The heads of three industries last week shared innovative ideas which had led to greater success in their businesses.

Thana Tienachariya, chief commercial officer of the second largest mobile-phone operator Total Access Communication (DTAC), said it was the "underdog" attitude that had rescued his company from the financial bleeding and loss of customers it had faced years ago.

It was the same attitude that enabled DTAC to fight back against market-leader Advanced Info Service Plc (AIS) and third largest mobile-operator True Move, he said.

"This attitude is our driving force and distinguishes us from our rivals. We've no mountains of cash, no group synergy from mobile phones or satellite services, so we've nothing to lose when we embrace radical change," he told the seminar "Think Out of the Box", hosted by the newspaper Prachachart Thurakit.

Another driving force for change was concern at the entry of global telecom giant Orange into Thailand many years ago through a strategic partnership with True Corp Plc. Orange had a record of impressive performance in the markets it had entered.

Backed by its Norwegian strategic partner and under the new leadership of its high-octane chief executive Sigve Brekke, who came from Telenor, DTAC undertook several changes, including trying hard to make its brand more user-friendly.

Brekke and his executive team travelled across the country to meet customers, distributors and staff for a closer understanding of their real problems and needs, which Thana called "management on foot" and "defying gravity".

"Most executives prefer to work in air-conditioned rooms and don't know about problems, but once you get out into the field, your employees in the areas daren't cheat you as you can see the problems with your own eyes," Thana said.

DTAC has encouraged its 2,000 employees to share marketing ideas and join all marketing activities in the provinces to create a sense of participation and unity, he added.

"You've got to pour all your energy into enhancing DTAC right now. Once you can defy gravity, you can fly, which our competitors can't," he laughed.

He said DTAC's real goal was not to be the "No 1 player" but the preferred brand while keeping the underdog attitude in order to produce something beyond market expectations.

DTAC has over 10 million customers against the 17 million of AIS and over five million of True Move. It confirmed the company's record high of 1.15 million net new customers in the first quarter of this year.

Patee Sarasin, chief executive of Nok Air, realises that thinking out of the box will keep the budget airline competitive.

Nok Air, a 39-per-cent-owned subsidiary of Thai Airways International Plc, is the third budget airline in Thailand after One-Two-Go and Thai AirAsia.

"You must be able to distinguish yourself from the rivals or no

one recognises you. Most people don't know the No 2, just the No 1. Most people remember who

was the first to walk on the moon, but few remember the second," he said.

Patee said the key to success was listening to customer demand and knowing a company's weakness, plus trying to maximise the acumen of each team member.

Also Nok Air is the only budget airline allowing passengers to pay for tickets at some 7-Eleven convenience stores besides the Internet.

Nok Air has joined with DTAC to allow its passengers to book seats by SMS and comment by interactive SMS on whether the flight was pleasant or who was the prettiest air hostess.

Oishi Group's founder Tan Passakornnatee said his ex-

perience of "thinking out of box" had come after long years of experience and in-depth study of the business.

He said that when he began his photo-shop business many years ago during the economic slowdown, many photo shops had saved money by closing early in the afternoon to cut electricity costs.

He bucked the trend by turning on all his lights to show that he welcomed customers all the time, and it worked.

He and his partner have just sold a 55-per-cent stake in Oishi to a group of investors led by liquor tycoon Charoen Sirivadhanab-hakdi for Bt3.3 billion. Tan retains 10.67 per cent.

Usanee Mongkolporn

The Nation