SK Telecom will unveil a new digital telecom brand, "air," aimed at people in their 20s and 30s. SK Telecom said on the 1st that it will launch "air," which implements telecom "minimalism" by combining simple plans that include only essential features with point benefits.
"Air" is a standalone USIM/eSIM subscription service for customers using unlocked devices. Sign-ups and activations will be available starting Oct. 13. SK Telecom said it analyzed how 20s and 30s customers use telecom services and focused on simplicity and practicality. The brand name also symbolizes "a light telecom life like air."
The plans were simplified into six 5G data tiers that are popular with customers. Monthly fees range from 29,000 won (7GB) to 58,000 won (unlimited), with unnecessary extras reduced to lower prices. Even after using all the basic data, customers can continue to use data at a throttled speed without extra charges, and tethering is supported up to 50GB.
The differentiator for Air is "Air Points." When users participate in step-count missions or balance games in the app, points accumulate and can be used for bill payments (up to 5,000 points per month) or gift card purchases. At the Air Point Shop, users can purchase some 1,000 products, including Naver Pay points and gift cards for convenience stores, department stores, and Olive Young.
The activation process has also been streamlined. Steps the customer must enter directly were minimized, and instant eSIM activation, same-day USIM delivery, and automatic activation are supported. On weekends or late at night, automatic activation is available through a reservation sign-up feature. The customer center operates 24 hours a day, 365 days a year, and offers real-time chat support. An AI chatbot consultation will be introduced later.
Value-added services were pared down to the minimum. Along with roaming, they center on call convenience such as ▲ ringback tone and call keeper and security features such as ▲ SMS spam filtering and USIM protection. Sign-ups and cancellations can be handled directly in the app.
SK Telecom plans to enhance the experience of digital-native generations by advancing AI-based processes and expanding partnerships. Also, from the 1st to the 12th, it will run a pre-notification event offering up to 30,000 won in Naver Pay points.
Ryu Young-sang, SK Telecom's president, said, "Air is a service that reorganized the entire process from activation to cancellation with a customer-centric approach," adding, "It will be a differentiated brand that eases the inconveniences people in their 20s and 30s have felt with existing telecom services and presents a new alternative."