AIS hits out with counter punch on DTAC's gaps

<p>BANGKOK: In the face of a massive campaign launched by its closest </p><p>rival, Thailand's largest cellular operator has launched a counter bid </p><p>to protect its market share. </p><p><BR><BR> </p><p>The campaign from Advanced Info Service (AIS), developed by local agency </p><p>SC Matchbox, is aimed at exploiting the weaknesses of its rival. </p><p><BR><BR> </p><p>The country's second largest provider, Total Access Communications </p><p>(TAC), in February invested 400 million baht (about USdollars 10 </p><p>million) to blanket Thailand with a total-media blitz promoting the </p><p>cellular unit's new name, DTAC, and new service packages. </p><p><BR><BR> </p><p>TAC has been criticised in the past for its after-sales and network </p><p>services, spurring the company to spend on improving its image and </p><p>offerings. </p><p><BR><BR> </p><p>"Consumers might try DTAC, but will they stay with them?" asked Weelapon </p><p>Chamanond, SC Matchbox group account director. "Many people have </p><p>experienced problems with their service, and that is where we come in: </p><p>we are playing off DTAC's weaknesses to promote AIS' strengths." </p><p><BR><BR> </p><p>The spots features long-time AIS subscribers extolling the virtues of </p><p>the service provider and their satisfaction with it. </p><p><BR><BR> </p><p>Although Weelapon declined to specify the budget, he said AIS is going </p><p>after a broad market. "The product appeals to everybody, from teenagers </p><p>to 60-year-olds." </p><p><BR><BR> </p>