Shifting Thai mobile user behavior and its impact on mobile regulation

Abstract

This study investigated the determinants of mobile- only user (mobivore) subscribers in the Thai mobile communications market. Survey data from 2014 along with a probit model were employed for analysis. Results showed that Thai subscriber characteristics including gender, home location, ownership of a smartphone, employment as a government official, private-sector executive and self-employed, and the type of Internet application, can significantly explain mobile-only user behavior of Thai mobile subscribers. Findings also showed that subscribers who were heavy Internet users used other complimentary services. Additionally, telecom regulators should consider implementing a quality of service regulation which provides the opportunity for rural subscribers to better access mobile services, and develop a spectrum allocation policy that is consistent with the high demand of a mobile only user. This will benefit both urban and rural users.