Thailand’s most popular mobile carriers, Dtac and AIS are pushing new data driven initiatives as data has surpassed traditional voice services as their key revenue mainstay. As Southeast Asia becomes more inherently focused on using internet on mobile, demands for data bundle deals will surge.
“Today we are experiencing a big, important shift from voice to data and digital,” CEO of Dtac Lars Norling told the press conference
The shift from voice to data and digital means mobile carriers shifting marketing strategies as heavy data users will be loyal to companies that provide them with the best deals. This explains why Dtac partners with YouTube to offer unlimited streaming in one of its packages.
Advanced Info Service (AIS), Thailand’s largest mobile carrier, also follows suit with a new prepaid sim card that offers 500MB a month of free internet access and 2GB of Youtube viewing.
AIS data revenue increased 21% in Q1 of ths year while voice revenue dropped 17%.
The big mobile carrier players have the capacity to expand, but with stocks down by more than 30 percent from 2015, it will be difficult to convince investors that their growth in a data driven market is viable.
Thai smartphone owners really care about data
The surging importance of data demand for mobile carriers signify the rising mobile consumer trend in Thailand, and the rest of the Southeast Asian region. As consumers look for more data heavy deals, it creates more opportunities for mobile commerce and mobile focused campaigns by agencies.
A version of this appeared in Nikkei Asia on June 21. Read the full article here.