“We’re prepared to take on a new challenge, moving beyond our role as a service provider,” said Lee Jae-beom, chief executive officer of Kakao, a venture firm that developed the popular mobile messenger application Kakao Talk last year.

“We’re progressing from giving services to creating a platform. We wish to offer greater value and build a structure where we could grow along with our partner firms.”

As part of the plan, Kakao Talk introduced two new services on Wednesday, dubbed “Plus Friend” and “Kakao Link 2.0.”

Kakao Talk users could pick their favorite stars, firms or brands from the “Plus Friend” list to acquire related information and benefits. The service currently has partnered with 21 groups and firms, including young K-pop stars such as Super Junior and f(x), as well as Outback, Burger King, Lotte Department Store, Shinsegae Mall and Auction.

“As an exemplary case, Outback will send you coupons that are immediately useable through the service,” said Lee. “Everything is controlled by the users, meaning the Plus Friends could be deleted by the users whenever they want.”

He also said that Kakao Talk is aiming to construct an open platform participated in by all firms wanting to be a part of it.

Kakao Link 2.0 is an open application programming interface that enables the sharing of information such as music, maps, games and news, with Kakao Talk friends even in other mobile applications.

This means users could get their hands on benefits, content and information through Plus Friends and enjoy games, music and media through Kakao Link 2.0, according to Lee.

“We believe the competition surrounding platforms will spark since other companies are also introducing a number of messaging services,” he said. “It will be important to see who turns out to be the first to develop a successful platform, and we wish to take the lead in it.”

By Cho Ji-hyun (sharon@heraldcorp.com)