SK Telecom is expanding its automotive AI experience by launching a head-up display (HUD) service for vehicles with Telecons, a small and medium-sized enterprise that develops navigation software for finished vehicles.

SKT announced on the 20th that it has launched the Telecons and T-UUD services together.

This T HUD service is the result of a business agreement for the development of a vehicle HUD service signed last March, and the two companies have been conducting research and development for nine months to commercially launch a HUD commercial service equipped with the Nugu Software Development Kit (hereinafter referred to as the Nugu SDK).

The existing T HUD navigation service controlled the HUD and app by touching the app, but this upgraded T HUD can now provide navigation services safely and smoothly through voice recognition by installing the 'Who AI' service.

Currently, the HUD devices that are linked to the T HUD service that has applied the SKT Who SDK are the ‘Speaking Aria HUD Q’ from T Play Mobility, a sales partner of Telecons, and the ‘Mando HUD T’ from HL Holdings.

While SKT's car-only AI platform 'NUGU auto' service is being provided in the before-market, including Volvo Cars, THUD Service provides an artificial intelligence HUD service in the aftermarket. Even if a driver purchases a vehicle without a factory HUD, they can purchase one from the aftermarket.

SKT also announced that it is planning to provide a HUD service with ADAS (Advanced Driving Assistance System) including lane departure, forward collision, front vehicle departure notification, and proximity vehicle detection/warning, through linkage with black boxes, a major aftermarket device in the future.

Meanwhile, Telecons conducted a two-week crowdfunding campaign to verify the marketability of its product (product name: T play HUD Q) featuring SKT's Nugu AI voice service. The campaign raised over 200 million won and attracted over 2,000 supporters. Based on this success, the company aims to reach 300,000 cumulative users by 2023.

Yoo Young-mi, head of SKT NUGU CO, said, "We expect that the combination of Telecons' HUD service, a promising small and medium-sized company, and SKT's AI service will greatly contribute to minimizing inattention to the front, which is the biggest cause of traffic accidents." She added, "Following T Map x NUGU and NUGU auto, we will strive to become an excellent model of win-win cooperation that expands the automotive AI experience to the aftermarket."

Jeong Im-su, CEO of Telecons, said, "We are pleased that the HUD aftermarket market has grown through collaboration with SKT on AI technology, and we plan to continue to actively pursue new services to expand the related market."