Podcasts

On this episode, we discuss strategy and the mission to win hearts and minds on behalf of rural broadband

Charles Thomas, the Chief Strategy Officer for Rural Broadband Partners (RBP), says he tells ISPs in rural areas not to view themselves as rural providers.

Instead, he asks them to look at urban providers and to examine the resources those entities have. “You want to build that into your location,” he says.

According to Thomas, who will be speaking at Connected America next month, that might mean employing IoT technologies or entering into public/private partnerships.

While the battle to win hearts and minds for rural broadband continues, Thomas says rural providers often face a shortage of resources.

He elaborated, saying it could be a shortage of financial resources, equipment resources, people resources, or knowledge resources that is holding some rural ISPs back.

Thomas said helping ISPs to retain people resources in rural areas is probably the largest obstacle he faces.

“It’s a big challenge,” he said, adding it’s important to create an environment of continued learning.

He also said it’s important to have workers that are excited about the role they’re play in connecting communities.

“It really is life changing for people,” he said. “When people see that, it’s exciting for them.”

Meanwhile, Thomas said rural ISPs also have to maintain a mindset of growth for the future.

To hear the full Beyond the Cable episode featuring Thomas on Spotify, click here.

Click here to listen to the episode on Apple Podcasts.

News 

Meta has entered into discussions to build a number of major data centres for its AI projects, an article from The Information has revealed, citing people familiar with the matter 

According to the article, senior meta executives have already toured potential data centre sites, with campuses in Louisiana, Wyoming, or Texas being considered. Costs are expected to be over $200 billion, according to the sources. 

However, a Meta spokesperson has denied the report, calling it “pure speculation” and reasserting that the company’s current data centre plans and expenditures are in the public domain. 

Last month, CEO Mark Zuckerberg confirmed that Meta plans to invest around $60 billion this year alone on a Louisianna data centre to power Llama 4, its newest AI model. The data centre is “so large it would cover a significant part of Manhattan,” said the Threads post. 

“This is a massive effort, and over the coming years it will drive our core products and business, unlock historic innovation, and extend American technology leaders,” it continued.  

Meta is vying to become a global AI leader alongside the likes of Microsoft, who last month announced $80 billion in AI data centre spending for 2025. Microsoft Vice Chair and President Brad Smith confirmed that over half of the funds will be invested in the US, demonstrating a “commitment to this country and our confidence in the American economy.” 

Both companies have ramped up spending in the race for dominance in the emerging AI market. Combined capital expenditures by major players like Amazon, Google, Microsoft, and Meta are projected to exceed $320 billion this year, according to TechSpot. 

In addition to competing with one another, these companies are also facing global competition from China. 

“The United States is in a strong position to win the essential race with China by advancing international adoption of American AI,” said Smith. “American products are more trusted than their Chinese counterparts, and our private sector is unmatched in its ability to invest in infrastructure around the world. With a balanced and common-sense approach to export control policy, the United States can solidify the diplomatic relations that will be critical to global AI adoption.”  

Chinese AI companies, such as DeepSeek, have recently claimed to develop AI models that rival Western counterparts at a fraction of the cost. This has fuelled urgency among US tech giants to accelerate their AI progress and reinforce their dominance in the global market. 

Keep up to date with the latest international telecoms news by subscribing to our newsletter 

Also in the news: 

AIS’s 5G speed boost service hits 180,000 users, points to new growth model
Telefónica sells Argentinian unit to Telecom Argentina for $1.25 bn
EU approves €227 million for Austrian semiconductor plant 

CHICAGO – Feb. 25, 2025 – Aeris, a global leader in secure cellular IoT platforms and solutions, today launched Aeris IoT Watchtower, the world’s first fully integrated security solution for cellular IoT. Aeris IoT Watchtower delivers enterprise IoT visibility and control to prevent IoT security breaches, significantly reduce the impact of any IoT security event, improve operational efficiency and ensure regulatory compliance.

Aeris’ groundbreaking solution comes at a pivotal time. IoT devices are already a primary target for cyberattackers looking to penetrate enterprise networks. In its 2024 Cyber Threat Trends Report, Deloitte found a 400% increase in IoT malware attacks across various industries. And Forrester predicts “a major IoT breach will disrupt a large class of devices” in 2025.

