Introduction
The rapid growth and development in information technology and mobile devices has made the mobile
phone service markets more and more competitive. In order to sustain its present growth rate in the
telecom sector. Mobile phones have become an integral part of human daily life and a major source of
personal communication across the universe. By the end of 2010, there were approximately 3.3 billion
mobile phone users worldwide which is equivalent to a penetration rate of 49% of the last year.
According to the Ministry of Information and Communication Technology (2011), the mobile phone
penetration rate in Thailand increased its growth rate to over 50% in 2009 in comparison to 35% in
2007. Within this competitive market, it is essential for mobile phone companies to better understand