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Published on October 25, 2007

"We will see users carry more than one SIM card or mobile phone in the city. It will boost total subscribers [in Thailand] to 65 million next year, from 52 million this year," Sigve Brekke, CEO of DTAC, the second-largest cellular operator, said yesterday.

That means the countrywide penetration rate will reach 100 per cent next year, ushering in the fifth stage of development of the local mobile-phone industry, he said. Currently the penetration rate is 80 per cent.

In Bangkok, the penetration rate will reach 150 per cent.

Brekke said the first stage was from 1991-93, when analogue attracted only 440,000 subscribers. The second was the digital age from 1994-98, with 2.1 million subscribers, while the third was the prepaid age from 1999-2002, with 17.5 million subscribers. And the fourth stage has been marked by price wars since 2002 that increased subscribers to 52 million.

He said that during fifth stage, which starts next year, DTAC would focus on customers, making them feel good about its services instead of technology or marketing promotions.

"We are also ready to invest in 3G [third generation] or new advanced technology, but it still depends on the National Telecommunications Commission issuing the licence. DTAC has Bt5.8 billion cash in the pocket from the IPO, and we're ready to raise funds to invest in the new technology" he said.

Yesterday, DTAC launched a campaign for its new logo.

A Bt190-million budget will be spent on marketing and renovating its mobile-phone shops throughout the Kingdom. Chief commercial officer Thana Thienachariya said the new theme was "Feel Good".

The new logo's name is Fan and has a sky-blue colour, which is the same logo used by Telenor, DTAC's major shareholder.

"We have to rebrand to refresh ourselves to compete in the industry by having our staff change, in order to provide better service during the saturation period of the mobile-phone industry. Last time, our rebranding was in 2001, from TAC to DTAC. It's time for a change," Thana said.

Yesterday, DTAC kicked off a post-paid campaign. The "Feel Free 20" package offers 20 minutes of free calls per day for Bt300 per month. "Feel Free 40" offers 40 minutes of free calls every day for Bt600 a month, and "Feel Free 60" allows 60 minutes free for Bt900 a month.

Additional calls are charged at Bt2 a minute.

 Usanee Mongkolporn

 The Nation