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dtac CMO Sitthichoke unveiled new challenge to make dtac the number one digital brand with the best network and service in Thailand

July 25, 2016dtac Chief Marketing Officer, Mr. Sitthichoke Nopchinabutr, today unveiled the company’s goal to become the number one digital brand in Thailand as data usage is rapidly growing. Marketing plays a key role in leading the organization towards its goal through 3 key strategies: 1. Revitalize brand image and work culture to reflect the identity of a digital organization. 2. Provider digital services that meet the needs of all market segments and 3. Develop relationship and partnership with local and global partners.
Mr. Sitthichoke Nopchinabutr, Chief Marketing Officer, Total Access Communication PLC said, “Today, mobile Internet has become an integral part of our every lives. As mobile Internet usage keeps growing, Thai people become more connected to the Internet. While voice usage declines, data consumption consistently grows, which gives dtac a communication channel to reach customers who use online content services. We must adjust our communication strategy and leverage this channel to meet the demand of today’s customers.”

In Q2 2016, dtac voice usage declined, while data usage increased to 60% from 58% in previous quarter. The smartphone penetration has also increased to 65% due to the growing popularity of 4G, attractive packages, and improved customer experience as a result of 4G network expansion. dtac currently has over 3.5 million 4G subscribers, increasing from 2.9 million in the previous quarter and aims to reach 6 million subscribers by the end of 2016.

Sitthichoke said, “Everybody at dtac understands our mission, which is to become the number one digital brand in Thailand. As the Marketing leader, I have an ambition to lead the organization to achieve our goal through these 3 strategies: 1. Revitalize brand image and work culture to reflect the identity of a digital organization. 2. Provider digital services that meet the needs of all market segments and 3. Develop relationship and partnership with local and global partners.

Firstly, to revitalize our brand image, we have determined the DNA of our employees after a reorganization that includes new blood executives and digital employees, to create a new organizational culture that disrupts the old ways of running the business for a better result (Be a Disruptor) on the basis of integrity and ethics. To achieve this goal, our employees require these 4 elements: 1. Courage to act and make a decision (Be Daring) 2. Think different to create a better thing (Think Differently) 3. Act Fast and 4. Passion to Win. All of our employees share the same goal - to serve our customers.

The second goal focuses on providing values and improving Internet experience for customers through digital services, such as dtac Music Infinite and other new applications to be continuously launched.

Lastly, our relationship and partnership with both local and global partners will focus on providing music and video streaming as well as digital learning and entertainment services that meet customer demands. We will also collaborate with leading gaming companies and enhance the relationship with our resellers to facilitate the distribution of products and services to our customers. 
As for the current market and the future of dtac, our focus will be on strengthening our brand image and improving our network in order to be the number one digital brand in Thailand. We will build customer trust through network improvement. According to a study, our customer satisfaction has increased with higher NPS scores in network quality and service although there are certain areas in which mobile usage needs to be improved. After dtac has rolled out Super 4G to cover all provinces in Thailand and increased the bandwidth on the 1800 MHz spectrum to 20 MHz (Single-Carrier Bandwidth) for Bangkok and vicinity, dtac will roll out 4G on the 2100 MHz spectrum to cover the whole country within the third quarter of 2016 to ensure that customers can enjoy seamless Internet experience and that the 4G network is able to support the growing Internet usage.