The launch of new 3G data plans by all three Thai mobile operators will introduce broad changes to the competitive dynamics among mobile operators, particularly in how they deal with the mass market segment. 

IDC issued this warning after a review of the price plans and potential market share of the three mobile operators after the release of their 3G service plans.

IDC believes the industry is set for a slew of promotional and pricing competitive pressures in the next six months, possibly resulting in significant churn among the customer base if one of the telco operators does not keep its defenses up.