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Thailand: Full 4G Service Will Transform Thailand into True Digital Economy - Experts
Source: www.nationmultimedia.com/
Source Date: Monday, November 09, 2015
Focus: Citizen Engagement, Internet Governance
Country: Thailand
Created: Nov 17, 2015

THE introduction of full 4G service will bring new services, products and content to the market and help transform Thailand into a true digital economy, industrialists said recently.

"The introduction of 4G will bring about new services, products and content, and we expect the IT industry will significantly expand as a result. Many content providers, gaming companies and other new types of business will enter the market in the next two to three years," Tommy Matsuo, chief executive officer of Ookbee Mall (Thailand), said.

The e-commerce industry will blossom, as consumers will enjoy a stress-free environment to shop in, with more information about products be available, helping people to be better informed about what they are buying, he said.

For example, product information will not stop at size, colour and availability, as consumers will be able to see more details behind products, learning about the history and communicating directly with suppliers, he added.

The introduction of 4G will break down borders between the online and offline world. So, it will be important for businesses to reorganise or establish their O2O (online to offline) strategy soon.

"With the introduction of 4G services users will benefit from faster and more reliable mobile data services, as well as improved efficiency and productivity," Alessandro Piscini, CEO of Lazada Thailand, said.

"At Lazada, we are already seeing large numbers of consumers turning to mobile devices to purchase items online. When 4G networks arrive, this will ensure that consumers can always reach online shopping portals quickly and complete purchases more simply when on the go. Being able to view products more quickly allows buyers to scan more products per minute, and this is good news for sellers, too," he said.

A recent In eBay study noted that the top three barriers preventing consumers from shopping on their mobiles were slow connection speeds, payments timing out and network reliability.

With 4G connectivity, there is the opportunity to remove these walls and offer a better service, pleasing the consumer and seeing the sales for online businesses grow, Piscini added.

Stephane Cudennec, Amdocs customer business executive at APAC, said 4G deployment would help transform Thailand into a true digital economy, driving the adoption and growth of new and innovative services such as online shopping (e-commerce), mobile or interactive banking, HD video and TV content delivery, online gaming, and much more. It would bring a sea of change in how people function, whether it is buying products and services, |banking, communicating, entertaining themselves, or fetching information.

A truly digital life would become the way of things, where citizens will use the Internet to carry out day-to-day activities, he said.

This would also bring opportunities for other stakeholders.

For example, the arrival of 4G means that customer expectations would evolve faster than the 4G services rolled out, and they would expect a consistent and superior experience regardless of devices they use or where they are located, he explained.

Enterprises that invest in digital capabilities will be able to transparently and intelligently interact with customers and gain customer |loyalty in a sticky market, he believed.

It would also enable mobile service providers to deliver a "true" digital experience to their consumers by leveraging platforms such as self-service care and an "omni-channel" strategy to provide a highly personalised interaction with their customers, Cudennec said.

An omni-channel strategy will be critical to achieving this, "since a truly digital experience requires an omni-channel strategy and platform that is device- and channel-agnostic, to ensure that consumers receive a consistent experience, regardless of the channels of interaction or the digital device they choose to use," the Amdocs executive said.

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