Telna enters into strategic partnership with Bridge Alliance

Bridge Alliance to leverage Telna’s eSIM capabilities for new connectivity and revenue opportunities

Toronto, Canada – February 25^th, 2025 – Telna, a leader in managed eSIM connectivity, today announced its strategic partnership with Bridge Alliance, a prominent mobile alliance comprising major mobile network operators (MNOs) across the Asia-Pacific, Europe, Middle East, and Africa. The partnership will enable participating MNOs to deliver a seamless mobile roaming experience for subscribers, drive new revenues and capitalise on the growing demand for travel eSIM services.

With the partnership, Bridge Alliance can leverage Telna’s roaming eSIM enablement platform to equip its members with advanced roaming eSIM distribution capabilities, tapping into the wider eSIM distribution ecosystem. This implementation will enable onboarded MNOs to seamlessly integrate eSIM technology, ensuring their connectivity services are future-proofed and optimised to address new roaming challenges. They will be able to enhance their retail offerings and unlock new growth opportunities, allowing them to remain competitive in a rapidly evolving mobile landscape.

Telna’s eSIM-Ready digital platforms – including APIs, web, mobile, and super app solutions – are helping to redefine international roaming. By embedding eSIM activation into every digital touchpoint, Telna enables MNOs and MVNOs to deliver a hassle-free international roaming experience that is underpinned by seamless and flexible international connectivity. This removes the need for physical SIM cards and delivers a frictionless experience for subscribers who can access flexible, and affordable, data plans directly through web stores and mobile apps. Additional business opportunities can be created through third party eSIM integrations, enabling brands to deliver travel services via their own super apps.

Gregory Gundelfinger, CEO of Telna, explains: “eSIM technology is efficient, cost-effective, and flexible. It allows for faster and more efficient provisioning of services, eliminating the need for physical SIM cards which reduces costs. eSIM enables seamless mobile connectivity, with plans tailored to customers’ needs and usage patterns. This creates new revenue opportunities through data plans and device management services.”

Telna’s solution embeds eSIM connectivity into high-traffic super apps, allowing for instant eSIM activations for millions of users. Additionally, Telna’s eSIM solution is white-labelled and customisable, enabling MNOs to brand their own digital eSIM storefronts and mobile applications for further revenue opportunities. Its API-first approach ensures flexibility, scalability, and ease of integration. MNOs can connect their systems with the platform’s APIs to exchange data, plan information, and provisioning requests. The platform will then generate the necessary eSIM profile and deliver it directly to the customer’s device, communicating with the MNO’s network to complete the provisioning process.

Gundelfinger added: “The flexibility and simplicity of eSIM technology appeals to customers. It will help MNOs to monetise the so called ‘silent roamers’, subscribers that tend to avoid using mobile services while they’re abroad, preferring to rely on WiFi instead. Operators have long sought for a solution to activate silent roamers and recover those revenues, but with little success. Now, eSIM offers that solution, allowing MNOs to provide affordable and easy-to-use roaming packages that help customers maintain control over their connectivity.”

Ken Wee, Senior Vice President for Partnership and New Business at Bridge Alliance, said, “We’re delighted to have Telna join our Bridge Alliance Technology Partnership Programme. We look forward to deepening our partnership in enabling the roaming eSIM distribution ecosystem and to meet emerging needs in new roaming industry trends.”

Note to the editor

Telna is exhibiting at MWC Barcelona 2025, located at Hall 7 Stand 7C31 / Kiosk 8 of the Canada Pavilion, of the Fira, Gran Via, exhibition centre. Gregory Gundelfinger is speaking at the GSMA hosted eSIM Summit – eSIM the connection of the future, which is being held at 14.30 on Wednesday, March 5^th at the Partner Theatre 4, Hall 8.0 – 4YFN & Partner Theatres. 

About Telna

Telna is a global leader in providing managed wholesale eSIM platforms to Mobile Network Operators, Mobile Virtual Network Operators (MVNOs), and other telecom providers. Telna’s platform enables seamless eSIM activation, management, and connectivity across multiple devices and networks, offering innovative solutions that drive scalability and revenue growth for its partners.

In the last week of March 2025, students from Maple Bear School will establish the first-ever direct radio contact between Bulgarian students and astronauts aboard the International Space Station (ISS) through the ARISS (Amateur Radio on the International Space Station) program.

The connection will take place between March 24 and 28, 2025. A week before the event, the exact date and time will be announced on https://spacecontact.bg/, where the live broadcast will also be available.

The website provides fascinating information about the ISS, space challenges, amateur radio, and NASA images.

The conversation with the astronauts will last about 10 minutes. As the ISS passes over the students, they will ask questions from Earth and receive answers directly from space.

