Why MSN Lost to QQ in China Market? Different Privacy Protection Design

2008 International Conference on Information Security and Assurance (isa 2008) Pub Date : 2008-04-24 DOI:10.1109/ISA.2008.66

Z. Meng, Meiyun Zuo

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引用次数: 14

Abstract

International software providers have entered China market in recent years. One typical example is MSN. As an indigenous IT products, QQ provides almost the same functions as MSN and competes with MSN for years. Market survey indicates that QQ dominates the local instance message market. Why QQ could win the battle with MSN in China market? In this paper, we investigate the detailed designs of MSN vs. QQ, focusing in particular on their privacy protection. We find that, in general, users' privacy concern level is low in China. Users show inclination to be connected with strangers in virtual community. They may trade off certain level of privacy protection to gain the chance of visiting by strangers. Moreover, in the position of control could mitigate users' privacy concern. Indigenous IT products, such as QQ, understand and leverage users' behavior. By lowering privacy protection and providing various control tools, QQ successfully caters to the need of young generation in China, which is main Internet users in China. Such results shed light on how to survive in China market for international IT product providers.

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为什么MSN在中国市场输给了QQ ?不同的隐私保护设计

近年来，国际软件供应商纷纷进入中国市场。一个典型的例子是MSN。QQ作为一款本土IT产品，其功能与MSN基本相同，并与MSN竞争多年。市场调查显示，QQ在本地实例消息市场占据主导地位。QQ为何能在中国市场战胜MSN ?在本文中，我们研究了MSN和QQ的详细设计，特别关注他们的隐私保护。我们发现，总体而言，中国用户对隐私的关注程度较低。用户在虚拟社区中表现出与陌生人联系的倾向。他们可能会牺牲一定程度的隐私保护，以获得被陌生人访问的机会。此外，处于控制权的位置可以减轻用户对隐私的担忧。本土的IT产品，比如QQ，能够理解和利用用户的行为。通过降低隐私保护和提供各种控制工具，QQ成功地迎合了中国年轻一代的需求，这是中国互联网的主要用户。这样的结果为国际IT产品供应商如何在中国市场生存提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2008 International Conference on Information Security and Assurance (isa 2008)

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