Sigve Brekke, Group Chief Executive Officer of True Corporation Public Company Limited (SET: TRUE), has revealed a significant vision that will transform the image of the telecommunications business—from fierce competition through price wars and user acquisition—towards a full transformation into a technology company (Telco-Tech Company). This comes under the three-year “4 Big Moves” strategy, which aims not only at superficial growth but at laying the foundation for robust and sustainable profits.
A crucial point investors must watch is Mr. Sigve’s announcement of a shift in the measurement of business performance. Moving away from the industry’s traditional ARPU (Average Revenue Per User), True is now focusing on ARPA (Average Revenue Per Account), or the total revenue from a single account utilizing multiple services. This shift reflects the company’s movement beyond mere subscriber growth to focus on real revenue and profit growth.
The heart of this vision will be propelled by True declaring itself as an AI-First organization. The company does not see artificial intelligence as just a trend, but as a critical gear embedded throughout every dimension of its operations. In terms of cost reduction and improved efficiency (Cost Cutting & Efficiency), True has built what it calls the “Digital Twin,” creating a virtual network simulation where AI helps analyze and predict issues in advance (Predictive Maintenance). This not only enhances the customer experience for seamless service but significantly reduces manual processes, which in turn lowers operating costs and increases long-term profit margins.
With a solid front, True is advancing into new markets to create new growth engines. The battlefield is shifting from competing for individual customers to the “Winning the Home” strategy, aiming to consolidate lifestyles of all household members within True’s ecosystem. The company offers advanced Smart Home solutions that go beyond just high-speed internet. A clear example is the smart lighting system, which adjusts color temperature to users’ biorhythms for better sleep, or air conditioning systems that switch on automatically when customers drive near home. These intelligent features integrate with a global content library and exclusive content via TrueID and TrueVisions Now, using AI-driven hyper-personalization to accurately suggest content for each family member. For enterprise and SME customers, True has launched the “AI Hub” application, offering over 50 AI services in a single subscription to accelerate business growth.
All these technological transformations are possible only with capable personnel. Thus, True aims to equip 100% of its employees with AI skills by 2026 and to remodel its corporate culture to be agile and flexible, as if working in a startup, to attract talented new-generation workers. Moreover, True is negotiating with leading global AI developers to deliver accessible AI services to over 12 million Thais, reinforcing its national technology leadership image.
Mr. Sigve further sees in the future that True’s real competitors will not be limited to domestic telecom players, but will expand to global tech companies such as Line, Netflix, Google, or Apple. However, True currently holds a competitive edge that is hard to imitate—synergy with the strong business network of Charoen Pokphand Group, involving 7-Eleven, Makro, Lotus’s, TrueMoney, and the upcoming Virtual Bank project.
Regarding investor concerns about CP Group and Telenor selling some shares to increase market free float, Mr. Sigve has confirmed that changes in shareholding in the market will have no impact whatsoever on True’s management direction. The structure and ongoing collaboration with CP Group companies will remain strong and unwavering.
The “4 Big Moves” three-year strategy, covering customer experience, business growth, AI technology, and personnel, sends a clear signal to investors that True Corporation, under Mr. Sigve Brekke’s leadership, is ready to leap beyond traditional business models towards enhanced value creation and sustainable profit growth. Beyond strengthening the company, this also continues True’s ability to pay dividends, delivering favorable returns to investors in the digital economy era.
