DTAC rebranding amid fierce competition

DTAC announced its first major brand refreshment in seven years to get ready for new competition after the mobile market was fully saturated.

Under the campaign, the company launched a new logo featuring a blue fan on a white background with the word "dtac", on the right, in lower-case letters. It also introduced new postpaid packages along with new services with an aim to make customers "feel good".

Chief Executive Officer Sigve Brekke forecasted that the market would be fully saturated by the end of next year. The penetration rate was likely to be as high as 150 per cent in big cities as mobile users tend to have more than one SIM card. With market saturation and mobile number portability likely to be implemented next year, the competition would significantly shift from price to customer focus.

"As the market evolves, we need to adjust ourselves to survive in the new competition era. We have to change the way we work and the way we treat our customers. We have to change and we have to do it now," he said.

The company expects to spend Bt190 million on the re-branding.

- The Nation

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DTAC rebranding amid fierce competition

DTAC announced its first major brand refreshment in seven years to get ready for new competition after the mobile market was fully saturated.

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