SOUTH KOREANS take romance seriously. Lovers are expected to swap
sweetnothings many times a day and woe betide the clod who forgets a “100-day
anniversary”. Some pairs dress in “couplestyle”, in the same garish red sweater
and blue jeans combo, for instance.Small wonder that a Korean hammer crusher firm has created
a social network for couples.
VCNC’s app is called “Between”. It creates a
private space for two people,in which they can share photographs and special
memories, chat in real time andexchange any number of cute “emoticons”: smiley
faces, winks, hearts and so on.Though revolting to singles, Between is a hit.
Since its launch in November,more than 560,000 Koreans have fallen for it. This
comes despite VCNC spendingvirtually nothing on marketing. Park Jae-uk, the
firm’s boss, claims another200,000 users abroad, divided between China, Japan
and North America.
Between is part of a trend towards intimacy in social
networking. SomeFacebook users are fed up with the torrent of “friend” requests
from peoplethey barely know. Others resent being tagged in embarrassing
photographs theirboss can see. Hence the rise of services such as Path, an
American network thatlimits members to 150 friends. Other networks, such as
FamilyLeaf andStorytree, target families.
VCNC is betting that couples
particularly value their privacy. A message onone’s Facebook “Wall” from an old
flame can incinerate a new relationship.Cutting the ex (and everyone else) out
removes the risk. Cynics may ask how asocial network for two differs from simply
sending text messages back andforth. Between’s users presumably think the cynics
lack romance in their souls.
Revenue will come from advertising. The firm
hopes that nice restaurantsand sellers of romantic holidays will pay to pitch to
loved-up couples. It alsoplans to offer premium services, such as the printing
of photobooks documentingthe progress of a relationship.
Swingers may be
miffed to learn that Between allows only one partner peruser. But some cheaters
have beaten the system by using multiple identities,laughs Mr Park. He is
unlikely to join them. Running VCNC keeps him too busyeven for one girlfriend,
he laments.
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