Thai iPhone Market and True Move’s iPhone 3G Tariff Pricing
December 25th, 2008No, I do not want the iPhone. I will stand firm by this choice, it’s a waste of money and nothing more than a glorified iPod which apparently to some people make you have ’status’ and ‘belong to the cool people’s cult’ *yuck*.
The iPhone will be flooding the Thai market even more than it has already, not because it is cheap or because it is good, but because it is seen as a symbol of status: just like how some of the ‘nouveau richie’ like to drive the best cars to show off (eventhough they bought it under Aeon 36-months 0% interest scheme or something, but that, they’ll never tell you).
True Move just released the iPhone pricing as I saw on the newspaper this morning. There are four packages, and I will quote the silver package which is the cheapest package where the iPhone is free (as it is in the other markets). It starts at 1,399 (+7% VAT) Baht (so about 26 pounds / month). This gives you 100 minutes, 100 texts and 1GB of data allowance (notice how the data allowance is not unfairly and unethically marketed as ‘unlimited’ with a fair usage policy like the UK).
100 minutes and 100 texts? What the hell is that all about? In the world’s most competitive market for mobile telecommunications (it is, trust me I read somewhere before) this deal is totally absurd. True is competing in a market for which it costs as low as 0.25 Baht/minute (0.04p a minute [yes 0.04p]) to call anywhere in the country, and this goes for both prepaid and postpaid customers. Paying 1,399 Baht for 24 months (= 33576 Baht).. isn’t it better to buy a jail-broken Hong Kong iPhone for around 20,000 Baht? Or even better, buy a prepaid iPhone from O2 UK for 349 pounds (= 18,000 Baht) and use the tricking SIM to unlock.
Secondly, the Thai market is very much prepaid orientated. About 80% of customers (so I recall from an article, again) are prepaid customers. Why is this? It’s because most people do not call a lot, and even if they do, the prices of prepaid is hardly that much more expensive than postpaid. The only people that use postpaid are those that do not want to have the hassle of getting prepaid cards, or refilling at ATMs (cash machines). Remember what happened to Hutch (aka Three) when they came to Thailand and tried to implement a tariff-for-’free’-mobile-deal-kinda-thing back in 2002? It never worked. Most people were not up to paying 1500 baht a month (but mind you, even then Hutch did give you thousands of minutes as opposed to 100!). Hutch is a failed mobile telco in this country (after of course, Thai Mobile 1900 by TOT with 65k customers!!).
Lastly, there are realistically no UMTS/HSDPA networks in Thailand (with the exception of AIS’ 900Mhz system in Chiang Mai and AIS 2100Mhz demo system in their Central World shop). The iPhone ‘experience’ (ugh!) is designed to revolve around fast data on the fly. The current 2.75G EDGE system currently in place will handle fast enough data (it does about 100-150kbps) for mobile-only usage but its latency just won’t cut it. It takes about 800ms (yes, nearly 1 second) for a data sent to go across the network as opposed to about 15-20ms of ADSL systems (or 100-200ms of UMTS/HSDPA systems). This means that more real-time things such as chats and Google Maps (overly rated for the iPhone) will feel less real-time. Webpage browses on the Safari (yes, the Apple-browser) will feel sluggish too, with clicks responding much slower than one is being used to. [Notice that I said there are no UMTS/HSDPA networks, but not no 3G; that’s because there is 3G in over half of the country as CAT CDMA with a data rate of a few mbps].
Now, so all in all, should True sell its iPhone under the contracts well it would not be because people are after its features, or online-orientated experience, or its big-gulp 100 minutes but rather because as a symbol of status
I will stop my ever so random rant now. Down to hell with Apple cult!
