Beginning with monopoly system from 1984, mobile phone service market is currently showing competition regime among three telecommunications companies (SKT, KT and LGU+) through M&A. Mobile communication market has already been a mature and saturated market as indicated by the subscriber number reaching 120% of the whole population. For the mature market, the market dominion is rarely been changed easily. Given the market share of SKT, KT, LGU+ as 5:3:2, as a second mover the strategy of LGU+ focused on price competitiveness. However, at this point of transference from 3G to 4G, it will be the first to enter a new LTE market with superior quality to conduct marketing strategy LGU+grasped and focused on the most of customer`s demand through customer segmentation and fully enjoyed positioning through advertisement strategy which made technology difference into recognition difference. As a Market fallower corresponding plan of LGU+ will be investigated through this case.