South Korea’s leading operator, SK Telecom, is taking another big leap in digital connectivity. Starting October 13, the telco officially launches air — a self-device-only communications service that eliminates the need for in-store visits, paperwork, or waiting in line. Instead, everything happens through the air app, available on both the Apple App Store and Google Play Store.

It’s a big move toward the kind of flexible, app-first mobile service that’s quickly becoming the norm worldwide.

A Fully Digital Mobile Experience

Once you download the air app, you can sign up, activate your line, and manage your plan entirely online. eSIM users get immediate activation, while those still using physical SIMs (USIM) can choose from three delivery options — same-day quick, same-day courier, or regular post.

To sweeten the launch, SK Telecom is waiving all eSIM and USIM issuance and delivery fees for a limited time. This may sound small, but for anyone who’s had to pay extra for physical SIM logistics before, it’s a welcome change.

Launch Perks: Bonus Points and Data Benefits

To celebrate the launch, SK Telecom is introducing a generous Bonus Pack promotion for new air subscribers. Depending on your data plan, you’ll earn between 19,000 and 32,000 points every month for six months — that’s up to almost €140 worth of credits in total.

Here’s the breakdown:

• 7GB plan → 19,000 points/month
• 15GB plan → 20,000 points/month
• 30GB plan → 23,000 points/month
• 71GB plan → 30,000 points/month
• 100GB or unlimited → 32,000 points/month

These points can offset up to 5,000 KRW of your bill per month or be spent on nearly 1,000 partner products in the air app store — from department stores and cafés to beauty and convenience shops like Olive Young.

More Data for Light Users

There’s also a launch bonus for those on the 7GB plan: for 12 months, even after you’ve used up your main data, you can continue browsing at up to 1 Mbps (instead of the usual 400 kbps limit). That’s a big plus for travelers and casual users who just want to stay connected without worrying about surprise charges. The offer applies to anyone who signs up before December 31, 2025.

Move More, Earn More

In a fun twist, SK Telecom is adding a step counter challenge into the air app. If you walk just 1,000 steps per month, you earn 1,000 points. Keep going for four consecutive months, and your total climbs to 10,000 points.

Even non-subscribers benefit: new members who simply sign up for the app get 10,000 points instantly, and those who invite friends can enter a draw to win ₩100,000 in Naver Pay points (with 200 teams winning).

A Sign of Where Mobile Is Headed

SK Telecom’s air is more than another low-cost carrier—it’s a testament to how telecoms are reinventing themselves for the digital age. This self-managed, app-driven approach mirrors what we’ve seen globally with players like Rakuten Mobile (Japan), Circles.Life (Singapore), and Giffgaff (UK)—brands that built entire mobile ecosystems on autonomy, rewards, and digital-first convenience.

The move also aligns with a broader industry trend: the rise of eSIM-based self-service models. According to the GSMA, eSIM adoption among operators is projected to grow by 70% by 2028, driven by customer demand for flexibility, instant activation, and remote account management.

In that sense, SK Telecom isn’t just launching a new service—it’s future-proofing its position in a world where users want freedom, transparency, and instant gratification.

Final Take

With air, SK Telecom is betting that customers are ready to skip the counter and take control. The combination of instant eSIM activation, real rewards, and gamified engagement makes it one of the most modern mobile propositions in Asia right now.

If successful, air could push other carriers — not just in Korea, but globally — to rethink how they handle activation, loyalty, and digital convenience. It’s the kind of innovation that blurs the line between telecom and tech platform—and that’s exactly where the future of connectivity is headed.