Leading the Future of Mobility Services in the Age of AI

Jaehwan Lee, CEO of T-MAP Mobility (Computer Science, Class of ‘93)

It is a name that every South Korean driver has called out at least once: Tmap. It is the dominant national navigation system, used by more than 95% of registered vehicles in Korea, and an undisputed symbol of a mobility platform with 25 million subscribers. As SK Group’s mobility company, Tmap Mobility has gone beyond simple navigation to provide optimized solutions for the rapidly changing mobility environment through its Navi, Place, Mobility Data, and AI services. By analyzing the vast amount of movement data generated while driving and expanding into various industrial services and solutions, the company continues to find new ways to make the movement of people and goods more convenient. At the center of Tmap Mobility’s transformation into an integrated mobility platform that solves problems at every moment of movement lies the clear vision and execution of alumnus Jaehwan Lee.

Diverse Experiences and the Freedom to Explore

Alumnus Lee recalls a memorable encounter with computers in elementary school. At a time when few households owned one, he had a rare opportunity to learn programming languages on an 8-bit computer through several special sessions at school—an experience so fascinating that it later influenced his decision to major in computer science.

“In the early 1980s, computers were really rare. We didn’t have one at home, but I became interested in programming after learning basic programming languages and drawing simple flowcharts at school. During middle and high school, IBM represented the pinnacle of cutting-edge technology, and I vaguely dreamed of majoring in computers and working for a global company like IBM.”

Although Lee majored in engineering, his eventual path as a business leader rather than a technologist reflected a deeper dream beyond his field of study. When he entered college as a computer science major, the lack of prior programming experience made the early semesters challenging. Yet, instead of confining himself to academics, he pursued a wide range of experiences. He directed and acted in plays with his department’s theater club and even joined a student exchange program—an uncommon opportunity for science and engineering students at the time.

“In my third year, I went to the U.S. for a year as an exchange student. Back then, science and engineering students hardly knew about such programs—when I attended the orientation, it was full of liberal arts majors. Since studying abroad wasn’t easy then, I had to go through complicated procedures, but the chance to experience different cultures freely was invaluable.”

Rather than staying glued to a computer during college, Lee focused on exploring both himself and the world, broadening his horizons through diverse experiences.

An Engineering Student Drawn to Business, Who Became a Management Consultant

After graduation, Lee chose not to enter the workforce immediately but instead enrolled at KAIST Graduate School of Management and Engineering. Although the IT industry was booming and computer science graduates had plenty of opportunities, Lee found himself more drawn to business administration.

“After the IMF crisis, global consulting culture was on the rise. Seeing consultants work directly with corporate executives to solve problems—even as entry-level employees—was impressive. At job fairs, most consultants were global MBA graduates, often from overseas. That exposure piqued my interest, and I decided to study business administration. Even as an undergraduate, after returning from my exchange program, I took several business courses, thinking that to become an executive one day, I would need a solid understanding of management.”

As he had hoped, Lee joined a global consulting firm. From the beginning, he worked closely with executives on major decisions. The workload was heavy and the pressure intense—but that only fueled his motivation.

“Most newcomers start by assisting seniors, but I was given significant responsibility early on, which motivated me even more. Back then, consultants were often called ‘professors,’ and we had to stand before client executives and lead the ‘consulting team,’ so expectations were high. Thinking through agendas from an executive’s perspective gave me a strong sense of achievement, and that experience still helps me today.”

Through projects spanning manufacturing, telecommunications, finance, insurance, and automotive industries, Lee gained broad experience in management consulting. When PwC Consulting was acquired by IBM, he fulfilled his childhood dream of working for the company he had long admired.

Delivering Differentiated Mobility Services Through Data

In 2004, Lee joined SK Research Institute for Business and Economics, analyzing and reporting on ICT trends and agendas before moving to SK Telecom’s Global Business Development Division, where he evaluated investment opportunities for overseas ventures. When the division later transitioned into the Mobility Business Unit, Lee naturally joined the mobility sector. As mobility platforms gained value, he became Chief Strategy Officer of Tmap Mobility, which spun off from SKT, and was appointed CEO last year.

Founded in 2002 as the world’s first mobile navigation service and Korea’s leading navigation provider, Tmap Mobility has evolved beyond navigation to a data-driven service model. By integrating advanced AI technologies, it continues its transformation into an AI mobility platform. According to Lee, the company’s greatest strength lies in its unrivaled data—a foundation for developing new services and creating value.

“Tmap has about 25 million users. We collect roughly 7.3 billion trip data points annually—more than even the Ministry of the Interior and Safety. That means 74% of all Koreans use Tmap as their primary navigation service, covering 70% of driver’s license holders and 95% of registered vehicles nationwide. Based on this overwhelming data, we’re aggressively expanding our mobility data business and using AI to offer more convenient and personalized experiences.”

The company’s data-driven business model currently centers on four areas:

(1) API data services providing route algorithms and information;

(2) Tmap Auto, an in-vehicle navigation solution;

(3) Tmap Usage-Based Insurance (USI), which adjusts insurance premiums according to driving distance and safety; and

(4) “Where to Go,” a personalized, ad-free place recommendation service based on driving data

Tmap now provides core map data to both Apple and Google Maps. Tmap Auto is built into most imported vehicles in Korea—including Mercedes-Benz, BMW, and Tesla—solidifying its market dominance. In addition, the company partners with 99% of domestic insurers, and Where to Go surpassed five million cumulative users within its first month of launch.

