New M2M MVNO AJ SIM launched in Thailand

Written by
Allan T. Rasmussen
Published on
November 13, 2020
New MVNO launched in Thailand

AJ SIM becomes the 10th MVNO to launch in Thailand

BangkokPay Co., Ltd., a company engaged in the sale of POS terminals and top-up kiosks for mobile phone top-up, electronic transfers, and bill payments, has launched AJ SIM, a new MVNO service in Thailand.


The company is a subsidiary of AJ Advance Technology Public Company Limited, who carry a large variety of products and services - ranging from small and large home appliances, audio and visual products, electric motorbikes, vending machines, as well as AJ smartphones and tablets.

AJ SIM, says it provides MVNO mobile network service for business operators who want to use a SIM card in mobile top-up kiosks or POS terminals but also the option to use packages for mobile phones as well. However neither a copy of a MVNO license - nor a license number from the regulator NBTC is visible on its website.

The B2B offer include top-up kiosks machines from THB 32,800 (installment) along with a AJ SIM add-on package and three special promotions running until the end of the year:

Unlimited internet THB 199,- (Normal price THB 999,-) with speed up to 10Mbps unlimited and 10 minutes calls to all networks.

Unlimited Voice Calls THB 499,- (normal price THB 1,999,-) free calls in the network and 10 minutes on all networks - and a free Wi-Fi AJ SIM.

For AJ Devices, unlimited 2Mbps internet THB 100,- (normal price 599,-)

AJ SIM says it is providing its service nationwide, using 3G on 2100MHz and 4G on 2100/2300 MHz. which means it is using TOT as host – the number range on its SIMs it also TOTs.

The MVNO becomes the 10th MVNO to launch in Thailand, not counting the pseudo MVNO setups from the mobile operators AIS, DTAC and TrueMove.

AJ SIM ผู้ให้บริการระบบโทรศัพท์เคลื่อนที่ (MVNO) 3G/4G 2100/2300MHz


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In a formal letter submitted to the NBTC, the Consumer Council emphasized the necessity for a comprehensive stakeholder consultation before proceeding with the auction, which encompasses the 850 MHz, 1500 MHz, 1800 MHz, 2100 MHz, 2300 MHz, and 26 GHz frequency bands.

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Thailand’s Consumer Council (TCC) has issued a strong appeal to the National Broadcasting and Telecommunications Commission (NBTC), urging the postponement of the upcoming mobile spectrum auction.

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66.17M 99.41M 150% 72%
Population Mobile Connections Mobile Penetration Prepaid Market Share
As of 2021 EoY 2021 EoY 2021 EoY 2021
66.17M 99.41M 150% 72%
Population Mobile Connections Mobile Penetration Prepaid Market Share
As of 2021 EoY 2021 EoY 2021 EoY 2021

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66.17M 99.41M
Population Mobile Connections
As of 2021 EoY 2021

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19.67M
5G Package Subscriptions

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Market Year Acquirer Target Subs Deal Per/Sub
Denmark 2003 TDC Telmore 460K €53.7M €117
Germany 2003 Carphone Warehouse Hutchison 540K €52M €96
Norway 2004 TeliaSonera Chess/Sense 405K €185M €457
Sweden 2004 TeliaSonera Sense 1.8M €189M €104
Denmark 2004 Sonofon CBB 437K €17.5M €40
UK 2006 NTL Virgin UK 3.3M €1.06bn €318
Germany 2007 Vodafone AG Allmobility 404K €25M €62
Switzerland 2008 Sunrise Tele2 525K €33M €63
France 2009 Virgin Tele2 400K €56M €140

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MVNO/Service price VOICE (THB/minute)* DATA (THB/MB) SMS (THB/SMS) MMS (THB/MMS)
Penguin SIM (Prepaid) 0.9 0.45 2 No service
I-Kool 3G (Prepaid) 0.8 0.24 1.75 No service
Feels (Prepaid) 0.77 0.21 1.8 No service
Redone (Postpaid*) 0.62 0.05 No SMS promotion in main package No service
MVNOs blended 0.77 0.24 1.85 No service
MNOs (AIS, TRUE, NT) blended** 0.6 0.16 0.89 2.33

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MNO MVNO
APPROACH
Mass Marketing Analytics Marketing
TARGET SEGMENT
Any customer
is a good customer
Each customer cluster has
a different addressable value
APPEAL
Standard
“One-size-fits-all”
Cater to needs that are specific to
each customer, or each segment
VALUE PROPOSITION
Broad value proposition
“Build it and they will come”
Value proposition tailored
to each target customer’s needs
COMMUNICATION STYLE
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