Based on the telematics project of the MIC (Ministry of Information & Communication), which is one of the new growth engines under the IT839 strategy, the Jeju telematics model city construction project is afoot for the purpose of activating the telematics industry and creating synergy effects between associated industries as well to secure international competitiveness. The SK Telecom (www.sktelecom.com) consortium that is carrying out this project is composed of SK Telecom, SKC&C, Daum Communication, plus 4 specialized firms from the Jeju area. An official responsible for the Telematics Business Team at SK Telecom said that the consortium is accumulating core capacity in Korea and possesses optimal system construction ability. Jeju telematics model city construction project breaks down into three core spheres of activity. First is the construction of the Telematics Center that involves construction of the center operating system as well as the customer service center. Second is the 6 telematics service development project, which provides a travel and traffic information service. Finally, the third area of activity is promoting the installation of terminals for in-car use. SK Telecom, the lead firm within the consortium, plans to spearhead the marketing of terminals by developing a high-powered unit with a 6.5-inch large-sized screen as well as 20G large volume storage space. The company also plans to provide visitors to Jeju with 6 telematics services such as travel/traffic information, cultural events, leisure information, infortainment, and a iscover Jeju program by promoting them through an easy-to-use menu structure. Since SK Telecom opened its telematics service in Jeju on Dec. 27, last year along with construction of an initial 500 terminals, the company now has 1,000 terminals in use through which it provides Jeju visitors with its telematics 6 services. Money is to be made in this business by leasing the terminals that are installed, claiming a mark-up, and by advertising the service. SK Telecom plans to advance the business through a win-win business model in which customers, rental car business providers, and the SK Telecom consortium can all benefit SK Telecom telematics service is powered by NATE Drive, which currently has a subscriber base of approximately 270,000 people. Jeong Eon-Hwa, senior manager/ telematics business team, enterprise solution business division, SK Telecom, said that its NATE Drive business enables the construction of a fully integrated personal platform that connects wire and wireless Internet and offers various services and content by means of wire and wireless by making the most of traffic-associated contents as well as location-based infrastructure including a navigation service, which also provides traffic information. The products used to access the NATE Drive service break down into two types: the Handset and the Embedded type. The NATE Drive Handset Type Service provides individualized information, road guidance, traffic information, daily living information, Location Based Information (LBS), and emergency services through graphic and voice via cellular phone. Its embedded-type service can deliver telematics services by using appliances such as a 4.9-inch TFT monitor, and remote control. NATE (INS-300) intelligent-model information/ navigation system is installed on new cars. NATE Drive offers five charge systems such as premium, regular, leisure, save, and light.