LG Uplus' Phone Replacement Pass wins Asia customer experience innovation award

Program recognized for streamlining device repair and compensation

Unlimited repairs for iPhone 18, device replacement benefits also offered

The trophy for the customer experience innovation award in the telecommunications category at the Asian Innovation Excellence Awards 2026. [LG Uplus]

LG Uplus' device care product Phone Replacement Pass has won a customer experience innovation award at a pan-Asian industry ceremony, recognized for simplifying smartphone repair and compensation procedures and reducing the burden on customers seeking device replacements.

LG Uplus announced Friday that Phone Replacement Pass received the customer experience innovation award in the telecommunications category at the Asian Innovation Excellence Awards 2026.

Phone Replacement Pass is a program that reduces the financial burden of smartphone damage or malfunction and provides device replacement benefits to customers who meet certain requirements. It is an expanded version of the company's earlier "Mamdaero Phone Exchange" service and is designed to work alongside manufacturer device support programs, including Apple Care and Samsung Care.

The award recognized the program's success in cutting through the cumbersome claims process associated with conventional device insurance and improving customer convenience. Under the old system, customers often had to visit a repair center, pay repair costs upfront and then submit separate documentation to claim an insurance reimbursement.

The certificate for the customer experience innovation award in the telecommunications category at the Asian Innovation Excellence Awards 2026. [LG Uplus]

Phone Replacement Pass covers repairs without requiring customers to file insurance claims and provides device replacement benefits to those who meet set conditions. To enable this, LG Uplus integrated its systems in real time with those of device manufacturers, insurers and global insurtech firm Bolttech.

For the version of Phone Replacement Pass offered with the iPhone 18, there is no cap on the number of repairs or the coverage limit. Customers pay only a fixed deductible to receive service.

The deductible for front or rear screen damage is 40,000 won ($30) each, while 120,000 won applies to other repairs and to iPhone Duo internal screen damage. The program also includes global repairs backed by Apple's official Apple Care service and free battery replacement for customers who meet certain conditions.

The Asian Innovation Excellence Awards recognizes companies that have achieved results and addressed key challenges through innovation and operational improvement, honoring standout cases across a range of industries.

"Phone Replacement Pass is a product focused on reducing the cost burden and complicated procedures customers face after their device is damaged or breaks down," said Lim Hye-kyung, head of rate products at LG Uplus. "We will continue to look at the inconveniences customers experience while using their smartphones and keep improving our device care service."

Meanwhile, LG Uplus has been running a promotion since September offering customers who sign up for Phone Replacement Pass online a 30,000 won Naver Pay gift certificate. The offer applies to customers who enroll through the company's official online channels through the end of December.

woo@heraldcorp.com