DTAC eyes 10m app users as digital push accelerates

Mobile carrier to build rich ecosystem

SET-listed Total Access Communication (DTAC) has set a target of 10 million monthly active users of its mobile app by the end of this year as the country’s third-largest mobile carrier by subscriber base pivots towards digital services.

The company has also targeted a five-fold growth in digital acquisition by 2023, aiming to turn the DTAC app into a super app.

DTAC wants to move beyond its core telecom and connectivity services by building a rich digital ecosystem, said How Lih Ren, DTAC’s chief marketing officer.

He said the company has experienced strong growth in digital adoption amongst its subscribers during the pandemic.

DTAC shops are 100% digital and have paperless operations, with automation to optimise many labourintensive processes, said Mr How. More than 90% of retailers have adopted digital tools in their daily sales and services activities.

The company’s digital share of sales has gone beyond 70%, he said.

“DTAC has a digital agenda through digitalising our core business, accelerating our digital to nurture one-to-one relationships with our thriving customers, and going beyond connectivity through a super-agile partnership model to bring under-penetrated services to the mass market,” Mr How said.

Penetration of monthly active digital users has reached 46% of DTAC subscribers, he said.

More than six million users have downloaded the DTAC app, which makes it easier for customers to engage in digital services.

Mr How also highlighted DTAC’s four core strategies for business operation — being inclusive, fun and engaging, smart, and always there.

For inclusivity, the company has seen a 300% growth of prepaid customers on the app, with 124% growth from upcountry customers.

For being fun and engaging, a rewarding experience is vital to attract users and keep them engaged, he said.

For being smart, the company is striving to provide the omnichannel experience for customers with the artificial intelligence recommendation engine. Customers are presented with personalised offers based on their needs and behaviour, Mr How said.

For the last strategy, digital sales channels will be broadened and more seamless to tap into the next generation of customers with the expansion to e-marketplaces like Shopee, Lazada and JD Central as well as social media like Line, Facebook and WeChat.

According to Mr How, there are now more than 2,000 pick-up points for DTAC’s sales and services nationwide, with owned and partner networks.

“We aim to broaden its horizon to include other services with high growth potential beyond traditional telecom products by partnering with strategic industry players,” he said.

There are now more than 2,000 pick-up points for DTAC’s sales and services nationwide, with owned and partner networks. HOW LIH REN Chief marketing officer, DTAC