The guessing game is over about when Suphachai, the youngest son of Dhanin Chearavanont, will take the helm of Charoen Pokphand (CP) Group's business empire.
Mr Suphachai, 49, told the Bangkok Post of his intention to take a greater role in running the agri-industrial conglomerate in the next three to five years.
He is tipped to succeed Mr Dhanin, 77, as chief executive after Thailand's richest man steps down from the post.
Mr Suphachai now serves as vice-chairman of CP Group. He is also president and chief executive of True Corporation, the group's telecom business.
"Before leaving True Corp, I must make sure that True takes the lead in the country's telecom industry and becomes a regional player," he said.
Mr Suphachai insisted he will continue to work closely with True's top executives and oversee its overall business strategies even when he takes the job at CP Group.
True has been undergoing what Mr Suphachai terms a "sweeping necessary fundamental shake-up" to restructure its corporate and business sectors.
Under the group's new structure, Noppadol Dej-Udom has been promoted from chief financial officer to a deputy chief executive responsible for innovation and sustainable business development.
Vichaow Rakphongphairoj serves as another deputy chief executive after being chief operating officer for network and operations. He takes charge of procurement, quality control and regulatory affairs.
Adhiruth Thothaveesansuk has been appointed as chief operating officer in charge of operations and sales.
Kittinut Tikawan serves as new chief commercial officer overseeing marketing for True Move H mobile service, cable TV TrueVisions and the group's online business. He was previously True's head of commercial and business development for mobile.
William Harris has been promoted to chief financial officer. He was executive director of international business development and assistant to the chief executive.
These top five executives report directly to Mr Suphachai, compared with 20 before the restructure.
"The massive shake-up is necessary on the brink of a technological revolution as we need to drive into the next wave of innovation in our telecom enterprise," said Mr Suphachai.
True is on the verge of upgrading its fixed line-based ADSL broadband network to next-generation fibre-to-the-home system. Its wireless broadband service is also on the verge of upgrading from a 3G to a 4G mobile system.
Mr Suphachai said the restructure also aimed to bring more flexibility to the group's operations and management while sustaining business development and strategies.
Mobile subsidiary True Move plans to spend 57 billion baht in 2016-17 on expanding its 4G networks on the 900-, 1800- and 2100-megahertz networks.
The company's 4G network on the 900MHz spectrum alone now covers 97-98% of the population.
"I believe 2G technology will be obsolete in the Thai market within two years," Mr Suphachai said.
True aims to become a regional telecom player in the next 3-5 years, focusing on providing soft infrastructure such as application and digital content platform services.
Mr Suphachai said True might not make a profit this year even though the group had revenue growth of 20% in the first quarter. This would be due mainly to hefty auction costs for two 4G licences and huge network investment costs.
True Move expects its revenue market share will increase from 22% to 25% this year, helped by more mobile subscribers due to greater network coverage and capacity.
"An increase in our market share can translate into True eating into the revenue market share of both AIS and DTAC," Mr Suphachai said.
He also admitted that one of True's top five executives could succeed him as leader of True Corp.
"There is a successor list but it's confidential," he said. "I will continue to serve in the top post at True to fulfil my intention of making it successful before leaving the job."
