SK Telecom has broadened its mobile content strategy with the launch of its mobile advertising platform, T ad.
The South Korean operator will take on Google, Apple and other mobile advertising providers with the new platform.
Reutersreports that T ad will provide mobile advertising solutions for smartphone apps, as well as other media including internet-enabled TVs.
Like Google's AdMob and Apple's iAd, SK Telecom's platform will provide 60% of the revenue derived from applications to developers.
The launch complements SK Telecom's plans for its T-Store, which the operator is developing to become a global app marketplace.
The company is in the process of launching localized versions of the store, starting in Taiwan and Japan, and has arranged to list the contents on a portal within China Mobile's app store.
T ad will initially support the T-Store, but SK Telecom intends to expand it to other app platforms including Android Market and Apple's App Store.
The Korea Communications Commission projects that the domestic mobile advertising market alone will be worth $450 million by 2012.