True Corporation, Thailand’s leading telecom-tech powerhouse, is undergoing a transformative shift under the leadership of new CEO Sigve Brekke. His arrival ignited a dramatic realignment in focus—from sheer infrastructure expansion to customer-centric, AI-enhanced digital services—signaling a new era for the 30-year-old company.
Since stepping into the role in March 2025, Brekke has fast-tracked True’s strategic overhaul with sweeping reforms delivered through a high-impact 100-day blueprint. The plan emphasized three core pillars: disciplined performance, intelligent transformation, and shareholder value. For the first time in more than a quarter-century, True is committed to paying dividends in 2025—made possible after clearing its backlog of accumulated losses. This move underscores both the company’s improved financial health and Brekke’s bold confidence in True’s renewed vitality.
Product strategy is at the heart of this shift. Brekke’s shake-up classifies offerings across key verticals: consumer experiences, smart home solutions, network infrastructure, and enterprise AI services. The creation of specific leadership roles—such as Chief Customer Experience & Retail Officer, Chief Home Connectivity Officer, and Chief Business Officer—realigns focus to areas where customers interact and derive value. Gone is the era of one-size-fits-all telecom offerings; True is now orchestrating solutions that integrate connectivity, lifestyle, and emerging tech.
A standout part of the plan is the “Win the Home” initiative. By bundling broadband, entertainment, smart home integration, and lifestyle services under one roof, True aims to become indispensable within Thailand’s 23 million households. With a majority of digital content consumption taking place at home, this all-encompassing approach taps into a fresh revenue stream and cements customer loyalty in an increasingly competitive landscape.
Underpinning all this is an AI-first ethos. True is embedding artificial intelligence and cloud computing across its operations—streamlining customer service via chatbots and voicebots, automating network performance through AI-driven spectrum optimization, and gradually eliminating outmoded legacy systems. The transformation is grounded by the strategic position of a Chief Data and AI Officer, entrusted with shattering bureaucracy and reinforcing nimble, insight-led decision-making.
On the enterprise front, Brekke is steering True toward the lucrative SME and corporate segment. With Thailand’s enterprise digital economy growing steadily, capitalizing on AI-powered solutions for automation, connectivity, and security presents a massive opportunity. Simplifying internal systems and offering intelligent business solutions positions True as a go-to tech partner for Thailand’s digital transformation journey.
These internal changes are playing out against a backdrop of structural evolution. Following the 2023 merger with DTAC, True emerged as the country’s largest mobile network provider, consolidating market presence and streamlining operations. But momentum stalled if innovation lagged. Brekke’s restructuring not only smooths internal operations but also introduces fresh vision aligned with emerging digital behaviors and expectations.
Still, challenges remain. True must effectively manage customer retention amid shifting strategies, fend off competitors in home entertainment and enterprise services, and prove that its AI initiatives deliver measurable value. External risks—like regulatory changes and market saturation—could also impact execution momentum.
Yet, the signals are strong. Early results show a surge in digital transactions, supported by the seamless journey that unites apps, retail touchpoints, and call centers. This unified, omni-channel experience is not only more convenient—it’s foundational to transforming customer satisfaction into long-term loyalty.
In summary, True is transitioning from a traditional telecom provider into a modern “telco-tech” leader under CEO Sigve Brekke’s direction. By shifting product strategy toward AI-enhanced services, smart home ecosystems, and enterprise innovation, True is positioning itself at the cusp of Thailand’s next digital frontier. For subscribers, investors, and industry observers, the company’s evolving vision signals a growing synergy between technology and consumer life—a strong foundation for future growth.
