In an era of rapid global change, we face an increasing array of challenges influenced by diverse factors. Social issues, such as the rising number of missing persons among elderly individuals with Alzheimer’s disease, are becoming more pressing. In 2022, it was reported that there were approximately 770,000 elderly individuals with dementia in Thailand. Additionally, vulnerable groups, such as over 300,000 individuals with autism nationwide, highlight the need for tailored solutions. Moreover, human-wildlife conflicts, particularly between communities and wild elephants, have caused damage to over 156,066 households’ agricultural land and residences, leading to injuries and fatalities among residents annually.
Decoding the Equation of “Tech For Good”: A Blend of Technology with Deep Insights and Profound Problem Understanding
One of the key drivers for advancing an organization sustainably is innovation. This is why True Corporation, a leading tech company in Thailand, is committed to becoming an innovation-driven organization, creating solutions that deliver meaningful benefits to society through the philosophy of “Tech For Good.”
Mr. Veerasak Pongtanyavichai, Head of the Innovation Center, True Corporation Plc, stated, “The core mission of True Innovation is to nurture people with the mindset of innovators who create solutions that bring sustainable value to Thai society and consumers. The strategy to realize this vision lies in the equation of ‘Tech For Good,’ which consists of three main drivers:
- EMPATHY: Understanding Life in All Dimensions
Developing technology based on understanding the needs of all lives – both humans and living beings in the ecosystem, through a human-centric approach and listening to all community needs. - INSIGHTS:Data Power Driving Change
Making decisions through comprehensive data analysis, integrating insights from partner networks and communities to develop precise, evidence-based solutions. Our data-driven approach ensures that every action is informed by real-world insights, leading to more effective and sustainable outcomes. - TECHNOLOGY: Innovation for All Lives
Combining telecommunications expertise with AI and Big Data to create accessible solutions for sustainable quality of life enhancement.
True’s Innovation Highlights: Reflecting Value Across Three Dimensions
According to statistics from BBC Science Focus Magazine, wild elephants rank as the 8th most dangerous animals to humans globally. In Thailand, there are over 4,000 wild elephants, with their population projected to increase by 8% in 2024. Alarmingly, during the past 12 years (2012 – 2024), wild elephants have encroached on agricultural lands and residential areas, resulting in 198 injuries and 227 fatalities. This ongoing conflict between humans and elephants has become a pressing issue.
In the environmental dimension, True Corporation has utilized cutting-edge technology to address this challenge. By integrating high-speed 5G and 4G Internet, AI, and camera traps, True has developed a system capable of analyzing images of wild elephants or notifying via the Smart Adventure application, delivering real-time alerts. This innovation, known as the True Smart Early Warning System, aims to mitigate human-elephant conflicts. Since 2018, the project has been piloted in collaboration with the Department of National Parks, Wildlife and Plant Conservation, and WWF Thailand. The initiative focuses on areas surrounding Kui Buri National Park in Prachuap Khiri Khan province, demonstrating True’s commitment to leveraging technology to create sustainable solutions for societal and environmental challenges.
“True Innovation team members have faced numerous challenges, including the growing number of wild elephants, which has increased by over 400, and the expansion of monitoring checkpoints from 25 in 2017 to 40 today. Furthermore, Kui Buri National Park, the target area, spans a vast 969 square kilometers—twice the size of Phuket Island. Timely and efficient efforts to guide elephants back to the forest are critical, making communication technology that provides precise geolocation and real-time alerts indispensable,” said Mr. Sakda Luangsakultong, Head of True Lab, True Corporation Plc.
Since the installation of the system in 2019, there have been over 5,754 alerts about wild elephants encroaching on communities. These innovations have dramatically reduced damage and enhanced safety for local residents, lowering the impact from 74% to just 0.36%, highlighting the transformative potential of technology in addressing human-wildlife conflicts.
Innovations Driving Social Impact: Autistic Application and “Hai Mai Huang” (“Missing, But Don’t Worry”) Wristbands
True Corporation, in collaboration with the Autistic Thai Foundation, has developed the Autistic Application, an educational tool designed to enhance physical development, learning skills, and communication for individuals with autism. The app features three core modules:
- Daily Tasks: Encouraging routine development and self-reliance.
- Trace & Share: Tracking progress and sharing achievements.
- Communication: Improving language and communication skills, supporting Thai, English, and Chinese.
The app has been available for free download for over a decade, amassing 19 million downloads globally, with the top three user countries being Thailand, Spain, and the United States. In 2023 alone, the app had 52,148 active users in Thailand. Surveys reveal that children using the app have shown an average improvement of 20-fold in the three core areas of development.
In addition to supporting individuals with autism, True has partnered with the Mirror Foundation to develop a wristband with QR codes designed for individuals at risk of getting lost, such as those with dementia or memory impairments. Over the past four years, 3,000 individuals have registered for this program, and the wristbands have helped safely return 40 missing persons to their families.
“True’s innovation team has explored various solutions, including GPS-enabled devices, smartwatches, Smart Tags for clothes, and even RFID implants. However, we discovered that simpler, cost-effective innovations often deliver the best outcomes,” said Veerasak Pongthanyawichai, highlighting the team’s commitment to creating accessible and impactful solutions for societal challenges.
Enhancing Customer Service with the “Mari” Innovation
In the economic dimension, True Corporation has revolutionized customer service by leveraging AI technology to create the innovative solution known as “Mali.” This system handles over 2 million interactions per month, achieving an impressive 90% success rate in resolving customer issues. By doing so, Mali significantly reduces the workload for human agents and speeds up service delivery, with only 10% of cases requiring escalation to human staff. The development journey of Mali began as a voice-based system and has since evolved into a comprehensive, multi-channel solution. It has been thoughtfully designed to cater to various platforms, including Voice, Chat, App, and AI interfaces, ensuring seamless and efficient customer service across all channels.
Cultivating Innovators in True’s Innovation-Driven Organization
True Corporation fosters innovation through a comprehensive approach encompassing three key dimensions:
- Closed Innovation: Emphasizing the development of a creative culture within the organization, True encourages its employees to generate innovative ideas that enhance products and services, driving continuous improvement and value creation.
- Open Innovation: True actively collaborates with academic institutions and business partners to co-create and scale innovations. These partnerships expand the potential for transformative solutions by integrating diverse expertise and resources.
- Startups: Supporting new-generation entrepreneurs and youth, True invests in nurturing young talents to build impactful startups and develop high-potential businesses.
“True Innovation believes that “People” are the most critical drivers of creativity and progress within an organization. Our team’s role is to inspire, mentor, and create opportunities for every employee to become an innovator. Over the past three years, True employees have developed over 600 innovations, with more than 4,000 employees recognized as innovators. The organization has also successfully submitted over 100 intellectual property filings, collectively generating or saving more than 4 billion THB in revenue and costs. Looking ahead, True is committed to further advancing this success by aiming to have 50% of its workforce recognized as innovators and securing 200 innovation patents by 2030, reinforcing its dedication to cultivating a culture of innovation and excellence” concluded Mr. Veerasak Pongtanyavichai.
