TRUE: When the New Generation Steers the Company

TRUE: When the New Generation Steer the Company

The recent appointment of a new generation as co-presidents was an impressive movement of True Corporation Public Company Limited (TRUE). Last week, TRUE passed a resolution to appoint 3 young bloods in their 40s who expertise in technology, Natwut Amornvivat, Manat Manavutiveth and Teeradet Dumrongbhalasitr, as new co-presidents to oversee the strategic and operational management of True Group. 


Appearing to be reshaping its company to the digital era amid intense competition.


Unlike during tycoon Dhanin Chearavanont period, when there was only the old generation steered the company. Until the arrival of tycoon Dhanini’s youngest son Suphachai Chearavanont, TRUE finally turned over a new leaf and entered into the modern era. 


With the challenge of rapidly changing customer behavior and technology, TRUE apparently switched its focus to the young generation, along with finding a startup partner in order to meet the needs of young people these days.   


Compared with the Baby Boomer and Gen Y (the group of people between 41-55 years old), the young generation seems to use much data. Hence, the 3 young blood co-presidents might better understand these generation.   


Manut” will be in charge of telecommunications, media business, operational management and network, regional management and customer services.


Teeradet will be directly responsible for overseeing the AI-driven business and analytics management as well as the commercial business such as e-commerce, retail, and customer relation management. 


Natwut” will take over all of TRUE’s digital business, including the units related to digital solutions and corporate customer management.


Among 3 leading mobile network operators, TRUE has the most interesting organization restructuring after welcoming the new generation to lead the company, meanwhile it still has no sign nor space for young people in Advanced Info Service Public Company Limited (ADVANC) and Total Access Communication Public Company Limited (DTAC).