CU

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Service Implementation of SK Telecom
June 22nd, 2006
Francisco Lee
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Contents
New Value Added Service
I
Worldcup Promotion
II
Co-Marketing with Travel Agent
III
TV Commercial
IV
Suggestion on Cooperation amongst Carriers
V
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I. New Value Added Service
1. VRBT(Virtual Ring Back Tone)
To service customers own ring back tone from any
CDMA network
Service Concept
The Success rate of roamer termination call

• After generating VRBT, the average success
• rate increased about 5.4.

What a strange sound it is!
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11.2
5.2
13.5
2.6
3.8
4.9

• Due to multifarious RBT of each carrier,
• SKT Roamers tended to give up the call
• before answering.
• To solve this problem, SKT generated same
• RBT at our origination MSC and CGS.

C
J
U
Th
H
V
Ta
A
After
Before
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I. New Value Added Service
2. RAD(Roaming Auto Dial)
To prefixes the phone numbers in the address book
with required access and country codes to enable
dialing from any CDMA network
Service Concept
How to use
? Download and start RAD (free of charge) ?
Select the country where Roamer is.? Select the
person in phone book or just dial same way
in Korea. Emergency call 1) The Ministry
of Foreign Affairs and Trade / The Embassy 2)
The Medical center/ The interpretation service
center
Country Code?
Access Code?

• Roamers face with dialing complexity
• .Carrier_specific IDD Country code )
• It is a challenge for most of roamers.
• So, SKT developed RAD(Roaming Auto
• Dial) to support pseudo-home environment.
• ARPU of RAD users increased 10

Dial
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II. Worldcup Promotion
1. Worldcup Event at Intl Airport
To hold a fun event at Incheon Intl airport to
promote global roaming service on the occasion of
the Worldcup
Incheon Intl Airport
Event Photo
Dart Game
Photo Zone with Star Soccer Players

• Event 3rd,June 25th,June
• Participants 1,000/daily
• Gift Phone accessory,
• Roaming coupon, T-shirt
• (Dexterously, roaming needs are stimulated.)
• ? Granting exemption of rent fee for first 1,000
• outbound customers departing for Germany

Red Ribbon Campaign
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III. Co-Marketing with Travel Agent
To give free trial coupon to the customers who
access the website to proliferate roaming service
with travel agent
Promotion Concept
Benefit of Co-Marketing
Travel Agent Website

• Increasing number of roamers
• Advertising roaming service
• Applying same promotion to
• other partners if successful
• (ex. bank, tour conductor group,
• duty-free shop, airplane company)

SK Telecom

• Commission

• Customer DB for bill reduction

Tour Agent

• Free gift to their customers
• Commission from SK Telecom

• Providing personal Information
• Authentication through SMS

• Promote global roaming service
• Free Trial Coupon for roaming call

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IV. TV Commercial
To position global roaming service as a necessity
for overseas travelers and to advertise the
convenience of CDMA roaming and mobile banking
Necessity for overseas travelers
CDMA automatic roaming in Sydney
Mobile banking through data roaming

• SK Telecom and The Ministry of Foreign Affairs
  and Trade are providing Global Safety Service
  for overseas travelers by sending SMS in case of
  emergency situation.

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V. Suggestion on Cooperation amongst Carriers

Developing New Value-added Service
Sharing Promotion Idea Knowledge
Research on Customer Trend/Pattern
Relationship Building Networking
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Thank you!