모바일 인터넷을 이용한 위치기반서비스(LBS)에 대한 사례 연구 -텔레매틱스(telematics)를 중심으로-

Entrac Case Study

This case study deals with the market entry strategy of the Entrac that SK puts forth strength. Entrac is designed to provide telematic services such as the optimun navigation, the real time traffic information, and the urgent rescue. These have an intention of giving total services to help driving. Entrac has its competitive advantage in that it bases on the mobile communication company and equips the various infrastructure covering automobile business. On these basis, Entrac makes effort to provide more excellent service through developing, executing integrated marketing mix than other telematic service to be offered by automobile company. Of course, there are many problems to solve in telematic services for future. For exemple, consumer's low recognition about the service, the limit of technology, and the lack of the avaliable contents are the main problem. But, it is said that telematic services are spreaded if IMT 2000 service is offered. For this future, marketers must remember that telematic business focuses on creating services to satisfying consumer's needs and wants in terms of marketing concept.