- free ▁e - mail ", ▁and ▁also ▁offered ▁content ▁such ▁as ▁news , ▁sports , ▁weather , ▁etc . ▁as ▁a ▁" go o ▁hot ▁channel ", ▁in ▁collaboration ▁with ▁companies ▁in ▁their ▁respective ▁fields ▁to ▁rec ruit ▁advert ising ▁spons ors . ▁They ▁established ▁themselves ▁as ▁a ▁portal ▁site . ▁It ▁spread ▁the ▁idea ▁of ▁searching ▁the ▁Web ▁and ▁spons ored ▁a ▁" search ▁iron man " ▁event . ▁Yu ji ▁Se ki , ▁the ▁first ▁winner , ▁became ▁manager ▁of ▁the ▁Sur fer ▁section ▁of ▁Y ahoo ! ▁Japan ' s ▁search ▁division . ▁ ▁Com mer cial ▁operation ▁ ▁N TT - X ▁was ▁established ▁as ▁an ▁operating ▁company ▁in ▁ 1 9 9 9 , ▁and ▁go o ▁began ▁full - f led ged ▁operation . ▁In ▁May ▁go o ▁started ▁" go o ▁shop ", ▁a ▁sho pping ▁m all , ▁a ▁tie - up ▁with ▁Rec ruit , ▁a ▁joint ▁project ▁with ▁Nik ke i ▁New sp aper ▁Inc ., ▁an ▁Internet ▁research ▁project ▁joint ly ▁with ▁M its ub ishi ▁Research ▁Institute , ▁further ▁en hanced ▁as ▁a ▁portal . ▁Go o ' s ▁most ▁popular ▁service , ▁" go o ▁dictionary " ▁started ▁as ▁the ▁portal ' s ▁free ▁dictionary ▁service ▁in ▁partners hip ▁with ▁San se ido . ▁It ▁was ▁then ▁working ▁with ▁rival ▁Y ahoo ! ▁J AP AN . ▁Go o ▁search ▁results ▁were ▁displayed ▁on ▁Y ahoo ! ▁J AP AN ▁where ▁there ▁was ▁no ▁applicable ▁search ▁result . ▁In