NEtwork Media Management and Optimization Lab.
Analysis of price plan changes
2009.12.28
Taehyun Kim
NEtwork Media Management and Optimization Lab.
KT strategyKT strategy
ContentsContents
Price plan changesPrice plan changes
SKT strategySKT strategy
ProblemProblem
11
22
33
44
NEtwork Media Management and Optimization Lab.
Price plan changesPrice plan changes
Membership price changes
Voice plan changes
Data plan changes
NEtwork Media Management and Optimization Lab.
Membership price changes
Membership price changes
SKT 55,000 40,000 won (27% off)
30,000 24,000 won (2009.12.1)
No change
KT
LGT
NEtwork Media Management and Optimization Lab.
Voice plan changesVoice plan changes
• The way of SKT's price : 10sec to 1sec (KT, LGT NO
change)
1 person can save 2,665won per month,
Family(2.9people) can save 7,730 won per month.
• KT : Fixed Mobile Convergence (FMC) Phone
(2009.10)
34,8% off for Voice, 88% off for Data
NEtwork Media Management and Optimization Lab.
Data plan changesData plan changes• KT : 2.01 0.25won per packet (88% off) / Smart phone
(2009.11)• ‘Smart sponsor’ : Phone aid price discount• Must use ‘ 음성다량요금제’ or ‘ 스마트폰 요금제’ . • 2,500∼20,000won discount per month depends on plans,
6,000∼11,000won additional discount benefit depends on period.
• ‘Smart sponsor’ : No promise policy during 3 years discount period.
• Teens price plan ‘Al cap150’ Message : 15 al 10 al / page. ‘Al cap junior’ : Basic price 10% off for elementary school students.
• Price plan for smart phone : ‘Show smart 100/500/1000‘ Fixed price : 5,000∼1,5000 won, Free wireless data
500MB∼1000MB <Smart Sponsor>
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New price plans of SKTNew price plans of SKT
• Customized
: Specific user benefits enhanced
• Integrated
: Voice/Message/Data / WCDMA(3G)/Wibro
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New plan 1 (SKT)New plan 1 (SKT)
• Program for superior Users
Used more than 2 years, promise to use 12month or 24month, and use more than 29,000won/month. Then users can save 3,000 won ~ 22,000 won per month.
NEtwork Media Management and Optimization Lab.
New plan 2 (SKT)New plan 2 (SKT)
• PPS (Pre paid Service) plan : 62 won to 48 won per 10 sec (23% off)
• ‘PPS light’ : Basic : 166won/day, Voice : 39won/10sec, SMS :
22won/page
• ‘PPS plus’ : Basic : 266won/day, Voice : 34won/10sec, SMS
22won/page
• ‘PPS friends’ : Basic : 300won/day, Voice collected 3 numbers
25won/10sec, Others 50won/10sec, SMS : 22won/page
NEtwork Media Management and Optimization Lab.
New plan 3 (SKT)New plan 3 (SKT)
‘Number 1’
• Users who use mobile phone a lot such as self-employed, freelace.
• price : 110,000won / month• Free Voice : 11,000Min (Out of net 1,000Min)• Voice price : 14won / 10sec
NEtwork Media Management and Optimization Lab.
New plan 4 (SKT)New plan 4 (SKT)
• ‘Ting PLUS’ Plan : For young people (Teens)
• price : 15,000~30,000 Won• Free use : 20,000~75,000won
(Voice/Video/Message/Wireless internet)• (15,000 20,000 / 20,000 30,000 / 25,000
50,000 / 30,000 75,000)
<Ting plus 150>
NEtwork Media Management and Optimization Lab.
New plan 5 (SKT)New plan 5 (SKT)
‘Safe data 100/150/190 control’
• Fixed price : 10,000 won 100MB (Before, 28MB) 15,000
won 500MB (Before, 42MB) 19,000won 2GB (Before 23,500won 1GB)
• Both smart phone and regular phone can regist. ‘Maximum protection’
• If user need to use more : 0.2won per 0.5KB
NEtwork Media Management and Optimization Lab.
NEtwork Media Management and Optimization Lab.
New plan 6 (SKT)New plan 6 (SKT)
• Voice·Message·Data Integrated
• ‘All-In-One’
price 35,000 ~ 95,000won
Free voice 150~1,000Min
Free Message 150~500
Free data 100MB~2GB
NEtwork Media Management and Optimization Lab.
NEtwork Media Management and Optimization Lab.
NEtwork Media Management and Optimization Lab.
New plan 7 (SKT)New plan 7 (SKT)
• Integrated price plan : WCDMA(3G) & Wibro
• ‘T-Login regular/premium control’
NEtwork Media Management and Optimization Lab.
NEtwork Media Management and Optimization Lab.
KT StrategyKT Strategy• FMC (Fixed Mobile Convergence)
• 3W (Wifi + Wibro + WCDMA)
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KT StrategyKT Strategy• i-Phone : 150,000 in 3 weeks. (1st in korea)
• ARPU by iPhone users : 44,366won
• ARPU by KT users : 30,749won
iPhone users use wireless data much more. And they expect to use internet by wi-fi ( 한국 투자증권 )
NEtwork Media Management and Optimization Lab.
Wireless data in USAWireless data in USA• Smart Phone market is growing explosively.• Verizon wireless’ wireless data income : $4.1 billion
(42.8%↑)• AT&T’s wireless data income : $3.6 billion (33.6%↑) Smart phone & FMC
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Global top 10Global top 10
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Total changesTotal changes
• 1.7 trillion won ↓ (2010), 2.1 trillion won↓ (2011) (Korea Communications Commission)
• 1 person can save 2,665won per month, Family(2.9people) can save 7,730won per month.
NEtwork Media Management and Optimization Lab.
ProblemProblem
• It doesn’t contain message price plan
• Users might not be recognized these policies
NEtwork Media Management and Optimization Lab.
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