MIC Promotes Sales of DMB, WiBro with Global Marketing Strategies
MIC Promotes Sales of DMB, WiBro with Global Marketing Strategies
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  • 승인 2006.09.01 12:01
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Interview / MIC In order to globalize the domestic IT industry, the Ministry of Information and Communication (MIC) is making every effort. Last May, the MIC successfully held the World ICT Summit with the attendance of high-ranking officials of 20 countries and many CEOs of worldwide IT enterprises, and in June opened the ESCAP ICT training center, inviting about 250 IT-related students and experts from the Middle East, East Asia, and BRICs. In an effort to go global, the MIC is trying to conduct various international cooperative programs. The Korea IT Times has recently interviewed Noh Young-kyu, Deputy Minister of the International ICT Cooperation Office of the MIC, who is in charge of creating a cooperative relationship with the international community and of exploring IT export market. DMB and WiBro brilliant achievements By succeeding in commercializing WiBro services and DMB services, the domestic IT industry and competent government organization have made many brilliant achievements, mainly concerning the MIC's activities for WiBro and DMB services. These are included in the main programs of the government's IT 839 strategies. Among our several questions, the first is about DMB and WiBro. Focusing on WiBro and DMB, which have been commercialized for the first time in the world, the MIC is trying to globalize the domestic IT products. The IT industry has a positive circle of service. infrastructure.new growth engine, and in a positive circle, WiBro and DMB belong to the service sector. That is to say, they are the starting point of the circle. MIC forecasts that by the end of 2010, the production effect of WiBro will stand at 13 trillion won, and DMB at 12 trillion won. This means these two items have a huge influence on the Korean economy. For this reason, the government is conducting a variety of overseas marketing activities in order to explore and penetrate the global market. WiBro and DMB are not products, but services. Because of this, marketing and PR are not targeting ordinary consumers, but the policy makers of government organizations or worldwide enterprises. Accordingly, by bringing up WiBro and DMB as a point of discussion in the bilateral meeting between countries, the MIC has persuaded the introduction of those services. By making use of high-ranking officials' visitations, international sports events including the FIFA World Cup held in Germany last June and international conferences such as the IDB general meeting, the government has supported strategic marketing including DMB and WiBro demonstration. At the same time, international forums have been held for the adoption of international standards. Influencing adoption of international standards Through active marketing activities like this, the MIC has succeeded in adopting the international standards for DMB and WiBro, and also made an agreement for the implementation of a joint test broadcasting. For example, Korea has signed an MOU for DMB with Germany and Mexico, and has conducted a terrestrial DMB test broadcast with the United Kingdom. In the second half of this year, Korea is to jointly conduct a WiBro model service with the UAE. All these efforts have made a great contribution in laying the foundation of global market exploration. From now on, thanks to the adoption of international standards, the DMB and WiBro technology is to be spread rapidly. Quite a long time in the past, because of excessive royalty payments, our IT industry resulted in poor business performances. However, from now on, as a country having an original technology, Korea will make great strides toward a global image. Go together with global community To build a global image of IT Korea, the MIC is making efforts to establish international leadership in this field. In May 2006, the MIC hosted the World ICT Summit with the attendance of high-ranking officials of about 20 countries and CEOs of the worldwide IT companies. In June it opened the ESCAP ICT training center in order to actively participate in the international activities and to contribute to the global community. And in 2006, the MIC invited 250 IT-related students and experts from the Middle East, East Asia, and BRICs to this new training center. In addition to these activities, many other cooperation programs including the construction of the Information Access Center are in progress. Exports of IT products rising in 2006 In 2006, the exports of IT products are expected to increase by 9.8% to US$112.4 billion, and the total domestic production of IT items is estimated to increase by 5.5% to 246 trillion won. This estimation for 2006 has been made in spite of unfavorable trade conditions that come from high oil prices and the devaluation of the US dollar. This means that the foundation of Korea's IT industry is quite solid. The reasons for steady growth of exports this year are as follows. First, the international demand for mobile phones and electronics products is increasing and the supply and demand of the semiconductor market is moving in a favorable direction. Because of this, the exports of semiconductors are expected to increase 12.3% to US$ 35.9 billion. Second, by virtue of the rapid growth of the digital TV market, the exports of display panels are estimated to increase by 61.4% to US$ 16.4 billion. However, due to the weakened price competitiveness coming from the devaluation of the US dollar, the exports of mobile phone terminal have shown an increase of only 2.7% to stand at US$ 26 billion.
The following are excerpts from an interview with Noh Young-kyu, Deputy Minister in charge of International ICT Cooperation Office, MIC.--Ed. Q: Among the MIC's IT 839 strategies, WiBro and DMB have succeeded in making brilliant achievements. Could you briefly explain the MIC's efforts for the commercialization of WiBro and DMB A: Through active overseas marketing activities, the MIC has succeeded in adopting the international standards for DMB and WiBro, and also made an agreement for the implementation of joint test broadcasting. For example, Korea has signed an MOU for DMB with Germany and Mexico, and has conducted a terrestrial DMB test broadcasting with the United Kingdom. In the second half of this year, Korea is to jointly conduct a WiBro model service with the UAE. All these efforts have made a great contribution in laying the foundation of global market exploration. Now, thanks to the adoption of international standards, the DMB and WiBro technology are to be spread rapidly. Q: We know the MIC has made many efforts to create an international cooperative relationship through various programs. Could you explain the MIC's effort to go global A: To build a global image of IT Korea, the MIC is making many efforts to establish international leadership in this field. In May 2006, the MIC hosted the World ICT Summit with the attendance of high-ranking officials of about 20 countries and CEOs of the worldwide IT companies, and in June opened the ESCAP ICT training center in order to actively participate in the international activities and to contribute to the global community, and in 2006, invited 250 IT-related students and experts from the Middle East, East Asia, and BRICs. In addition to these activities, many other cooperation programs including the construction of the "information access center" are under progress.

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