Total Access Communication (DTAC) is embarking on what it calls a major brand transformation of its mobile prepaid service.
The development is intended as an accurate reflection of the country's second-largest mobile operator as it tries to attract emerging digital consumers.
DTAC plans to terminate its successful Happy prepaid brand, replacing it with the DTAC prepaid brand.
"The change is aimed at attracting at least 1 million digital consumers to the prepaid subscriber base," said DTAC chief executive Lars Norling.
The company will embark on a major marketing rethink to bring all brands under one DTAC umbrella, part of a digital transformation strategy to streamline operations.
To boost the prepaid user base, DTAC yesterday rolled out a series of promotional tariff plans.
Customers can pay 29 baht for one-day unlimited access to high-speed internet, plus 24-hour free calls within DTAC networks.
They can also watch videos on YouTube free of charge from midnight to 8am and stream free music 24 hours a day.
Unused data will roll over to the next billing period.
According to Mr Norling, DTAC plans to spend 200 million baht marketing the DTAC prepaid brand this year.
He said 68% of DTAC's prepaid customers own a smartphone, with daily data usage up 46% year-on-year.
In addition, 94% of these prepaid users with smartphones access YouTube.
"These statistics reiterate that our customers are the generation of digital natives who are always online and connected," Mr Norling said.
DTAC aims to be the No.1 digital brand in Thailand and a game-changer in the digital service sector.
The company has 25.5 million subscribers, 80% of which are prepaid customers. Of the total, 20 million DTAC subscribers use the 3G network, 3.1 million are 4G users and 2.4 million are on 2G.
Mr Norling insists that DTAC has sufficient spectrum resources to provide effective wireless broadband service until its concession expires in 2018, despite its failure to obtain a licence during last year's auctions.