SK Telecom to start marking handset prices

SK Telecom Co. said Thursday that its retailers, online shopping malls and television shopping channels will mark handset prices starting this month, as part of government plan to boost transparency in mobile device prices. The Korean government said earlier that it will require all three mobile carriers to mark handset prices, without subsidies and discounts, to rein in heated, and sometimes dishonest, sales activities at mobile retail channels that have confused consumers. Because of heated competition among salespeople and complicated pricing schemes, consumers would find prices for the same mobile device varying at each store. Comparing subscription and payment plans for the same device was not easy either. SK Telecom said marking the price of cell phones, smartphones and tablet PCs in detail under the government guidelines would help reduce confusion and help consumers make a more informed decision. The country's two other mobile carriers, KT Corp. and LG Uplus, are scheduled to adopt the plan in January. Separately, KT introduced a new price system for its retail channels in July, also aimed at helping consumers make informed decisions. Dubbed the "fair price system," KT's move to display a suggested price for mobile devices also has helped consumers make better decisions, KT said.