LG Uplus will overhaul the complex pricing plans and bundled product structure. To reduce the inconvenience customers feel when choosing plans and understanding benefits, it unveiled the "Simply 2.0" strategy to simplify pricing, bundling, and roaming services.
LG Uplus said on the 28th that it will hold an online press briefing and redesign pricing plans and bundling structures from the customer's perspective. The revamp was prepared based on about 10,000 opinions collected through the customer feedback platform "Simple. Lab." The company said the perception that telecom services are difficult and complex stems from the number of plan types, bundling conditions, and the way benefits are applied, and decided to make the product system more intuitive.
The core is the "Data Plan" and "Plus Plan," which integrate 5G and LTE pricing plans. The existing 53 plans will be reduced to 18. Customers can choose a product based on data allowance and speed, without having to consider network type or age-specific plans. Starting at the 28,000 won monthly plan, the data safety option (QoS), which allows continued use at a limited speed after data is used up, is included by default.
Age-based benefits will also be applied automatically. Previously, customers had to choose separate plans for kids, teens, young adults, and seniors, but going forward, even after subscribing to a general plan, benefits will automatically change according to age conditions. This allows customers to receive appropriate benefits without separate applications or checking conditions.
An "all-in-one" product that provides mobile, internet, and bundled benefits at once will also be launched. Customers can receive bundled wired and wireless benefits at the signup stage, without having to subscribe to mobile and internet separately and then apply for bundling. The dedicated internet plan "Nugget All-in-One" automatically applies a discount when the bundling conditions with a mobile plan are met.
Recently in the telecom market, not only network quality but also plan literacy and signup convenience have emerged as factors that determine customer satisfaction. As bundle discounts, memberships, and value-added services have increased, benefits have grown, but there has also been considerable criticism that it has become harder for consumers to judge which product is actually advantageous. LG Uplus' latest revamp is focused on reducing this choice fatigue.
Roaming services will also be expanded. LG Uplus said that as of May 2026 it will offer 5G roaming services in 100 countries worldwide. Customers using 5G smartphones can use roaming services overseas without separate settings.
Lee Jae-won, head of the Consumer Business at LG Uplus (executive vice president), said, "Simply is a direction for customer-experience innovation to turn complex telecom into the easiest telecom experience for customers," and added, "We will connect the voice of customers to real change and continue innovations that can be felt across telecom."