Better product design

KT Chairman Lee Suk-chae speaks during a press conference at the company’s headquarters in downtown Seoul, Monday. / Courtesy of KT

KT chief looks to boost global recognition

KT Chairman Lee Suk-chae said Monday that the firm plans to consolidate its edge in the information technology industry, with its sights further focused on going global through product design.

Lee said the overall plan is to create a product identity where consumers can recognize the KT brand, whether it is hardware or software, for its distinctive design, much like iPhone maker Apple or automobile giant BMW.

“Design management is central to becoming a first-class company in the global business atmosphere,” he said in a press conference at the company’s headquarters in Seoul. “KT has focused on design management for the past four years and has been selected as the leader of the telecommunications super-sector for two straight years by the Dow Jones Sustainability Index.”

“KT plans to expand its design management to showcase its Olleh style, across all its businesses. We plan to endlessly revolutionize in building a KT image that is cool and friendly,” he added.

The country’s largest fixed-line operator announced a future business called “Olleh Management” four years ago. The goal was to essentially synthesize all previously decentralized brands and products into a single unified theme.

“As seen in the dispute between Apple and Samsung, the key dispute in the industry is design rather than technology. Since the merger of (mobile operator) KT and (fixed-line operator) KTF four years ago, our focus has been to create a visual identity that is Olleh (the company’s promotional phrase, hello spelled in reverse) style.”

“The new focus on product identity is a logical direction following our past course,” said Lee.

He also said that the directional change to focus on products was decided in April, but the company couldn’t announce it then as they needed concrete results to back it. Now it has them, the company says.

The chairman proudly presented some of the firm’s set-top boxes, brochures and others that recently won internationally renowned Red Dot design awards. These products use a unified black, red and white coloring, much like all of the company’s current roster.

“We only gave piece-meals of this focus on design because, though we already implemented this strategy to focus on the visual four years ago, we wanted to back it with tangible proof.”

The products are a result of the company’s business philosophy, set four years ago, of openness, communication, friendliness and excellence, said company officials.

The company has in the last year, strengthened its quest to make its Olleh style a living reality through what officials call a drive towards establishing a “total identity.” “Every single thing we do will be identified as KT by the year 2014” said the company.

The design management style will not be limited to hardware products but will be implemented in software and virtual goods such as user interfaces and experience, as well as future building projects.

Young Kim, head of KT’s corporate business division, also said at the conference that all 56 product types the firm offers go through a product identity matrix aimed at creating a unified structure. The plan is to release a total of 20 products by 2013 that follow the standards set by the matrix. <The Korea Times/Cho Mu-hyun>

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