Thailand's media services provider, VGI Global Media, has acquired Rabbit Businesses from the BTS Group.
This is following VGI's acquisition of 90 percent shares in both Bangkok Smartcard System Company Limited (BSS), and BSS Holdings Company Limited (BSSH).
The acquisition of Rabbit enabled VGI to enter into e-payment business. Rabbit Businesses include Rabbit Card, a payment tool for rides on BTS Sky Train and retail purchase; and Rabbit Internet which operates Rabbit Finance, a financial products comparison website, and Rabbit Daily, a web portal for lifestyle stories.
In a press release, VGI said they plan to acquire an e-wallet business - through Rabbit Line Pay - to equip the users with a mobile payment solution. With this plan, they also hope to cover the online payment for BTS Sky Train fares and purchases within Rabbit Card's merchants nationwide.
Additionally, VGI will leverage Rabbit's database to launch data analytics for its media services.
"This is a strategic move which allows VGI to revolutionise traditional advertising by raising the effectiveness and measurability of advertising campaigns. We will use Rabbit's rich database, which currently has more than 7.2 million users, to roll out data analytics to support VGI's media planning, production and sales, and to ensure clients benefit from the nationwide data-driven media network. Furthermore, this will open new windows for VGI to spur innovation and to move and synchronise with today's digital consumer and contemporary lifestyle," said Surachet Bamrungsuk, Chief Executive Officer of VGI.
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