6 April 2016
- In a fiercely price-competitive mobile service industry, the market
indexes and behavior
trends of mobile usage are very dynamic and change very quickly,
especially in the 4G era in which data volume is the key decision-making
factor in choosing a mobile phone package. The industry needs the best
value package that is designed to meet customer
needs at an affordable price.
dtac
has conducted a survey on mobile phone usage behavior and customer
lifestyle with more than 4.3 million postpaid subscribers early this
year. The survey result
indicates that data consumption increases 11% from the previous quarter
and average data usage is 10 hours per day or 3.4 GB per month, while
the average revenue per user is 500 – 1,000 Baht per month. The survey
also identified 5 lifestyle trends that played
an important role in the design of mobile phone packages as follows:
1.
Look for “value”, not “cheap” – 60% of surveyed subscribers analyze their own behaviors first, then find out the price.
They think it provides a good value, they would immediately buy it.
2.
No
“preference,” like “comparison” – 90% have no preferred choice as long
as it provides the best value and maximum benefit. They make a
comparison and calculation based on what they
need.
3.
Not
“stingy“, but do not like to “waste” – 40% appreciate the value of what
they have and feel it is wasted if it is not used. It would be great if
it can keep it for future use.
4.
Not “picky”, but like “variety” – 20% like simplicity, but like to have choices. Having a variety of choices makes them happy.
5.
Do
not like to “try”, but ready to “change” – 45% do not like to try out
new things, but never have hesitation to switch to a better and more
value-for-money choice if available.
Ms. Prisana Ratanasuwansri,
Senior Vice President, Postpaid Business, Total Access Communication PLC or dtac, said, “It is never easy to design mobile packages in a highly competitive market with high data-usage trends. However,
dtac has a clear understanding of customer
behavior and preferences and has developed packages that fit various
customer needs and behaviors
·
dtac
is the only operator that offers as many as 25 packages, ranging from
299 Baht to 2,499 Baht, with unlimited Internet access at 384 Kbps after
4G data is used up.
·
dtac
provides maximum freedom for customers to create a package based on
their usage behavior – either it be high data/low voice or low data/high
voice. dtac is the only operator
that offers “Rollover” program that allows customers to carry over
unused data balance of current month to the next month, which satisfies
customers whose data usage fluctuates each month. We got this idea from a
survey that showed the average data consumption
is 3.4 GB per person per month, and the unused data will be forfeited
each month, which customers find is wasteful and not worth the money
they pay.
·
dtac offers the lowest prices for comparable packages in the market. dtac
Super Non-Stop 599 Baht package offers 16 GB data, while a similar
package with other operators offers 12
GB data for 499 Baht with an extra charge of 99 Baht for every
additional GB, which means their customers have to pay 396 Baht extra,
totaling 895 Baht, to get 16 GB data. dtac packages offer the best value for customers.
