2. Binbit Year 2010 Year 2011 Year 2012 +/-
Opt Ins 136,891 428,506 451,992 105%
Opts Out 40,057 208,560 411,348 197%
Subs Charged 2,943,504.00 16,405,968.00 17,990,007.00 110%
Active Subs 928,900 3,586,313 3,993,580 111%
Sales in USD 549,297.82 3,061,576.55 3,357,179.71 110%
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
Opt Ins Opts Out Subs
Charged
Active Subs Sales in USD
Year 2011
Year 2012
3. Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Opt Ins 35,29 40,68 48,62 70,28 69,42 46,39 9,284 8,240 25,45 98,31
Sales in USD 321,3 322,4 352,0 350,6 371,1 322,6 342,3 304,5 293,0 376,9
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
4. Jan Feb Mar Apr May Jun Jul Aug Sep Oct
True Move USD 173,6 189,8 209,2 204,1 217,9 182,6 199,9 169,7 142,8 131,9
DTAC USD 88,15 75,12 77,24 79,72 82,68 76,72 77,66 74,94 96,75 194,0
AIS USD 59,60 57,41 65,55 66,68 70,54 63,23 64,73 59,86 53,38 50,86
-
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
300,000.00
350,000.00
400,000.00
9. PROPOSEDWORK PLANVS WORK PLANACCOMPLISHED - Q3
Project Launch date Results
expected (KPI)
Real results
(KPI)
∆
WAP ADTH Oct-12 10,000 8,804 88%
TM Campaign Jul-12 3,000 1,131 38%
WAP AD Cloud Aug-12 2,790 22 1%
BC in-house sexy Jul-12 2,500 14 1%
10. PROPOSEDWORK PLANVS WORK PLANACCOMPLISHED - Q4
Project Launch date Results
expected (KPI)
Real results
(KPI)
∆
WAP ADTH Sep-12 10,000 4,120 41%
WAP Krob Krua
Khao 3
Oct-12 492 2 0%
Buzzcity ADTH Oct-12 1,230 1,911 155%
TV Pool Strip AD Oct-12 1,872 566 30%
Spicy Strip AD Oct-12 1,500 203 14%
Star New Strip AD Oct-12 1,130 313 28%
Buzzcity ADTH Nov-12 2,880 1,436 50%
Mobgold ADTH Nov-12 425 0%
11. DIAGNOSIS ANDPERFORMANCE 2012 – WAP ON PORTAL
Ideal Situation Actual situation ∆
1. WAP Text link
2. Run on the keyword search
and text running
3. To extend the new users and
sales growth
4. To launch since the beginning
of 2012.
- MCN
- Buzzcity
- Mobgold
- Inmobi
- DMG
- Airpush
1. The most effective tool
2. More traffic on text comparing
with the visual banners from
observation
3. Continuously work profiably
41-121%
12. DIAGNOSIS ANDPERFORMANCE 2012 – SALES PROMOTIONS
Ideal Situation Actual situation ∆
1. Consistent promotion campaign
to attract end user and endorse
business margin.
2. Giving away prizes
3. New content/service
4. Sole and co promotion
1. Co promotion with carrier,
Truemove, can maximize the
budget according to the media
media support and carrier
database.
2. Consistency and prizes are the
key of succes.
38-145%
13. DIAGNOSIS ANDPERFORMANCE 2012 – BROADCAST
Ideal Situation Actual situation ∆
1. To extend the new user
numbers nationwide and sales
growth.
2. Wide exposure
3. Carrier support
4. Corporate campaign
5. Can be promoted anytime
mostly
1. SMS broadcast is not effective
any longer due to market
orientation and block list.
2. Anonymous broadcast
3. SMS broadcast support from
carrier supports
CBB/Enterfactory performance
and saves cost despite a low
return below 1%.
4. True Move is a sole support
without rejection of subscription
business model.
5. Facing difficulty of larger block
list from carriers and customer
complaints.
1%
14. DIAGNOSIS ANDPERFORMANCE 2012 – PRINT
Ideal Situation Actual situation ∆
1. To extend the new user
numbers nationwide and sales
growth.
2. Specifically tabloid and
lifestyle.
3. Strip or block ads.
4. To launch since the beginning
of 2013.
1. Printed is still locally preferred
by local CPs according to
Nielsen’s survey.
2. Slowly generate income yet
profitable in specific media.
3. Do not meet the BE on monthly
basis but long term.
4. Requirements of a variety of
services and packages.
5. Transaction, subscriptions; daily,
weekly, and monthly.
6. Focus on sexy, text info, horo,
lotto, and lifestyle.
14-30%
15. A year of changing market condition, carrier’s careful move towards 3G
auction, media trials and experiments, limited media choices, and new
media direction.
Specific online media focus - WAP, printed format, and new business
direction. A combination of common media and innovation.