“The idea to apply with a Bulgarian school for the ARISS program came about a year ago when I became passionate about amateur radio. Before that, I never imagined the ISS could be so accessible to us. Thanks to the collaboration between LZ1KRN – Neterra’s amateur radio club – and Maple Bear School, we are making this idea a reality. The students will have a unique opportunity to speak directly with astronauts on the ISS, inspiring many to pursue science, technology, and hopefully amateur radio,” said Mariyan Rangelov, a member of Neterra’s amateur radio club (callsign LZ3MAR) and Neterra’s CFO.

“I have always believed that a person is as big as their dreams. That is the mindset we embrace at the start of every school year at Maple Bear,” said Lilyana Nikolova, founder and director of Maple Bear Sofia School. “Everyone needs to dream and strive for something greater than themselves. Experiencing a scientific achievement like the ISS through the ARISS program is an incredible opportunity for our students to believe that dreams are achievable. It takes courage, imagination, and hard work.”

“ARISS is yet another opportunity our school provides for learning beyond the classroom. We believe real-life experiences inspire children to learn and explore the world. This project is a shining example of how we can spark their curiosity about science through hands-on experience. We are grateful to Neterra’s amateur radio club for the invitation, as well as their support and enthusiasm, which made this wonderful project possible.”

To prepare for this extraordinary event, a series of educational seminars will take place in March. Speakers will include Viktor Marinov, one of Bulgaria’s leading amateur radio operators (callsign LZ1NY), and Neven Dilkov, an amateur radio enthusiast (callsign LZ1COM) and founder and CEO of Neterra. They will share knowledge, experience, and interesting facts with students, covering topics such as radio waves, antenna construction, and radio communication principles.

About ARISS

ARISS (Amateur Radio on the International Space Station) is a program that allows students worldwide to establish direct radio contact with astronauts on the ISS, fostering interest in science, technology, engineering, and mathematics (STEM).

About Maple Bear School

Founded in 2020, Maple Bear Sofia is part of the global Maple Bear Canadian Schools network, the world’s largest school group with a presence in 39 countries across five continents, over 400 schools, and more than 60,000 students.

At Maple Bear, the child’s holistic development – physical, intellectual, emotional, and social – is at the core of the learning process. The school’s educational approach nurtures a lifelong love of learning and key 21st-century skills such as critical thinking, communication, teamwork, creativity, problem-solving, innovation, and digital literacy.

About LZ1KRN Amateur Radio Club

Founded on June 14, 2017, by Neterra employees, the LZ1KRN amateur radio club promotes knowledge of technology and fosters friendships worldwide. Club members participate in international competitions and organize interactive radio workshops.

Neterra is a global provider of connectivity, telecommunications solutions, and IT assets management. The company has won the “Best Connectivity Provider in Central and Eastern Europe” award at the Capacity Global Connectivity Awards in both 2023 and 2024.

Adelaide, Australia & Carlsbad,Calif. – 26 February 2025. Myriota,the telco for global field intelligence, today announces the exciting expansion of its connectivity portfolio with the launch of Myriota HyperPulse^TM, a 3GPP 5G-based Narrowband Non-Terrestrial Network (NB-NTN) service built in partnership with Viasat, a global leader in satellite infrastructure.     

Myriota HyperPulse^TM is the first solution of its kind powered by Viasat’s dynamic leasing capability, which allows partners like Myriota to scale their satellite connectivity footprint up or down depending on demand. Myriota HyperPulse^TMcustomers will benefit from Viasat’s global, highly-reliable geostationary L-band network and 3GPP-compliant spectrum, along with Myriota’s hybrid network management platform and power optimized LPWA (low power, wide area) satellite connectivity technology.

The result is a connectivity solution ready for Myriota’s partners to apply in the real world, experiencing the benefits of standards-based, satellite-driven connectivity optimized specifically for IoT.

Complementing Myriota’s commercially available UltraLite^TMservice – which is focussed on the most extreme energy efficiency, security and spectrum efficiency – Myriota HyperPulse^TM expands the solution base to deliver connectivity designed for sensing, tracking, and remote management applications, with combined standards compatibility, battery-only energy efficiency, and regular, near-real time reporting.

Myriota’s Early Adopter Program (EAP) is now open, and the company is accepting applications for the first cohort of development partners to access the Myriota HyperPulse^TM service from April 2025.

