Firms Rush to Win Olympic Marketing Medal
By Jane HanStaff Reporter
The world's biggest sporting event coupled with the world's fastest growing consumer economy gives enough reason for corporations to fork out millions in marketing dollars. The stakes are high, but companies say the Beijing Olympics will be worth it.Samsung, GE, McDonalds, Kodak and Coca-Cola are among 12 global sponsors for the 2008 event, expected to be the most lucrative games ever, and each of them hold the rights to identify themselves with the most famous hoops in the world.``The Beijing Olympics is different from games in the past because China's economy has such explosive potential,'' said Lee Sang-hoon, a senior analyst at Marketing One. ``Even after the games are over, the audience will remember the brands and become dedicated consumers.''A survey by Ipsos MORI, a global pollster, showed that sponsors generate significant sales hikes compared to rivals in years Olympics are held. A study by the Ogilvy Group, an international advertising agency, indicated that the public awareness of official sponsors was much higher than services providers or ambush marketing.But all of these benefits are costly as each sponsor pours in about $55 million for the rights, and more to shoulder the cost of lucrative ad campaigns.Among the aggressive marketers, G.E. is going beyond print and television commercials, as it is adding the finishing touches to its two-story exhibit building in the middle of the ``Olympic Green'' complexSamsung, the only Korean sponsor, is beefing up its on-site campaign by delivering its primary message: ``Olympics=Samsung.''The only fast-food sponsor, McDonald's is prepping by building burger joints near and on the Olympic Green and airing new global television commercials.``Only one sponsor is allowed in each sector, so it helps to spread out the competition between sponsors,'' said Lee, who added the marketing race heats up more with unofficial sponsors stepping up their game, too.Among carmakers, Hyundai Motor says it will launch massive visual campaigns in Beijing that will directly appeal to potential buyers.``The approach companies are taking in China differs from the recent Games held in Australia or Greece because there are many more consumers,'' said Hyun Joo-min, a marketing expert at a local agency. Experts also say China's nonexistent brand loyalty also attributes to its attractiveness, as it provides ground for a fresh start.jhan@koreatimes.co.kr
Summary
Many companies are concentrating on the marketing about Beijing Olympic to improve their firms’ images or success in marketing. Marketing strategies operated by competitive companies during Beijing Olympic are more important than before because there are many consumers in China.
Opinion
Many companies in the world market are competing with other companies for their images or achievements in China which is performing a primary role in world market. Therefore, a period of Beijing Olympic is the best opportunity for global companies to communicate with Chinese. I thought Olympic is the biggest sports festival and global companies wanting to get the position in China’ market already knew about facts. China is opening Olympic means that Chinese economic level improved by the policy of the government intending the free economy and their life style was changed to spend more their money than before. So, Chinese want to get environmental performance and qualified buying activities. Companies in the world should consider these two points, investigate Chinese life, especially Sports style in these days, and prepare marketing about Chinese Sports. Olympic is not only world festival but also opportunity or threat for global market.
2008년 5월 2일 금요일
2008년 5월 1일 목요일
Seoul to Open Service Center for Foreigners
By Kim RahnStaff Reporter
Seoul will set up a one-stop service center in downtown for foreign residents and visitors by 2011.It is a part of the city's effort to improve foreigners' living conditions here. The measure comes after the city government has collected opinions and complaints from foreign residents at Seoul Town Meetings since 2000, with the latest one held Wednesday.The city Thursday announced a plan to establish a ``Global Cluster Building,'' with five basement levels and 14 upper floors, in Jongno with 25 billion won ($25 million) in budget for administrative and cultural services for foreigners here.Seoul Global Center, which opened in the Seoul Press Center in January to help foreign visitors and residents resolve problems, will move to this building with expanded services for comprehensive administration, business, immigration, counseling and daily living.For cultural exchanges between Koreans and foreigners, business meeting rooms, exhibition halls, a theater, a library, and a day nursery will be set up. The building will also have a medical center, gyms, banks, restaurants, and a rooftop sky lounge. Many foreign chambers of commerce in Korea are expected to move to this building.``The number of foreigners living in Seoul increased fourfold over the last decade, but the city's expansion of facilities for them has not met the increase,'' a city official said.The city has paid attention to obstacles and difficulties which its foreign residents have encountered in Seoul, holding Seoul Town Meetings once or twice a year since 2000.At the 10th meeting held Wednesday, the participants' two main topics were about health service and increasing the number and quality of foreign schools, Alan Timblick, head of the Seoul Global Center, told The Korea Times.About 130 foreign nationals said they cannot get proper medical services due to complicated procedures and lack of information given to them. Some complained that many foreign workers and teachers do not get proper information about medical insurance from their employers, while others said hospitals do not have systems for foreigners, such as interpretation.In regard to the issue, city officials said foreigners can receive national health insurance. They also said an emergency medical information call center, 1339, would offer English, Japanese and Chinese services from May 1, providing information of first-aid treatment and locations of nearby hospitals.Hanyang University professor Ahn Mi-lee gave a presentation about the situation of foreign schools in Seoul, saying foreign parents are looking for a good education for their children. ``Some participants proposed the city government set up a committee with both Korean and foreign members where they can discuss foreign school issues together,'' city official Uhm Eui-sik said.rahnita@koreatimes.co.kr
my opinion
I find good news about efforts to improve foreign investment. During last few classes, Professor Lee emphasized foreign investment environment in Korea. The news is about this point.
