Total Access Communication Plc (DTAC) plans to bolster its high-speed mobile data service by giving away 650,000 3G and 4G SIM cards.
The company hopes the campaign, its biggest ever, will boost its mobile data user base to 60% of its total subscribers from 54% by year-end.
"The number of data users will top 80% of our subscriber base by 2017," chief marketing officer Sigvart Eriksen said.
DTAC, the country's second-largest mobile operator, now has 28.4 million subscribers — 5 million still using 2G service, 1.2 million 4G customers and the rest customers on 3G networks.
Those signing up for DTAC's free SIM cards until Sept 30 must buy a Samsung or Samart I-Mobile smartphone priced from 3,000 to 5,000 baht.
The SIM cards will allow users free mobile internet access to Facebook and Line for two years, plus free phone calls worth more than the price of the smartphone they purchased.
"We believe this campaign can attract new customers to experience our mobile data service with affordable smartphone prices," Mr Eriksen said.
He said an internal survey showed consumers now changed their mobiles more frequently and increasingly maximised benefits from their smartphones' features.
"Up to 30% of mobile subscribers in Thailand own more than one SIM card," Mr Eriksen said, adding that smartphones priced from 3,000 to 5,000 baht represented the largest user base.
Smartphone sales in Thailand have reached 1.2 million a month, with 220,000 priced from 3,000 to 5,000 baht.
DTAC expects half of those taking its 650,000 SIM cards will sign up for its prepaid mobile service system under the Happy brand.
"We expect our 4G subscribers will double to 2.5 million this year," Mr Eriksen said, adding that DTAC's 3G network coverage would increase to 95% of the population this year from 85% now.
DTAC shares closed yesterday on the Stock Exchange of Thailand at 83.25 baht, up one baht, in trade worth 142 million baht.