the company to pay for the search results when a user enters its name in the address bar. When he/she types in the company name, he/she is intending to access its Website. He/she is not interested in looking at the search results. It is like when a user dials a company’s phone number, instead of reaching the company right away, he is directed to an operator whereby the company pays for its relaying service. This, clearly, is an unfair business practice for both company and user. |
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Furthermore, when the search result is displayed, the company’s competitors also show up among the search results. To put it simply, the company is spending its own money to advertise its competing companies. This, again, is an unfair business practice. |
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During the past 10 years, most portal sites have been trying to use other company’s name and brand as their source of improper profit in the entry of web economy. In 21st Century, the Internet has become a powerful marketing tool in the web economy, In addition, No business can make success without the internet.
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According to a research conducted by Korean Small & Medium Business Administration, even though the internet has been well developed and internet users have been increased rapidly, the number of start-up companies was decreased by about two hundred thirty thousand from year 2002 to 2008. (If we assume two hundred thirty thousand businesses were established and hired 10 employees, we have lost 2.3 million employment.)
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Take the Korean Internet environment, In 2002, company names typed in the address bar can be directed to the website by 90% but it can be directed to only by 10% in 2008. 90% of typed company names are snatched to the search engine result, whereupon the portal sites and browser companies make over 1 trillion won by selling the hijacked company names.
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According to a recent newspaper article, it clearly indicates that marketing cost is the most critical factor for starting and operating a business. The entire industry has not been developed well because starting and operating a business has a problem of marketing and employment. This might be caused from the wrongful use of the address bar of the internet browser and the blind spot of law of internet entry.
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Since the Industrial Revolution 100 years ago, an increase in unemployment seems to be based on a deficient understanding of the new economic structure, in the rapidly changing new economy. If the leaders of societies who are familiar with the Information Industry, continue to neglect the web economy structure and its dead zone, we would repeat the mistakes of our predecessors. |
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[ Please think about the issues below. ]
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Q1. Who is the owner of the company’s name or brand typed in the address bar? |
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A1) Internet user A2) Search company A3) Brand owner |
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Q2. How much is the total worth of all the brand names typed in the entry
of Internet? |
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Q3. Suppose all the domain names in the address bar are hijacked, what
will happen to the global economy? |
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If you assent to this article, you can quote it . Pan Jung Lee (PJ LEE)
@2020pjlee |
