[Asia Economy Reporter Jang Hyowon] MVNO (affordable phone) telecommunications company Eyes Mobile, listed on KOSDAQ, has undertaken a major overhaul of its online rate plan products to enhance customer value.
According to Eyes Mobile on the 20th, this rate plan revision has further segmented the 'pay-as-you-go rate plan,' where customers pay according to their usage.
The most commonly used pay-as-you-go plan is the standard rate plan. The standard rate plan has a monthly base fee but, unlike unlimited plans, does not include a basic allowance. In contrast, Eyes Mobile provides voice, text, and data as a basic allowance in the pay-as-you-go plans, segmenting the allowances to broaden customers' choices according to their usage.
The base fee varies depending on the allowance, and customers can save up to more than 100,000 KRW per month compared to standard rate plans from existing carriers. It is popular among customers who have low communication usage, use phones mainly for receiving calls, or want to save on communication costs economically.
Currently, when activating a mobile phone, high-priced unlimited plans are often recommended, and sales conditions require a minimum mandatory usage period of 3 to 6 months regardless of the customer's usage. Because of this, many customers end up paying more expensive fees than their actual communication usage, increasing unnecessary communication cost burdens.
An Eyes Mobile official explained, “To eliminate wasteful communication expenses, we have segmented voice and data allowances according to individual usage to expand customers' choices, and boldly reduced the recently decreased text message allowance to enhance cost-effectiveness.”
Until now, unintuitive rate plan names and too many plans made it difficult and complicated to find the right plan, which was a major drawback of affordable rate plans. Therefore, the newly released Eyes Mobile pay-as-you-go rate plan names clearly indicate the carrier name and the basic allowance of the plan. Additionally, tags have been used to make it easy to find at a glance.
Notably, the rate plans apply coffee cup sizes to indicate the pay-as-you-go plan sizes. Most domestic coffee shops label cup sizes as Tall, Grande, and Venti to indicate their size.
Eyes Mobile also labels the basic allowance of pay-as-you-go plans by size. The 'Tall' plan includes data from 1 to 3GB, 'Grande' offers 4 to 6GB, and 'Venti' provides a wide range from 7 to 10GB, reflecting the trend of high data demand. Voice call minutes are also segmented from 100 to 500 minutes, expanding choices for voice-centric users.
Regarding the background of using sizes, an Eyes Vision official said, “We simplified the plan allowances with familiar labels to make them easy to understand at a glance, grouped and improved plan names so customers can easily check their usage and decide whether to upgrade or downgrade their plans. Just as Starbucks’ size labels were initially unfamiliar, we hope this revision will help customers become more familiar with what has been a complex and difficult telecommunications product.”
He added, “We plan to focus on enhancing customer satisfaction by changing customer center functions to web and app-based platforms and expanding the scope of online-centered change tasks and inquiry handling.”
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