Purpose - The purpose of the thesis is “To explore the Thai ICT market and identify

differences with the leading market” Where the research questions are:

1. How are the main actors influencing the ICT market in Thailand?

2. How can the ICT market in Thailand be improved by identifying the gaps to

the leading market?

Method – For reaching the purpose a qualitative case study has been carried out,

methods that are used are interviews, observations, document studies and literature

study. Secondary data has been collected from document studies and was compiled in

excel documents. Primary data has been collected from interviews, employees at

Ericsson in Thailand has contributed when gather data about organizational

culture. Interview with representatives from institutions in Thailand were made to

achieve current data. Interviews were made to receive a primary source of information

with high focus on the thesis subject and strengthen by secondary data.

Findings – The most urgent problem to improve the ICT market in Thailand is to

develop the infrastructure. The infrastructure needs to be developed in rural areas and

urban areas. Institutions in ICT need to do active work on the market in order to

expand and develop the market. Service operator’s needs to standardise and offer less

price plans in order to minimize confusion among the consumers. The consumers

need to increase their usage of ICT services in order to decrease the gap to the leading

ICT market. One solution could be that the government push the development with all

actors on the ICT market. Changing the foreign business act can lead to investments

needed to expand the infrastructure. Further, creating a demand of higher technology

from the consumer’s perspective will pressure the actors to develop robust network of

high technology and benefit future development of technology.

Implications – This study has been carried out on location in Thailand but

communication has not been made in the national language in Thailand, which can

contribute to misunderstandings of data. The study´s result is strengthened by being

on location in Thailand, gathering primary data by interviews and do observations on

place in the target environment.

Delimitations – The delimitations have been made to look at the ICT market from

Thailand’s perspective with learning’s from Sweden. Further, delimitations to explore

the main actors that are influencing the market has been done. A market has many

environmental forces and they needed to be restricted in this study.