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SK Planet launches e-commerce platform in Turkey

All Headlines 14:54 March 26, 2013

By Lee Minji

SEOUL, March 26 (Yonhap) -- SK Planet Co., an affiliate of South Korea's top mobile carrier SK Telecom Co., said Tuesday it has launched "n11.com," an e-commerce platform in Turkey in a bid to tap into the country's growing Internet population.

Some 2 million products are currently available on "n11," with the range and number of products set to increase with further expansion, the company said in a press release. The name "n11" is an abbreviated version of "numara onbir" (number 11), which derives from SK Planet's local e-commerce platform "11 St."

The n11 platform will be operated by Dogus Planet, a 50-50 joint venture SK Planet established with Turkey's Dogus Group in June 2012.

SK Planet projected its expertise in the local e-commerce business will help the Turkish platform gain traction.

"Turkey's market has high growth potential supported by robust logistics and banking payment infrastructure required for e-commerce business and on top of that, it shares a similar cultural background with Korea," said Dogus Planet chief executive Chong Nak-kyun.

As part of its localization strategy, SK Planet said it plans to operate a 24-hour customer service center for Turkish consumers as well as coupon services and customer rewards programs.

Roughly 50 percent of Turkey's 79 million population is estimated to have access to the Internet. SK Planet projected Turkey's e-commerce market, which reached US$17 billion last year, to grow 16 percent between 2012 and 2018.

SK Planet's entrance into the Turkish market marks the latest in local telecommunications firms' efforts to go overseas amid high saturation in the local market.


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