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Published on October 15, 2007

The company's first brand director, Vouravis Veerakchen, said the move would stand the company out in the crowded, competitive Internet service market.

All providers offer similar services and technologies, he said.

Inet started plugging its name in 2004, aiming for a modern look and professional and dependable service. A market survey found that users considered Inet as "middle-aged".

As part of its brand-building the company is trying to get its departments working together and a task force is identifying problems and ways to coordinate individual teams.

"Even the accounts department can become a touch point. If you work slowly, you'll fail to impress the customers. Brand-building is not just changing logos but internal change to make operations much more dynamic," he added.

A campaign of "thinking smart, acting smart" will be initiated to speed operational improvements and eliminate inefficiencies and redundancies.

"More programmes will develop because we see our branding activities as a never-ending story," said Vouravis.

Inet's goal is to be recognised as the main provider of information and communications technology, from Voice over Internet Protocol and video conferencing to network security - not just Internet access, he said.

The company has organised IT seminars for customers to keep up with new trends.

Its major shareholders are the National Science and Technology Development Agency, TOT and CAT Telecom.

The survey found users perceived Inet as more expensive than competitors. However, Vouravis said it had spent a considerable sum on its network to ensure service stability.

Sirivish Toomgum

The Nation