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Spectrum auction has been accepted as an efficient tool for allocating the radio spectrum and increasing competition level among service providers in the telecommunication market. Most of National Regulatory Authorities (NRAs) use spectrum cap as an incentive instrument to facilitate new entrants and to reduce a chance of natural monopoly in acquiring spectrum. These two different regulatory instruments seem to provide contradictory results. On one hand spectrum auction should allow Mobile Network Operator (MNO) to obtain as much as spectrum bandwidth. It may lead to one MNO may gain most of spectrum bandwidth in the market or being a dominant player in the market. On another, spectrum cap limits amount of bandwidths where the MNO could obtain. It aims to provide an opportunity to smaller and/or new comer operator to gain spectrum bandwidths as well as its competitive advantage. The National Broadcasting and Telecommunications Commission (NBTC) has followed the practices from other NRAs by implementing spectrum auctions together with setting spectrum cap for each bidder in an event of auction. This paper aims to investigate impact on firms' performance, i.e. data share to spectrum share ratio, subscriber share to spectrum share ratio, etc., in Thailand. The findings show that 40% sub-1GHz cap produces a better output in term of spectrum efficiency. It is somehow contrast with other studies. However, this may result from a long term implementation of spectrum cap. Mobile operator needs to prepare itself to handle the limitation of spectrum.

With the latest advances in mobile broadband brought by UMTS, HSDPA, and LTE, all radio communications make use of a highly regulated resource. Specific portions of that spectrum are allocated for use by competing uses, and it is a scarce and expensive resource. To deal with this scarcity, some countries have changed legislation so that other services can use portions of the spectrum initially allocated to a different service/technology. This is called re-farming: repurposing a frequency that was initially allocated to one technology for another one. Re-farming is a cost-effective way to increase capacity for mobile use without the need for market players to apply for new spectrum. This issue is becoming crucial and important for the national regulatory body in every country including Thailand to manage their scare resource with fair and clear rule. With the exponential growth in mobile broadband (MBB) services in Thailand, it places enormous demand on the need to expand the capacity of the MBB sites with the available spectrum resources. Most often, there is a dire need to acquire additional spectrum to fulfill the demand in capacity growth. Spectrum auction prices are very expensive in principle; hence operators need to maximize the available spectrum resources for better utilization. To accelerate the 3G&4G network, spectrum re-farming is needed in Thailand. This study aims to explore the similarity and difference of the objective, spectrum target and approach of spectrum re-farming in the selected countries from each region which are USA, Germany, France and Australia. Public consultation documents and related literature were used for data collection in the selected country. Additional qualitative method which was focus group was employed for data analysis in Thailand. Experience of re-farming from selected countries is expected to provide lessons for the Thai national regulatory authority (NRA) in terms of improving quality of service and coverage and create a fair competition environment among service provider.

This study aims to investigate the customer loyalty on Internet Protocol Television (IPTV) in Thailand. Data were collected from the accidental sampling which consists of 400 IPTV customers in Bangkok through the self-administered questionnaire in 2014. Descriptive statistics, including percentage, mean and standard deviation, path analysis were employed for hypothesis testing. The results showed that majority of respondent are female, age between 18-25 years old, work at private company and have average income 10,000-20,000 THB. Customer expectation and customer loyalty have a highest impact to customer loyalty if compared to others variables. Service providers should attempt to enhance the content, improve the user interface, system reliability and connectivity as customer will regard the service as valuable service. This could help service providers maintain and gain their market share, increasing their profitability and performance.

The great promise of cloud computing is the immediate access to enterprise grade software and next generation Information Technology solutions. Cloud service enables SMEs anywhere to expand their market reach, delivery and service, and customer interaction. Some small and medium enterprises (SMEs) are yet to fully realize the advantages of cloud solutions. In the meantime, hundreds of cloud vendors are preparing for the expected major upswing in popularity among cloud services for SMEs and for private consumers. This study examines the factor affecting a decision to use cloud computing service for Thai SMEs. A questionnaire was employed for data collection from a sample of SMEs that use cloud computing technology in the Bangkok area during January 2015- June 2015. A statistic model was utilized in order to analyses the determined factor on using cloud computing service of Thai SMEs. Moreover, the willingness-to-pay (WTP) to additional cloud computing service was calculated. The findings can be used to gauge SMEs demand for improved cloud computing services.