Leveraging Viasat’s existing satellite infrastructure and Myriota’s own experience deploying and operating commercial-grade space-based IoT connectivity, the company aims to quickly and cost-effectively scale its global field intelligence and monitoring services to meet rising customer demand.

Deploying a service designed to be fully 3GPP compliant in the global IoT market is an important milestone for the Myriota team and aligns with its mission to democratize satellite access to deliver critical field-based monitoring solutions to a global market in a way that is both cost effective and designed to “just work”.

“The global market for satellite-based communications networks is constantly advancing through technical breakthroughs and network expansions, and Myriota is at the forefront of this,” said Ben Cade, CEO of Myriota. “Building on more than a decade of experience in delivering highly secure and power efficient direct-to-satellite solutions, Myriota HyperPulse^TM, in partnership with Viasat, reinforces how leaders in respective fields can collaborate to support our customers as they apply our unique sensor-based connectivity with their deep customer understanding to deliver disruptive, new approaches to solve crucial problems.”

Andy Kessler, Vice President, Viasat Enterprise, said: “We are excited to be combining the strength of our L-band satellite network with Myriota’s telecom expertise to deliver reliable, low-power IoT connectivity solutions. Our collaboration will see the first 5G NTN commercial service based on our dynamic leasing model, which enables Myriota to deliver a cost-effective, standards-based solution optimized specifically for the needs of customers leveraging IoT. All of it done in a way that is simple and easy to deploy for critical industries looking to operate more safely, efficiently, and sustainably.”

EAP Sign-up: Development partners can apply now to be a part of the first EAP cohort to experience the benefits delivered by Myriota HyperPulse^TM. Interested parties are invited to submit their application by visiting: https://myriota.com/hyperpulse-5g

About Myriota 

Myriota is a global leader in low-cost, low-power, secure direct-to-orbit satellite connectivity for the Internet of Things (IoT), and small power-constrained devices. Founded in 2015, Myriota’s space-based network delivers scalable, affordable IoT data services and energy-efficient hardware that is essential for sectors such as agriculture, logistics, water management and environmental conservation.  

For more information, visit myriota.com

Follow us here: LinkedIn, X, Facebook, YouTube

Myriota Media contact:

Stephen Orr, Temono for Myriota

stephen.orr@temono.com

About Viasat

Viasat is a global communications company that believes everyone and everything in the world can be connected. With offices in 24 countries around the world, our mission shapes how consumers, businesses, governments and militaries around the world communicate and connect. Viasat is developing the ultimate global communications network to power high-quality, reliable, secure, affordable, fast connections to positively impact people’s lives anywhere they are—on the ground, in the air or at sea, while building a sustainable future in space. In May 2023, Viasat completed its acquisition of Inmarsat, combining the teams, technologies and resources of the two companies to create a new global communications partner.

Learn more at www.viasat.com, the Viasat News Room or follow us on LinkedIn, X, Instagram, Facebook, Bluesky, Threads, and YouTube.

Viasat Media contact:

Contacts for media inquiries: PR@viasat.com

ENDS

The full-day event at the Scottish Exhibition centre on 13 March 2025 will spotlight pioneering projects driving real-world change through smart technology and 5G-enabled solutions. 

Featuring keynote speeches, expert panels, presentations and an afternoon showcase event, it will demonstrate the latest advancements in smart housing, independent living, and connected social care – demonstrating how innovative projects are driving real change in communities.

Date: Thursday 13 March 2025

Venue: Scottish Exhibition Centre

Register Now: https://www.eventbrite.co.uk/e/glasgow-city-region-innovation-showcase-event-tickets-1088507999729?aff=oddtdtcreator

The day will provide an opportunity to:

• Explore cutting-edge projects tackling key challenges in housing, health, and connectivity.
• Engage with industry leaders, innovators, and public sector professionals.
• Learn how smart technologies are enhancing independent living, air quality, and frailty prevention.
• Discover how 5G-enabled solutions are shaping data-driven decision-making and real-time monitoring.

You can attend the entire day or join just the afternoon showcase focused on three themes: Housing Smart Social Assets, Connected Care and Wellbeing, and Independent Wellbeing and Living.

Morning: Keynotes and Expert Panels

The event will kick off with keynote speeches, expert panels and presentations covering:

• How 5G and digital transformation are driving smart city innovation
• The future of connected housing, smart social assets, and tenant wellbeing
• Data-driven decision-making in health and local government

Afternoon: Innovation Showcase Sessions

In the afternoon, interactive showcase sessions will focus on three key themes, allowing attendees to engage with real-world innovation projects that have been developed over the last 6-8 months across Glasgow City Region.

