To ensure broad service provider adoption, SKT and the other Korean operators realised that they needed to offer a single identity solution with full market coverage, and subsequently worked together to offer unified technical and commercial integration. Now adopted by 99% of Korean websites, the resulting cross-operator solution drives revenue for operators of US$40 million annually. It has also enabled SKT to open up new revenue channels by offering innovative value-added services based on the existence of a robust recognised identity.