earticle

영어

Since the advent of smart phones and the consolidation of mobile operating systems under iOS and Android, application developers have come to a situation that they should consider the economy within the size not only in the domestic market, but also in the global market. Accordingly, the government has been eager to support the overseas expansion of mobile service firms. However, there are not yet many cases that have experienced global success in the mobile service field, and thus there is not much information that can be used as guidelines for new firms that want to expand overseas. Mobile service businesses are still taking inefficient actions in the process of designing and developing application services. Furthermore such inefficiency is more amplified during designing and developing process when it comes to global market. Companies’ marketing of their mobile services in overseas faced with the decision of whether to standardize or to adapt their applications. By examining the experience of a domestic service, Pickat, this case study provides insight into global marketing in the mobile service field. Pickat(now Syrup Table and Pickat SG) was a hyper-local service launched by SK Planet in 2012. It was a location-based restaurant guide and commerce platform in which users could receive restaurant recommendations, download coupons, and book tables at their favorite restaurants. Pickat’s case once again shows the importance of UI/UX　localization and adaptations in other areas. It also shows how the idea of a global one-product service yields various problems, resulting in unexpected and extraneous costs. However, there are some cases of mobile service application firms are so small in size that it is difficult for them to handle failure. Thus, this research suggests creating a system that can collect and share overseas expansion cases per service and country. Also it shows an ecosystem which is cooperated with firms that have already successfully expanded overseas on the government level.