MONO29

Mono Technology Public Company Limited (MONO) has declared to step up as 2nd place in the digital TV business, which means overthrowing the mighty Channel 3 or BEC World Public Company Limited (BEC) from its original spot. To be frank, is this a real motivation or is it only a face-saving phrase of MONO’s Chairman, Pete Bodharamik? Let’s check MONO out if it really has what it takes to overthrow BEC or not. Mr. Pete comes up with five new strategies to defeat his rival, Channel 3. The first step is to Air New Movies Faster along with a movie marathon according to the Universe of Entertainment concept. To make this happen, MONO needs ฿1.2 billion of investment to purchase and produce more contents. Building a Movie-Lover Community is MONO’s second strategy. Currently, MONO29, a digital terrestrial television channel in Thailand owned by MONO Group, has reached 91% of viewers, but the company does not wish its viewers to be rooted in front of the TV screen, waiting to watch their favourite movies or series. Thus, MONO aims to create a mobile application to create a community and send notifications when the wishlist programs are on. Sport & Event strategy will be applied to hold competitions, concerts and live broadcasts, especially live basketball matches that have high viewing rates. MONO will also provide an exclusive area for any event to be held. As for the fourth strategy, MONO will advance to Online Shopping to create opportunities for more profits from its new business such as, MONOMAX that makes over 100,000 baht earning per day from online streaming movies and series. Lastly, a Combination of All Media strategy to connect everything that MONO has in one place. This is what will make MONO29 a center of media to reach out to customers. Whether this is possible or not, we will have to wait and see how MONO will proceed. As for investors, there are some aspects to be concerned, such as the disappearance of MONO’s profits in 2Q18, and less than 3% of profit. Meanwhile, the outlook for 3Q18 is still signaling doubts if its profit will return or not. MONO’s share does not have any major movement in the past four months after falling lower than ฿3.00/share to crawl around ฿2.08/share. This is quite a critical moment for MONO to sink lower than ฿2.00/share as the markets are in a bad shape. It seems like the “motivation” from Mr. Pete does not work on the MONO’s share price at all. Maybe the investors need to see it happen before making any decisions.