I agree with Professor Lee, because Korea is not a big market. For example, China is enough to large can circulate their economy inside their land, they has enough material and population. The outher side, Korea cannot, and we don’t have enough materials and population, too. Besides we are not enough capital to import. Surely Korean economy scale is not small. Besides, Korean GDP is 13th in the world, but almost all, it depend on an exports. Exports are important source in Korean economy and investment, too. Investment from other country will increase capital in Korea. In capitalism wolrd, capital is a necessarly point of profit. If Korea lost it again and again, we would be poor. Therefore, we make a better environment for investmentors from abroad.
Following this article, Korea does not much thing for foreigners. I think we don’t need to try for this, because Korea was attractive. Korean stock market was evaluated low, because of war risk and uncleaned finance. After the 1997 finance crisis, However, Uncleaned Korean companis were changed. Mereover, Hetbuet policy improved a relationship between North and South Korea. In a conclusion, many foreigners have an interst on Korea, and invest much money. Nowadays, foreigners are considering about investment. We must motivate them. We show them that we are attractive yet, and Korea has a good environment.
I glad to hear the news. The open service center for foreign will be a good start. Many foreigners will welcome this plan. This center gives an incentive not only living in Korea, but also visiting and treveling. Moreover, it will improve an image of Korea. In this environmet, foreigners want to buy Korean products, and know more Korean culture.
Only one service center in Seoul is not enough. Surely, it is too small part to change better. It is just symbol that Korea is starting to care foreigners. I want that the center will be opened every city. I hope, In the future, whole Korea to be the open service center for foreign.
20300174 Nah Kilwoong, entry–8
Article from Koreatimes, 08-05-01, 17:32
http://www.koreatimes.co.kr/
Seoul will set up a one-stop service center in downtown for foreign residents and visitors by 2011.It is a part of the city's effort to improve foreigners' living conditions here. The measure comes after the city government has collected opinions and complaints from foreign residents at Seoul Town Meetings since 2000, with the latest one held Wednesday.The city Thursday announced a plan to establish a ``Global Cluster Building,'' with five basement levels and 14 upper floors, in Jongno with 25 billion won ($25 million) in budget for administrative and cultural services for foreigners here.Seoul Global Center, which opened in the Seoul Press Center in January to help foreign visitors and residents resolve problems, will move to this building with expanded services for comprehensive administration, business, immigration, counseling and daily living.For cultural exchanges between Koreans and foreigners, business meeting rooms, exhibition halls, a theater, a library, and a day nursery will be set up. The building will also have a medical center, gyms, banks, restaurants, and a rooftop sky lounge. Many foreign chambers of commerce in Korea are expected to move to this building.``The number of foreigners living in Seoul increased fourfold over the last decade, but the city's expansion of facilities for them has not met the increase,'' a city official said.The city has paid attention to obstacles and difficulties which its foreign residents have encountered in Seoul, holding Seoul Town Meetings once or twice a year since 2000.At the 10th meeting held Wednesday, the participants' two main topics were about health service and increasing the number and quality of foreign schools, Alan Timblick, head of the Seoul Global Center, told The Korea Times.About 130 foreign nationals said they cannot get proper medical services due to complicated procedures and lack of information given to them. Some complained that many foreign workers and teachers do not get proper information about medical insurance from their employers, while others said hospitals do not have systems for foreigners, such as interpretation.In regard to the issue, city officials said foreigners can receive national health insurance. They also said an emergency medical information call center, 1339, would offer English, Japanese and Chinese services from May 1, providing information of first-aid treatment and locations of nearby hospitals.Hanyang University professor Ahn Mi-lee gave a presentation about the situation of foreign schools in Seoul, saying foreign parents are looking for a good education for their children. ``Some participants proposed the city government set up a committee with both Korean and foreign members where they can discuss foreign school issues together,'' city official Uhm Eui-sik said.rahnita@koreatimes.co.kr
my opinion
I find good news about efforts to improve foreign investment. During last few classes, Professor Lee emphasized foreign investment environment in Korea. The news is about this point.
