SK Telecom s s Strategy towards Convergence 2007. 02. 07 임종태상무, Ph.D. SK Telecom Access 기술연구원장 0
Overview of SK Telecom Convergence Trend and Strategy Convergence Services of SK Telecom Success Factors for Convergence Services Summary 1
Overview of SK Telecom SK Telecom s s Market Leadership SK Telecom 은 High Brand Image 와 High Quality Service Offering 을통해지속적인 Market Leadership 확보 Mobile Market Trend of Korea Snapshot of SK telecom 61.2% 29,047 Subscribers Penetration 75.9% 67.9% 70.1% 32,342 35,592 36,586 79.1% 38,342 82.3% 39,866 20,122(50.5%) 01 02 03 04 05 Mobile Market Trend of Korea 06.10 Total Revenue Data Voice (KRW bn) 484 1,086 1,736 4845 yr CAGR : 60%(Data) 2,424 3,188 12,844 13,510 15,708 16,692 18,679 Voice (69.1%) Wireless lnternet (26.6%) VAS (4.4%) 01 02 03 04 05 Source : MIC VAS: Value Added Service 2
Overview of SK Telecom SK Telecom s s Path of Integrated Service New technologies 개발및 innovative services 제공을통한 Korean Mobile Market Leadership 확보 Ubiquitous Community Service 위성 DMB Service 3G Multimedia Portal 세계최초 Music Ring-back Tone 유무선연동 Portal MNP 시차제적용 Ubiquitous Music Service 영업이익 신세기통신 (STI) 인수 CDMA 신규 3 사진입 STI M&A The World s First Segmentation Culture Marketing (Telecom Field) CDMA 2000 1x EVDO WiBro HSDPA 95 96 97 98 99 00 01 02 03 04 05 06 $ 0.3B $ 2.7B 3
Overview of SK Telecom SK Telecom s s Network Overview 현재 high-speed data services 제공을위해 WCDMA 망과 WiBro (mobile WiMAX) 망을전국으로확대할예정이며향후 Beyond 3G 기술개발및도입을추진중임 Network Evolution and Future Outlook Data rate 100M B3G LTE WiBro II WCDMA: 3G enhancement 및 B3G 진화에집중 50M WiBro Phase(II) DO Rev.C WCDMA W-CDMA HSDPA/HSUPA LTE 25M 14.4M WiBro Phase(I) HSDPA (R5) HSUPA(R6) CDMA : EV-DO 망에대한지속적개선에집중 EV-DO Rev 0 EV-DO Rev A/B EV-DO Rev C B3G 3M DO R.0 2M 384k WCDMA(R4) 1xDO DO Rev.B TD-SCDMA Year WiBro (WiMAX) WiBro(WiMAX): 고속데이터서비스제공을위한 추진전략구상중 WiBro (Phase1) WiBro Phase II `02 `03 `04 `05 `06 `07 `08 `09 `10 HSUPA: High-Speed Uplink Packet Access, LTE: Long Term Evolution 4
Overview of SK Telecom Convergence Trend and Strategy Convergence Services of SK Telecom Success Factors for Convergence Services Summary 5
Convergence Trend and Strategy Convergence Trend Convergence Trend : 기존의시장, 비즈니스, 산업, 서비스및네트워크가새로운기술, 서로다른기술에의해변화되거나융합 새로운비즈니스창출및과거의산업간경계를넘어선새로운 Value Chain 창출 As digitalization goes, diverse value can be delivered to customer ipod + itunes, Mobile Phone Bundle of Value Chain Integration of Service & Product Service bundling and Integration to convergence Digital Entertainment Platform Mobile TV Technology/Platform Mobile TV collaboration With BT, Virgin Mobile WiFi based Mobile Entertainment Device Quadruple Play Services (Cable, Voice, Broadband+Mobile) Content Portal 6
Convergence Trend and Strategy 4 Drivers of Convergence 다음의 4 가지 Driver( 동인 ) 는상호작용을통해 Convergence 를유발 / 가속화시키고있으며사업자들에게는기회와위협이되고있음 Customer Driver Convenience High quality Personalization Convergence Acceleration Regulation Driver Regulation mitigation Strategic fostering of industry Corporate Driver Matured market New growth engines Market dominance Opportunity Threat Technology Driver Digitalization, Broadband Network Convergence Platform Convergence Devices 7
Convergence Trend and Strategy Vision of SK Telecom Convergence & Ubiquitous Service Service Beyond Domestic Telco Economies of Scope To-be Growth Business Area Convergence Leader Customer Insights에기반한 New Business Model 개발과다양한 Business Portfolio 확보 Communi -cation Service Current Business Area Domestic Global Economies of Scale Market Global Telecom Operator 성장성및확장성이높은 Global Market으로진출 8
Convergence Trend and Strategy Convergence Strategy SK Telecom은지속적으로새로운 Convergence 사업모델발굴을통해신성장기회를탐색하고있으며 Mobile Core Business 영역의확장을고려함 Finance Music Commerce Game Mobile Core Business Home Network Fixed Line Handset Broadcasting Telematics Logistics (RFID) New business area 탐색 지속적인 Convergence Business Models 개발신기술을접목한새로운 Convergence 영역에대한탐색및발굴 Mobile core business 확장 개인형맞춤서비스강화 Higher Service Accessibility 제공 Commercialized services To be commercialized 9
Overview of SK Telecom Convergence Trend and Strategy Convergence Services of SK Telecom Success Factors for Convergence Services Summary 10
Convergence Service of SK Telecom 통방융합 - Satellite DMB(1) 위성 DMB 서비스는 multimedia mobile broadcasting service로이동단말 / 차량용단말들을통해제공되며향후 mobile internet service 서비스와연동되어양방향데이터방송을제공하게됨 Ku-band (13.824~13.883 GHz) Contents Ku-band (12.214~12.239 GHz) S-band (2.630~ 2.655 GHz) Gap Filler S-band VOD Commerce Combined with mobile Internet Hybrid Terminal Vehicle-mounted Terminal Dedicated Terminal 11
Convergence Service of SK Telecom 통방융합 - Satellite DMB(2) 위성 DMB 서비스는 multimedia mobile broadcasting service로이동단말 / 차량용단말들을통해제공되며향후 mobile internet service 서비스와연동되어양방향데이터방송을제공하게됨 Contents Sep 2003 Mar 2003 Dec 2004 Jan 2005 May 2005 Nov 2006 VOD Commerce Ku-band (13.824~13.883 GHz) Satellite co-ownership agreement (MBCo) Ku-band (12.214~12.239 GHz) Satellite launched S-DMB license granted Pilot service (36Ch) - 14 Video Ch - 22 Audio Ch 서비스상용화 100 만가입자 Milestone S-band Gap Filler S-band (2.630~ 2.655 GHz) Combined with mobile Internet Hybrid Terminal Vehicle-mounted Terminal Dedicated Terminal 12
Convergence Service of SK Telecom 통방융합 - Satellite DMB(3) Satellite DMB는 12 개의 video 채널, 22 개의 audio channels을정액요금제로제공하고있으며, 2 premium channels은추가비용에따라이용가능 Channel Terminal Video 12ch TV retransmission, drama, sports, game, news, education Dedicated MP3 player 1M pixel camera 2.8 QVGA Jun 05 Audio 22ch music, news, education (non-stop music, DJ music, variety, etc) Vehicle-mounted Set-top box MP3 player 7 TFT LCD Jan 05 Premium 2ch movie (pay per channel, pay per view) Hybrid Mobile phone.2 QVGA 1M pixel camera Jan 05 13
Convergence Service of SK Telecom 통신 / 금융융합 - MONETA MONETA 서비스를통해 mobile banking, credit card, 주식거래, 교통카드서비스등다양한형태의금융 / 결제서비스제공 Mobile Banking Credit Card Stock Trading Transportation Card ` Mobile financial service based on both offline and online infrastructure Mobile banking service rolled out in Mar 2004 One chip (MONETA + USIM + CAS) will be developed 14
Convergence Service of SK Telecom 통신 / 음악융합 Melon MelOn 은음악파일다운로드뿐만아니라, mobile handset, PC 및 MP3 player를통해실시간으로음악을즐길수있는정액제기반서비스 PC Mobile Phone MP3 Player Artistes Record Labels Co-Creation Creation Publishers Hardware Manufacturer Ubiquitous Music Services Music Content via on/off-line Multimedia Music Services Music Video, Photo Album Rental Flat Rate Plan Monthly Flat Rate, Unlimited Streaming Music 15
Convergence Service of SK Telecom 통신 / 음악융합 Melon MelOn 은음악파일다운로드뿐만아니라, mobile handset, PC 및 MP3 player를통해실시간으로음악을즐길수있는정액제기반서비스 No.1 in Subscriber Base (April 2006) : 5.2 million users; 700,000 monthly subscribers No.2 in Visitors to Music Portal : About 6 million Unique Visitors a Month Over PC 1 Million Licensed Music Sources? Mobile Phone Artistes Ubiquitous Music Services Music Content via on/off-line Record Labels Korea's SK Telecom Co. offers a $5 a month music subscription that allows MP3 customers Player to download any of 700,000 songs to a phone, PC, or music player. That makes the subscription much Hardware more convenient Publishers than similar Manufacturer Co-Creation Creation services in the U.S. because Korean customers can get any song they want, wherever and whenever they want it. Multimedia Music Services BusinessWeek(15/4/2005) Music Video, Photo Album Rental Flat Rate Plan Monthly Flat Rate, Unlimited Streaming Music 16
Convergence Service of SK Telecom 통신 /Telematics 융합 NATE Drive NATE Drive는 mobile handset/ 전용단말기반으로사용가능하며, 실시간교통정보를사용한최단경로 (shortest route) 를실시간으로제공하는서비스 Personalized Navigation Service 최단경로찾기 based on real time traffic information - traffic jam, emergency Voice-activated navigation Launched in Mar 2002 40만가입자 (Jan 2007) Launched telematics service in Jeju island (Dec 2004) 17
Convergence Service of SK Telecom Offline 유무선융합서비스 Cyworld(1) 고객은 mobile phone 또는 PC를통해 online social activities에참여하게되며, 음악, 교육, 광고, 마케팅등다양한 Community 형성이가능한서비스 I Gifts Friend 고객의생활을풍요롭게하기위한 Phone 다양한멀티미디어서비스제공 Meeting Chatting/Photos Online 마켓 광고프로모션 Mobile Handset My Home page Cyworld Digital Item PC Friends Home page Cy Music Digital Item 판매 교육 Writing / Memo Uploading Text /Photo Club 18
Convergence Service of SK Telecom 유무선융합서비스 Cyworld(2) 고객은 mobile phone 또는 PC를통해 online social activities에참여하게되며, 음악, 교육, 광고, 마케팅등다양한 Community 형성이가능한서비스 Offline Cyworld / Mobile Cyworld I Gifts Friend No.1 in Page View Phone 1,800 만명이상의가입자 Meeting Chatting/Photos Wired and Wireless Community (Mobile Cyworld : Over 610,000 Unique Visitors a Month) Mobile Handset My Home page Cyworld Digital Item PC Friends Home page Global Awards 2005 Most Innovative Product by Frost & Sullivan Uploading Text /Photo Writing / Memo Club Top 5 technology innovator sites in 2005 by Chinese Internet Weekly 19
Convergence Service of SK Telecom 지능형융합서비스 1mm 1mm 는 presence, context and preference information 을기반으로단말기상의 personal agent 가상황에맞는정보와데이터를제공하는지능형서비스 단말기상의캐릭터와능동적으로 Interfacing 예약 (commerce) 점식을위한식당 (info service) 한국음식 (preference) 위치 (location) Interfacing multiple services AI based Personalization Engine 20
Convergence Service of SK Telecom 광대역기반융합서비스 TLogin T Login 은 HSDPA USB Modem 을사용한 high speed wireless data 서비스로, Notebook, PMP, Digital Camera, MP3 player, DMB, and Game station 등에서직접적으로인터넷에접속하여멀티미디어서비스를활용할수있음 Notebook Music PMP cyworld Digital Camera Picture Movie MP3 Game DMB Enterprise Game Others 21
Convergence Service of SK Telecom Ubiquitous Home Network Service 댁내외언제어디서나다양한단말을통해제어, Care, Security, Telemetry 등통합서비스를제공하며, RFID/ZigBee 등을적용한제어용 Device( 가스밸브, 도어락, 전등등 ), Mobile RFID Reader (PDA), Ubiquitous Gateway 등을통한유비퀴터스네트워크환경및융합서비스제공 satellite DMB In-house network Broadcasting WiBro CATV U-Home 관리서버 응용서버 ISP CATV Company Ethernet PLC WLAN 802.15.4 (ZigBee). Digital appliance VOD, A/V CDMA 2000 1X 1x EV-DO W-CDMA Broadband Convergence Network FTTH HFC xdsl Residential G/W Devices Communication Telematics WLAN AP Care, Education, Infortainmerce, etc. 22
Convergence Service of SK Telecom Ubiquitous City 언제어디서나사용자가원하는통신, 정보, 교육, 관광, 의료, 환경서비스등을사용할수있는 u-city 환경구현및서비스제공을위한응용서비스개발추진 (2006년충남연기지역의행정복합도시사업진출 ) 환경관리 교통관리 권한및인증관리 재난예방 도시정보관리 기타 경찰서 U-city 통합운영센터 정보분석 병원, 공공장소등 소방서 정보수집 정보제공 기상청 DB Home 도로정보 SOC 관리 Service 관리 Power, Gas, Water Supply 23
Overview of SK Telecom Convergence Trend and Strategy Convergence Services of SK Telecom Success Factors for Convergence Services Summary 24
