True Corporation Announces New Leadership and Strategic Restructuring Focused on AI and Digital Transformation

Brickinfo News Agency – True Corporation Public Company Limited has announced a major organizational restructuring and the appointment of new executive leaders, effective September 1, 2025. This strategic move is designed to simplify the corporate structure, reduce decision-making layers, and increase speed to market. The new structure is built around five core principles: Customer Champion, Win the Home, Accelerating B2B Digital Transformation, Empowering the Future with AI, and Sharpened Focus on Digitalization.

Mr. Sigve Brekke, Group Chief Executive Officer of True Corporation Plc., stated that the new structure and leadership team will not only address current customer needs but also prepare the company for a future of rapidly evolving customer expectations, market dynamics, and technology trends. True’s transformation for growth is guided by its new principles, which include building a “Legacy Free” system by eliminating outdated processes and building a seamless digital and omni-channel customer journey.

To support these strategic pillars, True has appointed several key executives. Manat Manavutiveth will serve as Chief Customer Experience and Retail Officer, overseeing all sales and service channels to ensure a consistent customer experience. Sharad Mehrotra has been named Chief Consumer Business Officer, responsible for product development. Khurrum Ashfaque will be the Chief Network Officer, tasked with developing an AI-driven, automated network.

Further appointments include Tanaphon Manavutiveth as Chief Home Connectivity Officer, who will manage broadband, entertainment, and smart home solutions. Dr. Teeradet Dumrongbhalasitr will lead as Chief Business Officer, focusing on B2B digital transformation. The company has also appointed its first Chief Data and AI Officer and an executive for enterprise IT systems to drive its AI-First and Cloud First strategies. These appointments will take effect on September 1.

Over the next six months, the company’s priorities will be centered on enhancing the customer experience through improvements in network infrastructure, digital services, and overall customer experience. This includes completing the nationwide One Network project by September 2025, which will use the newly acquired 2300 MHz and 1500 MHz spectrums to boost network performance and support 5G expansion. True is also focused on shifting customer transactions to digital channels, noting that 19% of transactions have already moved online since the beginning of the year. The company aims to deliver a seamless service across all touchpoints, allowing customers to start and finish a transaction across different channels, from call centers to retail stores and mobile apps.

The company also has ambitious plans for its broadband business, targeting an expansion of its fiber optic network to cover 24 million households across Thailand within the next six years. This expansion is designed to support the increasing demand for data, particularly for AI-related applications. A short-term, six-month plan is in place to accelerate customer connections and prepare for future innovations, such as internet-connected CCTV.

Mr. Brekke revealed that two additional critical leadership roles—Chief Executive Officer for Data and AI Technology and Chief Executive Officer for Information Technology—are currently being filled. He mentioned that two suitable candidates have been identified and a final decision is pending, with an announcement expected in the near future. He also addressed a recent decrease in the user base, noting that it was partly due to a drop in short-term tourist SIM cards, which has helped the company identify its core customers and focus on new opportunities for growth.

Looking ahead, True and Dtac are set to achieve 100% full One Network service integration within the next six months. The newly acquired 2300 MHz spectrum will be used to enhance 4G and support future 5G services, while the 1500 MHz spectrum will be utilized with SDL technology to boost download speeds. The 2600 MHz spectrum will also be allocated for 5G to improve signal density. Brekke also stated that the company is committed to upskilling its workforce in AI, with a goal for 60% of employees to have basic skills, 30% with intermediate skills, and 10% with advanced skills to integrate AI across the entire organization.