The year 2024 has been a time of seismic shifts and transformative changes across multiple dimensions. True has demonstrated its potential and unwavering commitment to driving innovation that propels both the organization and society forward.
The True Blog editorial team has curated 10 impactful images that capture significant moments, reflecting not only the organization’s achievements but also pivotal turning points, challenges, and some of the year’s most inspiring stories.
Join us on a journey through these photographs, each telling a powerful story and carrying profound meaning for this extraordinary year.
Photo 1
True Announces Q3 2024 Financial Results: EBITDA Growth Sustained for 7 Consecutive Quarters Since Amalgamation
Despite economic challenges both domestically and regionally this year, True Corporation achieved sustained growth in Q3 2024. The company reported a Normalized Net Profit After Tax of 3.1 billion baht, alongside continued EBITDA growth for seven consecutive quarters since the merger. This growth was driven primarily by reduced operating expenses, a focus on operational performance and efficiency improvements, and the realization of merger synergies
True has also invested over 10 billion baht in network technology and continues to leverage AI to enhance customer experiences, aiming for long-term sustainable growth.
Read the full article here: https://trueblog.dtac.co.th/blog/en/q324-2/
Photo 2
Advancing Network Modernization with AI for an Intelligent, Customer-Centric Experience
As delivering the best customer experience is one of the organization’s primary goals, Network Modernization becomes essential. This year, True has upgraded over 10,800 base stations, accounting for 64% of the overall plan, with full completion expected by 2025. At the same time, AI has been integrated into the development of an intelligent network to achieve maximum efficiency through the ‘3Zero’ strategy: Zero Touch: Advanced automated network innovation to prevent errors, Zero Wait: Real-time network customization seamlessly aligned with user behavior, Zero Trouble: Predictive network analysis and problem prevention to enhance customer satisfaction. The aim is to achieve a full-scale network upgrade within three years.
Additionally, the Business and Network Intelligence Center (BNIC) plays a critical role as the central hub for managing and overseeing the digital communication network system. It operates proactively with highly accurate predictive capabilities.
Read the full article here: https://trueblog.dtac.co.th/blog/en/3zero-2/
Photo 3
Communication Management Operations During Flood Disasters in Chiang Rai
In 2024, Northern Thailand faced its most severe flooding in years. Mae Sai District in Chiang Rai Province experienced flash floods, leaving many areas inaccessible. In such circumstances, communication is critical, whether for emergency alerts or seeking help. True’s special operations team monitored the network closely around the clock. Network teams were deployed to provide batteries and emergency generators in areas where signal towers lost power. Immediate relief measures were also implemented for customers, including assistance with food, drinking water, and clothing in various locations.
Meanwhile, True employees joined forces to donate essential supplies to support the “Home Cleaning Mission” led by the Mirror Foundation, which focused on restoring the homes of flood victims in Chiang Rai. In October, the management team visited customers, partners, and colleagues in the affected areas, offering support in various aspects to mitigate impacts and help rebuild the community.
Read the full article here: https://trueblog.dtac.co.th/blog/chiang-rai/
Photo 4
Path to Net Zero: Leveraging Technology to Combat Global Warming the True Way
The issue of a ‘heating planet’ is a shared responsibility that requires everyone’s cooperation. True is committed to driving environmental change and reducing greenhouse gas emissions by leveraging AI and Machine Learning for efficient energy management. Initiatives include installing solar panels, recycling electronic waste, and optimizing energy use within the network system. These efforts aim to reduce greenhouse gas emissions and create a positive impact on the planet.
The ultimate goal is to achieve Carbon Neutrality by 2030 and Net Zero Greenhouse Gas Emissions by 2050, striking a balance between technology and environmental sustainability.
Read the full article here: https://trueblog.dtac.co.th/blog/en/net-zero-with-ai-enhanced-network/
Photo 5
The Kui Buri Model: A Sustainable Solution to the Global Human-Elephant Conflict
The Human-Elephant Conflict (HEC) is a global issue in countries with wild elephant populations, and Thailand is no exception. Communities and agricultural areas around the boundary of Kui Buri National Park in Prachuap Khiri Khan Province are key hotspots for incidents of wild elephant intrusions.
In collaboration with the Department of National Parks, Wildlife and Plant Conservation, and WWF-Thailand, True has integrated 4G and 5G intelligent networks, AI cloud technology, and IoT devices to develop the True Smart Early Warning System (TSEWS)—an innovative solution for detecting and managing wild elephant activity. Piloted around Kui Buri National Park, this system enables authorities to guide elephants back into the forest.
