Bangkok--22 Mar--DTAC
DTAC kicks off a postpaid package to expand its high-end segment base from today 200,000 to over 500,000, or half of the whole high-end segment, in the next three years.
It is believed that there are around one million high-end phone users, with ARPU of 2,000 baht, in the postpaid market.
“The launch will move us a step closer to our business goal of becoming the postpaid market’s leader,” says Chief Executive Officer Sigve Brekke.
DTAC has earlier projected that the postpaid market can grow to six million subscribers in three years from now and it would like to capture at least three million of the whole market by then.
To acquire at least half of the market, Sigve adds, DTAC has since last year mapped out its segmentation strategy to tap each segment with tailor-made package that suits each group’s needs and preferences.
The company’s target segments include students and teenagers, light users, employees and first jobbers, and high-end users.
The new ‘maximize’ package is designed for high-end users, who, generate around 40% of the company’s total postpaid revenues.
“According to DTAC’s customer surveys, this group of customers does not have time to waste on complicated things. They prefer something classy, yet easy to use. So we have designed this package to be a combination of ‘easiness’ and ‘premium quality’. Easiness comes with simple but attractive per call charge for 18 hours a day while ‘premium quality’ comes in the forms of a range of privileged services catered to their lifestyles,” adds Chief Customer Officer Sunti Medhavikul.
The package offers two call plans to choose from. The first one charges 999 baht per month for a flat-rate of Bt.2.50 baht per call from midnight till 6 pm, and 2.50 baht per minute for calls outside the specified period. The other option charges Bt.1,499 monthly fee for a flat-rate of 2 baht per call from midnight to 6 pm, and 2 baht per minute for calls outside the specified period.
Subscribers will also be entitled to numerous privileges including 24-hour interactive secretarial services, the best of its kind due to a researcher firm’s survey, free calls to DTAC’s call center, and speedy services at all DTAC’s service halls.
Additionally, the customers can use their ‘maximize’ cards to get special parking spaces at leading malls and trade fares, and extra benefits and discounts at top restaurants, cinemas, karaoke houses, bowling clubs, golf courses, home furniture and decorations chains, hospitals and malls.
“With this new package in place, we can see that DTAC has encompassing services for all key segments. Through these well-studied segmentation and customization approaches, our goal of becoming the postpaid market’s leader is not so far away,” concludes Sigve.
PONNANA APILUCKPANICH
MEDIA RELATIONS - DTAC
Tel. 02-202-8000 (#31887)
Mobile: 01-623-9895