KT, apM to hold 5G shopping experience today

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KT, apM to hold 5G shopping experience today

KT is hosting a 5G-based shopping experience with its e-commerce partner apM ecommerce, the mobile carrier announced Tuesday.

Held today, it is the first such event since KT signed a memorandum of understanding (MOU) with apM ecommerce in March to build a 5G-based smart fashion factory.

apM ecommerce is a fashion IT affiliate of apM Group that manages apparel retailers in the popular fashion district of Dongdaemun in Jung District, central Seoul.

KT will be using its 5G network technology to broadcast a shopping event starring some of China’s biggest internet stars who found their fame through work with apM ecommerce. Footage of the celebrities shopping in Dongdaemun will be live-streamed on social media and streaming platforms like YouTube and AfreecaTV.

KT’s Real 360, a video calling app that allows users to stream in 360 degrees, will be used as the Chinese stars promote different clothing products. Another video calling app, Narle, which allows the use of 3-D avatars and augmented reality (AR) emojis in real time will also be part of the experience.

Popular Korean fashion streaming stars will also make appearances to bring in customers in their 20s and teens.

KT also plans to build a 5G shopping platform based on video commerce. The platform will incorporate the entire shopping process, from manufacturing to distribution and sales.

“We prepared an opportunity to provide an entertaining and live 5G-based shopping experience through this event, jointly participated in by KT and apM ecommerce,” said a spokesperson for the mobile carrier. “KT will continue to market 5G-based experiences in a more diverse and differentiated way.”

KT’s rival, SK Telecom, also signed a similar deal with Shinsegae last month.

SK Telecom in April signed an MOU with Shinsegae I&C to work together to create a smarter shopping experience using its smart technology capabilities.

Shinsegae I&C is the group’s information technology business that offers ICT services to Shinsegae subsidiaries. Together with SK, they plan to provide 5G-based services, like virtual shopping experiences and providing information about products through AR when a customer scans an item with their mobile device.

LG U+ currently has no plans to provide a 5G-based shopping experience.

“We’re focusing more on providing 5G-based entertainment content featuring K-pop stars and sports instead of shopping,” said a spokesperson for LG U+.

BY JIN MIN-JI [jin.minji@joongang.co.kr]
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