[Asia Economy Reporter Buaeri] Naver’s face is changing once again. Functions closely related to offline life, such as payment and authentication, have been placed at the forefront of the Naver app. The Naver app, used by 32 million people daily, has gradually evolved in line with changes in the times and users’ demands. Originally centered on search business, Naver has recently expanded into various fields such as shopping, payment, and authentication, and the Naver app is also undergoing transformation.
Payment and Authentication on Naver’s Home Screen
On the 16th, Naver announced the launch of a new service called ‘Na.’ which gathers digital tools. The Na. service, located on the first screen of the Naver app, includes neighborhood store orders, QR check-in, convenience store payments, student ID and certification authentication, among others. This is interpreted as an intention to embed services closely related to users’ daily lives throughout the Naver app.
By pulling down the first screen of the Naver app or clicking on Na. or the profile image at the top, users can access digital tools centered on the individual, such as QR check-in, convenience store payment, neighborhood store orders, and student ID authentication. It is also possible to accumulate points from various point cards. Naver plans to include language certificates, university graduation certificates, and employment certificates in Na. in the future.
The function of ‘Green Dot’ at the bottom of the Naver app’s first screen will also be reorganized to focus on artificial intelligence (AI) tools. AI translation service ‘Papago,’ QR barcode, and Shopping Lens, which searches for products through images, will be added. A Naver official explained, “Green Dot, equipped with AI engines such as location recommendations and image search, has shown steady usability with a 15% increase in average daily clicks.”
Integration between the Naver app and Naver’s PC browser ‘Whale’ will also be strengthened. By selecting ‘Send to PC Whale’ from the bottom toolbar or sharing screen of the Naver app, users can continue viewing mobile web pages, images, and video content they were watching on the Naver app directly on the PC Whale browser through a new feature called ‘Green Drop.’ If users set the ‘Shake’ function by shaking their smartphone on the Naver app’s first screen, they can immediately use the Na. service or QR check-in. Naver has also applied the QR check-in function to the Apple Watch to enhance convenience.
The Naver App Evolves Once Again
Naver is evolving in line with the times. As AI technology advances, it has applied personalized recommendation functions to news and launched ‘Influencer Search’ as the influence of social network service (SNS) influencers grows. Recently, it is gradually transforming into a lifestyle-oriented platform.
The Naver app began its full-scale transformation in 2018. At that time, Naver made a bold reform by removing news and real-time trending search terms from the home screen. In 2019, Naver eliminated the editorial screen where curated news was displayed and actively applied functions closely related to daily life, such as Green Dot. Green Dot, the green round button on the Naver screen, is an AI search tool that utilizes voice, location, and images. It includes the ‘Smart Around’ function, which recommends places and restaurants to users using AI. As mobile usage increased in offline life, Naver has steadily advanced services such as ordering and authentication using the Naver app.
Han Seong-sook, CEO of Naver, said, “Until now, the Naver app has been used mainly for information search or content consumption, but now the usability of digital tools using the Naver app in offline real life, such as store payments, student ID authentication, and offline orders, is increasing. Since the Naver app has a high degree of service versatility, we will continue to enhance convenience not only online but also in offline life, expanding its role as a personalized digital tool for users.”
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