AIS’s 5G speed boost service hits 180,000 users, points to new growth model

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