One of nine new growth engines in IT839 strategy The number of subscribers to NATE Drive, the telematics service launched by SK Telecom in March 2002, had grown to nearly 470,000 as of the end of November 2005. It is the world's second largest pool of subscribers following GM's OnStar in the United States. At first, NATE Drive's telematics service began in the form of attaching to some specific models of mobile phones a Navi- Kit comprised of three parts - including a main frame, a frame-holder and an antenna. Since then, the telecom operator has introduced new services with safe drive functions and supplied compact kits adaptable to all types of mobile phones to better meet consumer needs, thus contributing much to invigorating the telematics market. In addition, a new mobile phone mounted with GPS and a national map was introduced on the market in July this year so that telematics service can be provided without a kit. Perceiving that telematics is one of the most typical services that can be provided under the ubiquitous and convergence environment, SK Telecom is leading a project to transform Jeju into a paragon of telematics. Through this project, SK Telecom is concentrating its energies to enhance and propagate specialized telematics services such as 'V-Shop' for ordering Jeju specialties for delivery to the airport and the emergency calling service 'Safe Jeju' as well as those services providing information on roads, travel, traffic and cultural events including leisure and entertainment. During last month's APEC summit held in Busan, SK Telecom demonstrated Jeju telematics, using its telematics phone, to APEC leaders who have shown strong interest in the service. In addition to mobile phones on the market, telematics can be provided through PDAs, smart phones, and a variety of embedded-type terminals. Also, it can be utilized through various channels including CDMA, WLAN, and WiBro. Since it is also possible for new services combined with home networking and satellite DMB to make an appearance on the market, telematics is regarded to have a high value as a test bed product, too, for various ubiquitous services. Accordingly, SK Telecom is currently developing new telematics service that can be rendered through PDAs and wide LCD monitors and plans to offer various online entertainment services enjoyable inside a car by combining such services as MP3, PMP and DMB. In addition, the company plans to reinforce mobile telematics to enhance consumer convenience by further expanding strategic ties with car manufacturers. Moreover, as efficient management of delivery routes has become more important the demand for location monitoring solutions using GPS and CDMA network has been on the rise. Through synergic effects between solution operations and telematics, the company strives to create demand in niche markets and aid companies and public institutions seek cost-savings through the attainment of mobile offices inside cars. "Since telematics these days is being promoted by the government as one of the nine new engines of economic growth in the IT839 strategy for Korea to lead the future IT market, a lot of resources are scheduled to be invested in building the telematics infrastructure, including traffic information and open standard platforms. It is a crucial time for the government to render active assistance and buttress the telematics infrastructure," said Lee Sooyoung, managing director of solution operations at SK Telecom. "Above all, we have high expectations that we can play a leading role in the world market based on the three years of telematics operation know-how and one of the world's finest wireless networks," Lee said.