| Author | Alanko, Mikko |
| Call Number | AIT RSPR no.SM-04-19 |
| Subject(s) | Telecommunication--Marketing
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-19 |
| Abstract | The Thai mobile market has experienced explosive growth in the past two years. Until 2002,
the Thai telecom market was a duopoly, controlled by AIS and DTAC. Today, also two new
operators (TA Orange and Hutch) backed by international mobile heavyweights are launching
their services. Subscribers more than doubled to 18 millions and the penetration rate increased
to 28% in 2002 and in 2003 the market also grew fast.
As the operators seek to differentiate themselves in highly competitive Thai mobile market
where customers are disloyal and truly price sensitive, more attention will be paid to launching
new and innovative Value added data and multimedia services, this is where new 3G
technology could substantially help. Most of the operators have introduced their GPRS (2,5G)
networks allowing better quality and speed for their customers. The next step from GPRS is
EDGE (2,75G), which is not yet in commercial use in Thailand. The next step after EDGE is
3G.
There are currently no 3G licenses awarded in Thailand and thus the 3G is not yet reality in
Thailand. According to GSM Association, it is just a matter of time before Thailand adopts
3G.
Thus, this is a perfect time for conducting research dealing with feasibility and challenges of
3G in Thailand, since all the major Thai Telecom operators are currently considering this
lucrative alternative. This study therefore tries to find out the feasibility of 3G in Thailand and
the key challenges faced Thai Telecom operators while they are moving toward 3G.
Furthermore, this study suggests some recommendations mainly for the Thai telecom
operators but also to vendors and government how they could overcome those challenges. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-19 |
| Type | Research Study Project Report (RSPR) |
| 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) | Igel, Barbara;
Tang, John C.S. |
| Scholarship Donor(s) | - |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2004 |