On October 17, SK Telecom launched ?NATE?, Korea?s first wireless and wired integrated Internet portal service, revealing its strategy for wireless and wired integrated service.

NATE is a next generation Internet multimedia service that allows one to enjoy personalized services by connecting to the Internet anytime and anywhere while using a variety of wired and wireless terminals such as PC, cellular phone, PDA and VMT (Vehicle-Mounted Terminal), among others. SK Telecom has been preparing for this service since last March, a period of 8 months.

On October 17, the company opened PC portal site called ?NATE.com? and ?NATE?, a site that is an upgraded version of n.TOP, a wireless Internet portal site. Following this, SK Telecom will completely build a wired and wireless integrated service infrastructure based on One-Source Multi-Use by opening ?NATE? for PDA and VMT on November 1 this year.

The main purpose of launching the NATE Service is to create a new business model that provides a fully customized service, beyond time and space, via any type of terminals. In spite of a wide range of content, wired Internet service is desperately struggling to acquire profitable business models, while wireless Internet service has the merit of ?Mobility? but it also has limitations in its ability to display a large amount of information. The NATE Service has been structured to adopt only the stronger points of wired and wireless Internet services.

Worldwide telecommunications companies are already strongly competing and breaking new ground in Internet services. Microsoft is striving to become a wired and wireless integrated Internet service provider by rolling out its new ?.Net? strategy. In addition, AOL and NTT DoCoMo are moving toward providing integrated wired and wireless Internet services.

SK Telecom will launch a new concept in Internet services that overcomes the limits of terminals and restrictions of space prior to such developments by other major global telecommunications companies. In so doing, the company will lead in next generation Internet services and contribute greatly to the growth of the Internet industry.

With technological expertise and operating know-how obtained through providing NATE service, SK Telecom will advance into overseas markets as well as the domestic market thereby accelerating its progress in becoming a global integrated wired and wireless Internet service provider.

If you become a member of NATE, you can use an Internet portal service, and send and receive E-mail via PDA or cellular phone. Another advantage is that you can change the bell sound and background display of your PDA or cellular phone and download a variety of content by using a PC. Furthermore, you are allowed to use the SMS service 50 times a month free of charge.

The new brand name ?NATE? stems from ?N? of New/Next/Net and ?ATE? of Gate/Mate/Date. This brand gives true meaning to the phrase ?Internet friend, or Internet gateway, that opens the world of the future. SK Telecom will continue in its pursuit of a larger global image. However, the meaning of NATE can be interpreted in different ways according to people?s view and thoughts.

Taking advantage of the opportunity created by the launching of the NATE brand, SK Telecom is pushing forward in integrating the SK affiliated companies? resources and core competencies in the Internet field. This includes such areas as n.TOP and i-Touch in the wireless base, and n-TOP.com, Netsgo, and OKCashbag.com in the wired base. In addition, the company plans to establish an integrated corporation to be in charge of NATE.com. The new integrated corporation will take charge of the wired Internet portal service as a subsidiary company of SK Telecom and implement a program to provide wired and wireless integrated Internet services with SK Telecom. SK Telecom will assume full charge of the wireless Internet service.

Man-Won Jung, head of Wireless Internet Business Division, said ?in order to increase the NATE competitiveness, we will continue to promote Content Providers and increase our investment in venture companies. In so doing, the NATE service will contribute to the recharging of the slowed domestic Internet industry.

SK Telecom will hold a big commemorative event for the NATE brand launch on November 15. Customers who become a member of NATE.com will be eligible to win a variety of free gifts such as 3 of the latest sports cars and 300 color cellular handsets, among others through the drawing of lots. At the same time, the company will offer 300 minutes of free calls to new customers who subscribe at NATE services? fixed rates. SK Telecom will also grant 10,150 NATE free calling cards and 50 PDAs to customers who change the initial wireless Internet access screen to NATE via cellular phone.