LG Uplus will introduce the country’s first integrated pricing plans that do not distinguish between 5G and LTE. A key feature is the application of a data safety option (QoS) so users can use data without worrying about extra charges. The company aims to reduce inconvenience from choosing complex plans and raise customer satisfaction.

LG Uplus said on Wednesday it will push its “Simply 2.0” strategy to simplify its pricing structure as well as the sign-up and usage process to reduce subscriber inconvenience.

Despite expanded benefits and add-on services, customers have continued to feel a heavy burden when choosing plans and understanding benefits. LG Uplus redesigned fees and bundling structures, which it called the essence of telecommunications, to address this.

Key elements of Simply 2.0 include integrated 5G-LTE plans called “Data Plan” and “Plus Plan,” automatic application of segment-based benefits, an all-in-one product that integrates mobile, internet and bundling, and expanded 5G roaming coverage. LG Uplus prepared the revamp based on about 10,000 customer opinions submitted through its “Simple. Lab” platform.

5G-LTE plans cut from 53 to 18 under integrated structure

The integrated 5G-LTE plans “Data Plan” and “Plus Plan,” to be launched on June 1, reorganise 53 5G and LTE plans into 18 integrated plans.

Under existing LTE plans, extra charges could occur after using a set amount of data, or speed limits were applied. Under the integrated plans, QoS applies across all tiers so users can continue using data at set speeds even after consuming their included allowance.

Starting with Data Plan 300MB, which costs 28,000 won a month, users will receive data at 400 Kbps even after using all included data. That speed is enough for watching standard-quality YouTube videos, sending and receiving KakaoTalk messages, and web browsing.

Starting with Data Plan 14GB, which costs 55,000 won a month, the plan provides 1 Mbps. Data Plan 95GB, which costs 68,000 won, provides 3 Mbps, and Data Plan 125GB, which costs 70,000 won, provides 5 Mbps. Plans from Data Plan MAX, priced at 85,000 won a month, allow data use without speed limits.

At a media briefing, Kang Jin-wook (강진욱), executive director and head of LG Uplus’ Mobile and Digital Business Group, said the company launched a plan in the 20,000-won range with the safety option applied so benefits go to customers. He added it would offset the expected revenue decline with sales from artificial intelligence and new business areas.

Benefits automatically applied by usage type; all-in-one bundle launched

The company is also pushing automatic application of segment-based benefits. Benefits will be automatically applied based on age and usage characteristics.

Subscribers will not need to separately choose kids, teen, youth or senior plans. When they subscribe to an integrated plan, benefits will automatically change based on age. The company said it was designed so subscribers can use benefits suited to them without separately checking complex conditions.

LG Uplus will also introduce an “all-in-one” product bundling mobile, internet and bundle discounts. Previously, customers had to sign up for mobile and internet separately and then apply for bundling, but the all-in-one product integrates that process. Customers can also check previously dispersed discount structures at once.

It will also launch a dedicated internet plan for all-in-one called “Nugget All-in-one.” It provides the same speeds as existing internet products, such as 100M, 500M and 1G, and automatically provides bundling benefits without a separate application when combined with a mobile plan.

The company will also revamp its roaming services with a focus on customer convenience. Customers with a family bundle will be able to have all family members use roaming services if only one person applies. LG Uplus currently provides 5G roaming services in 100 countries worldwide.

LG Uplus emphasised that the campaign is a starting point to change the overall telecommunications experience felt by subscribers. If Simply 1.0 focused on improving the digital experience, Simply 2.0 puts emphasis on simplifying pricing. It said Simply 3.0, which it plans to pursue in the future, will focus on marketing to make customers’ daily lives more convenient, including expanding partner alliances.

Jae-won Lee (이재원), head of LG Uplus’ Consumer Division, said Simply is the company’s direction for innovating the subscriber experience to turn complicated telecommunications into the easiest possible experience for subscribers. He added it would connect subscriber voices to real change and continue innovation across telecommunications overall.