Advanced Info Service Plc (AIS), the country's largest mobile operator, is undergoing a three-year digital transformation programme with new business models and investments to engage consumers more effectively.
Anake Anantwatanapong (left), vice-president for products and marketing, and Pratthana Leelapanang, executive vice-president for marketing, introduce AIS's You! Mobile concept.
The strategic move is aimed at meeting surging demand for internet services and complying with the government's digital economy policy.
The company also intends to reposition itself as a digital life service provider instead of a traditional mobile operator, said Pratthana Leelapanang, executive vice-president for marketing.
"We're experiencing a time of tremendous change in the local telecommunications industry, bringing tremendous changes to the way business is conducted and a trend towards more meaningful customer engagement," he said.
Achieving the goals will require detailed planning of investment in next-generation fixed broadband infrastructure and digital content.
An organisational and management restructuring is also in the pipeline to streamline operations.
Mr Pratthana said AIS's board last month approved a new investment budget of 4 billion baht for the installation of the fixed broadband network next year, with the first 1-billion-baht phase to begin by March.
AIS has spent 80 billion baht on telecom network expansion over the past two years, with 30% of the expense going to the optical network.
The company is also on the verge of upgrading its computer software to serve new-generation digital applications and skyrocketing mobile traffic.
Thailand is a pacesetter in social media use, with subscribers accessing the internet for 6.6 hours a day on average. The 15-24 age group is the most active, representing 69.7% of total internet use.
Mr Pratthana said mobile operators must transform themselves into internet-based service firms and digital life service providers.
"We're in the middle of a fundamental transformation towards digitisation. The whole process is scheduled to be complete by 2017," he said.
AIS is introducing a spate of mobile price packages under the You! Mobile concept, touted as the first in the world to give customers the freedom to design price packages themselves.
Chief operating officer Hui Weng Cheong said the campaign let customers change their tariff package via www.youonline.net or using the You! Account mobile app for Android or iOS.
Mr Pratthana said AIS needed the fourth-generation (4G) spectrum auctions to move ahead in order to serve soaring mobile data traffic and solve chronic congestion.
AIS has 43.8 million subscribers including 38.7 million 3G customers.
Mr Pratthana acknowledged that AIS would have the least amount of bandwidth once its concession with TOT expired next September.
He said AIS would not underestimate smaller rivals, citing DTAC's vast spectrum resources and strong management. By the same token, True Move's innovative and various services provide advantages for that company.
Mr Pratthana said AIS had no plans to start providing commercial 4G service, unlike DTAC and True Move, which are making bold steps to expand 4G networks.
AIS shares (ADVANC) closed yesterday on the Stock Exchange of Thailand at 239 baht, up one baht, in trade worth 479 million baht.