| Author | Varshney, Ashish Kumar. |
| Call Number | AIT RSPR no.SM-04-132 |
| Subject(s) | Cellular telephones--Customer services--Thailand
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| 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-04-132 |
| Abstract | Thai mobile telecom market remains to be one f the strong and competitive market in south east in 2004 with penetration rate reaching almost 33% with subscriber base of 24 million out of population of 66 million. Analyst predict that Thai market is moving towards saturation and with five in the saturated market competition would even become more difficult as each firm would try to retain its customer base by providing new service in that scenario mobile data application would play major role not only providing value added application and services using mobile data but also providing new revenue opportunities when ARPU are dropping day by day. With convergence of technologies and evolution of 3G standards, it has become feasible to develop multimedia feature reach mobile data application. These applications provides voice, video and text at one device allowing users to use the mobile phones as personal digital device. In however due to poor bandwidth and data rate coupled with pricing issue, customer does not have a very pleasant experience in using mobile data application due to very low coordination between hand set manufacturer, service provider and content generators. Therefore technology push with understanding customer voice might damage the customer perception further making difficult to penetrate the market, hence understanding the customer voice has become a key issue in a crowded market. This research has tried to understand customer perception, buying criteria's and their importance, service provider capabilities, benefit sought and their importance, identifying various customer needs according to their voice and customer readiness for data intensive applications. Though there seems to have a high interest and awareness and customers are ready to use many transaction based services but the onus lies on service provider to design and develop compelling application which are customer friendly and easy to use (as shown in research result). Most of the subscriber seems to be indifferent to data application due various impending reasons. Hence companies have to communicate and educate and build positive experience to induce customer to use mobile data application. Simple and user friendly pricing plan which reflect value for money would help the companies to push the mobile data applications. It is also found that mobile handset still considered as a means of communication than as a entertaining device due to various reasons, therefore there must be lot of effort to change the perceptions of customer in order to push mobile data application. The findings are aimed at adding informed decision making based on customer's voice so that companies can design develop and deliver right service and application mix to consumers. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-132 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Donyaprueth Krairit.; |
| Examination Committee(s) | Chiamsiri, Singha;Dimmitt, Nicholas J.; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2004. |