SKT Launches "air," a Self-Service Telecom Brand Targeting the 2030 Generation

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SK Telecom has launched a new self-service exclusive telecommunications brand called "air," targeting the 2030 generation. This is a digital-only service designed to reduce the burden of telecom fees while offering a simplified subscription process and enhanced point rewards. It will be operated separately from the existing online channel "T Direct" plans, with a strategy focused on appealing to younger consumers who value practicality and convenience.

On October 1, SK Telecom announced the launch of "air," a SIM and eSIM-only subscription service for customers using unlocked devices. Service activation will be available starting October 13, and the plans have been streamlined into six popular 5G data options. Prices range from 29,000 won per month (7GB) to 58,000 won per month (unlimited), removing unnecessary additional benefits to lower the fees. All plans allow continued data usage at a designated speed without extra charges even after the basic data is used up.

The distinguishing features of "air" are its app-based convenience and point system. Customers can accumulate points by completing various missions such as step counting and balance games within the air app, and these points can be used to pay monthly bills (up to 5,000 points per month) or to purchase from over 1,000 types of gift certificates. The app is designed to handle everything from activation and cancellation to customer support and value-added service subscriptions, catering to the usability preferences of digital natives. A 24-hour customer center is available, and an AI chatbot service is planned for future implementation.

With this brand launch, SK Telecom is promoting telecommunications minimalism. The company has simplified complex plans and benefit structures, retaining only core functions. Only high-demand value-added services such as roaming, coloring, spam blocking, and SIM protection remain, minimizing the range of options.

Industry experts see SK Telecom's move as aligning with the expansion of the self-service market. LG Uplus had already launched "Nerget," an online brand exclusively for unlocked devices, in 2023 to target Millennials & Gen Z. Nerget differentiates itself by allowing SIM-only subscriptions without the need for a device, as well as offering family and acquaintance bundle discounts and a dedicated membership service called "Xtem." As telecom companies continue to introduce digital brands for younger generations, competition in the self-service market is expected to intensify.

SK Telecom CEO Yoo Youngsang stated, "air is a service that has been meticulously designed to address the inconveniences 2030 customers have experienced with existing telecom services, reimagining every step from activation to cancellation. We will provide differentiated value through a niche strategy and innovation that meets the specialized needs of the digital generation."

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