Seoul, Korea, 8 September 2009 – SK Telecom (NYSE:SKM, CEO & President Man-Won Jung) announced today that it will open T Store, the first mobile open market in Korea on 9 September.

T Store is an open marketplace for contents where anyone can develop and sell mobile applications, and customers can purchase contents such as games, decorative items, broadcasting and cartoons. It differentiates itself from other overseas application stores by allowing users of some 100 different kinds of Wireless Internet Platform for Interoperability (WIPI)-based mobile handsets to buy and enjoy applications. Other existing application stores provide applications for only smartphones or mobile phones based on their own platform. In addition, within this year smartphone users will be able to purchase applications at T Store regardless of what carrier they use.

T Store offers six different channels to guarantee easy access: PC users can access by ① visiting the website at www.tstore.co.kr or ② downloading and installing PC Manager; mobile phone users can access the service ③ via wireless Internet or ④ through mobile phone idle screen; and smartphone users by ⑤ accessing Web Browser or ⑥ installing mobile T Store.

T Store has eight main menus - namely game, fun, living, phone decoration, music, broadcasting/movie, cartoon, and language/education – under which a total of around 6,500 contents will be provided. Furthermore, the number of applications is expected to increase sharply as the service takes off, attracting more developers.

Meanwhile, developers who want to sell applications can sign up as a selling member at T Store Developers Center (http://dev.tstore.co.kr). Selling members pay yearly registration fee, which is in turn used to support development and verification of contents. SK Telecom plans to free developers of this charge until the end of this year to encourage developers’ participation.

Moreover, SK Telecom’s Digital Rights Management (SKT DRM) is offered to developers so as to prevent piracy and protect developers. Developers can either choose to apply SKT DRM or use other DRMs.

Developers set prices of applications and take 70% of sales revenue while SK Telecom takes 30% as commission for infrastructure upgrade and marketing activities.

As for contents verification, contents that have passed the verification process of authorized outside agencies including Game Rating Board, Korea Media Rating Board and Korea Contents Industry & Business Association, do not need to go through the verification process of SK Telecom.

SK Telecom has formed a dedicated team and launched enterprise-wide efforts to prepare for this applications store. After announcing its business plan in March 2009, the company held application contests and education programs for developers to encourage their participation, and also opened beta service in June.

Furthermore, SK Telecom is planning to hold mobile applications contests to promote development of applications. Plans are also underway to hold idea contests and application developers’ contests separately in order to allow anyone with a brilliant idea to enter the idea contest. In addition, the company will actively invest in competent venture companies and developers to secure high-quality game contents.

Through constant efforts to support developers and to promote T Store, SK Telecom plans to offer the service globally by 2011 and achieve KRW 1 trillion of total sales by 2013.

"SK Telecom’s T Store will prove to be a differentiated service as it leverages the company’s broad know-how acquired through multiple years of experience in the mobile Internet field. It will indeed provide new business opportunities for many developers and enhance the value of mobile Internet services," said Se-Hyun Oh, President of C&I Business Company, SK Telecom.