TA Orange Rebranded As True Move

[george]

Strategic rebranding means True Move for TA Orange

BANGKOK: -- The mobile-phone company TA Orange was formally rebranded as True Move yesterday, with executives vowing to target high-tech urban residents. Customers will have access to an array of services under the True Corp banner, including fixed lines, mobile phones, broadband Internet and cable TV.

Chief executive Supachai Chearavanont said 100 million baht would be spent on a rebranding campaign this year, with a goal to offer integrated services beyond third-generation networks.

Supachai: Wireless takes many new forms.

''We are moving forward to not only 3G, but to WiMax, WiBro and WiFi,'' he said, referring to new wireless transmission standards that promise bandwidth orders of magnitude greater than today's cellular technology.

Mr Supachai said rebranding was intended to reinforce the company's strength in the market. He also said the firm had the right to use the Orange brand for another two years. Orange sold off its 39% stake in TA Orange in 2004.

True Move planned to invest eight to 10 billion baht this year on network improvements, and boost nationwide coverage to 92% by the end of the year, from 86% at the end of 2005.

True also plans to widen its WiFi network coverage from 2,000 to 3,000 areas this year, primarily in Bangkok and major urban areas upcountry. It currently has between 250,000 and 350,000 GPRS users.

True Move hopes to capture a one-third market share of new subscribers this year, bringing the total customer base to 5.7 million by the end of the year. About 10% of its revenues are expected to come from non-voice services, up from 6% last year.

Mr Supachai said True Move had no need to seek new capital or form a strategic partnership, at least before the National Telecommunications Commission issued new 3G licences to local operators.

He said True had also indefinitely postponed listing plans for True Move as the group continued to restructure operations.

Shares of True closed yesterday on the SET at 11 baht, up 10 satang, on trade worth 144.8 million baht.

--Bangkok Post 2006-02-08

[lingyai]

Strategic rebranding means True Move for TA Orange

BANGKOK: -- The mobile-phone company TA Orange was formally rebranded as True Move yesterday, with executives vowing to target high-tech urban residents. Customers will have access to an array of services under the True Corp banner, including fixed lines, mobile phones, broadband Internet and cable TV.

Mr Supachai said rebranding was intended to reinforce the company's strength in the market. He also said the firm had the right to use the Orange brand for another two years. Orange sold off its 39% stake in TA Orange in 2004.

--Bangkok Post 2006-02-08

So does this mean Orange/True, is the only major Thai owned cell phone company? As AIS and Dtac are foreign owned.

I wonder if they will stress that in their ads at all...

[spog]

So does this mean Orange/True, is the only major Thai owned cell phone company? As AIS and Dtac are foreign owned.

I wonder if they will stress that in their ads at all...

Depends if you consider 'Thai-owned' a benefit or a disadvantage.....

[stumonster]

Supachai: Wireless takes many new forms.

''We are moving forward to not only 3G, but to WiMax, WiBro and WiFi,'' he said, referring to new wireless transmission standards that promise bandwidth orders of magnitude greater than today's cellular technology.

very forward looking

new wireless devices such as the netgear wifi skype phone ( http://tools.netgear.com/skype/ ) and other pretty bits of kit ( http://msnbc.msn.com/id/11078979/site/newsweek/ ) are only just the beginning.

True as an ISP will have the advantage of being able to sell people a complete communications package , and if the recent removal of CAT's control of the international gateways enables better bandwith to the outside world that will be a big advantage.