CURRENT
WAP text link
Printed strip and block
Carrier support
SMS BC
WAP icon
WAP banner
Satellite channel
Corporate campaign
NEW Direction
Smart mobile
iOS
Android
Application
Freemium
18. ROADMAP2013
Media
MCN WAP
Buzzcity WAP
Mobgold WAP
Printed TV Pool
Printed Spicy
Printed Star News
ETC.
Co –promotion
TM SMS
TM WAP banner
TM WAP icon
Corp-campaign
Load & Cash
Mobile payment
Media
MCN WAP
Buzzcity WAP
Mobgold WAP
Printed TV Pool
Printed Spicy
Printed Star News
Etc.
Co –promotion
TM SMS
TM WAP banner
TM WAP icon
Corp-campaign
Load & Cash
Mobile payment
Media
MCN WAP
Buzzcity WAP
Mobgold WAP
Printed TV Pool
Printed Spicy
Printed Star News
Satellite channel
Etc.
Co –promotion
TM SMS
TM WAP banner
TM WAP icon
Corp-campaign
Load & Cash
Mobile payment
Media
MCN WAP
Buzzcity WAP
Mobgold WAP
Printed TV Pool
Printed Spicy
Printed Star News
Satellite channel
Etc.
Co –promotion
TM SMS
TM WAP banner
TM WAP icon
Corp-campaign
Load & Cash
Mobile payment
Q1 Q2 Q3 Q4
19. WORK PLAN 2013 SUMMARY
Promotion Content Services
Total
Promotion Total Content Total Services Total Goals %∆
Opts - in 408,000 - 404,400 812,400 812,378 0%
CM
$
262,750
$
-
$
309,500
$
572,250
$
509,516 12%
AC
$
0.66
$
0.63
$
0.64
$
0.68 -5%
20. WORK PLAN 2013 PROMOTION
• Truemove is the only carrier who runs the co-
promotion with us. They support the conventional
SMS BC, WAP online space in form of banner,
icons, and their in-house printed advert space if
we have artworks. The co-campaign has been
profitable. With an investment around 3,000USD,
we always get good numbers of new users, AC and
BE.
TM media support – Gold
promotion
KPI Q1 Q2 Q3 Q4 Total
Opts - in
12000 12000
CM
7000 7000
AC
0.59 0.59
21. WORK PLAN 2013 PROMOTION
• Truemove is the only carrier who runs the co-
promotion with us. They support the conventional
SMS BC, WAP online space in form of banner,
icons, and their in-house printed advert space if
we have artworks. The co-campaign has been
profitable. With an investment around 3,000USD,
we always get good numbers of new users, AC and
BE.
TM media support –
iPhone5 promotion
KPI Q1 Q2 Q3 Q4 Total
Opts - in
18000 18000
CM
10500 10500
AC
0.59 0.59
22. WORK PLAN 2013 PROMOTION
• Truemove is the only carrier who runs the co-
promotion with us. They support the conventional
SMS BC, WAP online space in form of banner,
icons, and their in-house printed advert space if
we have artworks. The co-campaign has been
profitable. With an investment around 3,000USD,
we always get good numbers of new users, AC and
BE.
TM media support – Gold
promotion
KPI Q1 Q2 Q3 Q4 Total
Opts - in
18000 18000
CM
10500 10500
AC
0.59 0.59
23. WORK PLAN 2013 PROMOTION
• Truemove is the only carrier who runs the co-
promotion with us. They support the conventional
SMS BC, WAP online space in form of banner,
icons, and their in-house printed advert space if
we have artworks. The co-campaign has been
profitable. With an investment around 3,000USD,
we always get good numbers of new users, AC and
BE.
TM media support –
iPhone5 pomotion
KPI Q1 Q2 Q3 Q4 Total
Opts - in
18000 18000
CM
10500 10500
AC
0.59 0.59
24. WORK PLAN 2013 PROMOTION
• Printed is a traditional media that TH CPs have
been using despite a long shelf life to get a return.
The key of success of this media is a to have the
lowest cost and the maximum choices of services
to offer to share the risk of BE.
Printed strip ad -
Multimedia
KPI Q1 Q2 Q3 Q4 Total
Opts - in
18000 18000 18000 18000 72000
CM
15000 15000 15000 15000 60000
AC
0.67 0.67 0.67 0.67 0.67
25. WORK PLAN 2013 PROMOTION
• Printed is a traditional media that TH CPs have
been using despite a long shelf life to get a return.
The key of success of this media is a to have the
lowest cost and the maximum choices of services
to offer to share the risk of BE.
Printed strip ad - Text
KPI Q1 Q2 Q3 Q4 Total
Opts - in
6000 6000 6000 6000 24000
CM
2000 2000 2000 2000 8000
AC
0.67 0.67 0.67 0.67 0.67
26. WORK PLAN 2013 PROMOTION
• Load and Cash campaign is expected to run with
all carriers within 1st quarter of 2013.
