-  XL Planet, a joint venture company established by SK Planet and Indonesian mobile network operator
   XL Axiata debuts online marketplace ‘elevenia’
-  SK Planet further expands its global e-commerce platform to reach Indonesia after moving into Turkey
-  Transfers proven services of 11ST such as Seller Zone, free data, real-time customer support and more

Seoul, Korea, March 19, 2014—SK Planet announced today that it has launched ‘elevenia (www.elevenia.co.id)’, an online
marketplace with Indonesia’s second largest mobile network operator XL Axiata (CEO: Hasnul Suhaimi, www.xl.co.id),
signaling a full-fledged entry into Indonesia’s e-commerce market.

The name ‘elevenia’ which stands for online shopping paradise, was derived from the name of SK Planet’s online
marketplace 11ST to reflect the company’s commitment to delivering online shopping services tailored to the Indonesian
market based on the extensive operational know-how and the e-commerce platform of 11ST. 

SK Planet signed a memorandum of understanding with XL Axiata for cooperation in the digital content business in May
2013 before establishing XL Planet two months later in July 2013. XL Planet is a 50-50 joint venture company established
by SK Planet and XL Axiata. The company with starting capital of USD 37.2 million is headed by Lee Junsung(James Lee),
former CEO of Commerce Planet and has roughly 100 local employees.
 
Indonesia’s e-commerce market reached USD 1.4 Billion in 2013 and its compound annual growth rate (CAGR) is
forecasted at 39% between 2014 and 2022. Internet penetration rate passed 31% as of 2013, with mobile phone
penetration reaching 66%.

Taking into account of consumer usage patterns in Indonesia, elevenia enables users to not only access the marketplace
through PC web, but also shop anytime, anywhere via mobile web and app. Moreover, under partnership with local mobile
carrier, elevenia has established an optimal environment for integrated wired and wireless shopping. For example, it gives
customers free data while they shop on mobile.

Over 550,000 products are currently registered for sale at elevenia in the categories of Fashion, Cosmetics, Kids & Baby,
Electronics, Home & Living, Books and Music. In addition, special product categories such as Daily Deals, Our Recommendations,
K-Pop Products and Designer Brands are also available.

XL Planet plans to establish a strong and mutually beneficial e-commerce ecosystem which is a win-win proposition
for all those involved—the marketplace operator, participating merchants and customers by fully utilizing the operational
know-how of 11ST that proved successful in both Korea and Turkey.

elevenia’s seller support services will include diverse sales promotion programs along with ‘Seller Zone’ in which
merchants will enjoy no-charge access to training, operation-related consulting and expert product photography.
 
Moreover, for the first time in the Indonesia’s online marketplace industry, elevenia will operate a 24-hour customer
service center to provide quality and timely customer support services. It also plans offer diverse coupon services
and customer rewards programs with an aim to deliver a new shopping experience. 

“Indonesia’s high growth potential and internet penetration encouraged us to make an early entry into its e-commerce
market,” said Lee Junsung(James Lee), CEO of XL Planet. “We are excited to transfer the proven operational know-how
of 11ST to elevenia and deliver unique and differentiated shopping services optimized for the Indonesian market.”