True Corporation Unveils Dynamic Leadership Team and Streamlined Structure to Drive Customer-Centric Growth

True Corporation Announces New Management Leadership Team

True Corporation Public Company Limited (SET: TRUE) has appointed a new management leadership team with a customer-centered organization structure, effective September 1, 2025. This streamlined structure aims to simplify decision-making layers and speed up market responses to shifting customer demands and technology trends.

Mr. Sigve Brekke, Group Chief Executive Officer, emphasized that the new setup will help True meet current customer needs while preparing for future changes in customer expectations, market conditions, and technology.

Design Principles for Transformation

True Corporation’s transformation strategy is guided by five core principles focused on growth and operational efficiency:

• Customer Champion: Enhancing capabilities to quickly understand and respond to customer needs and market shifts.
• Win the Home: Serving Thailand’s 23 million households with a comprehensive digital lifestyle offering—including smart home solutions, entertainment, and broadband—to meet the needs of individuals and multi-generational families.
• Accelerating B2B Digital Transformation: Strengthening leadership in enterprise and SME markets by delivering solutions with measurable business and financial benefits.
• Empowering the Future with AI: Positioning True as an AI-First Company by embedding artificial intelligence across operations, planning, and knowledge management. This AI-first approach supports agile customer service and offers a competitive edge. The Cloud First strategy also ensures scalable, efficient infrastructure.
• Sharpened Focus on Digitalization: Eliminating legacy systems to improve agility and building a digital omni-channel customer journey that integrates data across all points of contact. Automation will reduce redundancy and improve accuracy, allowing employees to focus on value creation.

New Executive Appointments

To support these initiatives, True Corporation has appointed key executives to lead critical areas:

• Manat Manavutiveth, Chief Customer Experience and Retail Officer, will oversee nationwide sales and service channels to ensure a consistent and high-quality customer experience.
• Sharad Mehrotra, Chief Consumer Business Officer, will focus on product development to deliver maximum customer value.
• Khurrum Ashfaque, Chief Network Officer, is responsible for building an AI-driven, automated network delivering superior performance.
• Tanaphon Manavutiveth, Chief Home Connectivity Officer, will manage digital lifestyle offerings, including broadband, entertainment, and smart home solutions for millions of households.
• Dr. Teeradet Dumrongbhalasitr, Chief Business Officer, will lead the B2B digital transformation, positioning True as a trusted technology partner for enterprises and SMEs.
• True has also appointed its first Chief Data and AI Officer to drive the AI-First transformation, alongside an executive focused on enterprise IT systems to keep pace with technological changes.

Mr. Brekke highlighted three key priorities for the next six months aimed at enhancing customer experience.

Key Priorities

• Network Infrastructure: Completion of the nationwide One Network project by September will significantly boost 5G and 4G coverage. Newly acquired spectrum assets—including 2300 MHz, 2600 MHz (with Dynamic Spectrum Sharing), and 1500 MHz—will enhance network speed, capacity, and efficiency to support future 5G expansion.
• Digital Services: True is pushing for all customer service transactions to be available via digital applications. Since early 2025, 19% of transactions have shifted to digital channels, and this trend is growing.
• Customer Experience: True aims for seamless service across retail stores, call centers, and mobile apps. Customers can start a transaction in one channel and complete it in another, ensuring convenience and faster fulfillment.

Operations professionals can observe how True Corporation’s clear focus on simplifying structures, integrating AI, and enhancing digital channels aligns with best practices for operational agility and customer-centric service delivery.