The aim of this paper is to analyse the demand and use of Internet access by small and medium enterprises (SMEs) in Thailand. Given the huge importance of SMEs to a national economy such as Thailand, this paper dives into the data to understand the magnitude of the issue. Official 2010 Thai government statistics state there are 2.82 million SMEs with unregistered SMEs triple this size. This compares to a population figure of 66.79 million and an Internet user community of 36 million users. This study therefore set out to empirically examine by use of a bivariate probit model whether the variables of computer availability, business sector, SME size, organizational form or foreign shareholding has a systematic link to Internet access. After this, once Internet use was determined, to analyse and estimate specific usage. The impact of these factors varies from service to service (i.e. e-mail, searching, retrieving and interacting with governmental agencies or purchasing goods and services online). Implications suggest that SME Internet connectivity and subsidy should be considered by key policy makers while developing and implementing more robust infrastructure and better support which could stimulate the growth of Internet access and use. Along with fixed/land line technologies, wireless broadband technologies such as 3G/4G could be another alternative to solve the lack of fixed infrastructure and provide an opportunity for SME Internet services. This must also be combined with better education and support for the entrepreneurial SME owner/manager.

This paper aims to explore the price plans offered by Thai mobile operators and analyse the role of demand characteristics in the development of new price plans. The paper also shows how demand affects a firm's degree of innovativeness in terms of the number of new price plans. The empirical qualitative analysis is based on an original data set from several secondary data sources and includes all the price plans offered in the history of the Thai mobile communications market between 2002 and 2010. The results show that mobile operators have introduced several innovative price plans to attract and retain their consumers. Although a greater number of price plans can increase competition among operators, some have complex combinations that may lead to confusion for consumers. A price comparison programme should therefore be implemented by the telecom regulator to ensure that consumers receive correct and complete information about the price plans. Most studies, by far, have not extensively discussed this mobile communications market in detail and the effect of innovation on competition between firms in the mobile communications industry, in particular the development of innovation in developing countries.

Mobile Internet is growing around the world without exception for developing countries like Thailand by passing the poor legacy wired infrastructure. This study attempts to provide guidance to a national regulatory agency (NRA) by addressing the following question: What are the key determining factors to explain the probability that individual consumer will use mobile Internet? The discrete choice model is employed to empirically examine whether the service and application attributes, socio-economic variables and service provider has systematic link with the decision of consumer. The data from a national survey in 2010 commissioned by the National Telecommunications Commission (NTC) of Thailand is used for the analysis. Based on the findings, fixed telephony, e-mail, age, area of living and mobile operator are recognized as the strongest determinants for mobile Internet adoption. The findings suggest that the mobile Internet becomes an alternative technology to bridge the digital divide since a group of people who have no fixed Internet connection at home they can connect the Internet via mobile Internet. As such, telecom regulator and policy makers need to consider the policies regarding to infrastructure investment frequency allocation, content and application development and competition in order to stimulate the growth of mobile Internet adoption and close the digital divide within country.

Received analyses state that firms can use a bundling strategy to retain customers and capture new customers. Factors that determine the bundling strategy include product discount, service provider and customer characteristics. Consequently, this study addresses the fundamental question: What are the key determining factors that explain the probability that a consumer will buy multiple services? A Poisson regression model is employed to examine whether the product discount, service provider, socio-economic variables and geographical location impact on consumer decisions. Data from a national survey in 2009 commissioned by Post-och Telestyrelsen, the Swedish telecommunications regulator, are analysed. The results clearly show that the discount, service provider and income of the consumer affect the consumer's buying decision. For example, a consumer who receives a discount or has a high income is more likely to buy a bundle service (set menu) or select more services from the current service provider into his basket than a consumer who buys an individual service (à la carte). Service providers, cable TV operators and telecommunications carriers can also lock-in their consumer and expand their market position from one particular service to another using bundle services. Thus, this may be the time for the telecommunications regulator to consider the market definition.

The mobile broadband (MBB) in Swedish market has become a more attractive opportunity for service providers, with growing demand for ubiquitous broadband connectivity after the mobile operators got 3G license in 2000. MBB seems to have more advantage compare to Fixed broadband (FBB) in term of mobility, compatibility and quality of service. This paper aims to explore the current broadband situation in Swedish market, in particular whether the mobile broadband is a complementary or substitute by using descriptive analysis. The data is collected from the Post- och telestyrelsen (PTS) Survey and the secondary data from PTS during 2002-2009. The findings indicate that the MBB and FBB subscribers remain growing, but the issue of complementary and substitution between MBB and FBB cannot be given an answer at this stage. The crucial problem of comparing MBB and FBB is the different units of measurement. Also, the potential of avoiding regulation by service providers is discussed since the market participants in FBB and MBB services are the same players. The rapid growth of MBB together with a lower degree of regulation in mobile services may attract the market player to put their effort more in MBB market. Moreover, the gap between broadband infrastructure coverage and the usage of this service is huge. Thus, the inefficiency of BB infrastructure utilization becomes another issue that NRAs could consider.