True Corporation, the country's second-largest mobile operator by subscribers, has launched a new internet package with privileges through collaboration with several brands, aiming to increase average revenue per user (ARPU) for pre-paid from 110 baht a month to 200 baht.
The company unveiled its "UP2U" extra internet package on Friday that supports five popular lifestyles.
The move is meant to offer value-added privileges to its customers and increase the firm's revenue by 5% this year.
Customers can apply for the UP2U deal as an additional package costing 200 baht per month. They receive 10GB of internet service per month along with free privileges or a cash voucher worth 200 baht per month.
The vouchers can be used at selected shops.
Tanaphon Manavutiveth, co-group chief commercial officer of True Corporation, said the company is determined to offer value-added innovations and serve customer demand, while using data to conduct in-depth analysis to understand customer needs.
"Pricing marketing is not a practical way to compete in the mobile market as it affects the profit margins of all the operators," said Mr Tanaphon.
"Services, value and quality are the core priorities."
The ARPU of True's post-paid customers is around 400 baht a month, while the pre-paid segment is between 90 and 110 baht. This declined from 160 baht for pre-paid customers in the past, he said.
The campaign is expected to increase ARPU in the pre-paid segment in excess of 200 baht a month, said Mr Tanaphon.
"Under the campaign, customers pay an additional 200 baht per month for the internet package, while getting 200 baht worth of privileges back monthly," he said.
Partners for the campaign include Minor Group, McDonald's, Sephora, Zepeto, PUBG, True Coffee and FWD Life Insurance.
The privileges match the top five lifestyles in the digital era: food and drink, cinema, gaming, beauty and fashion, and health.
The campaign is meant to capture pre-paid users who spend little on mobile services each month, rather than customers utilising premium packages such as unlimited internet usage in the post-paid system, said Mr Tanaphon.
Yet the campaign may lure high- spending post-paid customers to subscribe more SIM cards for other people in their family to receive the privileges, he said.
True mobile users can apply via four options: press USSD* and choose the selected package; use True iService, True Money online and TrueID; apply at any True Shop branch and distributor that is participating in the programme until May 31; or click https://www.true.th/campaigns/UP2U.
Siriporn Kampong, marketing manager of True Coffee, said a 200-baht cash coupon will be given to package subscribers each month.
They can purchase products at True Coffee in any category, she said.
Narute Jiensnong, chief marketing officer at Major Cineplex Group, said subscribers receive 10GB of internet service and can watch free movies at any time at Major Cineplex Group theatres.
