LG Uplus is set to overhaul its telecommunications pricing structure, focusing on a new integrated 5G and LTE plan launching on June 1. The company aims to simplify its pricing by centering on data volume and speed, while implementing a data assurance option (QoS) across all tiers. Additionally, age-based benefits and discounts for bundled services will now be automatically applied without separate applications, streamlining the subscription process.
On May 28, LG Uplus held an online press conference to announce the launch of its 'Simply 2.0' campaign, which aims to simplify the subscription and usage processes for its services, particularly focusing on pricing and bundling.
Jang Jun-young, head of LG Uplus's marketing group, stated, "This reform is focused on reducing the time customers spend making decisions. Previously, customers had to compare LTE and 5G plans along with data offerings, but the new integrated plan redefines the product structure to simplify selection criteria."
The key features of this overhaul include the integrated 5G and LTE plans called 'Data Plan' and 'Plus Plan,' automatic application of benefits based on age and usage patterns, an all-in-one structure that combines mobile and internet services, and expanded 5G roaming coverage.
LG Uplus has reduced its plans from 53 to 18, simplifying the structure to allow customers to choose based on data volume and speed. A notable feature is the application of the data assurance option (QoS) across all tiers.
However, there are limitations on QoS speeds in the lower-priced tiers. Depending on the plan, QoS speeds can reach up to 400 Kbps, which is sufficient for standard video viewing, messaging, and web browsing, but may not support high-performance gaming or high-definition video streaming.
Specifically, for monthly fees: the 'Data Plan 300MB' at 28,000 won offers a speed of 400 Kbps; the 'Data Plan 14GB' at 55,000 won provides 1 Mbps; the 'Data Plan 95GB' at 68,000 won offers 3 Mbps; and the 'Data Plan 125GB' at 70,000 won delivers 5 Mbps. Plans priced at 85,000 won or higher, such as the 'Data Plan MAX,' allow unlimited data usage without speed restrictions.
Kang Jin-wook, head of LG Uplus's mobile and digital business group, remarked, "Regardless of the plan chosen, customers will experience uninterrupted data usage, marking a significant change for users. We believe we are entering an era where unlimited access to YouTube and KakaoTalk is possible."
Some analysts have raised concerns that expanding QoS to lower-priced tiers could negatively impact the company's profitability. In response, Kang stated, "While there may be concerns about profitability due to the government's announcement of a 380 billion won reduction in telecommunications costs across the three major carriers, we plan to offset this by securing additional revenue through new businesses like AI."
Age-based benefits will also be automatically applied without separate applications. For instance, a youth customer using the 'Data Plan 9GB' at 47,000 won will receive 11GB of data monthly, and after exhausting that, they can use data at 1 Mbps. Upon turning 20, they will automatically receive an additional 4GB of data without any application process.
The bundling structure for mobile and internet services has also been simplified. Customers can now receive mobile, internet, and bundling benefits with a single subscription, and the previously scattered discount structures can now be easily viewed. LG Uplus will also introduce a dedicated internet product called 'Nugget All-in-One,' which offers the same speeds as existing internet products (100 Mbps, 500 Mbps, 1 Gbps) while automatically applying bundling benefits when combined with mobile plans.
Roaming services have also been revamped. Customers can now use roaming on their existing tablets or secondary phones without a separate application process. Changes have also been made to voice roaming services, allowing free calls through the 'Exio' roaming service, which previously incurred additional charges.
Starting next month, LG Uplus plans to offer free calls based on the Exio service in Japan, expanding to 171 countries worldwide by July. To ensure stable roaming quality in popular travel destinations, the company is collaborating with global network quality analysis firm OpenSignal. They aim to continuously manage customer experience quality, focusing not only on speed but also on network reliability.
In the future, LG Uplus plans to introduce an AI-based optimal plan recommendation feature. Kang noted, "From a business strategy perspective, we are preparing an AI-based optimal plan recommendation feature. As discussions on related regulations are underway at the government level this year, we are researching ways to recommend plans that better suit our customers."
* This article has been translated by AI.
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