- Signed a shareholders’ agreement with Malaysia’s largest mobile network operator Celcom
Axiata to establish Celcom Planet
- Plans to launch online commerce services tailored to the Malaysian market in the first half of
next year by combining the extensive operational know-how of 11st and the local business
capabilities of Celcom Axiata

Seoul, Korea, November 14, 2014—SK Planet announced that it has formed a joint venture company
with Malaysia’s largest mobile network operator Celcom Axiata (CEO: Dato' Sri Shazalli Ramly, www.celcom.com.my)
to pursue e-commerce opportunities in Malaysia.

SK Planet and Celcom Axiata signed a shareholders’ agreement to establish Celcom         
Planet. The two partners plan to launch online commerce services tailored to the Malaysian
market in the first half of next year by combining the extensive operational know-how of 11st and
the local business capabilities of Celcom Axiata. Hoseok Kim, commerceplanet’s executive director
of Global Cooperation Office has been named the inaugural CEO of Celcom Planet.

Celcom Axiata is a subsidiary of Axiata Group, a leading telecommunication group with over 230 million
subscribers in Southeast Asia. Celcom Axiata itself has a subscriber base of 14 million in Malaysia,
the largest figure in the market.  

Malaysia’s current population stands at approximately 30 million with its annual economic growth rate
reaching 6~7% backed by its abundant resources and strong industries. Malaysia has strong growth
prospects for the online industry and e-commerce market. The figures for 2013 show that its internet
penetration rate exceeded 61% and mobile phone penetration surpassed 143%.

The partnership allowed SK Planet to further expand the reach of its e-commerce platform to Malaysia
after entering Turkey and Indonesia. SK Planet will continue to pursue e-commerce opportunities
in Southeast Asia and other emerging markets and lead e-commerce revolution through its powerful
commerce platforms such as 11st, Syrup, and OK Cashbag.

Meanwhile, SK Planet is producing some impressive results in the markets it entered earlier. In Turkey,
n11.com (numara onbir) became the #1 service provider in terms of transaction volumes in just 18 months
after service launch. In the Indonesian market, elevenia has spearheaded the efforts to establish e-commerce
ecosystem by providing unique customer and seller support services. It has a 24-hour customer service center
for the first time in Indonesia’s online marketplace industry and offers seller support services that include
merchant training, operation-related consulting and product photography.

“We’ve formed a joint venture to make a full-fledged entry into Malaysia’s e-commerce market which is
the economic center of Southeast Asia,” said Jinwoo So, CEO of SK Planet. “We are excited to transfer
the proven operational know-how that we have in Korea, Turkey, and Indonesia to Malaysia and deliver unique
and differentiated shopping services optimized for the market.”