Srinuan, Chalita

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Determining spectrum caps and service efficiency: A case study of mobile operators in Thailand
(2021-11-01)
Srinuan, Chalita
;
Srinuan, Pratompong
Mobile spectrum is a crucial natural resource, which is essential in a nation's economic growth and a mobile operator's business operations and sustainability. Moreover, spectrum auctions have become a common method for spectrum allocation by telecom regulators in recent decades. In Thailand, the National Broadcasting and Telecommunications Commission (NBTC) over the past years has used a spectrum cap setting mechanism to encourage more competition in both the auctions and in the market after the auctions. This mechanism also allows regulators to determine the number of mobile operators in the market. However, regulatory mandated spectrum caps can potentially harm a large mobile operator's performance since spectrum caps can preclude large carriers from getting more necessary spectrum to support their customers' demand. Therefore, the purpose of this research was to demonstrate the effect of spectrum caps' determination using frequency allocation in Thailand as a case study. This paper employs data from Q3 2012 - Q1 2020 for the three major mobile operators in Thailand (AIS, TRUE, and DTAC) and analyzes the mean difference of six operating parameters by 1 MHz spectrum and the industry average. Results revealed that AIS was the largest carrier with the most spectrum amount, the greatest number of users, with revenue exceeding the industry average. AIS also had a statistically significant operational efficiency in all six of the evaluated dimensions. However, TRUE which is second in the total number of users in Thailand was determined to have no statistically significant operating efficiencies. Furthermore, the study determined that operators need additional spectrum so that they can increase market share through improved service quality. Finally, the empirical evidence suggests that spectrum caps when set in conjunction with each auction did not create any significant operator's efficiency problem.
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Work-related generative artificial intelligence adoption and employee-perceived organisational performance in Thailand's manufacturing industry
(2026-10-01)
Yudhistyra, Wecka Imam
;
Srinuan, Chalita
Generative Artificial Intelligence (GenAI) is increasingly integrated into organisational work processes, yet its implications for manufacturing firms cannot be inferred from adoption intention or usage frequency alone. In contrast to deterministic workplace technologies, GenAI produces probabilistic and context-responsive outputs whose organisational value depends on employees' ability to evaluate, interpret, and apply generated content effectively. This research examines how work-related GenAI use is associated with employee perceptions of GenAI-enabled organisational performance in Thailand's manufacturing sector. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the Human-Centred Design paradigm, and Knowledge Management theory, the research develops a framework in which perceived usability, knowledge acquisition, knowledge application, and performance expectancy influence behavioural intention, which subsequently affects use behaviour and employee-perceived GenAI-enabled organisational performance. Survey data from 381 manufacturing employees with prior GenAI experience were analysed using Partial Least Squares Structural Equation Modelling. Bayesian Network (BN) algorithms were subsequently employed to refine the theoretical structure by identifying conditional dependencies beyond the hypothesised model, while Artificial Neural Networks and Importance-Performance Map Analysis provided complementary predictive and managerial insights. The results support all hypothesised relationships. The BN-refined model further identifies direct links between knowledge application, performance expectancy, and organisational performance, suggesting that, in addition to adoption and use, GenAI-derived value also depends on employees' capacity to translate AI-generated knowledge into workplace outcomes. The findings advance technology adoption research by developing and validating a GenAI-specific extension of the UTAUT that integrates human-centred design and knowledge management perspectives. The research further demonstrates that organisational value is realised through a sequential pathway linking adoption antecedents, behavioural intention, and use behaviour, while providing policy-relevant evidence on workforce-driven AI adoption in an emerging economy undergoing digital transformation.
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Analysis of Thailand's fixed broadband internet services demand: A merger screening of AIS and 3BB
(2024-03-01)
Phansatarn, Thunwar
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Srinuan, Chalita
The article conducted a ‘merger screening’ of the potential impact of the merger between AIS and 3BB, which were the second and third largest internet service providers among the four major operators prior to the merger in 2022. National survey data across country in 2022 and discrete choice model was used for the analysis. Surprisingly, finding showed that AIS and 3BB were not the closest competitors, but instead True, the provider with the largest market share, was their closest competitor. Based on the pre-merger analysis, it was predicted that service prices were likely to increase, and this merger is comprised a relevant market. To accurately define the market (market definition), other operators' services should not be considered as well. Considering the rising magnitude in service prices, it is estimated that, on average, prices will increase by 7.51%–31.51% compared to the current rates in 2022. Moreover, the study revealed that the merger would lead to an average increase in cost efficiency of 15.01% of the current marginal cost, which would allow the post-merger service prices to remain unchanged if the cost savings are passed on to consumers. A key policy recommendation was for regulatory agencies to conduct further analysis of competition, including evaluating entry barriers, the response of non-merging competitors, and competition without regulated pricing. Additionally, the study examines the potential future impacts on social welfare.

Srinuan, Chalita

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