The telecommunications giant has launched its “PLAY MONOMAX Standard” package, offering an aggressive early-bird price for comprehensive sports and entertainment content, signalling a major play for market share in Thailand’s competitive streaming landscape.
BANGKOK, THAILAND – Advanced Info Service (AIS), the nation’s leading digital infrastructure provider, has officially ignited the next phase of Thailand’s streaming wars with the launch of a highly competitive package for the 2025/2026 English Premier League season. The new offering, “PLAY MONOMAX Standard,” is set to disrupt the market with an aggressive early-bird monthly price of just 199 baht, aiming to capture the hearts and wallets of millions of football fans across the country.
The move, made in collaboration with JAS, the sole rights holder for Premier League and FA Cup broadcasting in Thailand, is strategically positioned to attract and retain customers across AIS’s vast ecosystem. The package is available immediately for all AIS customers, including postpaid and prepaid mobile users, as well as AIS 3BB FIBRE3 home internet subscribers, encompassing new, existing, and port-in customers.
This launch marks a significant strategic push by AIS to bundle high-demand, exclusive content with its core telecommunication services, creating a powerful value proposition in a market where content is increasingly king.
Unpacking the Game-Changing Offer
The “PLAY MONOMAX Standard” package provides subscribers with an extensive lineup of football content, headlined by live broadcasts of all 380 English Premier League matches for the 2025/2026 season. In addition to the world’s most-watched football league, the package includes comprehensive coverage of England’s prestigious knockout tournament, the FA Cup, featuring 63 matches.
To enhance the viewing experience, all matches will be broadcast in Full HD quality via the AIS PLAY platform, complemented by a team of renowned Thai professional commentators, including industry veterans like “Big Ja,” “Khun Chui,” “Maew Petch,” “Tute,” and “Tong Sui.” For fans who miss the live action, the service also includes full match reruns and highlights, ensuring they never miss a moment.
The pricing structure is the cornerstone of AIS’s aggressive market strategy. The company has introduced a special early-bird promotional period, running from today, June 18, 2025, until August 9, 2025. During this window, customers can choose between two highly discounted plans:
- Monthly Package: Priced at 199 baht per month (including VAT), a significant reduction from the standard price of 299 baht per month.
- Annual Package: Priced at 1,999 baht for the year (including VAT), offering substantial savings compared to the regular price of 2,999 baht.
This pricing model is arguably the most competitive seen in the Thai market for official Premier League broadcasting, positioning AIS to attract a massive subscriber base ahead of the new season.
More Than Just Football: A Comprehensive Entertainment Hub
While the Premier League is the star attraction, AIS has strategically bundled the sports content with a rich library of entertainment, solidifying the package’s value. Subscribers gain full access to the MONOMAX application, which serves as a comprehensive entertainment hub.
A key feature of the MONOMAX access is the inclusion of content from Paramount+, offering a wide array of international blockbuster movies and series. This is further supplemented by a vast collection of popular Asian content, including Chinese, Korean, and Japanese series, all available with Thai dubbing. The platform also features “Mono Original” series, catering specifically to fans of Thai dramas.
This dual-platform approach—sports on AIS PLAY and entertainment on MONOMAX—effectively creates an all-in-one digital content solution for the entire household.
To provide immediate value for early subscribers, the package includes live coverage of several other football events. Starting today, June 18, at 11:00 PM, subscribers can watch all 51 matches of the FIFA Club World Cup 2025 live on MONOMAX. The package also includes pre-season action with the Summer Series (6 matches) and the traditional season curtain-raiser, The FA Community Shield.
Subscriber Experience and Accessibility
AIS has streamlined the subscription and activation process for a seamless user experience. Customers can subscribe by dialling *899 for the monthly plan or 8991 for the annual plan.
Upon successful subscription, the customer will receive two separate SMS messages:
- An SMS from AIS: This message confirms the activation of the PLAY MONOMAX Standard package and provides a link to download the AIS PLAY app for watching live football.
- An SMS from MONOMAX: This message contains a unique link for the customer to create or link their MONOMAX account, which is required to access the entertainment library and the FIFA Club World Cup.
The service is designed for personal viewing, with each account permitting streaming on one device at a time. Subscribers can access the content across a wide range of devices. Mobile subscribers can watch on the AIS PLAY app, Android TV, and other Smart TVs. AIS 3BB FIBRE3 customers can access the service via the AIS PLAY app, the AIS PLAYBOX, Android TV, and Smart TVs.
Strategic Implications for the Thai Market
AIS’s launch of the “PLAY MONOMAX Standard” package represents a calculated and aggressive move to consolidate its market leadership. By leveraging the immense popularity of the English Premier League and bundling it with a robust entertainment offering at a disruptive price point, AIS is not merely selling a content package; it is strengthening its entire ecosystem.
This strategy serves multiple purposes:
- Customer Acquisition and Retention: The attractive pricing is a powerful tool to draw in new customers and encourage existing ones to remain loyal to the AIS network, whether mobile or home internet.
- Bundling Power: It deepens the integration of services, encouraging users of one AIS product (e.g., mobile) to adopt another (e.g., home internet and content), thereby increasing the average revenue per user (ARPU).
- Competitive Edge: It places significant pressure on competitors in both the telecommunications and streaming sectors, who must now respond to AIS’s high-value, low-cost offering.
With a customer base of over 50.8 million, including 45.7 million mobile and 5.1 million home internet users as of March 2025, AIS has a massive, captive audience to which it can market this new offering. As the new Premier League season approaches, this strategic move is poised to significantly reshape viewer habits and subscription patterns in Thailand’s dynamic digital economy.
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