Register now at: https://www.eventbrite.co.uk/e/glasgow-city-region-innovation-showcase-event-tickets-1088507999729?aff=oddtdtcreator

With over 30 years of experience spanning five industry sectors and a deep expertise in telecommunications and digital infrastructure, Nick will provide strategic guidance to support nLighten’s growth and innovation efforts in digital infrastructure.

Nick has spent more than 16 years operating at board level, holding leadership positions across global businesses in telecoms, infrastructure, and technology. He currently holds a portfolio of board positions focused on digital infrastructure across EMEA and the U.S., including serving as Senior Advisor to Global Infrastructure Partners (now part of BlackRock), Consultant to I Squared Capital, Chair of the Board with EXA infrastructure, and Non-Executive Director at Booking Holdings Inc., Radius Global Infrastructure, and Oak Consortium.

Previously, Nick had a 22-year career at Vodafone Group Plc, where he played a pivotal role in shaping the company’s global strategy. He served as Group CEO, and was a Board Member from 2014 to 2022, leading Vodafone through a period of major business transformation, network expansion, and operational evolution.

Before joining Vodafone, Nick held senior global finance positions at Miller Freeman Worldwide Plc as Group CFO and at Federal Express Corporation for 10 years. A Fellow Chartered Management Accountant, Nick was awarded an Honorary Doctor of Business Administration in 2022. He has been a long-time advocate for diversity and inclusion, serving as a United Nations HeForShe champion and United Nations Broadband Commissioner.

At nLighten, Nick will leverage his extensive industry expertise to support the company’s strategic expansion plans, commercial growth, and operational excellence. His deep understanding of global telecom markets and their evolving needs will be instrumental in guiding nLighten’s leadership team as the company scales its European footprint.

“We are excited to welcome Nick as Chair to the nLighten Board,” said Harro Beusker, CEO and Founder of nLighten. “His leadership experience in telecoms and digital infrastructure, combined with his track record in business transformation, will be invaluable as we continue to grow and evolve our platform. We look forward to working with him.”

Commenting on his appointment, Nick Read stated: “I am excited to join nLighten at such a pivotal time for the digital infrastructure industry. The increasing demand for edge computing and sustainable data center solutions presents a unique opportunity, and nLighten is well-positioned to lead in this space. I look forward to collaborating with the team to drive nLighten’s continued innovation and growth.”

Founded in 2021, nLighten has rapidly grown to 34 data centers, serving over 1,000 customers with over 200 employees. As nLighten continues to scale across key European markets, the addition of experienced leaders like Nick Read reinforces its commitment to providing high-performance, sustainable infrastructure solutions for the digital economy.

BubbleRAN and Taiwan’s Industrial Technology Research Institute (ITRI) are thrilled to announce their collaboration to demonstrate Integrated Sensing and Communication (ISAC), a foundational technology for 6G networks, at Mobile World Congress (MWC) 2025 in Barcelona. 

This joint effort highlights the transformative potential of ISAC, merging sensing and communication capabilities, effectively creating new business opportunities and redefining the role of cellular networks in future industry.

The collaboration between BubbleRAN and ITRI brings this vision to life with a proof-of-concept (PoC) demonstration powered by BubbleRAN’s 5G O-RAN platform and ITRI’s cutting-edge AI-driven algorithms. The PoC features a real-time sensing xApp that spatially locates user terminals and constructs power and interference heatmaps using sounding reference signals and I/Q samples transported via the O-RAN stack. 

The sub-millisecond sensing capability opens the door to a plethora of applications that demand low latency, including:

• High-Accuracy Localization & Tracking – Ideal for warehouse automation and precise device movements;
• Imaging, Mapping, and Environment Reconstruction – Essential for smart cities and virtual city simulations;
• Augmented Human Senses – From telemedicine to pollution monitoring;
• Posture & Gesture Recognition – Applicable to smart homes and autonomous vehicles.

“This collaboration marks a major milestone toward groundbreaking innovations in 6G, where  our combined expertise in applied research is key to success. Together with BubbleRAN, we are shaping a future where science and innovation address real-world challenges”, says Dr. Pang-aAn Ting, Vice President and General Director of ITRI.

“This solution is the first step toward enabling real-time optimization of the next generation radio access network based on ISAC.” added  Mikel Irazabal, Principal Engineer at BubbleRAN.

