Authors: Taehyun Kim and Mostafa H. Ammar Presented by: Koushik Ananthasayanam Varun Kulkarni
NEtwork Media Management and Optimization Lab. Analysis of price plan changes 2009.12.28 Taehyun...
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Transcript of NEtwork Media Management and Optimization Lab. Analysis of price plan changes 2009.12.28 Taehyun...
![Page 1: NEtwork Media Management and Optimization Lab. Analysis of price plan changes 2009.12.28 Taehyun Kim.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649e025503460f94aed4ff/html5/thumbnails/1.jpg)
NEtwork Media Management and Optimization Lab.
Analysis of price plan changes
2009.12.28
Taehyun Kim
![Page 2: NEtwork Media Management and Optimization Lab. Analysis of price plan changes 2009.12.28 Taehyun Kim.](https://reader036.fdocuments.net/reader036/viewer/2022062321/56649e025503460f94aed4ff/html5/thumbnails/2.jpg)
NEtwork Media Management and Optimization Lab.
KT strategyKT strategy
ContentsContents
Price plan changesPrice plan changes
SKT strategySKT strategy
ProblemProblem
11
22
33
44
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NEtwork Media Management and Optimization Lab.
Price plan changesPrice plan changes
Membership price changes
Voice plan changes
Data plan changes
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NEtwork Media Management and Optimization Lab.
Membership price changes
Membership price changes
SKT 55,000 40,000 won (27% off)
30,000 24,000 won (2009.12.1)
No change
KT
LGT
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NEtwork Media Management and Optimization Lab.
Voice plan changesVoice plan changes
• The way of SKT's price : 10sec to 1sec (KT, LGT NO
change)
1 person can save 2,665won per month,
Family(2.9people) can save 7,730 won per month.
• KT : Fixed Mobile Convergence (FMC) Phone
(2009.10)
34,8% off for Voice, 88% off for Data
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NEtwork Media Management and Optimization Lab.
Data plan changesData plan changes• KT : 2.01 0.25won per packet (88% off) / Smart phone
(2009.11)• ‘Smart sponsor’ : Phone aid price discount• Must use ‘ 음성다량요금제’ or ‘ 스마트폰 요금제’ . • 2,500∼20,000won discount per month depends on plans,
6,000∼11,000won additional discount benefit depends on period.
• ‘Smart sponsor’ : No promise policy during 3 years discount period.
• Teens price plan ‘Al cap150’ Message : 15 al 10 al / page. ‘Al cap junior’ : Basic price 10% off for elementary school students.
• Price plan for smart phone : ‘Show smart 100/500/1000‘ Fixed price : 5,000∼1,5000 won, Free wireless data
500MB∼1000MB <Smart Sponsor>
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NEtwork Media Management and Optimization Lab.
New price plans of SKTNew price plans of SKT
• Customized
: Specific user benefits enhanced
• Integrated
: Voice/Message/Data / WCDMA(3G)/Wibro
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NEtwork Media Management and Optimization Lab.
New plan 1 (SKT)New plan 1 (SKT)
• Program for superior Users
Used more than 2 years, promise to use 12month or 24month, and use more than 29,000won/month. Then users can save 3,000 won ~ 22,000 won per month.
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NEtwork Media Management and Optimization Lab.
New plan 2 (SKT)New plan 2 (SKT)
• PPS (Pre paid Service) plan : 62 won to 48 won per 10 sec (23% off)
• ‘PPS light’ : Basic : 166won/day, Voice : 39won/10sec, SMS :
22won/page
• ‘PPS plus’ : Basic : 266won/day, Voice : 34won/10sec, SMS
22won/page
• ‘PPS friends’ : Basic : 300won/day, Voice collected 3 numbers
25won/10sec, Others 50won/10sec, SMS : 22won/page
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NEtwork Media Management and Optimization Lab.
New plan 3 (SKT)New plan 3 (SKT)
‘Number 1’
• Users who use mobile phone a lot such as self-employed, freelace.
• price : 110,000won / month• Free Voice : 11,000Min (Out of net 1,000Min)• Voice price : 14won / 10sec
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NEtwork Media Management and Optimization Lab.
New plan 4 (SKT)New plan 4 (SKT)
• ‘Ting PLUS’ Plan : For young people (Teens)
• price : 15,000~30,000 Won• Free use : 20,000~75,000won
(Voice/Video/Message/Wireless internet)• (15,000 20,000 / 20,000 30,000 / 25,000
50,000 / 30,000 75,000)
<Ting plus 150>
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NEtwork Media Management and Optimization Lab.
New plan 5 (SKT)New plan 5 (SKT)
‘Safe data 100/150/190 control’
• Fixed price : 10,000 won 100MB (Before, 28MB) 15,000
won 500MB (Before, 42MB) 19,000won 2GB (Before 23,500won 1GB)
• Both smart phone and regular phone can regist. ‘Maximum protection’
• If user need to use more : 0.2won per 0.5KB
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NEtwork Media Management and Optimization Lab.
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NEtwork Media Management and Optimization Lab.
New plan 6 (SKT)New plan 6 (SKT)
• Voice·Message·Data Integrated
• ‘All-In-One’
price 35,000 ~ 95,000won
Free voice 150~1,000Min
Free Message 150~500
Free data 100MB~2GB
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NEtwork Media Management and Optimization Lab.
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NEtwork Media Management and Optimization Lab.
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NEtwork Media Management and Optimization Lab.
New plan 7 (SKT)New plan 7 (SKT)
• Integrated price plan : WCDMA(3G) & Wibro
• ‘T-Login regular/premium control’
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NEtwork Media Management and Optimization Lab.
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NEtwork Media Management and Optimization Lab.
KT StrategyKT Strategy• FMC (Fixed Mobile Convergence)
• 3W (Wifi + Wibro + WCDMA)
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NEtwork Media Management and Optimization Lab.
KT StrategyKT Strategy• i-Phone : 150,000 in 3 weeks. (1st in korea)
• ARPU by iPhone users : 44,366won
• ARPU by KT users : 30,749won
iPhone users use wireless data much more. And they expect to use internet by wi-fi ( 한국 투자증권 )
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NEtwork Media Management and Optimization Lab.
Wireless data in USAWireless data in USA• Smart Phone market is growing explosively.• Verizon wireless’ wireless data income : $4.1 billion
(42.8%↑)• AT&T’s wireless data income : $3.6 billion (33.6%↑) Smart phone & FMC
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NEtwork Media Management and Optimization Lab.
Global top 10Global top 10
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NEtwork Media Management and Optimization Lab.
Total changesTotal changes
• 1.7 trillion won ↓ (2010), 2.1 trillion won↓ (2011) (Korea Communications Commission)
• 1 person can save 2,665won per month, Family(2.9people) can save 7,730won per month.
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NEtwork Media Management and Optimization Lab.
ProblemProblem
• It doesn’t contain message price plan
• Users might not be recognized these policies
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NEtwork Media Management and Optimization Lab.