SK Telecom said on Jan. 19 it will run a points promotion to mark 100 days since launching its sim-free digital telecom service Air.

Air is a service tailored for sim-free customers who want a convenient service experience while reducing the burden of mobile bills. It offers simplified plans built around 6 core 5G data tiers and lets users use mission-earned points to pay bills and buy about 1,000 popular products.

SKT will run a "100 days, 100GB for 100 won" event for new subscribers from Jan. 19, the 100th day since Air launched, through Jan. 24. Customers who sign up for Air as a new line or through number portability during the event can use the 5G 100GB plan, which has a monthly fee of 47,000 won, at an effective first-month price of 100 won.

SKT will add 19,900 secret points on top of the monthly bonus pack points worth about 27,000 won that it had provided to new subscribers, bringing the effective customer price to 100 won. Users can apply up to 5,000 points a month to bill payments, and use the rest at the points shop.

For 5 months after the first month, it will provide 37,000 points each month combining bonus pack points and secret points. This lets users use the 100GB plan at an effective price of 10,000 won. Shipping fees for SIM cards, SIM purchase costs and eSIM download fees will be offered free once.

SKT will also run a "double points" event for all Air customers, including existing users. Users can earn double the points compared with before by completing missions in the Air app. Eligible missions include the pedometer, Today's Pick, Weekly Pick and inviting friends.

Air surpassed 100,000 app members in 100 days after launch. The cumulative number of customer participation in point missions reached 1,000,000. Points earned through missions surpassed 1 billion points. Weekly active users of the Air app currently stand at 22,000.

More than 90 percent of Air line subscribers are in their 20s to 40s. More than half of them chose eSIM, which can be activated immediately. SKT explained, "App-based self-use methods match the usage patterns and expectations of sim-free device customers familiar with digital environments."

Subscribers' average monthly point usage is at a level above 20,000 won. Customers used 5,000 points for monthly bill payments, and used the remaining points to buy gift certificates and products at the Air app points shop.

At the points shop, everyday items such as Naver Pay, E-Mart and Baemin gift certificates showed high preference. Purchases mainly consisted of mobile gift certificates in the 10,000 to 30,000 won range.

SKT will revamp the service in the first quarter to strengthen customer experience. Through UI and UX updates, it plans to shorten the paths for earning and using points and place key functions more intuitively. It also plans to introduce a rewards-based advertising model that allows customers to receive additional benefits by choice.

Koo Hyun-chul, head of SKT's Sales and Marketing division, said, "Air has secured a meaningful number of members in 100 days after launch and has settled in as a new alternative in the sim-free market."