The results have demonstrated nearly 100% effectiveness in preventing damages. Moving forward, the successful “Kui Buri Model” is set to be expanded to forest regions across Thailand.
Read the full article here: https://trueblog.dtac.co.th/blog/en/tech-for-good-2/
Photo 6
True’s ‘Tech For Good’ Mindset: Innovating for the Environment, Economy, and Society
One of the key drivers of organizational progress is innovation. True Innovation fosters a mindset of “Tech For Good,” which combines three essential components: Empathy: Understanding lives and addressing every dimension with care, Insights: Harnessing the power of data to drive change, Technology: Creating innovations that serve everyone.
True’s standout innovations, born from this philosophy, focus on leveraging technology to address societal and environmental challenges while enhancing quality of life. Examples include the Intelligent Wild Elephant Early Warning System, the Autistic Application, the Missing (No) Worries Wristband, and the AI technology Mali. True Innovation aims to cultivate innovators and secure 200 innovation patents by 2030.
Read the full article here: https://trueblog.dtac.co.th/blog/en/tech-for-good-222/
Photo 7
Bring Your Best Campaign Year 2: Showcasing True’s Diversity to Inspire Everyone
Diversity is the strength of the modern world. True firmly supports equality by embracing differences and celebrating the diversity of everyone in all dimensions. Through the ‘Bring Your Best’ campaign, now in its second year, True reinforces the message that the workplace is a space where we can be the best version of ourselves, sharing inspiring stories from True employees.
One such story is that of Pichet Krunget, a Technical Resolutions employee at True, who has overcome physical limitations to become a national Wheelchair Racing athlete for Thailand. This year, Pichet competed in the Olympics once again. Although he didn’t win a medal, his unwavering dedication and determination inspire others and bring immense pride to True.
Read the full article here: https://trueblog.dtac.co.th/blog/en/en-bringyourbest-pichet/
Photo 8
“Champ Spirit, True Spirit: Think Like a Champion, Act Like a Champion”
Welcoming “Tennis Panipak Wongpattanakit” and Reflecting True’s Champion Spirit
In 2024, True launched the special campaign “Champ Spirit, True Spirit” to welcome Thailand’s Olympic champion, Panipak “Tennis” Wongpattanakit, into the True family. The campaign emphasizes the concept “Think Like a Champion, Act Like a Champion” and showcases the unwavering determination of a true champion through a compelling advertisement and specially designed packages tailored for sports enthusiasts.
Beyond celebrating Tennis’s achievements, the campaign reflects True’s resilient spirit, having overcome numerous challenges with the belief that success is attainable and constant improvement is essential. This aligns with True’s vision of becoming a leader in telecommunications and tech innovation, with the ultimate goal of driving digital transformation to enhance the quality of life for the Thai people.
Read the full article here: https://trueblog.dtac.co.th/blog/en/champ-spirit-true-spirit-2/
Photo 9
True CyberSafe: Advanced AI-Powered Cybersecurity for Every Customer
Cyber threats have become a major concern, increasingly complex and causing significant harm to the lives and assets of Thai people. In 2023, Thailand ranked fourth globally in online fraud-related losses, second in Asia for scam calls, and the highest in Asia for phishing SMS, many containing malicious links from risky browsers.
Committed to fostering a secure and sustainable digital society, True has invested in advanced AI technology to enhance cybersecurity for all customers. The launch of True CyberSafe aims to protect users from fraudulent links, phishing SMS, and scam calls. Available to True Mobile, Dtac, and True Online Home Internet customers at no additional cost, the service requires no app downloads. It proactively protects and alerts users about over 100,000 suspicious links gathered from government and private sector collaborations, customer reports, AI analysis, and True Group’s investments.
Read the full article here: https://trueblog.dtac.co.th/blog/en/truecybersafe-2/
Photo 10
True-dtac Amalgamation Wins “Deal of the Year” at the SET Awards 2024
The “Deal of the Year Awards” is one of the most prestigious accolades presented by the Stock Exchange of Thailand (SET) to honor outstanding transactions that create significant and positive impacts on the capital market. At the SET Awards 2024, True Corporation received the Deal of the Year Awards – Mergers & Acquisition Deal in recognition of the success and value generated from the amalgamation between True Corporation Public Company Limited and Total Access Communication Public Company Limited (dtac). This historic merger marks a pivotal milestone for the information and communication technology (ICT) industry.
The award highlights True Corporation’s commitment to transformation and its emergence as a technology leader. It also underscores the company’s enhanced capacity to invest in cutting-edge network infrastructure and support Thailand’s digital development initiatives.
Read the full article here: https://trueblog.dtac.co.th/blog/en/deal-of-the-year/