LG Uplus simplifies mobile plans with integrated 5G/LTE offerings

LG Uplus is overhauling its mobile service structure with the "Simply 2.0" strategy, set to launch on June 1. The company announced 18 new integrated 5G and LTE plans, aiming to simplify pricing and bundling for customers. This move aligns with government directives to ensure basic communication rights and makes the telecom landscape more customer-friendly.

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Overseas, the distinction between LTE and 5G has already disappeared.

A key feature of the new plans is the elimination of separate 5G and LTE offerings. Instead, plans will be categorized by data volume and network speed, with 14 data-focused plans and four "Plus Plan" options. This reflects a global trend where the distinction between 5G and LTE is becoming less relevant for consumers. All plans will now include an "unlimited data at reduced speeds" option, previously a paid add-on, as standard.

Pricing starts with a 20,000 won tier offering 300MB of data. Higher tiers offer comparable data and speed to existing plans, with speeds increasing based on the monthly cost. For example, plans starting at 28,000 won offer 400Kbps after data depletion, while higher-tier plans provide 1Mbps, 3Mbps, or 5Mbps. The top-tier "Data Plan MAX" offers unlimited data without speed restrictions.

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We will select plans based solely on data allowance and reduced speed options.

LG Uplus is also simplifying bundled services, allowing customers to combine mobile and internet plans for automatic discounts. Additionally, the company is expanding its 5G roaming coverage to 100 countries and streamlining the process for international data usage. Age-based benefits, previously requiring manual selection, will now be applied automatically as customers meet age criteria.

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The marketing strategy of raising expectations only to disappoint is unavoidable.