Advanced info leads way into the 3G era

The country's leading mobile-phone operator kicked off its 3G (third generation) sales and service on Tuesday at its store in Central's Airport Plaza department store in Chiang Mai. The event attracted around 100 potential buyers.

One man, who confessed to seeing no use for a 3G phone, bought a pair of the devices to put an end to his girlfriend's constant urging that he should buy one for each of them.

"Most of the buyers, if they came as couples, picked up the devices in pairs," said an AIS sales representative.

This is not surprising, given that one of AIS' first 3G services is video calling. To make full use of a video call, there must be 3G-capable devices at either end.

"Some men hesitate to buy two phones for fear that their wives will see their whereabouts," laughed AIS chief marketing officer Sanchai Tiewprasertkul.

He said the launch of the 3G service on the 900MHz spectrum did not aim to attract big revenue, but to educate users on what the 3G technology could add to their lives - such as downloading a full song, or sending e-mails with huge attached pictures. They can even broadcast real-time pictures of items they want to buy at a market to another 3G phone-user, Sanchai said.

As of yesterday, AIS had sold more than 200 of the 3G mobile phones in Chiang Mai.

The coverage of Thailand's first 3G service is limited to the main area of Chiang Mai city. AIS has around 200,000 active data users in Chiang Mai out of a total of 4 million around the country.

One prospective buyer from Bangkok said she would buy 3G phones for her parents when the service was launched in the capital. The video calling service will enable her mother to see her ill father at all times when she is away from the house.

AIS will launch its 3G service in Bangkok next month, followed by Nakhon Ratchasima, Phuket, Khon Kaen, Chon Buri and Hat Yai, all within this year.

The mobile operator aims to generate huge revenue from providing a 3G service on the 2.1GHz spectrum to affluent phone-users in Bangkok. While the 900MHz spectrum is technically good for providing 3G services upcountry, the 2.1GHz spectrum will provide the service more effectively in sprawling, building-laden Bangkok.

The National Telecommunications Commission is expected to grant licences for the 2.1GHz spectrum for the first time in September.

Sanchai said AIS expected revenue from non-voice services this year to reach 20 per cent of total revenue, up from last year's 11 per cent. The 900MHz 3G service is expected to account for 7 per cent of non-voice revenue.

AIS non-voice service revenue last year was Bt8.628 billion, up 16.9 per cent from 2006.