The package, which is for new subscribers in 19 provinces, offers a rate of Bt1 per minute to call any network. If customers travel outside the region, the call rate will jump to Bt2 within the AIS network and Bt4 to different networks.

The package is valid until November 30.

AIS executive vice president for marketing Chamnarn Maytaprecha-kul said it had chosen the Northeast to launch its new strategy because it has the largest population of 21 million, and five million of them are mobile-phone subscribers. Of these, 65 per cent, or 3.4 million, are AIS subscribers.

"The market has high growth potential," Chamnarn said, adding that AIS is focusing on a regional marketing strategy to serve the specific demands of users and to protect its market share, because its competitors are aggressively tapping the regional market. "As a next step, we'll launch similar promotional packages in other regions," he said, "but I cannot say what their calling rates will be."

AIS is expanding its network capacity in the Northeast so that it can handle 4.8 million subscribers in the region by year-end. At present it has capacity for 4.4 million. Chamnarn said the company would focus on building brand loyalty as well as improving network quality.

It is aiming to attract 250,000 new subscribers from the new promotional package in the Northeast. DTAC's chief commercial officer Thana Thienachariya said DTAC would wait until AIS has revealed all its marketing strategies before striking back.

Usanee Mongkolporn

The Nation