(Seoul, 22 October 2008) - SK Telecom (NYSE:SKM) today announced the opening of the IT-based Starbucks store – the world’s first to be fully equipped with SK Telecom’s cutting-edge mobile technology - located inside the SK Telecom’s T.um experience center.

The 116 square-meter-pilot store combines SK Telecom’s advanced mobile technology and Starbucks’ global distribution power. At this innovative Starbucks, customers can choose, order and pay while sitting at their "Ubiquitous Tables", which is equipped with a touch screen surface and operates on mobile technology. Traditionally, Starbucks customers order and pay at cashier counters.

Once customers select and pay for items from the "Ubiquitous Table", the order information is immediately transmitted via mobile technology to the store’s system. As soon as the order is ready, a message appears on the screen of the Ubiquitous Table allowing the customer to simply go and pick-up the item at the counter. Customers can pay through mobile payment service by entering their mobile phone number for authentication, regardless of what carrier they use.

Moreover, Ubiquitous Tables enable customers to enjoy various SK Telecom services from the touch screen, including MelOn (mobile music portal), Cizle (movie portal), 11st (online shopping), Broad & TV (IPTV), and GXG (online games).

Jung Won Seo, Vice President of Public Relations Office of SK Telecom said, "Starbucks has become a cultural icon of our times. By partnering with the world’s leading coffee retailer and roaster, we are paving the way for a whole new culture and experience that goes beyond the combination of SK Telecom’s mobile technology and Starbucks’ distribution network."

Joyce Park, General Manager at Starbucks Coffee Korea’s Public Affairs Team said, "We are pleased to open this ground-breaking store in Korea with SK Telecom to provide our customers with a world-class digital experience. At Starbucks, we always strive to offer a unique "Third Place" experience to our customers and this store serves as a perfect example of Starbucks’ innovative culture."

Meanwhile, the exhibition center of SK Telecom, T.um, will be open to the public from November 3, and visitors are required to make reservations in advance. T.um has three halls named Play Dream, Play Basic and Play Now. At Play Dream, visitors can experience future lifestyle trends created by ubiquitous technology-based mobile services soon to be realized by SK Telecom. Play Basic shows the history and technological development of the mobile communications industry. Play Now displays the contents and services currently being provided by the company.