Office worker Kim, a former KT subscriber, went to a mobile carrier retail shop near home to switch to an "iPhone 17," but was told no devices were available. KT recently waived early termination fees, drawing in subscribers and depleting all iPhone 17 inventory. Kim was about to leave because the desired device was unavailable, but, persuaded by a store employee, opened service with LG Uplus. The employee promised an extra 160,000 won in additional support if Kim first ported the number now with a plan to change devices in a month.
Since on the 31st, when KT's early termination fee waiver policy took effect, a new sales tactic has spread to attract customers leaving KT: "first open service by moving only the USIM on the existing device through number portability, then guide the customer to change the device later" (hereinafter, pre-activation with later device change). As competition to attract subscribers intensified among carriers due to the fee waiver, large-scale number portability occurred in a short period, worsening shortages of the latest devices. There are even sales incentives tied to a future device change to the not-yet-released Samsung Electronics "Galaxy S26."
◇ As device shortages deepen, "pre-activation with later device change" spreads
According to the telecom industry on the 13th, under the pre-activation with later device change condition, SK Telecom is paying a 150,000 won sales incentive and LG Uplus is paying 165,000 won. Unlike its rivals, KT did not tie a device change to the sales incentive. KT promised up to 250,000 won in sales incentives (with a six-month subscription maintenance condition) simply for pre-activation by moving the USIM, even without a device change. Sales incentives are promotional funds that mobile retail shops can use, separate from public subsidies. They are mainly used as sources for additional subsidies.
So why did mobile carriers suddenly start offering sales incentives to customers doing pre-activation with later device change? Because the recent KT early termination fee waiver intensified number portability competition among carriers, spreading shortages of the latest devices.
An industry official said, "January, ahead of the launch of new Samsung Galaxy smartphones, is a slow season for device purchases, so inventories are not high, but suddenly demand for devices surged, intensifying shortages," adding, "It proved effective that subscribers could still be attracted by offering additional support even if they did not replace the device immediately upon number portability and changed it later." According to the industry, from the 31st to the 10th, a total of 216,203 subscribers ported their numbers from KT to other carriers.
◇ Sales incentive policies targeting the "Galaxy S26" also emerge
Even before KT's fee waiver, SK Telecom had implemented a pre-activation with later device change policy. Instead, it paid sales incentives only if the subscriber ported the number and changed devices after six months. What has recently changed is that the time limit was lifted for a specific device. During KT's fee waiver period, SK Telecom decided to pay sales incentives even if the device change occurs within six months, if the customer who ported the number switches to the Galaxy S26.
LG Uplus pledged to pay double the sales incentive for a device change to the Galaxy S26 compared to other devices (Galaxy S25, Galaxy Z Flip/Fold 7, iPhone 17, etc.). According to the industry, LG Uplus promised a 330,000 won sales incentive on the condition that subscribers port their numbers from the 31st to the 5th and then change devices to the Galaxy S26 after 30 days. Unlike its rivals, KT did not make a Galaxy S26 device change a condition for sales incentives. KT also belatedly implemented a pre-activation (USIM move) sales incentive policy starting on the 10th.
Ahn Jeong-sang, adjunct professor at Chung-Ang University Graduate School of Communication, said, "If carriers provide discriminatory support by user in a way that differs from what is specified in each carrier's subscription terms, it could violate the Telecommunications Business Act (Article 50, Paragraph 1, Item 5)," but added, "However, there is no problem at all with giving additional support to all subscribers who first port their number and then change devices when a new model is released."
The industry expects this new sales method to spread going forward, spurred by the recent fee waiver. Some analysis also says this ultimately favors device makers and consumer benefits. An industry official said, "If device makers use this well, they could boost pre-release demand for new products through collaboration with carriers," adding, "From the consumer's perspective, opportunities to buy devices at lower prices could also expand."