Mobile-phone operators develop own branded 3G, 4G devices

Advanced Info Service (AIS), however, is adopting a slightly different approach to its two rivals in terms of product offerings.
 Total Access Communication (DTAC) yesterday introduced three models under the DTAC TriNet mobile-phone brand, all featuring combined 2G-1,800MHz, 3G-850MHz and 3G-2.1GHz modes.
 The launch is in line with DTAC’s utilisation of its combined three spectrum bands, known as DTAC TriNet, to serve current customers.
 Senior vice president and head of marketing Pakorn Pannachet said the company had to provide this kind of affordable and tri-mode device to its large number of customers, as most of the current tri-mode devices in the market are priced over Bt20,000.
 TriNet devices are available in three models: the Cheetah at Bt4,590, the Joey at Bt2,590 and the Mousey at Bt1,290. All come with a 15-month warranty.
 DTAC is spending Bt100 million on the marketing campaign for the models.
 The company operates cellular service on 2G-1,800MHz and 3G-850MHz, while DTAC TriNet, which holds the 2.1GHz licence, is set to launch the service soon.
 Last month, True Corp introduced three True-branded smart-phone and tablet devices in the Beyond family, aiming to attract 2G mobile-phone users to its 3G and 4G networks.
 It has appointed leading girl group Girls Generation, from South Korea, as the new brand ambassador, aiming to raise its brand image to the global level.
 The company is spending about Bt50 million on the marketing campaign for the three devices: the True Beyond Tab tablet, priced at Bt4,990; the True Beyond smart phone, priced at Bt6,590; and the 4G/3G-enabled True Beyond 4G smart phone, priced at Bt9,990.
 It hopes to achieve early sales of 100,000 units of the three devices.
 True Corp chief executive officer Suphachai Chearavanont said additional True-branded devices would be launched in the next phase.
 “The launch is part of our strategy to explore opportunities in the regional consumer-electronics market,” he said, adding that True’s ultimate goal is to market its branded smart devices in the Asean market, with the focus on Myanmar, Cambodia and Laos.
 True can use its e-commerce website, iTruemart, with worldwide shipping to market these devices in the region, he added.
 True’s subsidiary Real Future is the group’s holder 2.1GHz licence-holder.
 
 AIS in tie-ups with foreign vendors
 AIS, meanwhile, will launch its own mobile-phone campaign next month in collaboration with international vendors, said executive vice president for marketing Thitipong Kiewpaisarn.
 AIS is not developing its own in-house brand, but will use the mobile phones of foreign vendors endorsed by the company.
 These will be sold as AIS-xxx brands, with “xxx” representing the name of the particular supplier it has partnered in the programme.
 The brands endorsed in this way will create consumer trust in the devices, he said, while declining to specify the names of the vendor partners.
 The move is aimed at providing greater opportunity to consumers to try 3G phones with affordable price tags and educate them on the mobile data services available, he added.
 Thitipong also declined to say whether the company would appoint a celebrity presenter for the AIS-endorsed devices.
 An AIS source has, however, said a contract has been awarded to actor Jirayut “James” Tangsrisuk to perform this role.
 AIS subsidiary Advanced Wireless Network holds the 2.1GHz licence.