DTAC gives 'Jai Dee' new life

DTAC gives 'Jai Dee' new life

Campaign highlights simplicity and value

DTAC executives led by Mr Panya (left) announce the relaunch of the 'Jai Dee' marketing campaign.
DTAC executives led by Mr Panya (left) announce the relaunch of the 'Jai Dee' marketing campaign.

The third-largest mobile operator, Total Access Communication (DTAC), is revitalising its "Jai Dee" campaign at a time when the company is striving to retain its existing customer base.

DTAC has struggled to keep customers after being overtaken by True Move as the No.2 mobile operator last year.

The move follows a recent management restructuring after chief marketing officer Sittichoke Nopchinabutr resigned, effective March 1.

Jai Dee (Kind-hearted) has been used as a campaign concept for DTAC products and services for a decade, and now the company is reinforcing its marketing strategy by relaunching the campaign.

"Instead of providing luxury co-working spaces or premium lounges to serve customers, DTAC is focused on offering special benefits with simplicity and value beyond price, so that customers can enjoy a full digital experience," said DTAC chief commercial officer Panya Vechbanyongratana.

Mr Panya said DTAC is partnering with Sunday Insurance to offer travel coverage for DTAC customers at a special price of 85 baht for 10 days with the purchase of a SIM Go! Inter roaming package.

Last year's launch of SIM Go! Inter extended roaming service to customers travelling in 23 countries.

Additionally, DTAC is expanding the value of its Jai Dee emergency refill, which lets customers borrow money when their phone credit runs out.

As of the end of 2017, DTAC had 22.7 million subscribers, of which 5.6 million were postpaid customers and the rest were prepaid.

DTAC's postpaid system had a net addition of 600,000 customers, while the prepaid system had a net loss of almost 1 million subscribers.

Prepaid customers in 2017 consumed data service at 7 gigabytes per month per user, up 86% from 3.8GB in 2016.

Average revenue per user (ARPU) of the prepaid system was 152 baht in 2017.

Postpaid 4G users last year increased by 34% from 2016, and overall postpaid users data consumption rose by 96% from the year before.

Average revenue per user of the postpaid service was 578 baht.

Mr Panya said DTAC will expand the capacity of customer service touchpoints by increasing privileges to customers in 20 major provinces with 30,000 participating shops nationwide by year-end, up from 25,000 shops at present.

Thursday, DTAC also launched this year's marketing campaign featuring actor Sunny Suwanmethanon in TV commercials and digital media.

Mr Panya said Mr Sunny reflects DTAC's brand positioning that comes with simplicity and value beyond price.

DTAC now holds 90 megahertz of bandwidth on the 1800MHz spectrum and 10MHz of bandwidth on the 850MHz spectrum under a CAT Telecom concession.

The concession is due to expire in September 2018.

DTAC, however, has the right to use only 50MHz bandwidth on the 1800MHz spectrum, as the concession states that DTAC must use the full capacity of the first 25MHz bandwidth before using the rest of the bandwidth in the spectrum.

In addition, DTAC holds 30MHz of bandwidth on the 2100MHz spectrum under the licence system.

DTAC was the only one of the three major operators that failed to win any licences in the 2015 auctions for the 1800- and 900MHz spectra held by the National Broadcasting and Telecommunications Commission.

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