"Delivering the Energy Information Readers Want" [FN People]

"When it comes to the word 'listening,' I believe the essence lies not in simply 'hearing' but in 'leaning in.' We aim for ASK inno to be a newsroom that first observes and listens from the reader’s perspective to truly understand what readers want."
On the 15th, Oh Se-jin, Head of Brand Management Team at SK Innovation, commented on the company’s recent complete overhaul of its newsroom into 'ASK inno.' He explained, "After SK E&S merged with SK Innovation last November, making us the largest private integrated energy company in the Asia-Pacific region, we saw the need for a new communication approach that matches our evolved identity."
The core of this revamp is a 'portal-style platform' that goes beyond the traditional newsroom. While the previous newsroom focused on company news, ASK inno now offers a one-stop hub for the latest issues in various energy fields, trend analyses, and expert columns. The new name, ASK inno, is based on the brand slogan, 'When the world asks about energy, Innovation answers,' and reflects the goal of addressing every question related to energy.
Oh noted, "To create something new, it was necessary to break away from the old framework," adding, "We approached this with the aim of building a platform closer to a portal." As a result, the ASK inno homepage now features a dashboard displaying international oil price indicators such as Dubai Crude Oil, Brent Crude Oil, and West Texas Intermediate (WTI), as well as natural gas prices, exchange rates, and the System Marginal Price (SMP) for the wholesale electricity market. There is also a section for expert contributions and industry knowledge, enhancing the platform’s informational value.

ASK inno plans to continuously expand its coverage of industry knowledge beyond energy indicators. Oh explained, "We are preparing content that makes general energy knowledge more accessible, as well as emotionally engaging pieces that highlight how energy can inspire individuals. If users wish, we will not only expand dashboard items but also improve visibility and content depth. We also intend to provide ongoing insights and information related to the main businesses of SK Innovation and its subsidiaries."
The latest update also actively incorporates AI features. The AI-based automatic summarization feature allows users to quickly grasp the core of the content, and the AI Voice Feature enables listening to content on the go. Oh stated, "We considered socially disadvantaged groups such as the visually impaired, as well as the recent trend of consuming content on mobile devices while moving. These features were added to enhance accessibility for a diverse readership, including audiobook users."
Initial feedback on the revamp has been positive. Oh remarked, "Although the number of users has not increased dramatically yet, as it is still early days, we expect traffic to grow steadily." He added, "Many users have commented on the improved mobile UI and UX, and the video-based design has been praised for its sophistication." He continued, "A communication channel that is indifferent or closed to change only hinders engagement with people. This is something corporate newsrooms must not forget, and I hope ASK inno receives much interest and support."
solidkjy@fnnews.com Gu Ja-yoon Reporter