South Korea\'s three mobile carriers are shifting long-term customer benefits toward coupons and cultural and leisure experiences, while restricting new sign-ups or additions to some legacy family-bundled discount plans. SK Telecom halted new enrollment in a flagship long-term family discount plan and eased rules for another bundle. KT and LG Uplus also adjusted discount options. Critics say coupon use conditions and lottery-based experiences can reduce the practical value of the benefits.

Jae-heon Jung (정재헌), CEO of SK Telecom, reiterated plans to restore customer trust and improve services. He said the company ranked No. 1 in three major domestic customer satisfaction surveys for mobile services this year, and called the results meaningful after last year’s erosion of trust. Jung said SKT expanded field-based customer contact, strengthened AI-based security and spam blocking, revamped roaming and T membership, simplified rate plans, and broadened mechanisms to reflect customer input.