1. 2014. 10. LoveIsTouch Inc. changed its name to Benple Inc.
Benple Headquarters
#201, Seoil Bldg., 47, Tojeong-ro, Mapo-gu
Seoul, Korea 121-884
Tel: +82-70-4006-5299
E-mail: contact@benple.com
Benple USA
501 Forest Avenue #201
Palo Alto, CA 94301, USA
Tel: +1-617-794-5884
E-mail: contact@benple.com
1. Government Project (NFC application-based Advertise Management System)
● Project Title: CPT/CPS advertising System based on NFC application Service
● Project Duration: From July, 2012 to Dec,2012
● Sponsoring Organization: Seoul Business Agency
● Performing Organization: LoveIsTouch Inc.
● Position/Name of Researcher:CTO(Software Developer), Kang Heegoo
● Funds: 57million won
● Responsibilities and Project Output of Mr. Kang Heegoo
As the CTO and a software developer of LoveIsTouch Inc., Kang Heegoo established the strategies
for CPT/CPS advertising system based on NFC application service and took charge of developing the
system.
1) The implementation of advertise management system registering advertising data
2) The implementation of advertise manager system managing advertise system
3) The implementation of tag cloud platform system registering tag contents
● Abstracts
New markets and business opportunities has been opened by the NFC (Near Field Communication)
technologies. NFC-based utility for the tag service is categorized into ‘Mobile Smart Life Application
Service Discovery and Promotion sector’ of Top 3 priorities on NFC, announced by Korean
government. It aims to establish a basic system for BM of the service .The participation of various
stakeholders is vital to expand the NFC application services while business owners should be able not
only to develop and deliver NFC services and but also to adjust the conflict of interests between the

2. participants.
NFC-based applications services and advertising delivery
The user can use additional services of utility tag, attached to the object and the space, simply by
"touching" the tag equipped with unique function and user-specific information. When the user
touches the utility tags with NFC devices, user-agreed information is obtained and managed
accordingly. Business owners get to create added value to space/product by providing a service to the
user. Customer information obtained in the process offers potential strategic advantages for marketing
and customer relationship management. With only one touch, the service can show an ad with tag-
based contents to users, based on the analysis of tag contents/logs, other customer’s tag
history/location and current customer’s demographic information. It will lead to transactions
generating CPS (Cost-Per-Sales) revenues. If not, advertising sales by CPT (Cost-Per-Touch) will
realize a settlement and profit sharing.
● Project Output
As the CTO and software developer of LoveIsTouch, Inc, Mr. Kang Heegoo established the
strategies and action plans for the customized service. Participants in the service, tag owners and
advertisers, may have conflicting strategic elements in regards to benefits from the service. He came
up with the strategies for active service and the approaches to conflicts of interests, then divided them
into service categories based on the selection of individual advertising, time zone, and areas. By
doing so, he set the criteria of prioritization and developed an advertising system, based on ad
synthetic engines that comply with the standards. This web-based service is available to owners of
local branches, service providers and customers in the open platform environment, and doesn’t ask for
money or downloading specific mobile app. For the implementation of the service, he created the
scenarios for each service participants and developed a service process using a tag cloud service
platform and advertising system.
As results of the development, following systems has been implemented.
○ Advertisement management system registering the advertising information
- Advertisers register, manage and post ads according to their own strategies and pay for ads based
on the settlement method of their choosing.
- Avariety of utility tags in the tag cloud platform are used as mediums of advertising
- Advertising costs are settled on the basis of the number of exposure and click information of the

