| Author | Russada Tantimekabut |
| Note | A research study submitted in partial fulfillment of the requirements for the
degree of master of business administration
|
| Publisher | Asian Institute of Technology |
| Abstract | The implementation of mobile number portability (MNP) which is a new condition in Thailand’s mobile market environment would facilitate customers’ choice and increase competition level among mobile network operators. This is likely to affect the competitiveness of Advanced Info Service (AIS) as the leading network operator by decreasing its revenue and market share.
This research studies the impacts of MNP regulation on AIS under the hypothesis that due to AIS’s average revenue per user (ARPU) that has been higher than average ARPU of the market, MNP, which enables mobile users to retain their phone number when changing operators, some AIS subscribers are going to move from AIS.
However, it is probably not a huge impact for the company in short term because of its continuous non-price related strategies such as network quality and customer service improvement in order to maintain the existing. In the long run AIS might be affected by the regulation if the company does not keep adjusting its strategies properly in the fast-changing and highly competitive market.
Thus, it is a perfect time for conducting research examining the possible impact of MNP on the operator. This study also suggests some recommendations mainly for AIS to establish the optimal strategies for dealing with mobile number portability.
From the study, AIS tends to be affected by MNP in terms of losing some subscribers as a result of its higher ARPU, compared to other operators. However, the effect might be rather small in short-term period due to the limitation in service coverage area, daily porting quota and low consumer awareness. In the long run, the effect might be larger or smaller depending on its strategies reacting to the regulation. |
| Year | 2011 |
| Type | Research Report |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krairit; |
| Examination Committee(s) | Winai Wongsurawat;Dimmit, Nicholas J. ; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |