-  Opens Japan’s first-ever NFC tag-based service zone in Shin-Okubo, Tokyo on May 27
-  Has established a mobile commerce environment that allows nearly 100 stores specializing in Korean food,
    K-Pop, cosmetics to issue and accept NFC-enabled coupons
-  Plans to export global NFC solution to neighboring economies of Japan, China and Southeast Asia


Seoul, Korea, May 27, 2013—SK Planet today announced the launch of NFC zone in Shin-Okubo, Tokyo, in collaboration with
KDDI and Softbank, Japan’s second and third largest mobile operators, allowing nearly 100 stores to offer Japan’s first-ever
NFC-enabled coupon service.
* NFC=Near Field Communication

As most of the smartphones released in Japan since early this year have NFC functions, penetration of NFC-enabled
smartphones has risen sharply, with Japan’s NFC market forecasted to grow rapidly. In addition, Shin-Okubo, the center of
the Korea wave in Tokyo, is packed with stores selling Korean food, K-Pop and cosmetics. The district has risen to popularity
riding on the recent Korean Wave in Japan, favored by young Japanese women in their 20s and 30s.

Such changes in the market environment, the commercial nature of the district and its visitor demographics were taken into
account before opening the coupon-based NFC zone. The first of its kind service launched in Japan is expected to offer a
whole new kind of convenient mobile commerce experience to Japanese customers.

SK Planet has established its own service platform that is built on SmartTouch, the company’s NFC open platform to offer
NFC tag solution as well as management of NFC coupon issuance server, among others. The company’s service will not be
confined to issuance and redemption of NFC-enabled coupons. It will also include information on tourist attractions and
popular shops based on its NFC tag traffic data.  

KDDI and Softbank’s subscribers can install the ‘Shin-Okubo’ app on their smartphones and download myriads of discount
coupons and free service vouchers issued by nearly 100 stores in Shin-Okubo. Simply placing their NFC-enabled
smartphones against NFC readers installed in each store will enable users to redeem their coupons.

Korean tourists travelling to Japan can enjoy the same service by downloading the Korean version of the app from
T Store and Google Play. The service will be piloted with SK Telecom subscribers.

SK Planet is expected to provide diverse NFC-enabled services to subscribers of KDDI and Softbank, Japan’s second
and third largest mobile operators whose combined number of subscribers reaches 80 million. SK Planet, with its global
NFC leadership in technology and operational know-how, launched NFC pilot project in Myeong-dong area and demonstrated
NFC-based services at Yeosu Expo last year. The company is already offering diverse NFC-enabled services encompassing
membership, coupon, placement of order and payment in Korea.

“Starting from Shin-Okubo district, SK Planet will provide diverse NFC-enabled services such as payment, membership
and much more and showcase our world-class technology,” said Lee Jae-hwan, Senior Vice President and Head of
Platform Business Division of SK Planet. “We plan to launch diverse NFC service solutions in neighboring economies
of Japan, China and Southeast Asia, by leveraging our extensive technological know-how accumulated through taking a
leadership role in the global standardization of NFC.”