Mobile leader Advanced Info Service (AIS) is ramping up operations as a fixed broadband internet service provider and improving service quality with hopes of becoming a top three provider by 2022, from its current rank of fourth.
Saran Phaloprakarn, head of AIS's fixed broadband (AIS Fibre), said the company wants to make its broadband service "faster, better and simpler" in 2019.
AIS's fibre business has 820,000 household subscribers or 7.9% market share, and targets exceeding 1 million by the end of this year.
Compared with its rivals, True Internet has 3.3 million household subscribers, followed by Triple Three Broadband at 3 million and TOT at 1.2 million.
"AIS Fibre is set to be the most admired internet service provider in the country by 2020 with its latest strategic move," he said.
Despite tough market competition, Mr Saran said the company needs to emphasise customer engagement and serving their needs, not becoming fixated on internet speed and pricing.
On Monday, the company appointed Vilasinee Puddhikarant as adviser of AIS Fibre.
Mrs Vilasinee is the former chief of AIS's customer service management and the key executive behind the success of AIS's Serenade programme.
AIS Fibre launched its service in 2015, claiming it had the only 100% pure fibre-optic technology in the country while its rivals still offered the old version of fixed broadband through copper wires.
AIS Fibre's network has a service capacity of 7.2 million households in the country and plans to spend up to 5 billion baht in operations and services this year.
"The fixed broadband service market in Thailand can grow by more than 500,000 new households per year in line with data consumption trends," Mr Saran said.
He said AIS Fibre has elevated its service by launching AIS Fiber Guru, a team of expert technicians for home installation.
AIS is using mesh WiFi that AIS Fibre piloted, which allows for a standard router to connect the WiFi signal in a network to all areas of the home without additional wiring.
The technology facilitates customers using the service online via AIS Fiber Line Connect, whether checking areas or subscribing to services, choosing packages, checkpoints and privileges, paying bills and reporting problems as well as utilising other services.
