Mono Generation CEO Soraj Asavaprapha, along with affiliates of the Mono Group, announced the digital download plan yesterday. It will use the Mono2u website, www.mono2u.com.

He said Mono2u was an e-commerce website that statistics from truehits.net showed was the most trusted by consumers in purchasing VCDs, DVDs, movies, music and books. The main reason the group is now expanding into digital downloads, in collaboration with NMG, is to open up new business opportunities.

"We'll expand upon what we already have," he said. "Mono2u dot com will have a main role in system development and marketing, while NMG will select books for us to develop into e-books. To begin with, we are offering 'Na Chak Lang Chak Yoothakarn Khone Thaksin' as a pilot product."

The target group for the venture will be new-generation Internet users accustomed to downloading and who have confidence in an e-commerce system that is convenient and cost-effective. It will also be aimed at Thais living abroad who have an interest in Thai news and current affairs.

"Nowadays, digital downloading is becoming more favoured by users, because it has developed in terms of user-friendliness and handiness. With e-books, a customer doesn't need to spend time and money commuting to a store. As for stores, e-books will allow us to reduce our costs in many ways, which means they can be sold for about 20-30 per cent less than hard copies."