U+, 3 Core Values Leading 5G Market Growth
Selection of Network, Service, and Brand Marketing
Pursuing services that converge speed, technology, and value


On the 19th, LG Uplus held a meeting at its Yongsan headquarters in Seoul attended by key executives and announced that it would lead the growth of the 5G market through its three core values: 'Network,' 'Service,' and 'Marketing.'
Vice Chairman Ha Hyun-hoe presented three key elements for leading the growth of the 5G market: building a leading network infrastructure, providing services that exceed customer expectations, and marketing that creates changes in daily life.

Vice Chairman Ha predicted that while the wireless market has so far been dominated by one-way, two-dimensional, high-capacity video services centered on speed and technology, the competitive landscape in the 5G era will shift to convergence services that add value to speed and technology, as well as interactive, ultra-high-definition, immersive media services.

The paid broadcasting market has also grown centered on IPTV, but with the entry of global OTT services like YouTube into the domestic market, the landscape is expected to shift towards the production and sourcing of differentiated, customized content and competition among platforms to secure subscribers.


Network: 5G Secures Early Dominance Like LTE
LG Uplus in 2011 With the launch of 4G services, a nationwide LTE network was established within nine months, and remarkable growth was achieved using this as a stepping stone.

As of the third quarter of this year, LTE subscribers account for 94% of LG Uplus's mobile subscribers, and its market share, which was 17.7% on July 1, 2011 when LTE service began, has steadily risen to 21.2% as of the end of October.

LG Uplus, which has been preparing for a new generation transition seven years after launching 4G services, believes that next year is the optimal time for the competitive landscape to change due to rapid changes in the telecommunications market and plans to actively utilize 5G as a stepping stone for growth.

Accordingly, LG Uplus plans to secure early leadership in the 5G market by taking the lead in network coverage, which is the foundation of 5G, in major areas of Seoul/the metropolitan region and metropolitan cities by the end of next March when 5G smartphones are released.

Recently, LG Uplus decided to achieve the highest level of network quality and introduced 'Atoll,' a cell design program from the French radio wave design company 'Forsk,' while also building 5,500 5G base stations, the most among domestic telecommunication companies, to accelerate network deployment.


Service: Focusing on differentiation to create B2B and B2C business opportunities
LG Uplus anticipates that business opportunities will first emerge in the B2B sector and is preparing various differentiated services. The core of the B2B service is real-time remote control, and the strategy is to secure business opportunities in fields such as autonomous driving and smart factories by acquiring ultra-low latency image processing technology, MEC (Mobile Edge Computing), and AI/big data recognition technology.

LG Uplus plans to unveil a dynamic map for autonomous driving based on precise positioning through collaboration with automotive manufacturers next year.

This service transmits road information captured by vehicles to the control center in real time, displays the vehicle's current location on the map, and also displays and updates various road conditions transmitted by the vehicles in real time, such as new signs, obstacles, and traffic accidents. Thanks to the low latency characteristics of 5G, road conditions can be reflected on the map in real time without a time lag, enabling safe and fast updates of road information.

In the smart factory sector, we are developing a 5G-based remote control system for logistics robots and a remote monitoring system for process management in collaboration with LG Electronics and LG CNS, and are currently conducting field tests.

The core of B2C services is high-definition, 3D, and immersive services. To this end, LG Uplus has secured 'cloud transmission technology' for providing high-quality AR/VR, a 'multi-channel multi-sync platform' capable of producing, processing, and transmitting high-definition content, ultra-high-definition screen transmission technology of 4K or higher, and 'volume metric' technology for more three-dimensional AR services.

Based on these core 5G technologies, LG Uplus plans to take its strengths in media broadcasting services, such as professional baseball, golf, and performance services, to the next level with 5G to enhance image quality, screen count, time-slice, and VR/AR features so that they can be viewed with a sense of depth, while also introducing a new concept AR service.

LG Uplus expects that by increasing user value through such immersive media services, the number of 5G users will naturally increase, enabling revenue generation.


Marketing: "Changing Daily Life, U+5G" Unveiled
Along with this, LG Uplus unveiled the slogan “Changing Daily Life, U+5G” embodying the vision of its 5G brand, and will launch a full-scale 5G campaign starting on the 19th, including TV commercials, digital advertisements, and various promotions.

LG Uplus plans to achieve first place in 5G brand preference through customer-centric communication and marketing that manages the experience throughout the entire customer life cycle. Through this, the goal is to instill in customers the perception that “when it comes to 5G, it is LG Uplus.”

According to a 5G awareness survey conducted by LG Uplus targeting 3,700 customers, while approximately 90% of customers had heard the term 5G at least once, 76% were unaware of its key features. Additionally, 49% of customers indicated that they would decide whether to use 5G services after observing the reactions of those around them.

LG Uplus explained that based on these survey results, it will create a slogan under a brand vision of leading tangible changes in customers' lives with 5G rather than emphasizing the advancement of communication technology, and will carry out customer campaigns that effectively highlight the direction and meaning of the 5G brand.


Winter Event Held to Celebrate New Brand Launch
Meanwhile, LG Uplus announced that to commemorate the new launch of the U+5G brand, it will hold the U+ 5G 'ICE RUN' event until January 27 of next year, offering free invitations and discount benefits to customers at an ice rink operating at K-POP Plaza near Samseong Station in Gangnam-gu, Seoul.
Through this event, which began on the 19th, LG Uplus is inviting 900 customers for free. They plan to provide two ice rink tickets each to 450 customers selected through a lottery from among those who participated in the event. In addition, invited customers can receive extra prizes and coffee coupons on-site.

Customers who wish to participate in the event can visit the U+ 5G 'ICE RUN' pre-reservation site (https://bit.ly/2EA8xGN) during the open season (December 20–22), Christmas season (December 24–28), and New Year season (January 2–9), verify their identity, and make a pre-reservation to participate in the event. Winning customers will be able to use the service at designated times, such as 8 PM on December 24, 8 PM on December 31, and 3 PM on January 12, 2019.

LG Uplus customers who visit the site in person without participating in the online event can use the ice rink at a 50% discounted price for admission tickets (admission and skate rental, 3,000 won) by verifying their ID through the U+ Members app.

A photo zone event will also be held at the ice rink during the event period. If you take photos at the various photo spots and zones set up on the ice rink and upload them to Facebook and Instagram, the first 40 people (20 people around 6 PM and 20 people around 6 PM) will receive a free coffee coupon.

Multiple entries are allowed for this event, but winning is limited to once per mobile phone number. Customers selected as invitees will receive a text message, which can be presented at the venue for free entry.