Smartphone Activations with 'UplusLIVE' Increase 172% Year-on-Year

Innovating User Experience with Customized Service
Plans to Increase Live Sessions and Diversify Product Range
"Segmenting Customer Base to Enhance Satisfaction"

LG Uplus announced on the 22nd that "the number of smartphones activated through the official live commerce platform ‘UplusLIVE’ from January this year to the present has increased by 172% compared to the same period last year." UplusLIVE is a live commerce service launched by LG Uplus in 2020, the first in the telecommunications industry. Customers can resolve their questions about products and items through real-time communication and participate in live broadcast-exclusive promotions such as chat events.

An LG Uplus model introducing UplusLIVE in the studio. (Photo by LG Uplus)

Innovating Customer Experience through Customized Service Provision

The number of live views on UplusLIVE has steadily increased along with smartphone activations, surpassing approximately 17 million cumulative views to date. LG Uplus analyzed that the innovation in customer experience through data-driven customized service provision played a key role. First, broadcasts were scheduled according to customer characteristics. For working customers who find it difficult to watch the existing 6 PM broadcast, a live session was opened at 7 PM. For full-time housewives to watch comfortably, a live session was scheduled at 12 PM, and Kids Phones were arranged as a permanent product offering.

Additionally, customized broadcast alerts were provided based on customer data reflecting preferred plans and lifestyles to increase viewership. Notifications were sent just before the broadcast via text messages, KakaoTalk, and push alerts from the customer center app.

Moreover, the platform UI and delivery services were improved to enable easy and fast smartphone activation. A real-time call connection banner was opened next to ongoing broadcasts to allow customers easy access beyond just consultation requests. Smartphones ordered by 3 PM were delivered on the same day.

Plans to Increase Live Broadcast Frequency and Diversify Product Range

Recently, UplusLIVE has started offering short-form content for MZ generation customers who are accustomed to short videos, providing various informational content such as product explanations. LG Uplus plans to increase the number of live broadcasts by fixing the broadcast time at 7 PM every Thursday and broadcasting seven times a week. Additionally, the product range of live broadcasts will be expanded to include lifestyle products such as home appliance rentals, and customer appreciation event live broadcasts will be scheduled.

Song In-kyu, head of the Digital Media Commerce Team at LG Uplus, said, “Thanks to the improvement from simply selling products to data-driven, customer-customized services, we were able to achieve good results. We will continue to segment our customer base further and provide optimized services to steadily increase satisfaction with UplusLIVE.”