DTAC aims to woo migrants

DTAC aims to woo migrants

Incentives target foreign workforce

DTAC says it is committed to serving migrant customers' needs.
DTAC says it is committed to serving migrant customers' needs.

Total Access Communication (DTAC), the country's third largest mobile operator by subscribers, is deepening its focus on migrant workers from Myanmar and Cambodia through the use of incentives, including online pharmacy vouchers, in a bid to gain a strong foothold in this huge market.

DTAC chief marketing officer How Lih Ren said the incentives are being provided because the company recognises the special requirements of people from Myanmar and Cambodia, who make up the majority of foreign workers in Thailand, representing around 90% of the country's total migrant workforce.

It is estimated there are around 2.3 million migrant workers in Thailand. They were responsible for contributing around 4-6% of the country's GDP in 2019.

According to Mr How, nationals of Myanmar and Cambodia using DTAC SIM cards can purchase special vouchers for 59 baht and 89 baht, which can be used to purchase goods to the value of 100 baht and 200 baht, respectively, at participating pharmacies. User can dial a number provided in order to receive the coupon via SMS, which can then be presented at one of the participating pharmacies.

Among the company's other incentives are a 1G on-top internet package available for just 10 baht.

DTAC now has Burmese- and Cambodian-language apps which ensure all customers can receive the same fast, secure and rewarding experience, said Mr How.

According to Mr How, DTAC's data suggests the pandemic has had an impact on migrant workers' mobile usage. In 2020, their data consumption surged 15% per person per day when compared with the previous year.

The most popular apps among migrants are Facebook, YouTube, Line, Messenger and TikTok.

Mr How said the company is committed to serving its migrant customers through three core strategies: connectivity, convenience and comfort.

"Our migrant customers expect great voice and data services for their local usage and to stay connected with their loved ones back home," said Mr How.

"DTAC goes one step further with online and offline channels in Burmese and Cambodian, and by providing special offers designed specifically to meet their needs."

The launch of DTAC's Burmese-language app will address social distancing by providing network enhancements for migrant communities and a more affordable daily essential internet top-up to support their growing need for connectivity.

Mr How said network sites have also been added to areas close to migrant communities and workplaces.

Broadening the reach of DTAC's services can reduce migrants' cost of living and improve their healthcare access.

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