The full demonstration will be showcased March 3–6, 2025, at the booth 6E9 during MWC Barcelona 2025. Attendees are invited to explore this cutting-edge development in 6G technology and witness how real-time sensing is poised to transform industries and drive new business models.

Contributed Article

Thailand’s AIS reports that 180,000 users have adopted its “5G Mode” acceleration add-on packages, showcasing a new approach to mobile revenue growth through targeted offerings. 

Thailand’s AIS has racked up over 180,000 users for its “5G Mode” add-ons that supercharge network performance with faster speeds, quicker responses, and better uploads exactly when customers need the extra oomph. 

The add-ons, launched in December 2023, have turned heads across the industry. It’s not hard to see why – while many operators are still trying to sell traditional data allowances, AIS has found a way to monetize network performance itself. 

The concept is elegantly simple. Rather than asking users to commit to premium prices month after month, AIS lets them buy bursts of souped-up connectivity as needed — more like a curated tasting menu than an all-you-can-eat buffet. 

“This pay-as-you-need model offers flexibility to users who want premium connectivity only at specific times,” an AIS representative explained. “For example, online sellers can ensure reliable livestreams during flash sales, while competitive gamers can lock in split-second response times during crucial matches.” 

Each add-on is precisely engineered for its specific use case. BOOST Mode gives everyday users faster speeds for regular tasks, GAME Mode is optimized for low latency to improve gaming experiences on titles like PUBG Mobile, and LIVE Mode ensures that content creators can stream with studio-quality clarity, even from less-than-ideal environments like crowded markets or beachside cafés. 

Users can purchase boosts through the myAIS application at 49 baht ($1.45) for three hours, with a daily limit of 10 packages. According to AIS, each purchase increases monthly revenue per customer by approximately 22%. 

A screenshot of AIS’s “5G Mode” [Screenshot courtesy of AIS] acceleration add-ons as shown on its website.

The rollout is part of AIS’s “Living Network” initiative, which aims to give customers more control over their network experience. “We want to empower customers to control and customize their data usage according to specific lifestyle needs,” said a company representative. 

This approach is a clever flip of the traditional telco playbook — instead of pushing bigger data bundles, AIS is pioneering what the industry calls “experience-based monetization,” selling guaranteed performance precisely when users need it. 

The rest of the industry is paying close attention, and for good reason. Across mature 5G markets, telcos face a common challenge: high-spending customers, already on unlimited plans, have little incentive to spend more. AIS’s performance-boost strategy offers a solution to this growth challenge. 

“Differentiated, experience-based services are the key to monetizing mobile data,” according to a recent report by Omdia. The report found that 80% of respondents would be willing to pay for temporary booster packages, with 94% of regular video conference users expressing interest in boosts that enhance their conferencing experience. 

This trend is evident in AIS’s success, which mirrors similar achievements in other markets. In the Netherlands, KPN’s introduction of speed tier options resulted in a 5% year-on-year increase in average monthly payments. Meanwhile, China Unicom Guangdong has targeted social media influencers with VIP uplink plans, attracting over 500,000 customers and leading to a 76% increase in revenue from this segment. 

Yet the path to widespread adoption isn’t without its hurdles. Consumers, accustomed to evaluating mobile plans solely on data allowances, often struggle to see the value in paying extra for performance boosts. For operators, this creates a classic chicken-and-egg scenario: how do you convince users to pay more for something they haven’t experienced? 

AIS’s answer lies in a carefully orchestrated mix of digital and physical engagement. The company has recognized that in Thailand’s highly saturated mobile market, success depends on making the benefits tangible to different user segments. Their strategy combines loyalty rewards for early adopters with targeted outreach across multiple channels. 

“We’re reaching potential users through both digital platforms and targeted on-ground engagement,” said an AIS representative. “Our focus is on locations where users are most likely to benefit from enhanced connectivity, such as universities, markets, airports and tourist attractions.” 

Building on this momentum, the company plans to expand these comprehensive marketing efforts to other major cities, including Pattaya, Phuket and Chiang Mai, in the coming weeks. 

Operators will likely follow AIS’s lead — over 30 European carriers have already rolled out similar speed-tier packages. Industry watchers at Omdia put it bluntly: operators need to embrace experience-based services or risk watching their premium customers drift away to more innovative rivals. As such, AIS’s success could serve as a blueprint for the future of mobile data services.  

 This article was written by Jay Ian Birbeck and originally published on telecoms.com