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Technology Thailand

Where Thais and technology clash

by Jesada Chandraprasert, Thailand

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BlackBerry fever in Thailand? How'd that happen?

Oct 8, 2009 14:29

While more evolutionary than revolutionary, RIM has just released BBM 5.0 in its App World store. Readers outside of Thailand may not be too interested in this, but because BB fever has swept over Thailand, a lot of my fellow countrymen (and women) will probably find this useful. Talking to most people, I did not deem it surprising that most non-business users are more attracted by the social-networking apps, specifically Facebook and BBM, than in its email capabilities.

I'm not saying that they do not use it for email. A lot of people do. But few are using the BB for what people regard it as best for--which is email.

In Thailand, its "hip" to have a BB, because most email providers now offer syncing via Active Sync or similar technologies. Services such as BES or BIS are often not necessary outside the corporate world. Here, standalone phones like the iPhone, Symbian and WinMo phones can be purchased without the need for tag-along plans to activate its main features. However, the BlackBerry has always been about getting your email to you as soon as it gets to your server(s), and thus has always required a subscription to either BIS or BES, depending on how soon you want to see your "just arrived" emails.

Obviously, many consumers do not have this need and you'd think that the reasonable choice of handset would be either WinMo or even the iPhone.

Alas, like Apple and HTC before it, RIM and its partners have found the right features to promote, despite these not being its strongest points. In Thailand, the BlackBerry is apparently about IM and social networking. Heck, even AIS, which appears to be spearheading the BB revolution despite True Move also having BB services but giving this a backseat to the iPhone, has an applet on its BB homepage where users can leave their PIN (with picture, of course). This is so others can add them to their contacts list.

For better or for worse, it's a scheme that's working. AIS is taking some of True Move's iPhone-generated wind out of its proverbial sail. By allowing users to register non-AIS imported/sold BB devices on their BIS and BES services, and dropping the price of its BB Unlimited plan (which gets you complimentary BIS service) to 650 baht per month, it has undercut most carriers' unlimited data services by almost 30 percent, putting the service in direct competition with True Move's Unlimited iPhone plan, but without the obligatory handset purchase.

While it's true that True Move does not block non-True Move iPhones from accessing its network and data services, users would not benefit from the low pricing for unlimited data and free minutes and text, as well as unlimited access to its Wi-Fi hotspots with seamless handover from GSM/3G, which you'd get with an iPhone purchase from the telco.

Another party benefitting from this fad is T-Mobile whose unlocked Curve, Bold, Storm, and 8520 units are flooding the Thai market from gray market importers. There are some AT&T-branded BBs out there, but for the most part you can spot the T-Mo logo on the back of most BB handsets. They're available at a price which is roughly 30-40 percent lower than what local carriers are asking for the same handsets. The difference is the 8520, which is just a few hundred baht cheaper than the pre-purchase price quoted on AIS' Web site.

It looks like BB is here to stay, and I can truly say that I am happy to finally see a challenger to the iPhone in Thailand. It gives me an opportunity to get back into the BB world since my 7230 crapped out four years ago.

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totocyber

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totocyber says...
well, in my opinion, Thai celebrities are also the reason of this story, behind-the-scenes of this success. Some media companies bought BB for their artists, hence this would bring popularity to the gadget.

Nov 10, 2009 17:07

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Jesadac

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Jesadac says...
Hi Totocyber
you have a very good point. A lot of celebrities are emulated by the public, especially in Thailand.

Nov 10, 2009 22:10

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