World VoIP NewsSouth Korean cellcos to limit marketing costsSouth Korean cellcos to limit marketing costs

South Korean cellcos to limit marketing costs


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All three of South Korea’s mobile network operators – SK Telecom (SKT), KT Corp and LG Telecom (LGT) – have reportedly agreed to cap spending on marketing at 22% of annual sales from 2011 with a view to curbing excessive competition.
All three of South Korea’s mobile network operators – SK Telecom (SKT), KT Corp and LG Telecom (LGT) – have reportedly agreed to cap spending on marketing at 22% of annual sales from 2011 with a view to curbing excessive competition.

According to Trading Markets the deal was the result of meetings between the trio and Choi Si-joong, chairman of telecoms regulator, the Korea Communications Commission (KCC). Commenting on the agreement Choi said: ‘I hope the telecom companies will comply with the guidelines...We will seek to take measures if they do not.’ Under the terms of the accord the telecom companies will also publicise their individual marketing expenditures each quarter.


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