Chaiyod Chirabowornkul, head of DTAC's commercial-development unit, said the Happy Online service gave subscribers an alternative to scratch cards.

The agents use their mobile phones, featuring a special DTAC SIM card, to effect the top-up within a second.

"The customer can put in a minimum of Bt20, which is important for low-income users," Chaiyod said.

The minimum on the scratch card is usually Bt50.

DTAC saves on printing and logistics as well as expanding its airtime sales points.

The company, which has over 10 million mobile subscribers, has been distributing more than 10 million scratch cards a month.

The second largest cellular operator introduced Happy Online one month ago and

now has 12,000 Happy Online airtime-retailers in the eastern and southern regions and some parts of Bangkok.

Chaiyod said DTAC aimed to have 50,000 Happy Online agents across the country within the year.

The existing ones are from all walks of life, in-cluding hairdressers, photo-graphers, students, house-wives and factory workers.

"In one month we have seen a very positive growth trend, with more than 20,000 transactions a day and still climbing," Chaiyod said.

He believes the scratch card and Happy Online will continue to co-exist but the latter will gradually predominate.

DTAC is expected to set up a company to operate the Happy Online service.

Sirivish Toomgum

The Nation