True Corporation announced a major step in its transformation toward becoming a leading telco-tech company, unveiling its three-year strategic roadmap “4 Big Moves.” The strategy focuses on elevating end-to-end customer experience across a seamless digital ecosystem, accelerating growth across consumer and enterprise segments, embedding AI and data into operations and innovation through hyper-personalized services, and developing future-ready talent while helping build Thailand’s intelligent digital infrastructure and advancing the country’s digital economy.
Sigve Brekke, Group Chief Executive Officer of True Corporation Public Company Limited (SET: TRUE), said, “We are moving beyond the traditional telco-centric, focused primarily on subscriber growth and entering a new phase of transformation as an AI-first organization while remaining firmly focused on customer-centricity. With AI, True will embed intelligence across networks, services and digital platforms. This represents a complete reset of operations, moving toward touch-free, predictive and increasingly autonomous operations that enhance both performance and customer experience. Our three-year ‘Big Moves’ strategy is built on systemic organizational transformation and operational excellence, connecting customer experience, technology and people. It will shape how True serves customers, partners and the wider Thai digital economy.”
At the same time, Thailand’s digital transformation is accelerating across three levels: The first is Digital Life, where consumers are increasingly both creators and consumers of data across work, entertainment, healthcare and learning. This shift is creating new opportunities for digital services that better understand individual behavior and needs.
The second is Home and Business, where connected devices and smart technologies are transforming both households and enterprises. AI adoption is also accelerating across Thai organizations. While 73% plan to adopt AI, only 18% have deployed it at enterprise scale, highlighting a significant opportunity to accelerate digital transformation.
The third is Nationwide Digital Growth, as digital opportunities expand beyond major cities. From supporting digital nomads in strategic locations to helping southern Thai products reach global online markets, enabling animation and visual-effects studios in northern Thailand to serve global streaming platforms, and driving northeastern Thailand’s evolution into a digital entertainment hub, digital infrastructure is unlocking new regional growth engines.
“These trends represent a major opportunity to create new value in the digital economy. That is why True is accelerating the ‘4 Big Moves’ strategy to elevate customer experience, drive growth, harness AI and data for innovation, and develop talent,” Brekke added.
4 Big Moves Driving True’s Transformation
1) Big Move on Experience
True aims to elevate end-to-end customer experience across the entire lifecycle by strengthening its network leadership. The company continues to enhance True 5G services across the 2300 MHz, 2600 MHz and 1500 MHz spectrum bands, delivering advantages in speed, capacity and nationwide coverage.
At the same time, True Online is accelerating network improvements to enhance reliability, performance and broadband quality, supporting higher customer satisfaction and ARPU growth. These initiatives are integrated into a seamless digital ecosystem across all customer touchpoints, ensuring services that are simple, convenient and consistently frictionless.
2) Big Move on Growth
B2C – Consumer
True is shifting its strategy from “Winning Individuals” to “Winning the Whole Family,” creating greater household value through a converged mobile and broadband experience.
The company is expanding its Beyond Connectivity portfolio, including:
- Content platforms such as TrueID and TrueVisions NOW
- Home AI solutions through TrueX
- Cybersecurity services via True CyberSafe
- Gaming and digital lifestyle services
Using data-driven insights and an AI-powered personalization engine, True will deliver tailored offers that enable families to access more services with greater convenience and value under a “More for More” proposition.
B2B – Enterprise
True is evolving from a product-centric telecom provider into a trusted digital solutions partner for enterprises and SMEs.
Under the BASIC5 framework—covering Big Data Analytics, AI, Security, Integrated Platforms, Cloud Computing, and 5G & Connectivity—True provides integrated solutions designed to address real business challenges.
The company is also strengthening partnerships with global hyperscalers to co-develop solutions that help businesses modernize operations and compete more effectively in the digital economy.
3) Big Move on AI
AI will serve as a core engine across True’s operations, from strategic decision-making and operational efficiency to delivering superior customer experiences.
True has already deployed AI across several key areas, including:
- Intelligent Network Operations, improving network efficiency and reducing energy costs
- Mari, an AI-powered virtual assistant supporting customer service
- Hyper-personalization engines that analyze data to deliver highly relevant offers and services
True’s AI-First strategy is built on three pillars:
- AI for All – expanding AI access and skills across employees, customers and society
- AI as a Growth Engine – developing new AI-driven products and enhancing customer experience
- AI-Powered Operations – improving efficiency and automation across business functions
True is also positioning itself as a regional leader in Responsible AI, ensuring AI deployment is guided by transparency, ethics, privacy and security.
Brekke added, “True is not only adopting AI internally. We are working to upskill 12 million Thai citizens through a comprehensive AI literacy program, build an AI-enabled platform for enterprises, and strengthen AI infrastructure together with partners across the ecosystem. As AI transforms every industry, trust will define the winners. That is why True introduces a Responsible AI policy, making us one of the first companies in Southeast Asia to establish clear standards for how AI is used by our employees and in serving our customers.”
4) Big Move on People
True is investing in its workforce to build a future-ready organization, strengthening organizational excellence while expanding digital and AI capabilities across all levels. The company is also fostering a purpose-driven culture that empowers teams to deliver outstanding customer experience.
True plans to upskill 100% of its workforce with AI foundation skills by 2026 and has launched 10 AI scholarships for advanced studies in the United States and China, including programs developed in collaboration with MIT and Chulalongkorn University.
The initiative reflects True’s belief that AI will not replace people, but empower them to achieve greater innovation and impact.
Strategic Outlook
The “Big Moves” strategy represents True’s integrated roadmap to translate strategic ambition into measurable outcomes.
By strengthening network leadership, expanding digital platforms, embedding AI across operations, and investing in people, True aims to complete its transformation from a traditional telecom operator into a full-scale telco-tech company, playing a key role in driving Thailand’s digital economy forward.
