SK Telecom rolls out new subscription service

Lee Yun-haeng, air team leader of SK Telecom, speaks during a press conference in Seoul, Wednesday, to introduce the new service. Courtesy of SK Telecom

SK Telecom is launching a new bring-your-own-device subscription brand called air on October 13, offering simplified and cost-effective services specifically designed for users who already own mobile devices.

The new service, which targets younger users, strips down unnecessary bundles that traditional carrier plans have, focusing on the essential mobile services — 5G connectivity, simplified data plans and straightforward self-service features.

“Mainly, customers in their 20s and 30s tend to purchase unlocked devices online, so we took into account the fact that they do not visit physical telecom stores,” Lee Yun-haeng, air team leader of SK Telecom, said during a press conference in Seongdong District in Seoul on Wednesday to introduce the new service.

“SKT thoroughly listened to the needs of the 2030 generation, who want intuitive and simple rate plans, activation processes and value-added services.”

The air service features six contract-free 5G data plans, starting at 29,000 won ($21) for 7 gigabytes (GB) of data to up to 58,000 won for unlimited data per month.

All plans include unlimited domestic voice calls and basic texts, while also providing continued data access at predesignated lower speeds capped without extra charges after reaching the data limit. For those who need tethering, up to 50 GB is available depending on the plan.

While set at more affordable pricing, air’s plans do not offer family or landline bundled discounts.

A data plan table for air service / Courtesy of SK Telecom

The service simplifies the complicated activation process, allowing users to activate and deactivate their subscription fully on their own through an app.

Users can instantly activate the e-subscriber identification module (SIM) card around the clock with the app automatically extracting complicated information, requiring users to provide only minimal input to complete the process. For physical SIM cards, the service offers same-day delivery for self-activation.

Lee explained that if a user makes an activation request after 8 p.m., when the system that handles switching phone numbers shuts down for the day, it will be automatically activated the next morning without any further action.

Air does not support any of SK Telecom’s T membership benefits. However, it has its own points-based rewards program, for which users earn air points from participating in daily missions, such as step counting and mini-games via the app. These points can be used towards monthly bill payments or on its point shop with over a thousand products, including mobile gift cards for Naver Pay, convenience store, department store and beauty retailer vouchers.

The company said it will expand the benefits of its reward points to increase incentives for users to engage in the service.

“There is no overlap with existing SK Telecom perks. Instead, users can choose from a variety of rewards within the air point program. We plan to continually expand partnerships to offer even more benefits through air points going forward,” Lee said.

“The goal is to drive user engagement within the air platform. We consider the effectiveness of users accessing a broad range of telecom services within an app as the key benchmark for growth.”