LG Uplus said on Saturday daily active users (DAU) rose by about 25% after the launch of its integrated app U+one, introduced last year.

Launched in October, U+one is an app that integrates services previously split between the existing customer centre and membership offerings. LG Uplus planned U+one to reflect the purpose of “Simply. U+,” a new brand philosophy aimed at removing complicated processes and providing an easy and convenient customer-focused experience.

According to LG Uplus, daily active users of U+one increased by about 25% compared with users of its existing customer centre app, “Your Uplus.” LG Uplus said it attributes the increase to offering various services in a single app and improving customer convenience by adding conversational AI.

In particular, time spent in the app by U+one customers increased by about 21% from the previous level. That is seen as U+one visitors staying longer while using various services provided in the app.

A closer look at usage showed the “Benefits” section, where users can check membership perks, recorded the highest usage rate. Next came the “CS” section for checking bills and basic inquiries, followed by “Store” for signing up for telecom products and buying devices, and then the “AI Search” feature for searching needed information.

Looking ahead, LG Uplus plans to expand the services provided by U+one beyond telecom into daily life, commerce, content and subscriptions, and to develop it into an app that supports the overall telecom customer journey.

“U+one is an app that reorganises the telecom usage process around the functions customers use most,” said Won-ki Kim, head of LG Uplus Digital CX Tribred. “We will continue to provide an easier and more convenient digital experience by reflecting customers’ usage flows.”