Yandex predates Google. So the question is not really making 90% of people switch from Google but making 90% of people stay on Yandex. Inertia is a pretty big

Yandex predates Google. So the question is not really making 90% of people switch from Google but making 90% of people stay on Yandex. Inertia is a pretty big stumbling block. There is also potential for local differentiation to be much stronger. Naver in South Korea manages to achieve this.