TA Orange sees customer care as key to growth

14 Jul 2003

Thai mobile operator TA Orange is targeting new services and a better focus on customer care in its bid to close the gap with established rivals Advanced Info Service (AIS) and DTAC. The Orange subsidiary which launched GSM services 15 months ago has garnered around 1.6 million users, but lags far behind AIS, which has around twelve million customers, and DTAC with 5.8 million. TA Orange says it plans to use high saturation marketing to promote customer-focused services; it claims to have introduced SMS and real per-second billing to entice customers. The cellco aims to become EBITDA positive within the next three to six months.