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Analysis of price plan changes

Analysis of price plan changes. 2009.12.28 Taehyun Kim. Contents. 1. Price plan changes. 2. SKT strategy. 3. KT strategy. 4. Problem. Price plan changes. Membership price changes. Voice plan changes. Data plan changes. Membership price changes. SKT.

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Analysis of price plan changes

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  1. Analysis of price plan changes 2009.12.28 Taehyun Kim

  2. Contents 1 Price plan changes 2 SKT strategy 3 KT strategy 4 Problem

  3. Price plan changes Membership price changes Voice plan changes Data plan changes

  4. Membership price changes SKT 55,000  40,000 won (27% off) KT 30,000 24,000 won(2009.12.1) LGT No change

  5. Voice 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

  6. Data 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 : ‘Showsmart 100/500/1000‘ Fixed price : 5,000∼1,5000 won,Free wireless data 500MB∼1000MB <Smart Sponsor>

  7. New price plans of SKT • Customized : Specific user benefits enhanced • Integrated : Voice/Message/Data / WCDMA(3G)/Wibro

  8. New plan 1 (SKT) • Program for superior Users  Used more than 2 years, promise to use 12monthor 24month, and use more than 29,000won/month.Then users can save 3,000 won ~ 22,000 won per month.

  9. 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 

  10. 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

  11. 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) <Tingplus 150>

  12. 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

  13. New plan 6 (SKT) • Voice·Message·Data Integrated • ‘All-In-One’

  14. New plan 7 (SKT) • Integrated price plan : WCDMA(3G) & Wibro • ‘T-Login regular/premium control’

  15. KT Strategy • FMC (Fixed Mobile Convergence) • 3W (Wifi + Wibro + WCDMA)

  16. KT 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)

  17. Wireless 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

  18. Global top 10

  19. Total 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.

  20. Problem • It doesn’t contain message price plan • Users might not be recognized these policies

  21. Thank You!

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