3. ads.
- Advertising exposure is made with the tag contents by connecting NFC tags on offline to online.
○ Ad manager system to manage the advertising system
- Platform operators manage advertisers, examine commercials/advertising sites which were
registered by advertisers, to determine whether to place an ad
- Tag owners and offline business owners receive their share of profits by settling up the advertising
costs on the basis of advertising exposure/click record
○ Tag cloud platform system registers the tag contents.
- Tag owners register and manage the tag contents in various utility tags, and verify statistic figures
for the tag touch records
- The contents of the tag make room for the exposure of an advertisement which was registered in
the advertising system.
- Advertising expenses go to the tag owners based on the advertising exposure/click information
He obtained a patent right on the developed system; the invention of " Method for providing
advertisement service using NFC tag ". - Application No. 10-2012-0158228 -Applicant Name:
LoveIsTouch, Inc (1-2011-007835-5).
● Contribution of Mr. Kang Heegoo
As a software developer for the abovementioned project, Kang Heegoo designed the application
architecture (To be specific, he defined the types of key applications to support business functions and
manage the data. He also distanced the model application from the business activities and data entities.
In addition, he conducted the mutual verification of business function and the analysis on the
relationship between the applications). And then he implemented the system on the scheduled time.
As for the system that was developed through this project, he completed the developmental process of
the whole system virtually singlehandedly. Though it was a short-term assignment, there was a
constant need for observing the schedule. Therefore it was demanded that he stick to the original time
plan. Developmental activities needed to be carried out in accordance with the Enterprise Architecture
Planning. During the project, he followed the procedures of Mobilization, Analysis, Design, and
Execution before the code implementation and made it possible for him to complete the project on
schedule.

4. 2. Government Project: Tourism Service Innovation R & D supporting
project ,Tourist POB Information Management System
● Project Title: Tourist POB (Point Of Behaviors) Information Management System: Development
and Application
● Project Duration: From June, 2012 to July, 2013
● Sponsoring Organization: 2012 Tourism Service Innovation R & D supporting programs,
Ministry of Culture, Sports and Tourism,
● Performing Organization: Office of Research and University- Industry Cooperation at Kyung Hee
University and LoveIsTouch Inc.
● Position/Name of Researcher:CTO(Software Developer), Kang Heegoo
● Funds: 220 million won
● Responsibilities and Project Output of Mr. Kang Heegoo
- He collected and managed the information on the point of tourists’ action (POB: Point of
Behavior). With this, he developed and applied the information systems to deliver an effective tourist
services.
-The information management system on the point of tourists action (NFC-based POB information
collecting/managing module, Management/Cloud Module for utilities tag service of tourist attractions)
and tourist data analysis solutions (the real-time analysis module of tag, touch data and serendipity
tourist information service module based on touch data analysis) were developed under his directions.
- During this period, NFC-based POB system was applied to a total of 5 places.
● Abstract
The principal objective of this project is to develop and apply the POB management system based on
proximity wireless communication (or NFC: Near Field Communication). The various information
and communication technologies are utilized in the tourist attractions and NFC technology adoption
rates of tourists’ smart phone is on the increase. Given that, this project, gathering tourists’
information based on NFC technology and developing information analysis techniques, is proper and
timely. In particular, the tag management system and utility tag service of this project are comparable
to those of worldwide NFC platform operators. This project allows businesses to technically
implement the customer relationship management and is predicted to increase the satisfaction of
tourists. This project would improve the profitability of existing tour operators and vitalize the
tourism industry with the appearance of new tourism operators and lead to the creation of an image of
the leading 'Smart Tour "country. This project is expected to direct the NFC technology development
sector, currently concentrated on hardware,and the tourism industry to the software sector.

