New Year is a festival when Thai people send many forms of greeting to each other, for example, greeting cards and e-cards via internet, including the SMS via mobile phone which is also a popular channel. The sending amount also increases every year as it is an easy, convenient and rapid communication tool among mobile phone users. Sending greeting via mobile phones is available in the forms of Short Message Service (SMS) and Multimedia Message Service (MMS). At present, mobile phone service providers have designed many interesting packages to motivate more people to send SMS. For the upcoming New Year celebrations, KASIKORN RESEARCH CENTER has conducted a poll of respondents in Bangkok, under the topic ;The Behavior in Sending New Year Greetings 2009”, during December 7-15, 2009 where 554 questionnaires were given to respondents. The poll aims to study consumers' behavior in sending New Year Greeting SMS via mobile phone this year. The findings from the poll showed that 77.1 percent of all respondents intend to send messages via mobile phone (increasing from 73.5 percent last year), while those who never think to send the SMS account for 22.9 percent.
KASIKORN RESEARCH CENTER expects that the amount of New Year Greeting SMS and MMS during December 31, 2009-January 1, 2010 will be around 150 million messages, growing 36.4 percent from the same period when 110 million messages were sent last year. The market value of New Year Greeting SMS and MMS during December 31, 2009 to January 1, 2010 will be around THB120 million, which is close to THB100 million last year.
Increases in mobile phone numbers and the number of mobile phone users largely help boost the volume of New Year greetings sent via mobile phone. It is expected that the mobile phone numbers in 2009 will likely reach 68.5 numbers. The growth of mobile phone numbers partially results from the way that some users (both individual and corporate customers) have registered more than one phone number. Currently, there are around 33 million mobile phone users, increasing from the 2008 number of users of around 31.9 million. In addition, the intensified competition among mobile phone service providers launching many sales promotions to spur the SMS and MMS volumes, such as SMS packages which offer lower service fees or allow users to send free SMS at limited messages per month is another factor helping to spur the New Year greetings volume via SMS and MMS.
Although the volume of New Year greetings via SMS or MMS will likely remain high this year, the market value may change slightly due to lower service fees and tougher competition in mobile phone service industries. Mobile phone service providers have launched many marketing campaigns to attract more users by offering lower service fees with other attractive non-voice services, such as special fees for SMS or MMS including:
- For free SMS or MMS sending at specified limits per month, users ,for example, can send free 200 times (to one mobile phone number each and for domestic sending only) per bill cycle. In excess of specified numbers, the service providers will charge THB1 (per time per number.)
- For SMS package, users, for example, can pay only THB150 for up to 200 messages. In excess of specified numbers, the service providers may charge THB1-2 for each sending. Meanwhile, mobile phone service providers also offer a special MMS package which allows customers to pay only THB150 for up to 50 MMS. Besides, some packages charge only 16 satang per one SMS.
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