"Find Directions and Check Products with AR" Starfield COEX Mall to Become a Cutting-Edge AR Space

SKT-Shinsegae I&C-Shinsegae Property-MAXST, AR Platform Construction Business Agreement Signed

SK Telecom, Shinsegae I&C, Shinsegae Property, and MAXST have signed a 'AR Content Platform Construction Business Agreement.' (From left in the photo) MAXST CEO Jae-wan Park, Shinsegae I&C CEO Jeong-hyun Son, Chang-seung Lee, Marketing Manager of Shinsegae Property, and Pan-cheol Choi, Head of Corporate Business at SK Telecom, are taking a commemorative photo after signing the agreement.

[Asia Economy Reporter Seulgina Jo] Starfield COEX Mall is transforming into an augmented reality (AR) life space based on 5G. Visitors can receive navigation services through AR as well as check out the main products and promotions of nearby stores.

SK Telecom announced on the 19th that it has signed a business agreement with Shinsegae I&C, Shinsegae Property, and MAXST to provide immersive AR content services based on 5G MEC and to build future-oriented retail stores.

This initiative aims to create a new market by linking AR, a future technology gaining attention in the 5G era, to platforms such as COEX Mall, based on the differentiated capabilities each company possesses. At the signing ceremony held at Shinsegae I&C headquarters on the 15th, representatives from each company agreed to jointly promote the AR platform business and the construction of future retail stores based on 5G MEC and cloud through continuous cooperation.

The four companies plan to first introduce the AR platform at Starfield COEX Mall, which has excellent customer attraction effects. After a pilot service in 2021, full-scale service is scheduled to begin in 2022.

The newly introduced AR platform will be provided in the form of AR navigation, expected to offer users a new experience and convenience different from before.

First, when users search for a desired place or object within the service area, augmented reality navigation guidance will be provided, allowing users to move conveniently in complex indoor spaces. Multilingual language conversion and information visualization services for major signboards will also be provided. Additionally, by clicking on a store’s signboard on the screen, users can check product information of the store and enjoy related 3D AR content. Key products, promotion details, discount coupons, and major point AR content of surrounding stores will also be provided.

The companies plan to make Starfield COEX Mall a cutting-edge future retail space offering new fun elements by providing users with various 5G AR content.

SK Telecom will provide ▲top-level 5G MEC capabilities ▲cloud technology optimized for 5G app services ▲immersive content platform infrastructure, and based on this, plans to lead the creation of an AR platform ecosystem in the future. Shinsegae I&C will take charge of planning and operating immersive services within the AR platform and develop it into a future retail tech business linking ICT and the distribution industry by providing space utilization content. MAXST plans to solidify its position as an AR platform operator by developing indoor and outdoor augmented reality content platforms based on Vision positioning technology.

Son Jeong-hyun, CEO of Shinsegae I&C, said, “By utilizing the AR platform, we will newly build offline retail stores into digital-based future spaces, providing consumers with a new and convenient shopping experience beyond simple AR technology experiences.”

Lee Chang-seung, Marketing Director of Shinsegae Property, stated, “This will be an opportunity to provide customers visiting Starfield COEX Mall with a new offline experience combining 5G technology and retail space.”

Park Jae-wan, CEO of MAXST, said, “Through this business partnership, we will further expand the scope of platform construction so that AR content can be experienced in more regions.”

Choi Pan-cheol, Head of SK Telecom’s Enterprise Business Division, said, “Based on the best ICT technology and services specialized for 5G MEC, we will provide specialized ICT solutions to companies in retail and various industries.”

This content was produced with the assistance of AI translation services.