Report Abstract:

This 2007 report details APRG’s latest projections for Thailand's mobile communications market - including mobile subscribers and usage of mobile data applications such as ringtones, Java games and wallpaper.  Our analysts provides an assessment of the  market developments that are driving the growth of wireless data services market in Thailand.  Key metrics such as operator market share, data revenue,  ARPU, subscriber and mobile penetration; forecasts and projections to 2010 are provided.     

The objective of this report is to portray the opportunities and risks of the mobile telecommunications sector in Thailand, with a particular focus on mobile content.  Our goal is to help foreign investors, vendors and analysts to understand the opportunities and risks, and to forecast the direction of Thailand’s emerging wireless market.

Table of Contents:

1. Introduction
Report Objectives
Assumptions

2. Executive Summary and Market Forecast
Introduction
Current Situation
- Unstable Political Environment
- Ruthless Competition and Price Wars
- Saturation Just a Few Years Away
Key Risks for Investors in the Mobile Sector
Market Share of Mobile Operators
Market Forecast
Mobile Subscriber Growth Forecast
Mobile Penetration
Prepaid Usage
ARPU Achievements and Outlook
Wireless Content Revenue Forecast
 

3. Demographics and Economic Outlook
Consumer Consumption
Foreign Direct Investment in Telecoms Sector

4. Regulatory and Pricing
Interconnection Agreements

5. Mobile Service Providers
AIS (Advanced Info Service)
- Network
- Growth Strategy
- Outlook
Total Access Communication (DTAC)
- Telenor Takeover of DTAC and Ucom
- Network
- Growth Strategy
True Move
- Outlook – Struggling but Optimistic
- Network
- Growth Strategy
Hutchison CAT Wireless Multimedia
Thai Mobile

6. Non Voice and Mobile Content Market
SMS Usage – Once a Nonstarter, Now a Teenage Passion
The Internet Environment
Number of Internet Subscribers in Thailand
Key Internet Service Providers
The Internet’s Impact on Mobile VAS Portals
Mobile Data Revenue Growth
Breakdown of VAS Revenue by Content Type
VAS Revenue Growth Projections
Mobile Content Portals in Thailand
Club TigerMob
DJuice
TrueWorld (formally OrangeWorld)
eomobile.com
MSN Thailand
Leading Mobile Content Providers
CyberPlanet Interactive Co Ltd
EMI
GMM Grammy
Rampage (Rampage.co.th)
Moffy ( iNFOiSLIVE Corporation Limited)
Mono
Popidols.net
VAS Content Costs
Consumer’s Dissatisfied with the Cost of Mobile Music Tracks
Where Thailand Mobile Users Get Their Content
Mobile VAS Content – Desires and Frequency of Use
Most Popular Ringtone Downloads
Importance of Viral Marketing for New Mobile Content
MMS Services
3G Outlook
Mobile Technology Subscriber Breakdown

7. Final Notes
Methodology
Forecasting
Survey Demographics
Notices

Table of Figures:

Figure 1. Operators Price War - Pricing and Promotions
Figure 2. Market Share of Thailand’s Mobile Operators 2Q 2005 compared to 2Q 2006
Figure 3. Thailand’s Mobile Subscribers, 2000 – 2011E
Figure 4. Thailand’s Mobile Penetration 2000A – 2011F
Figure 5. Thailand Percentage of Prepaid vs Postpaid Subscribers FY 2004 vs FY 2005
Figure 6. New Subscribers Continue to Opt for Prepaid (Q1 2006)
Figure 7. Mobile Operator’s ARPU Declines 2005 – 2H 2006
Figure 8. Thailand - Blended ARPU by Operator, 2Q – 2006
Figure 9. Thailand Mobile VAS Revenue 2003 – 2010E
Figure 10. Population Demographics
Figure 11. Thailand Economic Growth 2004 – 2007F
Figure 12. Thailand's Telecommunications Landscape
Figure 13. AIS’ Subscriber Growth - Last 10 Quarters
Figure 14. AS’ Declining ARPUs - Last 10 Quarters
Figure 15. DTAC’s Subscriber Growth - Last 10 Quarters
Figure 16. DTAC’s Declining AROU Trends 2004 – 2006
Figure 17. DTAC GPRS Offering
Figure 18. True Move's Subscriber Growth - Last 10 Quarters
Figure 19. True Move– Declining ARPU Trends, 2004 – 2006
Figure 20. Thailand Internet Subscribers (Mn), 2000 – 2010F
Figure 21. Leading ISPs in Thailand
Figure 22. Growth in Mobile Data Revenue 2004 – 2010E
Figure 23. Mobile Data Revenue as Percentage of Overall Revenue 2004 – 2010E
Figure 24. Thailand’s VAS Content Costs by Genre
Figure 25. Purchase Sources of Mobile Data Content
Figure 26. Consumer Survey: Which premium VAS service have you purchased recently?
Figure 27. Consumer Survey: How frequently do you purchase ringtones, logos or graphics?
Figure 28. Consumer Survey: How frequently do you send pictures taken with your camera phone?
Figure 29. Consumer Survey: Which of the following music genres do you find most appealing and typically purchase for ringtones?
Figure 30. Consumer Survey: Which type of mobile games do you typically pay for?
Figure 31. Appeal of Various Wallpaper Genres
Figure 32. Most Popular Ringtone Downloads – 2Q 2006
Figure 33. How Thai Consumers Learn of New VAS Content
Figure 34. Forecast Distribution of Mobile Subscribers by Technology
Figure 35. APRG Methodology
Figure 36. Survey Demographics