Back in 1999, not even one year after Google incorporated in the United States, another search engine was emerging across the Pacific in South Korea. Founded by ex-Samsung employees and dubbed "Naver" (derived from the term "navigate"), the Korean web portal surfaced as a new communication tool for Koreans by Koreans. Naver Market ShareToday, while Google holds the majority of search share in many countries across the globe, Naver dominates the South Korean market. Nielsen reported back in 2011 that Naver had a stronghold on more than 70 percent of share, while Google clung to a mere 3 percent.