Bangkok--Jun 21--DTAC
Happy launches ‘Hey Ha’ sim to tap teenage users who like to communicate
within their groups
DTAC’s Co-Chief Executive Officer Vichai Bencharongkul says teenagers
have remarkably different usage behaviours from other segments so it is not
possible to merely divide the segment into heavy and light usage groups. The
‘Hey Ha’ sim caters to key requirements of teenage mobile phone users to make
mobile communication a fun experience. Apart from waiving fee for the first five
seconds of a call, the product allows users to establish an easy group
communication through SMS and voice broadcast at a special rate. The time-based
tariff structure in which calls after school or during the weekends are charged
at a cheaper rate than calls made during school is also aiming to encourage
appropriate mobile phone usage among teenage students.
DTAC’s Co-Chief Executive Officer Sigve Brekke adds that as the new
subscriber market is getting saturated, the ‘Hey Ha’ sim will help create a new
market, targeting specifically on teenagers’ needs previously overlooked. Through
the launch of this new product, Happy has opened up a new market with a strong
growth potential. The innovation will also sharpen the company’s competitiveness
to compete with conventional offerings available in the market.
DTAC’s Chief Commercial Officer Thana Thienachariya says Happy has
previously introduced ‘Happy’ and ‘Baby’ as two key customized packages for heavy
and light usage segments. The ‘Hey Ha’ product is a new package under ‘Happy’
brand to stimulate new demands among teenage users who like to keep in touch with
their peers through group-based communications. The ‘Hey Ha’ product is the first
community SIM in Thailand that offers customized tariff and value-added products
exclusively for the teenage group.
“Happy hopes that through this new initiative we can shift the market
focus from price to product competition. The new direction will bring the
competition to the next level to better serve specific needs of target segment,”
concludes Thana.
At present, Happy offers three types of SIM — ‘Happy’ for heavy or
regular usage customers, ‘Baby’ for light users, and ‘Hey Ha’ for teenagers who
like to communicate within their groups.
Customers can apply for the new product until 31 August 05. The product
is good until the end of this year. The product allows users to send SMS and MMS
at a special rate of 1 baht per message while accessing GPRS for just 1 baht per
minute. Happy also waives product fee for the first five seconds of a call to
another Happy or Hey Ha customer. Besides, the ‘Group Chat’ function enables
customers to simultaneously send text or broadcast voice messages to the whole
group at a discounted rate of 50 satang per message per number (only the message
sender will be charged). Details of Hey Ha tariff structure when making calls
within Happy network are as below:
Monday — Friday 1st min 2nd min Next minutes
08.00.01-15.00.00 hrs. Free first 5 seconds 3 baht 3 baht 3 baht
15.00.01-08.00.00 hrs. Free first 5 seconds 3 baht 3 baht 1 baht
Sat-Sun (24 hrs) Free first 5 seconds 3 baht 3 baht 1 baht
Currently, around 11 millions of the total population aged between
13 — 24 years old. A survey conducted from a group of mobile phone users shows
38% of them are teenagers and 58 % of potential mobile phone buyers are teenagers
from the same age group. End.