This colloquium was conducted by Puree Sirasoonthorn. The objective of this paper is to examine the business model that BuzzCity operationalizes in Thailand. BuzzCity is a developer of global wireless communities and consumer services. Established in 1999 in Singapore, BuzzCity today operates the world’s leading wireless community – for two distinct audiences: the newly connected emerging middle class in developing markets and the blue collar sector in developed regions. These “unwired” consumers are accessing the mobile Internet on their phones due to widespread and affordable wireless access The number of myGamma users in Thailand is 110, 000.