July 25, 2016 – dtac
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.
