Several sectors see new services in 4G tech
A number of business sectors are eager to cash in on fourth-generation wireless broadband technology as a way to offer new kinds of services to customers.
This follows the successful auctions of licences on the 1,800- and 900-megahertz spectra late last year, when Advanced Info Service (AIS) and True Corp were the winners in the 1,800MHz auction, and True and Jasmine Mobile Broadband in the 900MHz one.
Total Access Communication (DTAC) has expanded its existing 4G network coverage to compete with the three licence winners.
The banking sector is keen to leverage on the 4G technology to communicate and provide services to customers on a much more interactive basis.
Yol Phokasub, president of Siam Commercial Bank, said 4G technology would support faster online banking transactions, offering greater convenience in the process, and boost e-commerce transaction growth.
The banks also expect to be more interactive with their customers via the use of 4G technology, given that they want to provide a new experience to them via new applications and social networks.
Anuwat Luengtawekul, chief financial officer of Thanachart Bank, said 4G would enable the banks to provide huge data, such as mobile banking services enriched with eye-catching infographics, to customers on a faster basis. Pathamawan Sathaporn, managing director of Mindshare Thailand, said the full launch of fourth-generation wireless broadband Internet would have an indirect positive impact on the media and advertising industry.
The rise in mobile Internet usage via smartphones is a key driver in this regard and, with 4G wireless broadband, the number of mobile Internet users – particularly in the provinces – is also expected to expand, she said, adding that social-media usage would follow suit.
"The more consumers that use mobile Internet, via either smartphone or tablet, the more consumer data will be generated. Such a development opens more doors for brands to collect real-time data in developing a necessary marketing communication strategy," she said.
Rattakorn Potharam, general manager and executive creative director of digital agency MRM//McCann, said the new 4G service would attract more mobile Internet users into the market and help increase opportunities for brands to communicate with new targets virtually.
E-commerce will, therefore, also play an increasingly key role in the online market, he said. Meanwhile, Kematat Paladesh, president of Bangkok Media and Broadcasting – the operator of PPTV channel – said 4G technology would offer greater opportunities for digital-TV broadcasters.
In terms of newsgathering, 4G technology will allow faster connection between on-site reporters and news centres for live reporting. This advanced technology will also enable viewers easily to adopt multi-screen skills, which will in turn help TV broadcasters gain deeper engagement with target audiences, he said. "E-commerce business will be another area where TV broadcasters can operate, on top of selling advertising through their media outlets," he added.
Benefits for retailers
Regarding the benefits that 4G technology brings to retailers, Warunee Kitjaroenpoonsin, director of corporate affairs at Big C Supercenter, said: "4G technology will benefit retailers like Big C, particularly in e-commerce. Users will be able to access the Internet faster, and more activities will come to rely on smart phones and various other mobile devices.
"For Big C Shopping Online, one of our online storefronts, we have data to show that mobile devices are the preferred method of access for customers. With the arrival of 4G technology, we believe that Big C will enjoy an increase of 10-15 per cent in online traffic in 2016.
"Furthermore, 4G will open up room for additional growth in smartphone sales, as consumers using 2G or 3G devices shift over to 4G-capable hardware with larger screen sizes and more attractive prices," she said.