I agree with Professor Lee, because Korea is not a big market. For example, China is enough to large can circulate their economy inside their land, they has enough material and population. The outher side, Korea cannot, and we don’t have enough materials and population, too. Besides we are not enough capital to import. Surely Korean economy scale is not small. Besides, Korean GDP is 13th in the world, but almost all, it depend on an exports. Exports are important source in Korean economy and investment, too. Investment from other country will increase capital in Korea. In capitalism wolrd, capital is a necessarly point of profit. If Korea lost it again and again, we would be poor. Therefore, we make a better environment for investmentors from abroad.
Following this article, Korea does not much thing for foreigners. I think we don’t need to try for this, because Korea was attractive. Korean stock market was evaluated low, because of war risk and uncleaned finance. After the 1997 finance crisis, However, Uncleaned Korean companis were changed. Mereover, Hetbuet policy improved a relationship between North and South Korea. In a conclusion, many foreigners have an interst on Korea, and invest much money. Nowadays, foreigners are considering about investment. We must motivate them. We show them that we are attractive yet, and Korea has a good environment.
I glad to hear the news. The open service center for foreign will be a good start. Many foreigners will welcome this plan. This center gives an incentive not only living in Korea, but also visiting and treveling. Moreover, it will improve an image of Korea. In this environmet, foreigners want to buy Korean products, and know more Korean culture.
Only one service center in Seoul is not enough. Surely, it is too small part to change better. It is just symbol that Korea is starting to care foreigners. I want that the center will be opened every city. I hope, In the future, whole Korea to be the open service center for foreign.
20300174 Nah Kilwoong, entry–8
Article from Koreatimes, 08-05-01, 17:32
http://www.koreatimes.co.kr/
2008년 4월 29일 화요일
KTF, Shinhan Join Forces for Mobile Payment System
Telecom operator KTF and credit card giant Shinhan Card have established a joint venture to launch a mobile phone payment system in the second half of the year. The two firms announced Monday that they will invest 1 billion won each to establish the joint venture, tentatively named Mobile Credit. Shinhan will have 50 percent plus one shares, and will appoint the chief executive officer. KTF will pay the rest, and appoint the chief financial officer. Korean mobile firms had launched various mobile payment systems in the past, which used either infrared beams or short-distance radio waves. But none was very successful, due to cumbersome devices and different technological standards between companies. Shinhan and KTF say they will be different. The joint venture will be the first step of the two firms' efforts to seek hybrid business models of finance and telecommunications, they said. They also want to develop the partnership by holding a regular meeting of executives on a finance and telecom cooperation committee. ``Cooperation with Shinhan Card, the largest credit card company in Asia, is a convergence business that can offer what the customers need most,'' Cho Young-chu, president and CEO of KTF, said in a statement. ``It is also an occasion that can change the financial lifestyle of customers.''Mobile Credit will issue its subscribers a credit card and a USIM (universal subscriber
identify module) chip. They can make payment at shops and restaurants either with the credit card or with a USIM-inserted mobile phone. The payment is deducted from the Shinhan credit card account. ``We will stop issuing the plastic card once the USIM readers are widespread,'' said Jung Woon-gyu, leader of the project. Shinhan Card is the largest credit card company in Korea, fully owned by Shinhan Financial Group. It boasts more than 13.3 million customers and 2.1 million member shops. KTF is the second largest mobile service operators in Korea after SK Telecom. It is one of leading developers of mobile payment systems in Asia.
The company is also the leader of the third-generation telecom service in Korea, which uses the USIM chip. More than 4.8 million are using KTF's third-generation service.
identify module) chip. They can make payment at shops and restaurants either with the credit card or with a USIM-inserted mobile phone. The payment is deducted from the Shinhan credit card account. ``We will stop issuing the plastic card once the USIM readers are widespread,'' said Jung Woon-gyu, leader of the project. Shinhan Card is the largest credit card company in Korea, fully owned by Shinhan Financial Group. It boasts more than 13.3 million customers and 2.1 million member shops. KTF is the second largest mobile service operators in Korea after SK Telecom. It is one of leading developers of mobile payment systems in Asia.
