Bangkok--7 Aug--DTAC “dtac” joins forces with “GMM Grammy” to counteract pirate CDs and to raise public awareness of legal music downloads through the new campaign, “Happy Vampires*333”. Happy Vampires allows customer to download unlimited and up-to-date music from Grammy to their mobile phone at only 20 baht per month. GMM Grammy is Thailand’s largest music conglomerate. “dtac” and “GMM Grammy” promotes unlimited downloads of music Mr. Paiboon Damrongchaitham, Chairman of GMM Grammy PLC, says he is pleased to take the opportunity with dtac to introduce the new phenomenon to the Thai music business. The campaign will promote legal music downloads that are fair to music creators including artists, song writers and production teams further encouraging quality pieces of music in the long run. Ms. Boosaba Daorueng, CEO of GMM Grammy PLC, says the collaboration provides the company with another digital outlet that better suits the lifestyle of today’s consumers. Furthermore, Grammy will benefit from low cost and low risk as there will be neither product returns nor cost of production and inventory. The mobile marketing channel reach consumers directly and enables the company to study market demand and thus to develop better “Outside-In” marketing strategies in the future. The cooperation also expands GMM Grammy’s base of “Direct Paid” customers who use dtac mobile services and will increase recurring revenues for the company. In addition, the business will feed information to the company’s customer database that will improve its customer relationship management (CRM). The Happy Vampires campaign is believed to bring additional digital income to the company. The company expects its digital revenue to be around 600 million baht this year, a 35% growth compared with its 419 million baht digital income last year. The company is confident that the Happy Vampires*333 service will be highly successful thanks to dtac’s customer base of 17 million and GMM Grammy’s catalogue of over 10,000 songs. Customers can download both old and new songs of Grammy artists at will, whether it is Thai folksongs, pop, rock or vintage music. Subscribers will also enjoy the privilege of listening to online music conveniently at www.gmember.com. Mr. Sigve Brekke, CEO of dtac, says the cooperation represents a new model of business between a mobile phone operator and a music company. The new campaign moves the music business from “purchase” that is at a disadvantage due to pirate CDs and MP3 downloads to “subscription” that provide customers with unlimited downloads. Furthermore, the unlimited downloads come from a large archive of both old and new music including ring tones, MP3, music videos and, in the future, online music listening services via personal computers and mobile phones. “The new business model will benefit both music companies and customers. Music companies will have a much higher customer base and a strong source of overall income and can therefore give financial support to its artists and production teams. Customers can buy their favorite music at a very favourable Buffet price, while music companies will that the overall interest in music increases. Mr. Thana Thienachariya, Chief Commercial Officer of dtac, says that dtac will function as the digital outlet that sells digital music and collects the payment for Grammy through its nationwide EDGE network. “Although this model will not end pirate CDs at once, we believe it is a milestone of both companies. The real beneficiaries are our customers. It can also allow the music business to grow further as new customers will enter into the legal sphere.” “Happy Vampires” is providing music directly from the archive of Grammy to both postpaid and Happy prepaid customers of dtac. Subject to a monthly fee of only 20 baht, a subscriber can download an unlimited number of songs. Customers can subscribe to the service and terminate the subscription at through the IVR system by dialing *333. They can also do it through the Internet, WAP and the dtac Call Center at the phone number 1678. On August 8, Happy will organize a Happy Vampires mob of over 600 dtac and Grammy staff members who will introduce the new service to customers in the field. The service will also be promoted through new campaigns and communication channels such as viral marketing, the Internet and blogs. Media Relations Division - dtac Matchima 081-655-2173 Ponnana 081-623-9895 Songkram 081-550-2563 Suchalee 081-710-9879 Siriporn 081-612-9809 Pimpakarn 081-614-9828 Tasanee 081-658-6560