So far since January, there are only 40,000 land-based phone users, but since May, about 4,40,000 subscribers have signed up for satellite-based DMB phone service. DMB phones are slightly more expensive than ordinary cellphones. Users can rotate the liquid-crystal display screen horizontally so that it looks more like a television set. ‘‘Hey, if you lose this land-based phone,’’ said Seo Young Bae, 32, referring to his cellphone, ‘‘the person who finds it will never return it because he can get free television’’. — SU HYUN LEE SEOUL