Success Factor for Convergence Service Key Factors Convergence 환경을위협이아닌기회로만들기위해필요한가장중요한 Factor는고객 Needs의이해와고객에게새로운가치 (Value) 를줄수있는융합서비스로, 이를위한다양한인프라마련이필요 Broadband Network Integrated Service 고객의니즈에기반한 convergence services Context-awareness Platform 구성 Service Network 광대역기반의유비퀴터스서비스환경제공이가능한 optimal portfolio 구성 Terminal Convergence Terminal Hybrid functionalities Highly flexible to new services 25
Success Factor for Convergence Service Integrated Service(1) 유선, 무선및방송등다양한통신서비스가지속적으로통합되어제공되며, 새로운서비스를탄생시키고있으므로, 이를위한지능형통합서비스운영및관리체계필요 NATE Drive Telematics Interactivity Satellite DMB Mobile Internet Wireline Internet Content Community Wireline Internet Melon(music) Cizle(movie) ddangkong(game) Cyworld(homepage) Nate on(messaging) 26
Success Factor for Convergence Service Integrated Service(2) 각각의네트워크에서제공되던개별적인서비스기반을 ISF (Intelligent Service Framework) 으로통합하여 context 기반의지능형맞춤서비스제공이가능한환경구축 Current Service Environment Intelligent Service Environment 일반서비스 #1 일반서비스 #2 지능형서비스 #1 Intelligent Function #1 SKT Centric Intelligent Function #2 지능형서비스 #2 SKT Centric 지능형서비스 #1 지능형서비스 #2 Intelligent Service Framework (ISF) 지능형서비스 #3 Customer Centric I 지능형서비스 #n Profile Profile Context Location Presence WCDMA HSDPA CDMA2000 1xEV-DO Location Presence WCDMA HSDPA CDMA2000 1xEV-DO Individual Service Environment - 정보및컨텐츠가개별적서비스를위해활용 - 일부개별서비스만지능형서비스 Integrated Service Environment -Context-awareness - 개인별맞춤서비스제공가능 27
Success Factor for Convergence Service Network Portfolio 효율적이고경제적인데이터전송을위한핵심요소중하나가다양한네트워크조합및 seamless handover를고려한 Optimal Network Portfolio 임 Multi Access Technologies Improve Data Rate & Mobility Optimal Network Portfolio High-speed Data Demand Mobility 95A/B 1X EV-DO WCDMA EV-DO ra HSDPA WLAN WiBro Hot Spot Hot Zone WiMax WCDMA HSDPA Cities WLAN Data Rate 2G/1X/Do Nationwide Coverage Optimal Network Portfolio Combination of networks Seamless handover 28
Success Factor for Convergence Service Convergence Terminal Evolution Convergence Terminal 은 Multi-converged Functions 을가져야함 - 서비스기능 : communication and computing, content providing, LBS, 방송수신등 - 이동형터미널 : 3D PDA, Smart phone, wrist-type phone, VMT, wearable device 등 - 고정형터미널 PC, TV, digital appliance 등 Convergence Terminal 은감각인지및유비퀴터스인터페이스를가져야함 - 유비퀴터스인터페이스 : 센서, RFID, actuator, MEMS 등으로구성되는 USN 뿐만아니라 Legacy 접속망과의 seamless 인터페이스를제공해야함 현재 미래 Camcoder phone PDA VMT PC Digital appliance Wire Wireless 기능 Telephone Computing Multimedia Location Camcoder MP3 융합기능제공 2010 Wearable device Intelligent Smart phone 3D Web Studio. Sensor................... S M R UAP A Perceptual Interface - Gesture recognition - Gaze tracking - Sensor fusion, etc. Ubiquitous Interface - network - objects - building - sensor, etc. 29
Success Factor for Convergence Service Convergence Terminal Terminal Platform WIPI는 Java기반의 terminal platform으로 over-the-air platform upgrade 및다양한타입의컨텐츠에호환성을가지며, 새로운응용개발이용이함 Advantages WIPI Penetration Dynamic API upgrade over the air Java-based, J2ME 호환성 Binary code사용에따른속도증대 Hardware 독립적인구조 다중언어지원 (M handsets) 단말기보급대수 7 1.2 0.15 14 2003 2004 2005 2006 Easier to develop new applications 2Q 2005 까지 GSM/GPRS WIPI Platform 개발 SK-EarthLink joint MVNO 사업에 WIPI 활용 WIPI : Wireless Internet Platform for Interoperability 30
Summary Convergence 환경하에서지속적성장을이루기위해다양한 Integrated Business Model 및 Convergence Service 개발필요 지속적인 Innovative 기술개발및유비퀴터스네트워크구현을통한 Optimal Service 환경구축과새로운고객가치창출 / 제공필요 국내외다양한업계와의 Partnership 구축및 New Value Chain 개발을통한 Ubiquitous/Convergence Leadership 확보필요 31
Thank You 32