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SMS+Mobiel game= The appeal of non voice service
- Correspondence from
Thailand Bangkok / Lee, Young
Chun
Similar to youngsters in other countries, recently in Thailand, youngsters
have created their own trendy culture about Internet games and fashion trend.
Above all, they are most interested in cell phones. Especially the 'Non Voice'
service are very popular among the young generation.
Similar to Korea where
practically everyone has their own cell phones, cell phones are widely used in
Thailand as well. Unlike Korean post-paid system, Thailand uses pre-paid cell
phones. Pre-paed system is possible by buying SIM card and inserting it into the
cell phone. Everyone can use it after buying the supplementary card from
convenience store. With SIM card only worth 6000 won, it is possible to send
messages and use phones by sticking in the card in their friends' cell phone.
AIS has occupied 60% of the Thailand cell phone market, 30% by DTAC, and 10%
by orange, dividing the market into three GSM service companies. The overall
membership rate has stopped increasing this year and to increase the benefit,
companies are enhancing the 'Non Voice' service. This service is using upgraded
multimedia service by adding the mobile game to the old SMS service, attracting
many youngsters. The Non Voice service has become a social issue for lowering
the cost of SMS service, occupying 80% of the market, and additional service
development and cost reduction(3 bart/message). Also a public opinion poll using
the SMS service and giving prices through SMS service has become problematic in
the country. Since most SMS users are from the younger generation, the
government warned the broadcasting company for inducing them into using too many
SMS to the point where it became problematic.
There are 22 million people
using the prepaid cell phones in Thailand and it is 1/3 of the population of
Thailand. But because of this convenience of the prepaid card, cell phones were
used in the bomb terror in southern Thailand recently. The government is trying
to establish a system to show ID card when buying SIM cards.
Cell phones made in Korea in trend leading
growth in mobile game in Thailand market.
Compared to Korea
where even elementary school students own cell phones, cell phones are limited
to only those who are economically valid in Thailand. Cheap and symple NOKIA has
occupied most of the cell phone market in Thailand, but recently, SAMSUNG
high-tech cell phones with digital camera has launched its sale leading to
'high-tech cell phone boom' in Thailand. However, since Samsung cell phones are
very expensive compared to other cell phones, teenagers are even working as
prostitute to purchase them, becoming a social issue.
Thailand government
had put harsh restriction on violent Internet online games, restricting the
teenagers to play these games. However, thee government is raising the mobile
game contents by supporting game related companies. Also, the launch of
multimedia color cell phone is another reason for the expansion of the market.
In the fast information technology era, the young generation share the same
interest and culture around the world. Although the development of IT business
may not have been developed as in Korea, the enthusiasm of the youngsters in
Thailand toward mobile contents is as passionate as any other countries.
 
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