The company provides mobile phone and network services in Bangkok and 75 provinces nationwide. To make its services accessible to many customers, DTAC has spent about 40 billion Baht on expanding and upgrading its network capacity over the past three years. DTAC is currently the only operator in Thailand with deployed high-speed GPRS (General Packet Radio Service) technology in its network, capable of reaching 92% of the population.

A recognised leader
DTAC’s leadership in the sector has been recognised and is now widely accepted, following the launch of its DTAC brand to the public in 2001. In 2002, DTAC took the initiative to promote market-leading strategies that are in line with the company’s brand promise of “makes it easy”. This included the removal of IMEI locks from the network – a major step towards the liberalisation of the mobile communication industry.

DTAC is also the first operator in Thailand to introduce the nationwide flat-rate calling and per-second billing schemes. It is also the first operator to allow both prepaid and postpaid customers to use its Multimedia Messaging Service (MMS), delivered over a nationwide GPRS network. DTAC is also the pioneer in the mobile phone industry – the first operator in Southeast Asia – to have a successful trial of the EDGE technology.

Postpaid service
DTAC’s postpaid products currently consist of four major service packages, all offering per-second billing and a nationwide flat-rate scheme. These are then adapted, when necessary, to fit the needs of different market segments (like corporate customers and social groups), or to increase the flexibility for customers. One example is the recently launched “My” package to serve the needs of customers who have inconsistant usage.

PREPAID SERVICE
The company’s prepaid product — “Happy Dprompt” — comes with a big happy smile as its logo, allowing customers to choose one of four timeslots as their preferred high usage times, during which their calls will be charged only 2.50 baht per minute after the first 30 seconds, down from the 5 baht per minute they would normally have paid. The company offers a Happy Dprompt Phone Kit package, containing both a handphone and SIM card, and a Happy Dprompt Starter Kit, containing the SIM card only.

CORPORATE PHILOSOPHY
DTAC's company culture is guided by its corporate philosophy to give the best value for money. For DTAC, profit is only secondary. What is important is its honest intention to help make Thai people able to easily communicate with each other. The company realises that mobile phone is no longer a luxury or fashion item, but rather a part of the Thai lifestyle.