True Corporation Plc. today announced a sweeping strategic overhaul, pivoting from a volume-driven focus on subscriber numbers to a value-centric ‘AI-First’ model aimed at dominating Thailand’s enterprise and small and medium-sized enterprise (SME) markets.
The move, outlined by Group CEO Sigve Brekke, signals a definitive break from the industry’s long-standing price wars. It is designed to unlock a lucrative, yet largely untapped, revenue stream from over two million businesses that currently contribute only 7-8% of the company’s total revenue.
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“We are evolving from a traditional telecommunications provider into a comprehensive Digital Solutions Partner,” Brekke stated during the announcement. “Our vision is to move beyond selling connectivity and become the go-to provider for the end-to-end digital solutions that modern businesses need to compete.”
The transformation is anchored by five core pillars: becoming a ‘Customer Champion’ through proactive service; ‘Winning the Home’ by creating a central hub for digital life; ‘Winning Business’ with holistic tech solutions; fully embracing an ‘AI Future’ by embedding it in all processes; and a ‘Sharpened Focus on Digitalization’ through automation and seamless omnichannel experiences.
To spearhead the initiative, True has restructured its leadership, notably creating a new C-suite position for a Chief Data & AI Officer to drive the technological transformation from the top.
The company has laid out an aggressive roadmap with concrete deliverables. This includes the completion of its ‘One Network’ project by September 2025, which will unify its infrastructure to enhance 5G and 4G performance. The plan involves optimizing the 2300MHz spectrum for a 17% immediate capacity boost, deploying Dynamic Spectrum Sharing (DSS) on the 2600MHz band, and activating the new 1500MHz band to improve downlink speeds.
Central to the strategy is a profound cultural and workforce transformation. True plans to upskill over 10,000 employees in artificial intelligence by the end of 2025, with programs designed to create foundational knowledge for 60% of the workforce and cultivate a new class of in-house AI experts.
“Becoming an AI-native company is not merely about hiring new talent,” Brekke emphasized. “It’s about empowering our entire workforce with the skills to leverage AI in their daily roles, fostering a genuine culture of innovation from within.”
This pivot represents a landmark moment for True, as it seeks to redefine its identity from a classic telco to an agile, technology-driven powerhouse poised to influence the future of Thailand’s digital economy.
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