SHOW time for KTF

KTF launched SHOW, its WCDMA service, last March 1st. The 1st Million mark was passed on July the 6th and 10,000 newcomers are joining every day (1,277,000 end of July 2007). "WCDMA" is now a cooler label than EV-DO in Korea. And it shows in KTF's end of July figures : during the last 3 month, its market share remained stable despite a 245k subs growth, but EV-DO subs were down (-45k). The 2-3G migration goes on (3G representing 52.8% of total, up from 47.4%) but furthermore, this confirms the CDMA migration has started, even at the 3G level (EV-DO down to 43.2% from 44.3%, WCDMA up from 3.0% to 9.6%).

Enough with boring figures. From a marketing point of view, you just need to know SHOW is the first real answer to June, SK Telecom's cool brand launched with EV-DO ages ago*.

As the name tells us, SHOW targets entertainment lovers in their 20s rather than business segments. And there is that "play" feature in the "O" of the logo. One third of subs use video telephony, especially couples. So KTF decided to launch, after the success of Movie Tariff Plan (1 free movie ticket per month included), a Movie Tariff Plans for Couples. And while they were at it another one for SMS addicts.

International Roaming (traditionaly restricted to the 2-3G CDMA world before) was another major sales pitch, and KTF announces more developments with partners DoCoMo / Conexus Mobile Alliance and Microsoft. Non-handset devices with USB connectivity are mentioned.

I guess it's time for KTF to propose something more relevant for business targets.

http://www.show.co.kr/ / http://www.conexusmobile.com/

* note that, unlike KTF, SKT declares no specific plan for migration to WCDMA. But the mobile leader is obviously and at last preparing triple play solutions with cablecos and fixed broadband players. As usual with a content flavor ("cable TV programs" are mentioned).