Advanced Info Service (AIS) Plc, the country's largest mobile operator by subscriber base, is pivoting towards a "cognitive telco", or a smart organisation, over the next three years, so as to better respond to rapid changes in customer demand in the new digital era.
The move is part of a new strategy recently approved by the AIS board. It is also seen as a way of fighting in the highly contested telecom market as the company faces the merger of True Corporation and Total Access Communication (DTAC), No 2 and No 3 in the mobile business.
Somchai Lertsutiwong, AIS chief executive, said a cognitive telco needs three core elements for its operations and services: personalisation for customers, zero-touch for network management, and resilience.
Network infrastructure capacity also plays an important role in real-time enhancement of services and products in response to customer demand.
"That is why we have been expanding network capacity in advance, not just waiting for actual demand to come first, particularly 5G," Mr Somchai said.
According to him, the AIS 5G network now covers 100% of the population of Bangkok and the Eastern Economic Corridor (EEC). The nationwide coverage is now about 76% and it is expected to reach up to 90% by next year.
"We announced our transition from a telecom operator to a digital life service provider six years ago. Now we are upgrading to the cognitive telco, or a smart organisation," said Mr Somchai.
Mr Somchai said AIS has no curiosity about what its rivals do, and is only interested in its customers' demands.
The cognitive telco stance will focus on three primary goals.
First, AIS aims to boost productivity and provide the greatest benefit to customers. Secondly, it wants to continue driving business growth with home internet and corporate customers.
Finally, the company is gearing up for investment in digital business for strong future growth.
Mr Somchai said the country's telecom market in 2022 could be different from the past as there might be only two big players in the market following the merger, but he did not go into details over how the market would change.
AIS yesterday also announced it is the first in Thailand to have upgraded its fibre optic cable network, considered to be at the heart of digital infrastructure, to a lightning-fast 2 gigabits per second.
It also introduced best-in-class brand-name devices in support of its 2 Gbps package, such as Linksys, which has been installed for the first time in Thailand.
AIS said it is giving family subscribers a high-quality experience, with 2 Gbps packages starting at 1,299 baht per month.
According to AIS, the company is also offering a new standard of round-the-clock service with fast installation within 24 hours and the resolution of any problems within 24 hours.