5. The project outcomes such as the tag management system, the utility tag and tourist data analysis
solutions could be utilized in various forms in accordance with the characteristics of the tourist
destinations. Business owners could make better use of NFC technology and tourists attractions for
their services.
The project was organized by research team, led by Professor Lee Kyeong-Jeon at Kyung Hee
University, and conducted in close association with the participant; LoveIsTouch, Inc. Kyung Hee
University and LoveIsTouch Inc., have achieved a large number of intellectual property rights with
respect to this research. They obtained 9 patents which were directly related to the project, published
two SCI(E)–level papers and developed two systems: Tourist POB(Point of behavior) information
management system and tourists data analysis solutions.
1. Tourist POB(Point of behavior) information management system
-NFC-based POB information collecting/ management module
-Utility tag service management cloud module for tourists’ attractions
2. The development of tourist data analysis solutions
-Real-time analysis module for tag touch data
-Serendipity tour service module based on the analysis of touch data
Choi Myeong Hee, Jeon Jung Ho, Lee Kyung Jeon, “A Case of NFC-based Exhibition Support
System for Analyzing Visitors’ POB(Point of Behaviors)”, The Korea Society of Management
Information Systems, Fall Conference,2013.
Research Paper
1. Submitted SSCI-level journals
-Title of Journal: Information Technology & Management
-Dissertation title: Ubiquitous Exhibition Space Business Model and System for Making Real World
into Media
2. Published domestic journals
-Title of Journal: Astudy on culture, arts and business management.

6. -Dissertation title: A study on NFC technologies for museums and art galleries: Application and Case
Studies
3. Submitted domestic journals
-Title of Journal: Information Systems Review
-Dissertation title: The establishment of NFC-based exhibition support system: A case of 2013 Seoul
Motor show
4. Submitted domestic journals
-Title of Journal: Information Systems Review
-Dissertation title: Case Studies on the development of NFC based exhibition system and data
analysis on Tourists’ Behaviors.
Industrial Property Rights
5. Domestic patent applications -Application Number: 10-2012-0130169
-Name of the invention: Method for providing service based on identity
6. The domestic patent application - Application No. 10-2012-0143405
-Name of the invention: Method for issuing NFC tag
7. Domestic patent applications -Application Number: 10-2012-0158228
-Name of the invention: Method for providing advertisement service using NFC tag
8. Domestic patent applications -Application No. 10-2013-0034015
-Name of the invention: Method for providing service using radio frequency device
9. International PatentApplication - Application No.: PCT / KR2013 / 004623
-Name of the invention: Methods for issuing NFC tag
10. International PatentApplication - Application No.: PCT / KR2013 / 004625
-Name of the invention: Method for providing service using radio frequency device
● Show cases andApplications

7. The NFC-based POB system of this research has already been applied to many places and been
recognized its achievement. It will contribute to the profit improvement of tourism operators and
increase the tourist satisfaction if it is continuously utilized in various fields.
1) National Museum of Korea: The gold crown of the Silla Dynasty and 'Thinking Bodhisattva
statue ‘: 2012. 10. 22 ~ present
2) Hannam University Gallery: 2012. 11. 09 ~ 2012. 11. 15
3) 2013 Korea Travel Expo held in COEX: 2013. 02. 28 ~ 2013. 03. 03
A. Provided Services: Mobile stamps tours, providing relevant information, sharing via SNS
such as Facebook
4) 2013 Seoul Motor Show “Hyundai Motors Booth”: 2013. 03. 28 ~ 2013. 04. 07
A. Booth” (3/29~4/7): • Provided Services: relevant information delivery by each
exhibition zone, giveaway services, commenting and sharing social networking services
5) 2013 Osong Cosmetics & Beauty Expo: 2013. 05. 03 ~ 2013. 05. 28
● Contribution of Mr. Kang
Kang Heegoo took the full responsibility for the development of two following systems.
1. The development of Tourists POB information management system
- NFC-based POB information collecting, management module
He developed the technology that enabled tourism operators to create/manage the NFC tag
information, and also to collect/manage the NFC touch information of the tourists. The corresponding
technology performs the functions below.
-The tag’s own URLcreation
-Input/management of basic tag information by URLs (conducted by tourism operator)
-Appointment of final URL for service provision (conducted by tourism operator, if desired)
-Redirection of the own URL to the final corresponding URL
2. The development of Tourists data analysis solutions
- Real-time data analysis module on tag-touch
Based on the POB data collected by the POB information system, he utilized the multi-dimensional

8. analysis using the OLAP engine, correlation analysis using R programming and Scalable Vector
Graphics. As a result, he developed information visualization solutions enabling the tracking of
tourists’ movements.