LG Telecom eyes Web growth with Khai site

<p>Korean mobile telephone operator LG Telecom has rolled out a </p><p>website with more than 20 marketing partners, including sports fashion, </p><p>computer, entertainment and travel companies. </p><p><BR><BR> </p><p>Called 'Khai', the website aims to reach an audience which considers </p><p>itself hipper, cooler and more cutting edge than the rest of its </p><p>peers. </p><p><BR><BR> </p><p>To achieve this, LG has incorporated 3D moving pictures at </p><p>www.khai.co.kr, which also offers a cyber community where members can </p><p>congregate, chat and play games. </p><p><BR><BR> </p><p>Khai is positioning itself as an icon which younger, computer-literate </p><p>Koreans can relate to, and a promotional campaign includes giving its </p><p>50,000 subscribers Nike T-shirts and bags, as well as 50 per cent </p><p>discount on dance classes. </p><p><BR><BR> </p><p>In addition, LG also gave away coupons to traditional bookstores, </p><p>cinemas and concerts to the 19th, 190th, 1,900th and 19,000th </p><p>participants to enter the lucky subscription prize contest. </p><p><BR><BR> </p><p>New subscribers have the chance to win notebook computers, camcorders, </p><p>PDAs and return airline tickets to Europe. </p><p><BR><BR> </p><p>LG has also put a strong emphasis on content, and Khai offers a wide </p><p>variety of information on fashion, sports, music, dance and </p><p>concerts. </p><p><BR><BR> </p><p>But all this is not just available through a computer. Subscribers can </p><p>enjoy Khai's online service via a mobile phone and can even communicate </p><p>via the 'Net between mobile and computer. </p><p><BR><BR> </p><p>Completing the service offering to its target market, LG is also </p><p>publishing a monthly magazine, Khazine, which is distributed </p><p>free-of-charge at Nike shops, a selection of family restaurants, </p><p>cinemas, cafes and at all LG Telecom outlets. </p><p><BR><BR> </p><p>The production of Khazine is assigned to one of the most popular </p><p>magazine publishers, Invision, which has been tasked with creating a </p><p>publication that addresses the needs of the techno-generation. </p><p><BR><BR> </p><p>LG, meanwhile, will attempt to secure another one million mobile phone </p><p>subscribers by tying into the Khai promotions. </p><p><BR><BR> </p><p>Plans are now in the pipeline to release three trendy mobile phones for </p><p>Khai subscribers only, which the company hopes will achieve its </p><p>two-pronged goals for success in both the mobile phone and Internet </p><p>markets. </p><p><BR><BR> </p>

by | 05/12/2000