Baby SIM - low-value cards with longer validity periods - are targeted at those who receive more calls than they make, said Thana Thienachariya, director at DTAC's Prepaid Business Unit.
"There is a great opportunity to develop this segment, as no other services meet their needs at the moment," he said.
Launched this month, the card is being backed by a three-month, 80 million baht (US$2 million) integrated marketing campaign, which kicked off with a TVC by DY&R.
A host of consumer events are scheduled to follow, including a mobile 'Happy' outdoor movie, which will be screened at 500 destinations nationwide. 'Happy' is DTAC's prepaid brand.
Priced at 199 baht, the card includes 50 baht worth of calls and is valid for 40 days. DTAC's pre-paid SIM cards are generally priced at about 400 baht, with the same validity period.
When refilled, Baby Sim cards will carry usage periods of 20 per cent to 50 per cent longer than with ordinary cards, depending on its value.
DTAC officials says that Baby SIM rounds up DTAC's prepaid product line - with its Happy card for heavy users and Baby for light users.
About 80 per cent of DTAC's 6.5 million subscribers are prepaid customers.
Meanwhile, the company has said that it will rely more strongly on event marketing this year, with about 40 per cent of its 600 million baht annual marketing budget allocated to events, including Peter Pan and Spiderman live shows in Bangkok next quarter.
It will also continue its 'Happiness is all around' campaign, launched late last year, where Happy Dprompt Cards were marketed by Nestle on its ice-cream tricycles. The campaign totted up monthly sales of 20 million baht for DTAC.
