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Phone Wars Heat Up in Thailand.
Byline: Mongkol Jullayothin
Aug. 2--A chance to win a Mercedes-Benz is the latest weapon in the country's mobile-phone marketing wars. Total Access Communications plans to give away five of the luxury cars in a draw for consumers who buy Nokia mobile phones for its DTAC system between now and Oct 31.
The campaign will cost the company 24.9 million baht for the cars and 500 Nokia phones as consolation prizes.
DTAC expects the campaign to bring it 150,000 new users, according to sales director Santi Medhavikul.
Krissanan Ngampatipong, managing director of Nokia Thailand said the goal was to stimulate the market, not just to increase sales volume, as handset sales had increased rapidly during the first half of the year.
DTAC had staged similar campaigns with Siemens and Ericsson and the feedback was very positive, said Mr Santi.
Market leader Advanced Info Service Plc said the runner-up's marketing approach was unimaginative.
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