air is a new MVNO brand launched by SK Telecom to flexibly respond to the rapidly changing telecommunications market. Aimed at reaching even the younger generation in their 20s and 30s who may not have used SK’s existing services, air offers an affordable and accessible option for a wider range of customers. While traditional MVNO users often had to compromise on convenience to enjoy lower rates, air sets a new standard by combining cost-effective plans with user-friendly services. In a saturated and overwhelming market, air stays true to its name—keeping both the brand and service feel light as air.