"High-Value Perks Subtly Cut... Telecom Points Are 'Unlimited' but Too Complicated to Use" [The Basics of Benefits]

"Too Complicated, So I Give Up": Low Usage Rates... High Barrier to Benefits
Check Dates, Secure Coupons Early, and Target Core Benefits

Editor's Note"You see as much as you know, and you save as much as you know." We live in an age overflowing with information, yet there are still many benefits that slip by simply because we do not know about them. In [The Basics of Benefits], we deliver practical tips that can put money in your pocket in everyday life, or cost you if you miss them.

#Office worker A recently felt puzzled when buying bread at Paris Baguette and presenting a telecom membership barcode. Based on his membership tier, he received a 10% discount, but the customer next to him received a 20% discount through a specific promotion. A said, "They say the points can be used without limit, but to actually get a big discount I have to check every date and every route one by one, which just makes it more exhausting."

A retail store displaying the logos of the three telecom operators. Photo by Yonhap News

This kind of "dual structure" in telecom membership programs, where the benefits can differ by more than twofold at the same store depending on the discount route, is fueling consumer dissatisfaction. The benefits have not disappeared; instead, the programs are designed so that users can only fully enjoy them by going through a complex process themselves.

"I don't use it because I don't know how" 42%... Among the lowest usage rates in Asia

According to a survey included in "Digital Consumer Insights 2024: Asia," published by global market research firm Omdia, the usage rate of telecom membership programs in Korea stands at 36%, placing it among the lowest levels in major Asian countries. The main reason cited for not using memberships was "because I don't know how to use them" (42%).

These figures reflect the reality that telecom memberships are increasingly evolving into complex dual structures. Recently, telecom operators have been reducing the share of traditional "always-on benefits," where you could get a discount anytime, anywhere just by presenting a barcode. Instead, they are shifting toward "promotion-based discounts," where users must log into a dedicated app during a specific period and manually issue coupons. SK Telecom's "T Day," KT Corporation's "Daldalhyetaek," and LG Uplus's "Yupeultuppeul" are typical examples. While barcode-based always-on discounts still exist, the most generous, high-value deals are now only available if you issue coupons on specified dates.

KT Corporation membership 'Daldalhyetaek' service introduction screen. KT Corporation official website

As a result, consumers are forced to accept the hassle of opening the app every time, checking the dates, and downloading coupons themselves. The fatigue caused by this process ultimately leads consumers to give up using the membership programs on their own. Consequently, while the number of benefit types may have increased, critics point out that the perceived barrier to access has become much higher than in the past.

"Core benefits quietly reduced"... Free movie bookings cut to about half

This structural problem has already been raised during the National Assembly audit by the Science, ICT, Broadcasting, and Communications Committee. During the 2024 audit, Assemblyman Lee Jeongheon of the Democratic Party of Korea criticized, "Telecom operators have quietly reduced core benefits such as the number of free movie bookings to as low as 50% of past levels." In fact, some telecom operators have significantly scaled back the free movie benefits they used to offer annually over the past few years, reducing the benefits consumers actually feel.

More complicated memberships: start with "schedule, coupons, and usage limits"

As telecom membership structures become more complex, consumers also need to adjust how they use them. First, it is important to build the habit of checking the "schedule" before focusing on brands. Discounts that are usually in the 5% to 10% range can jump to as high as 50% during specific promotional periods.

SK Telecom's February 'T day' benefits schedule screen and LG Uplus's February 'Yupeultuppeul' benefits calendar. Each company's official website

High-impact, high-discount benefits such as SK Telecom's "T day," KT Corporation's "Daldalhyetaek," and LG Uplus's "Yupeultuppeul" are all concentrated in specific periods. Rather than relying only on barcode discounts (always-on deductions), the best practice is to first scan the "benefits calendar" that each telecom company releases at the beginning or in the middle of the month, and then plan your payments accordingly.

It is also worth making "securing coupons in advance" part of your routine. Recently, high-multiplier discounts are not applied just by presenting a barcode at the store. You must download a dedicated coupon from the event page within the app for the benefit to be activated. In particular, popular partner brands often close on a first-come, first-served basis, so it is important to act quickly and secure your coupons in the morning on the day of the promotion.

Finally, managing the number of uses with "opportunity cost" in mind is crucial. Most high-value benefits come with strict limits such as "once a month." If you use your membership carelessly on small payments, you may miss out on benefits when it comes to big-ticket spending on dining out or shopping. Especially for users whose points have a short validity period, the key strategy is not to use them indiscriminately, but to focus your points on items where the benefit is most tangible, applying a "selection and concentration" approach.