These achievements were made possible through Lee’s outstanding leadership, guiding the company’s successful transition to a data-driven model. Under his direction, all services have achieved balanced growth, and the company turned profitable for the first time since its spin-off from SKT.

Evolving Toward a Smarter, Personalized Mobility Service

Tmap Mobility is now taking the next leap toward becoming a full AI mobility platform. CEO Lee explains this transformation.

“Traditional navigation systems answer structured questions—like finding a detour or a specific destination. They struggle with unstructured, complex queries such as ‘I want to have a beer with friends tonight; can you recommend a popular place with parking and a nice atmosphere?’ The rise of AI and Large Language Models (LLMs) is revolutionizing how we search for and recommend places by providing instant answers to such open-ended questions. We aim to realize this through an AI mobility agent.”

Hence, Tmap Mobility is testing various AI solutions, combining general-purpose LLMs with its proprietary mobility data to create optimized services. These include conversational recommendations, real-time booking assistance, and even immediate responses to accidents. With AI integration, mobility services will become more sophisticated and create new possibilities. Ultimately, the goal is to transform Tmap into a complete AI mobility agent that interacts naturally with drivers and mobility apps.

Lee emphasizes that such innovations are possible only with a massive user base.

"We’re considering expanding into non-life and life insurance. For example, one life insurer asked if we could identify users who frequently visit funeral homes or hospitals—behaviors that may indicate rising health concerns and greater insurance needs. Such insights are nearly impossible to obtain through traditional methods, but with our mobility data, we can analyze them accurately. Similarly, weekend data on visits to kids’ cafés could extend our reach into children-related services. Actual driving and destination data play a key role in understanding user characteristics. "

This massive data foundation opens limitless possibilities in daily life. Lee is confident that Tmap Mobility will evolve from a simple navigation service into an essential everyday platform.

“When I first started driving, I used a national road atlas to find my way. Now, navigation has become indispensable, and there are many alternatives to Tmap. We plan to transform completely into an AI mobility agent and re-establish Tmap as a service essential to everyday life. In three to five years, Tmap will look completely different from what it is today.”

Having taken office as CEO in January 2025, Lee continues to drive innovation. As a founding member of the Mobility Business Unit, leading Tmap Mobility at this stage of its growth holds even greater meaning for him. He describes his dual role as both a “playing coach,” working alongside his team on key issues, and a “vision setter,” charting the company’s long-term direction.

Innovation that Adds Social Value to Everyday Life

What does “innovation” mean to a leader who has spearheaded Tmap Mobility’s strategy and growth? Lee’s response reflects his vision for the company’s future.

“Innovation, to me, means eliminating inefficiencies and creating transparent, convenient value. Just as delivery platforms have made our lives more convenient, taxi-hailing services have increased transparency and reduced inefficiency. Ultimately, technology and services should enrich our lives through such value. At Tmap Mobility, we’ve already achieved innovation in navigation by providing safer and more efficient routes—reducing accidents and improving fuel efficiency, thus benefiting both society and the environment. Going forward, as an AI mobility agent, we’ll meet users’ location-based needs more conveniently, find optimal routes more efficiently, and deliver tailored services. Whether large or small, every innovation that enhances daily convenience will drive us toward another level of progress.”

Personally, Lee’s top goal is to build another company capable of both innovation and social contribution, just as Tmap Navigation did. This goal also reflects his promise to the colleagues who have grown the company together since its spin-off from SKT, as well as the support he has received from seniors and teammates who encouraged him through various challenges. He remains committed to achieving shared success and creating a platform business success story—something often considered difficult within large corporations.

Furthermore, he hopes to one day share the expertise he has accumulated through these endeavors with startups and other organizations, contributing to society beyond his business accomplishments.

Finding Growth and Challenge in Your Royal Blue Years

To Lee, Yonsei represents youth, vitality, and growth. Just as he once freely explored his future and embraced diverse experiences, he hopes younger students will do the same. He also offers meaningful advice for students in engineering and technology fields who dream of entrepreneurship or innovation.

“When I entered college, engineering was the most popular major. Even though medicine dominates today, there are vast opportunities for achievement in the tech field. I hope students recognize that potential and take bold steps toward it. Especially in Yonsei’s environment, which fosters cutting-edge research, I’m confident that talented juniors will lead the next wave of technological innovation.”

For him, Yonsei also represents lasting connections. His wife, a fellow engineering alumna, recently joined him and their daughter at Alumni Akaraka, creating cherished family memories.

“My wife and I started attending Alumni Akaraka last year, and this year we brought our middle-school daughter. I didn’t realize how energetic she was—we all had a great time, shouting ‘Akaraka’ with our arms around each other. It was special to share that moment as alumni.”

From engineering student to management consultant to CEO of a tech company, alumnus Jaehwan Lee has achieved his dreams step by step. With his bold choices, challenges to meet the wider world, and faithful steps toward what he loves, the path he charts next—and the future of mobility services he envisions—are eagerly anticipated.

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