Tesco Lotus and True join in mobile partnership

UK-based hypermarket giant Tesco Lotus yesterday announced a strategic partnership with mobile-network operator True.

The collaboration is aimed at creating new shopping initiatives that would benefit from a convergence between mobile-phone technology and retailing.

This is the first time in the Kingdom that a telecommunications company has joined hands with a leading retailer. It also coincides with the inauguration of third-generation (3G) mobile technology in Thailand, which represents a shift from voice-centric to multimedia-oriented services, including video, voice, data and fax services.

In the first stage of this partnership, True has already opened True Shops in 23 Tesco Lotuses in the greater Bangkok area, expanding to 80 by the end of next month.

But the partnership will be developed further towards more advanced cooperation. This will include rolling out new shopping applications via mobile, so that individual shoppers can access all Tesco Lotus marketing campaigns on their mobile phone or even shop at Tesco Lotus using them.

"Tesco Lotus now serves 30 million shoppers a month, and one of its policies is to help all 30 million access the mobile community more efficiency," said director and chief marketing officer Gwyn Sundhagul.

He said the collaboration with True would help individual Tesco Lotus customers learn about the convergence with mobile technology. True Shops will work as an important gateway to allow individuals to interact with Tesco Lotus better.

Papon Ratanachaikanont, assistant vice president and CEO of True and managing director of True Lifestyle Retail, said the partnership with Tesco Lotus would bring new mobile technology closer to consumers.

"We're working hand in hand with Tesco Lotus to launch our True Shops as a convergence service centre offering a variety of services, including bill payments for True Move, True Life, TrueVisions and True Internet. We also provide hi-tech services like 3G technology and wireless Internet, as well as the True Move iPhone 3G, which was launched earlier this year and has received a great feedback," said Papon.

He said each True Shop offered accessories for mobile phones, including the iPhone 3G. Customers of both Tesco Lotus and True can learn more about the iPhone 3G through a trained IT Friend, who will be ready in each store to give advice and answer any questions about the gadget.

"True has spent more than Bt40 million on its True Shops so that they reflect the True brand,"said Papon.

" We are honoured to have David Mayer, a world-renowned designer from Whitespace who has more than 20 years of experience in design, help us complete the station design," said Papon.