Diverse Killer Service Knowhow
Diverse Killer Service Knowhow
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  • 승인 2006.11.01 12:01
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SK Telecom Reader-embedded cellular phone terminal launching and spread under way SK Telecom plans to construct Mobile RFID project infrastructure and create a new business model. The company will draw on its diverse killer application discovery experience and knowhow in the wireless Internet field as evidenced by its current nationwide mobile communication infrastructure. SK Telecom is launching its reader-embedded cellular terminal and preferentially pushing its popularization. Right now, the company has a governmental pilot project under way linking a rolling form cladding reader to a cellular phone, but due to inconvenience of use the company has difficulties in getting real customers to use it. In connection with this, SK Telecom has completed development of a chip which can be embedded in a terminal by teaming up with the Electronics and Telecommunications Research Institute (ETRI). It has successfully completed the company's pilot terminal development project with this chip, according to SK Telecom CEO and President Kim Shin-bae. Second, the company holds the responsibility to develop Mobile RFID's killer services. The CEO speaks about this by saying: "SK Telecom has been continuously developing business models with mass subscribers as its object and plans to nurture it as a killer service by actualizing profitable business model through market test." Selected as Mobile RFID pilot business provider Since the company was selected as a Mobile RFID pilot business provider by both the Ministry of Information and Communication (MIC) and National Information Society Agency (NIA) in May 2006, Kim notes that SK Telecom began the Mobile RFID pilot service from October 27 this year. The first service to be presented by SK Telecom is the UPortal service. This was selected from the company's six propulsion services which are Taxi Safety Service, Authentication, Supply Chain, Trace and Tracking, and Digital Content. By proceeding related infrastructure construction in the meanwhile, we came to provide Mobile RFID pilot services on the 900MHz band for the first time, Kim said. He added: "U-Portal service is forecast to be able to induce a conformation on whether a sale is possible or not in Digital Offline space and data use activation of customer through convenient UI." U-Portal is expected to provide publicity about new products and appropriate content by venue, playing a gateway role for digital content such as music, games, and lifestyle information. During the period of this pilot service, SK Telecom installed booths for demonstration in 8 different locations: Incheon Airport u-zone, a new shop branch, a TTL zone, the SK TTower, and the Myung-dong SKC plaza. They allowed customers to be able to experience the technology free-of-charge in a demonstration terminal. The services to be provided include music content, TV content, movie star stories, games, lifestyle information, stock information, and shopping information. Through Mobile RFID to be commenced at this time, the CEO underscores: "By equipping RFID-reader to customer's cellular phone, subscribers, end-users, are forecast to be able to confirm on whether a product is a genuine article or not or acquire diverse information through RFID tag not only in B2B sphere, but also in B2C sphere." Mobile RFID pilot service commencement SK Telecom consortium partners include Seoul City for taxis, Boryung and Tongyong for tourism, Korea Food Industry Association (KFIA) for foods, the Ministry of Health and Welfare for medical supplies, Gangwon province for cows, and SKC for multimedia, according to Kim. As a pilot project example, the CEO introduced the KT&G RFID pilot service and embedded-model chip development. SK Telecom has provided customers with genuine article confirmation as well as product information services from December 2005 to March 2006 by teaming up with KT&G and Shinsegye I&C. Regarding embedded-model chip development propulsion, the company has Mobile RFID reader simple chip joint development under way with ETRI. In more detail, the Taxi Safety Service sends taxi information to family and friends through SMS if a passenger reads the taxi tag with his cellular phone reader. Second, the Medical Supplies Confirmation Service verifies medical supplies production information if a customer reads the RFID tag attached to a medical supplies receptacle. Third, the Space-based Travel Information Guidance Service is an infrastructure construction pilot project to deal with increased travel demands. Increased demand is due to the full-scale introduction of the five-day workweek. Also, as the country is growing, more tourism information must be given on a higher level. Fourth, the Food Record Supply Chain Service is a service which allows a customer to confirm food production as well as its circulation records by reading the RFID tag attached to a product. Fifth, Trace and Tracking helps customers purchase Korean beef safely by recording information about the cow's habitat that was accumulated from an RFID tag attached to the cow during its lifetime. Sixth, the Digital Content U-Portal Service allows customers to appreciate or purchase any content that they want anytime and anywhere. Still at the beginning stage Differing from advanced countries such as the United States, Japan or Europe which execute unsparing investment on RFID related technology as well as R&D, SK Telecom president Kim pointed out: "In the case of our country, RFID's concept was introduced for the first time in 2002 and its service level also remains at a beginning stage as its pilot service is introduced in some public fields recently." In order for Korea to leap into a position to nurture the competitiveness of the RFID field, Kim maintains that our country needs to establish a mobile RFID technology industry and business model based on our country's worldwide mobile communication infrastructure. Different from a fixedmodel RFID reader, mobile RFID can be linked to new businesses such as mobile settlement, advertisement and public opinion surveys in that it holds edge Tag recognition, and that information confirmation is possible anytime and anywhere. He also said that all the new services which SK Telecom offers will be available for demonstrations firsthand at the 2006 RFID/USN Exhibition.

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