Bangkok--Feb 2--DTAC
DTAC has decided to shift from technology and product focus to people development in an attempt to create what it calls a sustainable differentiation advantage.
Chief Executive Officer Sigve Brekke says technology and money are no longer the two most important factors to win in this market. With all major players are equipped with the same strong financial backup and technology advancement, the competition has entered a new era where the one with the best people will win.
DTAC has, therefore, secretly put a lot of efforts and resources in developing its people over the past two years — a major steppingstone toward making DTAC a great company.
"In the past, the best people used to come to where the money was but things have changed now. Today money comes to where the best people are," says he.
Unlike products, services or marketing campaigns, Sigve adds, DTAC people are the company's unique differentiation advantage that others cannot copy.
"We strongly believe that people are the key weapon that will truly differentiate ourselves in the longer run. That's why we have been heavily investing in recruiting and developing new talents to make sure that we have efficient people with the right attitude on board. A lot of time has also been spent on cultivating the DTAC Way culture to motivate all employees to believe in the same values and move on the same direction towards the same goal,” says Sigve.
Today, the company is confident that its dynamic workforce is ready to roll out new innovative campaigns in full force.
“With everyone now feeling deeply passionate about their work, ready to take action and willing to work as a team, we have no fear of anything or anyone and our DTAC people are going to rock the competitors harder than ever this year,” adds he.
To demonstrate the company’s team spirit and to counter a recent aggressive price promotion by its competitor, DTAC has this week strike back by kicking off two promotion campaigns targeting both prepaid and postpaid mobile phone users. The prepaid plan - Happy Buffet -charges a 299-baht-montly fee for unlimited talk time during 5 a.m. to 5 p.m., the longest unlimited talk time currently available in the market. For the new postpaid promotion under the ZAD Buffet campaign, DTAC charges 5 baht for the first minute and 1 baht per minute thereafter. The special rate applies during 5 a.m. to 5 p.m.
Chief Commercial Officer Thana Thienachariya says the fact that both promotion packages were crafted and translated into practice in just one week shows that the company’s team spirit is running high and the company is ready to compete with anyone in the market.
“Being able to accomplish such challenging task in 7 days really shows that DTAC people are geared up to match all kinds of competition now. These two new promotions are just small examples of how fast we can react to the market and, more importantly, how crazy our people can be in making the impossible possible. It takes time to inspire such passion and loyalty among all employees. But today has proved that every effort we have been putting into our people has really paid off,” says Thana.
To keep the momentum high, DTAC has also set up the People Group to be responsible for improving and energizing all functions that have to do with staff development and corporate culture cultivation. Patraporn Rangsiwongs, formerly in charge of investor relations, has been appointed as the Chief People Officer. With her dynamic and innovative work style, Patraporn is trusted to bring valuable contributions to the company’s people and organization development.
Ponnana Apiluckpanich
Media Coordination & Support
DTAC
Tel 02-202-8000 #31887
Mobile 01-623-9895 End.