SK TELECOM'S EXPERIENCE CENTER by Sk Marketing And Company, Sk Telecom for Sk Telecom

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SK TELECOM'S EXPERIENCE CENTER

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Industry Telecommunications Services
Media Design & Branding
Market South Korea
Agency Sk Marketing And Company
Agency Sk Telecom
Released November 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: SK TELECOM
Product/Service: SK TELECOM
Agency: SK TELECOM
Agency: SK MARKETING & COMPANY
: Public Relations Office (Sk Telecom)
: Space Marketing Team (Sk Marketing/Company)
Media placement: Exhibition Center - SK Telecom Building - 1 November 2011 - March 2013

Describe the brief from the client
‘T.um’ is the world's first corporate exhibition centre that uses smartphones and digital agents to enable visitors to experience futuristic telecommunication technologies and services first-hand. It offers a personalised and interactive experience by allowing visitors to control displayed contents with the smartphone called T.key, the key to T.um, and gain information on exhibited items from the digital agent named T.me, another me at T.um, which evolves in accordance with the visitor's experience. T.um represents new possibilities for future designs of exhibition space by realising an ubiquitous environment, marked by seamless inter-workings between T.key and T.me with the space and contents.

Describe the challenges and key objectives
Our objectives are not to simply display the exhibited contents to the visitors but to maximise the interaction between visitors and the contents. To that end, ‘T.key’ and ‘T.me’ were developed and the ‘location recognition’ technology was applied to activate the exhibited contents in response to the position of the T.key. However, applying the ‘location recognition’ technology was quite a challenge as GPS does not work indoors. Another challenge was designing T.me, a digital agent that personalizes the experience by accumulating the user’s information, because people felt uncomfortable providing their personal information after only visiting the centre once.

Describe how you arrived at the final design
First, T.um applied its self-developed indoor positioning technology and dedicated user interface to T.key to allow the visitors to operate contents through a simple touch. For instance, visitors can play movies on their T.key and continue watching it on a multimedia table before sending it to a wall screen. Second, T.um offers a customized experience for each visitor. T.me is created based on the visitor’s personal information and serves as a personalized digital agent aiding visitors by providing information on displayed contents. T.um enables visitors to freely and actively experience the exhibition by maximizing interaction between visitors and displayed contents.

Give some indication of how successful the outcome was in the market
First, visitors from diverse international fields such as governments, leading companies and academia, including the Chairman of FCC of USA, the management level of China Mobile and Telecom Italia, Yale and Harvard Universities have visited T.um and experienced futuristic telecommunication technologies through T.key. Above all, they experienced how smart devices can change our everyday lives using T.key.
Second, we expect that the adoption of T.me by experience centres will make it much easier for the elderly and the disabled to take tours. In fact, with T.me’s assistance, people with hearing-impairment experienced T.um without any difficulties.