Schedule, schmedule - Whatever, Samsung. SK Telecom doesn't care that Samsung had a nice April 11th global launch planned with streamers and balloons. SK Telecom customers want the Galaxy S5 and they want it now, so why not give it to them?
South Korea's largest network provider SK Telecom decided to completely ignore Samsung's orders and launch the Galaxy S5 on Thursday. While Samsung sat back with a "puzzled" frown, fans of the Galaxy S5 came streaming into SK Telecom in full force, buying up the Galaxy S5 before anyone could swoop in and stop them.
"We are extremely puzzled about SK Telecom's launch of the Galaxy S5," a communications official from Samsung said. "Although SK Telecom had asked for permission to start the sales of the model this month, we have consistently [denied] the request."
The official added that the global launch on April 11 remains unchanged in spite of SK Telecom's antics. He also avoided commenting on whether SK Telecom would face legal action or a fine for breaking the sale embargo.
"This is not the time to ask about the legal matters of SK Telecom's unexpected move, but Samsung is now under talks with the mobile carrier to find out the background of the launch," the official said.
For its own part, SK Telecom told reporters that launching the Galaxy S5 early in its stores is just good business.
"We just wanted to provide the device to local users as soon as possible. It is for the good of our subscribers," an official from SK Telecom said nonchalantly.
There is, however, more to this story than SK Telecom was letting on. Like many carriers in South Korea, SK Telecom lately got hit with an order of suspension from the South Korean government for offering illegal discounts to its customers. In accordance with the suspension order from government regulators, SK Telecom must refrain from accepting new customers between April 5 and May 19.
The timing couldn't be worse for SK Telecom, as the start of its suspension begins just days before the launch of the Galaxy S5 and carries over into May. As a result, SK Telecom will miss out on the entire first month of Samsung Galaxy S5 sales to new customers and will also be unable to upgrade its current customers' devices to the S5, unless they show up with evidence of broken, lost or stolen devices.
SK Telecom had begged Samsung to launch its new flagship smartphone earlier out of consideration for the company, but Samsung denied its requests. SK Telecom decided to take matters into its own hands.
"We decided to release the product for a wider consumer choice of handsets before our operation suspension begins on April 5," Irene Kim, a spokeswoman for SK Telecom, said in an email.
Although Samsung seemed a little miffed that SK Telecom stole its thunder, South Korea's new Galaxy S5 owners were ecstatic.
"I haven't even unpacked it yet but I'm excited to have it," said Ham Kyoung Jin, the head of Hyundai Mobile, who travelled more than 90 miles "just to get this new phone" in Seoul.
The Samsung Galaxy S5 is currently available at SK Telecom in black and white. The blue and gold versions will arrive at a later date. The Galaxy S5 costs 866,800 won for new users or 660,000 won for subscribers who've been with SK Telecom for a few years.
