The mobile number portability market is experiencing a surge as Samsung Electronics runs its "Thank You Festival," offering 20% cashback in digital gift certificates for all home appliance purchases. Although manufacturer subsidies have decreased, the perceived discounts for customers have increased, leading to a rise in number portability.
According to the IT industry on June 30, the number of mobile number portability transactions among the three major telecommunications companies and budget carriers reached approximately 613,000 from June 1 to June 29, marking a 4.97% increase compared to the previous month. This is significant considering May is typically a peak month for mobile phone sales. Compared to April, which saw 566,000 transactions, this represents an 8.3% increase.
The increase in number portability is largely attributed to Samsung's "Thank You Festival," which runs from June 8 to July 8. During this month-long event, customers receive 20% of their home appliance purchase amount back in digital gift certificates. These gift certificates can be used like cash at traditional markets and local shops, and the amount is automatically refunded based on the purchase receipt. For instance, purchasing a Galaxy S26 Ultra (1TB) priced at 2,391,500 won will yield a cashback of 478,000 won in gift certificates.
The telecommunications industry reports that Samsung has reduced the manufacturer subsidies it previously provided to carriers by about 100,000 won. However, despite this reduction, the discounts available to customers have expanded.
As of June 31, LG Uplus offered a number portability subsidy of 115,000 won with a six-month contract for the Galaxy S26, with a cash incentive of 350,000 won. As of the latest data, customers utilizing the Samsung gift certificate promotion can expect a perceived benefit of 450,000 won in cash, with no installment payment required.
An industry insider stated, "While various factors contribute to the increase in number portability, it is true that Samsung's Thank You Festival has influenced the rise compared to typical months. Initially, the large-scale cashback event led to a reduction in manufacturer subsidies, but the substantial gift certificate benefits have resulted in a high level of number portability even during the off-peak month of June."
However, it appears that the short-term discount event has not significantly boosted new customer acquisitions for the three major carriers. In the competitive landscape of nearly 613,000 number portability transactions, KT reported only about 300 new subscribers from June 1 to June 29, while SKT experienced a decline of around 300 subscribers. LG Uplus has remained stable during this period.
* This article has been translated by AI.
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