The company is also the leader of the third-generation telecom service in Korea, which uses the USIM chip. More than 4.8 million are using KTF's third-generation service.
By Cho Jin-seo Staff Reporter
Summary>
Telecom operator KTF and Shinhan Card have established a joint venture to launch a mobile phone payment system in the second half of the year. Shinhan will have 50 percent plus one share, and will appoint the CEO. KTF will pay the rest, and appoint the CFO. Mobile Credit will issue its subscribers a credit card and a USIM (universal subscriber identify module) chip. They can make payment at shops and restaurants either with the credit card or with a USIM-inserted mobile phone. The payment is deducted from the Shinhan credit card account.
Telecom operator KTF and Shinhan Card have established a joint venture to launch a mobile phone payment system in the second half of the year. Shinhan will have 50 percent plus one share, and will appoint the CEO. KTF will pay the rest, and appoint the CFO. Mobile Credit will issue its subscribers a credit card and a USIM (universal subscriber identify module) chip. They can make payment at shops and restaurants either with the credit card or with a USIM-inserted mobile phone. The payment is deducted from the Shinhan credit card account.
Opinion>
Today, people always carry their cell-phone even when they go out for minutes. It is very inconvenient to carry a cell-phone in one hand and a wallet in the other hand. This is the opportunity of Mobile Credit. But, none was very successful. Why didn’t they success? What’s the problem? And, what’s the solution?
First, people don’t need Mobile Credit when they go out faraway or for a long time because they have to carry their wallet for identification. To solve this problem, KTF and Shinhan have to make identification possible through subscriber’s cell-phone so that one cell-phone can function as a phone and a wallet.
Second, it is important to spread card readers, especially, the shops near the houses. But, in Korea, I have hardly seen card readers. It will be the best way to spread card readers for City Pass first because many people feel uncomfortable when they find their wallet in the bag for bus fares. But, because many Koreans put their cell-phone in the pocket or carry in their hands, they can find it easily.
Third is the problem of missing card. When customers use their plastic credit card, they don’t prove their identity. Mobile Credit doesn’t take any steps for identifying also. Although people check their cell-phone more frequently than wallet, we think that the possibility of loss of cell-phone is more than wallet. KTF and Shinhan should straighten these customers’ worries out. How about ‘Lock Card function’? If you push the Lock Card function key for seconds, the Cell-phone can’t function as a card. And then, when you want to use Mobile Card, you must push the secret access number. And, they should make easy to stop subscriber’s card easily, even on weekends. Fourth, they should integrate the standard of technology and tools. One of the reasons of fail in this market was the problem of integrating.
Despite of all these problems, Mobile Credit market has enough possibility to change our life style, if Shinhan and KTF solve these problems.
Today, people always carry their cell-phone even when they go out for minutes. It is very inconvenient to carry a cell-phone in one hand and a wallet in the other hand. This is the opportunity of Mobile Credit. But, none was very successful. Why didn’t they success? What’s the problem? And, what’s the solution?
First, people don’t need Mobile Credit when they go out faraway or for a long time because they have to carry their wallet for identification. To solve this problem, KTF and Shinhan have to make identification possible through subscriber’s cell-phone so that one cell-phone can function as a phone and a wallet.
Second, it is important to spread card readers, especially, the shops near the houses. But, in Korea, I have hardly seen card readers. It will be the best way to spread card readers for City Pass first because many people feel uncomfortable when they find their wallet in the bag for bus fares. But, because many Koreans put their cell-phone in the pocket or carry in their hands, they can find it easily.
Third is the problem of missing card. When customers use their plastic credit card, they don’t prove their identity. Mobile Credit doesn’t take any steps for identifying also. Although people check their cell-phone more frequently than wallet, we think that the possibility of loss of cell-phone is more than wallet. KTF and Shinhan should straighten these customers’ worries out. How about ‘Lock Card function’? If you push the Lock Card function key for seconds, the Cell-phone can’t function as a card. And then, when you want to use Mobile Card, you must push the secret access number. And, they should make easy to stop subscriber’s card easily, even on weekends. Fourth, they should integrate the standard of technology and tools. One of the reasons of fail in this market was the problem of integrating.
Despite of all these problems, Mobile Credit market has enough possibility to change our life style, if Shinhan and KTF solve these problems.
20600613 Jeon, Hyejin
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