5G Launches in South Korea Target Improving High-Value Customer Mix

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Report Summary:

The 5G consumer propositions launched in South Korea last week represent a good opportunity to improve the mix of high-value customers in the market. The high-volume and unlimited 5G plans are cheaper than their 4G counterparts, but offer more potential to lift mid-use customers up the tariff range than cannibalize the highest spenders.

The strong focus on differentiated 5G content services will be critical in building demand: this will be less about finding a killer app and more about offering a range of content from sports to gaming to immersive 360° video communication to UHD video and VR that matches market interests. But the key challenge operators will need to address in 2019 will be high 5G smartphone prices: should they use subsidies, long-term lease and buy-back options, or just wait?

Table of Contents

Mobile 5G Launches in Korea Show a Richness of Service Propositions
5G Pricing is Positioned to Lift the Mid-Tier and Minimize Cannibalization
There is a Reassuring Focus on Compelling 5G Content, Device Affordability, and Good Network Experiences
5G Market Outlook in South Korea and Challenges for the Industry

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