To further the case of South Korean teenagers’ intransigence towards cell phones and its ancillary services, following two incidents caught the attention of mass media across the globe and made headlines in local dailies of S. Korea. Here is an interesting and small case-study of a business that grows through all the travails and tribulations. How? Let’s see….Following is the story in a leading newspaper.
“South Korean mobile phone companies said that they were offering new calling plans after a 16-year-old boy in Iksan killed himself because of a huge phone bill.
He committed suicide on Feb. 15, 2006 after receiving a bill for about 3.7 million won, or $3,800, in data charges for playing games on his mobile phone, the police in Iksan said. Immediately all the mobile operators swung into action and did what they thought to be more humane and generous for teenagers. In response, mobile phone operators said they would create billing plans allowing for unlimited data use at a reasonable cost. SK Telecom, South Korea's leading mobile phone company, said it would offer an unlimited data plan for 30,000 won a month. KTF said it would cap the data costs at 26,000 won.”
Hardly the ink had dried another shocker came. Let’s get across that.
“Amidst the report towards the fag end of the year 2006 that South Korean parents who despair at having to pay skyrocketing mobile phone bills for their chatty children now prohibits have the government on their side. Starting in 2007, new telecom regulations will include a contract that basically teens from spending more than US$40 a month on the phone.”
The total number of mobile subscribers in South Korea in 2006- was a staggering 40,197,115, which is not a minuscule amount by any standards. Mobile churn rate in South Korea was 2.41% in 2006, slightly increased from 2004, and will record 2.20% by 2010. Despite of some stringent decisions taken by the government, I stuck my neck out on the unimaginable growth of this most vibrant industry. Why not? Since I had sense of hunch backed up by facts and figures of mobile becoming preferred mode of communication over other. Lets not forget to travel into time of 2007. I will show you how my surmises proved right.




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