“App Store” is a buzzword for many mobile operator and Korean companies are no exception. We covered previously the launch by LG this summer and its now who SK launched yesterday its own version : www.tstore.co.kr . Tstore should go global in 2011. LG  will follow in October.

The KT proposes not only applications but also game, phone decoration, games, music, movie , education materials and funny features. Being based on the WIPI, a south-Korean middleware enabling interoperability to run application, it aims to be largely open regardless of the phone you use. The platform can be reach by visiting the website with your phone or your computer or by installing a management software. At the end of the year, Tstore should be available whatever is your telecommunication provider.

A strong developpers community is the key of a vigorous appstore and Tstore seems to be friendly towards them.  SK will propose freely to developers to use SKT DRMs, upgrade infrastructure or organize contests. The review and approval process will not be necessary for developers who already have recognition from professional organizations. Developers will pay a registration fee each year, starting next year. SK will take a 30% commission on sales revenues of applications.SK may invest in venture companies to secure contents.

Can you imagine that you collect your nectar point with your mobile phone? It might be possible in the near future because your nectar card function can be embedded in the USIM card in your mobile phone. This will definitely lighten you wallet, which are usually filled with a number of credit cards, royalty cards etc.

However, it is already the reality for the customers of SK Telecom in Korea. SK marketing & company and SK Telecom today launch their new service called ‘OK Cashbag Happy Box’. OK Cashbag by SK marketing & company is Korea’s leading royalty program (80% of Korea’s economically active populations are members of OK Cashbag). And SK marketing & company is unique integrated marketing services provider in Korea covering communications, royalty, research & consulting, commerce etc.

Previously, you have to carry your OK Cashbag card all the time in order to collect your point. And you should visit their website for checking your current points. This inconvenience hinders customers to collect and spend the points more actively. However, you can now collect and check your points with your mobile phone more conveniently as long as you can download the ‘Happy Box’ with your 3G phone.

3G phones which required USIM chip began to be deployed in Korea since 2006. Approximately 40% of customers are now 3G subscribers and this 3G migration is progressing so smoothly. The USIM is not just a small chip that has customer information for mobile subscribers but it has much more potential for providing various mobile applications.

[OK Cashbag in USIM chip]

The Happy Box provides not only royalty card function but also other valuable services. Basically, you can collect your OK Cashbag point at the 4,000 SK petrol stations all over the country. The wireless devices available at the petrol station will accept your 3G mobile phone instead of the card. The Happy Box also provides other services such as Giftycon, Mobile Research and Today’s Fortune etc.

[SK OK Cashbag Happy Box]

Personally, I once involved in a new biz development project regarding USIM. At that time I could find huge potential for USIM applications as a marketing tool. 90% of people now carry their mobile phones in which a chip with significant capacity is embedded. I believe the launch of Happy Box is just a tip of iceberg of USIM based service. Please keep watching on Korea regarding what’s happening with USIM.

KT, South Korea’s largest fixed-line telephone operator and leading WiBro service provider, has been in a dilemma, whether to opt for WiBro(a Korean version of WiMax) or LTE(3GPP Long Term Evolution) as potential 4G mobile technology after its planned merger with KTF.

KTF, Korea Telecom Freetel, is the country’s mobile phone service provider in favor of LTE-based 4G technology in that LTE can be used on its existing 3G networks.

Now KT has been hesitant to push WiBro, fearing the technology may cannibalize KTF’s mobile phone business and knowing LTE technology is most likely to become the mainstream 4G standard. Most experts say that now it may be the right time for KT to decide which path to take for the next generation technology so that KT can take the lead in the 4G mobile market against SK Telecom, South Korea’s leading mobile phone service provider. It would be interesting to watch which one of them will be selected for KT’s 4G strategy afterwards.