Localized versions of the Microsoft Network's Hotmail, Web Search and Web Communities features are to be available in the first half of 1999. The rapid internationalization of the Web stems in part from one-upsmanship among the behemoths. They have to be seen as a primarily Asian entity, and to accomplish that they have to submerge themselves in the local Internet culture. Once-neglected users in emerging markets must feel it's nice to be appreciated and catered to. But for early settlers of the Web East, home turf never looked more crowded.
Some industry analysts say the Internet has room for only four or five top portals.
The American onslaught means local and regional operators such as Orientation must shift into a higher gear to avoid being displaced. Although lacking the deep pockets of rivals, Orientation is already keeping pace by piling on the portal features. We think the American companies are going to hit a knowledge gap. Hitchen of IDC says there is plenty of market room for smaller players. Orientation is just hitting the ground now.