Total Access Communication (DTAC) aims to become a digital service provider with service innovations, network expansion and modernisation of the working culture as flagship initiatives are guided by a new brand philosophy, "Flip it".
In unveiling its brand promise, after a decade-long philosophy of "Feel Good", DTAC aims to be the nation's core digital service provider delivering integrated digital infrastructure and services to Thais.
Chief executive Lars Norling said DTAC wants to become the digital service provider of choice in all markets it serves.
"We plan to spend between 17-20 billion baht this year for network expansion, especially for 4G network capacity to accommodate the continued surge in mobile data demand," he said.
However, the country's second-largest mobile operator is facing a huge challenge as the company opted out of auctions for fourth-generation spectrum and remains tied to legacy concession contracts. Its rivals, meanwhile, have moved on to new licensing schemes.
DTAC's concession contract to provide 2G mobile service is due to expire in 2018.
Mr Norling said the rapid transformation of digital technologies and the increasingly complex digital world has become the biggest obstacle for media and telecom companies to quickly come up with innovative products and services for customers.
DTAC plans a bold transformation in its organisational and working culture to deal with these challenges.
The company is focused on providing innovative, easy-to-use services that can suit anyone ranging from individual users to startups and large companies.
He said DTAC is seeking more spectrum bandwidth to accommodate its business expansion and demand.
Yesterday the company introduced a "Go No Limit" promotional campaign for postpaid service plus a "Go Plern" campaign for prepaid service. The two packages are designed to end worries about slow connections and extra service charges when customers exceed their data allowance.
The packages provide unlimited call service and data access for calls made within the DTAC network.
"These represent a new pricing concept in the mobile industry, determining the competition level and helping produce a competitive industry," Mr Norling said.