The country's largest cellular operator, Advanced Info Service (AIS), is spending Bt1.2 billion to become Thailand's first operator offering Enhanced Data Rates for GSM Evolution (Edge) digital mobile-phone technology in all parts of the country by May.

Somchai Lertsutiwong, vice president for wireless service, called the Edge-related expenditure part of this year's total expansion investment of Bt20 billion.

Edge is a technology that allows an increased data-transmission rate and improved transmission reliability. It transmits data five times faster than does the conventional GSM system and can be used with Internet connections and high-speed data applications. It has been introduced into GSM networks around the world since 2003, initially in North America.

At present, 2 million AIS customers are equipped with systems that can use Edge technology.

Somchai said AIS would offer a promotion to its customers involving a data card to apply the technology for 50 hours a month. It expects revenues from the non-voice service to grow 20 per cent from last year. Data transmission and Internet use, classified as non-voice services, are likely to grow 40 per cent.

At present, 80 per cent of Edge users are in the larger provinces. DTAC and Hutch also offer Edge services, but availability remains limited. CAT CDMA will also enter the market soon.

Edge technology is just one of the value-added services AIS is offering to customers. The company said it planned this year to grab 50 per cent of the value-added-service market, which is estimated to be worth Bt28 billion.

Somchai said earlier the company would focus on "segmentation", by joining with specific businesses in all sectors, such as popular homepages, cinema operators and department stores, jointly to "embed" their content and services into AIS SIM cards.

Another growth catalyst next year for value-added services is expected to be the availability of 9 million new mobile phones, half of which will feature a host of hi-tech functions. This suggests there will be a greater number of phone users able to access such services.

AIS plans to spend Bt400 million to market value-added services and Bt400 million on research and development each year. A major factor contributing to the company's growth this year is a broad range of new services, including the much-hyped wireless full-song download. 

Usanee Mongkolporn

The Nation