Second difficulty I would like to highlight is that the market created by these innovators, appears to be an extension of the core market appears to be very similar. But the reality is that they're very different. It is comparing apples with oranges. What I mean by that is that it's online banking, an extension of the traditional banking industry are totally different industry. Similarly, is the oil business today and the renewable business part of the same energy industry? Or are they two fundamentally different industries?

Similarly, is online education, just an extension of normal education? Or does it require different factors, different capabilities, different critical success factors to make this work? And what you see is that established players often think that the new innovation and the new markets that is Created is an extension of the Korean market and that leads them into certain behaviors. Whereas I argued that these markets are totally different and required totally different strategies and different way of thinking to be successful.