In Thailand, mobile content providers are struggling after facing a sharp drop in revenues due to the overhaul of revenue-sharing structures by operators. The big three operators—Advanced Info Service (AIS), DTAC and TA Orange—announced in May that they would split content revenue 50:50 with the providers. Previously, the providers had received 65% of revenue from the use of their content. That split earlier was in some cases rumored to be as much as 80% for the content providers, especially with AIS.
AIS, however, has countered by saying the operators needed to raise their share of revenues to reflect costs in key four areas: data networks, operations, marketing and content fees.