Seoul, Korea, 26 April 2010 – SK Telecom (NYSE: SKM) unveiled its first-ever Mobile In Vehicle (MIV) telematics service for electric cars at Auto China 2010 in Beijing, China. SK Telecom will showcase the new addition to this breakthrough service at its exhibition booth located at E34A08 in Beijing New China International Exhibition Center from April 23rd to May 2nd.

The new features are expected to promote smarter and greener management of electric energy uses by utilizing the real-time information on current battery status, charging stations and electricity rates provided through wireless connectivity. In addition to showcasing the new MIV service for electric cars, SK Telecom will also feature its MIV service for regular cars, which the company first introduced last year.

MIV is the world’s first mobile telematics services for automobiles, which enables remote diagnosis and control of vehicles via mobile phones with Java-based mobile technology called Telematics API for Java ME (JSR298), which has been chosen as the global standard in 2008.
MIV is a truly converged mobile service combining the features of mobile phones and automobiles.

In the past, only a limited range of services such as route guidance, location information and data communication were available via traditional telematics services that combine network technologies with the automobile. Today, SK Telecom’s MIV service is able to bring the service to a new level by offering a service that integrates mobile telecommunications technology, platform and content.

The key features of the new MIV service for electric vehicles highlight battery management, smart grid synchronized service, and specialized route guidance.
• Battery management service allows car owners to check battery status such as battery power level, remaining charging time, and remaining driving mileage on their mobile phones when a car is plugged in at a charging station. Users can make a reservation at charging stations with their mobile phones and also can be alarmed through mobile phones when the charging is completed.
• Smart grid synchronized service connects the electric car charging system with wireless network to enable car owners to check the charging rate in real-time through their handset so that they can charge their car at the lowest price in the market.
• Also, specialized route guidance provides location information based on current battery status and locates high-speed charging stations, or books up battery charging after checking the remaining battery level.

SK Telecom also plans to apply the original MIV feature which allows users to control and diagnosis vehicles with mobile phones through WCDMA, Wi-Fi, and Bluetooth connection on electric vehicles.
• Vehicle diagnosis and control service allow users to use their mobile phones to check driving gear performance – engine, brake, and so on – and get fuel-related information as well as to control various components including door, trunk, headlight.
• Vehicle monitoring and tracking feature allow users to check the location of their cars and monitor the cars with black box function through mobile phones to protect from possible theft and damages.
• The in-vehicle head unit service provides entertainment service that allows users to enjoy mobile multimedia contents through phone-automobile synchronization and assistance service that synchronizes the user’s mobile phone address books once the driver boards the vehicle.

SK Telecom aims to commercialize MIV in partnership with the global automobile companies and help raise the productivity of automotive industry by providing customized IT solutions and mobile connectivity. This is in line with the company’s new Industry Productivity Enhancement (IPE) strategy, which aims to develop business models and provide solutions that utilize SK Telecom’s sensing and networking technologies, ultimately enhancing productivity and efficiency in other industries.

"SK Telecom plans to highlight our innovation and technology leadership in converged services through Mobile In Vehicle. We believe the service will ultimately change the driving experience, providing drivers with a new level of value with an ’always on-connectivity’ with their cars," said Hoojong Kim, Senior Vice President and Head of Service R&D Center at SK Telecom. "The Auto China 2010 will also be a great opportunity for us to seek further collaboration opportunities with global partners in the automobile industry. We hope to forge partnerships that can help further develop this innovative service for drivers all around the world."

SK Telecom is in talks with major Korean automakers for the introduction of MIV to new cars released before 2012 and also with manufacturers of electric vehicles to apply MIV technology to electric cars. The company also plans to secure global leadership in mobile telematics by forging ties with global carmakers and manufactures of automotive components.

SK Telecom signed MOU with CT&T United, a Korean manufacturer of electric vehicles on April 23 at the Auto China 2010. SK Telecom and CT&T agreed to collaborate to develop converged technologies of mobile and automobile areas based MIV platform, to commercialize the most advanced MIV-applied electric vehicles before the year of 2011.