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Innovation in LTE Services and Marketing: a Rather Crazy App to Earn free Data from SK Telecom (Plus new LTE-A services)

by Philip Kendall | 7月 03, 2013

We are always on the look out for innovative ways operators are promoting LTE service and more mobile data usage - and thought these examples from SK Telecom in South Korea fit the bill. 

Most marketing material and website content around LTE focuses on "faster", which is of course a benefit of LTE that customers can observe and appreciate. And most data plans focus on tiered data options, with promotions mainly offering initial entry period discounts. 

One fun (or is it dangerous?) promotion comes from SK Telecom, one of the world's leaders in LTE with its newly launched LTE-Advanced network, and offers a way to earn free data access to add to the users data allocation on their plan. 

With an app targeted at youth (between 13 and 24), subscribers to SK Telecom can earn points by moving or whirling the handset with the app installed. The points can also be earned by taking part in several quest programs in ‘눝퀘’(LTE Quest). Users can use this application five times a day (each "play" lasts 30 seconds) to earn the maximum 10 points a day. Those accumulated points can be exchanged for additional data access: 100 ‘눝’ (LTE) points can be exchanged for 100MB. It would be possible to create up to 1GB on a monthly basis.The following Youtube video clip--a TV ad in Korean--depicts the concept (one of my Korean colleagues notes "we may hurt our arm or leg by doing this" - or perhaps need to buy a new phone if it goes flying!) 

http://www.youtube.com/watch?v=TYMbwyFuhHc

SK Telecom has also announced some new value added services that potentially could have broader appeal to take advantage of its new LTE-A network--services it plans to launch in July:

  • A Full HD 1080p Mobile IPTV service - B TV Mobile
  • An application for split-screen viewing of professional baseball games to watch two games at once - T Baseball Multi-View
  • Group video calls with 12x clearer picture and 2x better audio
  • A mobile FLAC(Free Lossless Audio Codec) MelOn music service

See: http://www.skt-lte.co.kr/contents/ltea/service.jsp for more detail.

And look for our upcoming Wireless Operator Strategies service report with more examples of LTE marketing and pricing approaches, which will be published later this summer.

Susan Welsh de Grimaldo, Director

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