TrueVisions has expanded into the mass market, offering Free View packages via bundling with TrueMove. We also sell satellite discs outright, offering free viewing of 32 channels (self-produced or aggregated by TrueVisions) and an option to view seven additional channels from TrueVisions when topping up the prepaid balance on a TrueMove mobile phone. The mass market strategy helped lift total subscribers to 1,663,407 at the end of 2009 (including Free View and Free-to-Air subscribers), a 13.2 percent increase from 2008. During 2009, the upselling rate (the ratio of Free View or Free-to-Air subscribers who upgrade to higher packages to the total number of Free View and Free-to-Air subscribers) increased to 38.5 percent from 30.4 percent the year before. The mass market strategy has played an important role in increasing penetration of the provincial market, which now accounts for 52 percent of total subscribers. There has been an increase in the number of non-Free View subscribers through Free View subscribers upgrading to our premium packages. We expect this trend to continue as Free View subscribers learn to enjoy the benefits of pay-TV. Our exclusive PL rights are key to subscriber attraction and retention. Free View subscribers can buy PL coverage on an A-La-Carte basis. This is one of the main factors behind the 27 percent growth in the number of non-free view subscribers during 2008. Our new sports channel, True Sport 5, broadcasts certain PL matches and provides A-La-Carte options. True Group also has the right to provide PL and PL-related content through other platforms, including True IPTV, TrueMove and TrueOnline. In 2010, we will be offering two new channels in a High Definition (HD) format offering enhanced viewing experience for our premium subscribers who pay additional fees. Other key products/services include: • Personal Video Recorder (PVR): providing advanced features (e.g, recording, zooming, instant-replay)
that enhance subscriber convenience and viewing experience; • DsTV dish as part of the SSK promotion: allowing subscribers to watch TrueVisions’ 32 channels with
no monthly fee. This promotion allows customers who use a TrueMove SIM and top-up every month
to watch seven more channels from TrueVisions; • The popular reality TV show, Academy Fantasia, which runs once a year (normally from May to
September) has helped retain subscribers during the low-season period while generating key content
for other parts of True Group. TrueVisions remains committed to building on its content leadership. Our premium packages offer access to highly popular and almost entirely exclusive international programming (only three of our 43 turnaround channels are non exclusive). Meanwhile, we continue to cater to local audiences by providing Thai-language dubbing and subtitles, and in-house content to match local tastes. 1.4 TrueMoney TrueMoney has received approval from the Bank of Thailand to offer an electronic cash service and also acts as a payment agent with the approval of the Revenue Department. TrueMoney Cash Card The TrueMoney Cash Card allows TrueMove and True customers to top up their selected True Group services, including TrueMove Pre Pay, WE PCT Buddy, Prepay hi-speed Internet, Internet Kit, Wi-Fi, True World, True e-book and many online games. Top-ups are made using the cash card’s PIN code.
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