Load & Cash - TM
KPI Q1 Q2 Q3 Q4 Total
Opts - in
24000 36000 36000 36000 132000
CM
15500 23250 23250 23250 85250
AC
0.68 0.68 0.68 0.68 0.68
27. WORK PLAN 2013 PROMOTION
• Load and Cash campaign is expected to run with
all carriers within 1st quarter of 2013.
Load & Cash - Dtac
KPI Q1 Q2 Q3 Q4 Total
Opts - in
24000 36000 36000 36000 132000
CM
15500 23250 23250 23250 85250
AC
0.68 0.68 0.68 0.68 0.68
28. WORK PLAN 2013 PROMOTION
• Load and Cash campaign is expected to run with
all carriers within 1st quarter of 2013.
Load & Cash - AIS
KPI Q1 Q2 Q3 Q4 Total
Opts - in
24000 36000 36000 36000 132000
CM
15500 23250 23250 23250 85250
AC
0.68 0.68 0.68 0.68 0.68
29. WORK PLAN 2013 PROMOTION
• Satellite TV can be a good media to extend new
prospect groups.
Satellite TV
KPI Q1 Q2 Q3 Q4 Total
Opts - in
0 0 127200 127200 254400
CM
0 0 105000 105000 210000
AC
0 0 0.68 0.68 0.68
30. DIAGNOSIS ANDPERFORMANCE 2012 – TV
Ideal Situation Actual situation ∆
1. Satellite/cable TV channels to
extend the new user numbers
nationwide. And sales growth.
2. Newly selected channels focusing
sexy contents including FHM and
local production
3. Customized production to fit local
orientation
4. Tentatively launched in July 2013
5. CLICK CHANNEL. 3600 H / SR-26667
6. Peak Channel. 3600 H / SR-26667
7. Ace Channel. 3600 H / SR-26667
1. Thailand is not a TV country for mobile
content promotion.
2. Despite media owners, return is still a
question of profitability.
3. Requirements of localization and
preferred products; Horo, Lotto, Sexy,
and label music.
4. Former CP CEO owns satellite channels
and act as media owner to boost
revenue up to 10M THB monthly yet
hundreds of services are rotated 24/7.
5. C band on Thaicom satellite
6. Costing 1M per channel per month
rotation of TV Spots
7. Requirement of TV team; production,
copywrite, marketing, etc.
N/A
32. No. Channel Publisher Type
1 Nation channel Nation News
2 GMM Footbal Extra GMM Sport
3 GMM Sport Extra GMM Sport
4 Gang Cartoon Rose Cartoon
5 TV Pool Note publishing Gossip
6 Green Channel GMM Lifestyle
7 Fan TV GMM Country music
8 Bang Channel GMM Variety
9 ACT Channel GMM Variety/Sitcom
10 Money Channel GMM Investment
11 GMM Music GMM Pop music
12 Play Channel GTH Variety/Movie
13 Sabaidee TV RS Country music
14 Yak TV RS Pop music
15 You Channel RS Variety
16 Chanel 8 RS Variety
33.
34. Ideal Situation Actual situation ∆
1. Mobile applications of
services in form of games,
graphics, info, lifestyle.
2. Lifestyle is the major tend to
survive for the VAS according
to growth of smartphone in
the major cities, where are
capitalized and higher level
of revenue.
3. Games
4. Featured lotto
5. Featured horoscope
6. Lifestyle info
7. Sexy
1. Market condition is changing towards app
orientation and freemium.
2. Carriers are focusing on developing platform
to promote applications from in-house and
freelances.
3. The offer of freemium and collecting revenue
from data transfer.
4. VAS is becoming less focus.
5. It is a new direction. Many CPs and carriers
are preparing for fully upcoming 3Gs business.
For example, Solution One, and Index
Multimedia.
6. A rise of android and smartphone is the key of
changes.
N/A
DIAGNOSIS ANDPERFORMANCE 2012 – MOBILE APPLICATION
35. Categories Descriptions
Games Action, arcade, puzzle, card, racing and casual.
Lifestyle and Healthcare Calorie trackers, pedometers,
Location-based search, navigation, news & infotainment, photography, travel .
Educations & Reference E-books, language courses, encyclopedias, IQ tests, atlases, other educational
aids. .
Multimedia &
Entertainment
TV online, radio online, mobile background decoration apps.
Finance & Productivity Currency converters, tax calculators, budget management,
mobile banking.
Personal management, typing tutorials, document readers, spreadsheets,
spell checkers, etc.
Social Networking Facebook, IMs, Tweetie, etc.
36. Top Mobile Applications
Money
Transfer
Mobile Search
Mobile
Browsing
Location-
based Service
(LBS)
Mobile Health
Monitoring
Mobile
Payment
Near Field
Commu
Service (NFC)
Mobile
Advertising
Mobile Instant
Messaging
Mobile Music
