aggressive discount were withdrew in Jan-Feb while demand from lockdown only emerged in the last week of March. APRU continued declining as the competition remained elevated particularly with deep discount
challenging in 1Q19. In strategic areas, aggressive price plans and handset campaigns were launched, especially in prepaid, in which AIS was competitive to preserve scale. As a result, mobile revenue grew 1.1
to put pressure on consumers’ mobile spending. Unlike 1Q21, there were no government stimulus campaigns aimed at boosting consumer spending in this quarter. Mobile competition remained aggressive due
awareness toward AIS Fibre, we became less aggressive in terms of discount campaigns. The strategy emphasized on responding to the customer needs e.g. customer can freely choose to subscribe package with or
operators have committed to increasing 5G customer perception and expanding network coverage in high density of demand areas. As a result, 5G adoption reached around 4mn subscribers, underpinned by the rising
margin remained negative at -4.9% and partly reflected competitive handset subsidy campaigns, compared to -2.7% in 2Q17. However, the margin improved from -16% in 3Q16, when aggressive handset campaigns
, while dropped aggressive discount campaigns on entry packages which reflected on 25% YoY increased ARPU. During the year, screening measures for quality subscriptions were implemented, which caused a
revenue growth of 26% YoY, outpacing the industry growth. This was driven by healthy net subscriber addition of 60,400 in the quarter despite aggressive price competition; and marked a total subscriber of
ability to grow ARPU with higher data usage. As the fixed-speed low-tier packages were seized during the quarter, the ARPU pressure is expected to gradually ease. Aggressive marketing campaigns around the