LG Uplus enjoys a 5G market share 9 percentage points higher than its overall retail market share. In a highly competitive market where differentiation on network quality and pricing is difficult, the operator has succeeded with a strong focus on AR and VR content as both a compelling use case for B2C 5G services and as a source of content exclusivity. This report covers LG Uplus’s 5G network and service strategy and market execution, based on Strategy Analytics’ meetings with senior executives, and identifies key lessons for success for 5G operators.