On its 35th anniversary, Thailand’s leading telecommunications operator, AIS, has announced a major strategic pivot towards becoming a ‘Cognitive Telco,’ an intelligent, AI-driven organization. The move is designed not only to transform its own operations but also to bolster Thailand’s competitive edge on the global stage. To execute this vision, the company has unveiled a new executive structure, appointing three Deputy CEOs to lead its core business, future growth, and corporate functions.
Speaking at the “35 Years of AIS – A Vision for a Sustainable Future” press conference, Somchai Lertsutiwong, Chief Executive Officer of AIS, outlined the new direction. “For 35 years, AIS has built a robust digital foundation for Thailand,” he stated. “Our next step is to evolve into a Cognitive Telco. This is an enhancement of our previous ‘Digital Service Provider’ vision, making us ‘smarter’ by integrating AI into every process. Our goal extends beyond corporate profit; it is about ensuring Thailand can compete and thrive globally.”
To drive this ambitious agenda, Somchai introduced a strengthened leadership team, appointing three Deputy CEOs who will be part of a core team of nine senior executives. He clarified that he is not stepping down but is fortifying the management team to handle the company’s expanding scope.
The new appointees are:
Pratthana Leelapanang – Deputy Chief Executive Officer – Chief Operating Officer: An AIS veteran of 28 years who rose from a network engineer to a top marketing executive, Leelapanang will oversee the company’s core businesses—mobile, broadband, and enterprise services—which currently account for 80-90% of revenue.
Tee Seeumpornroj – Deputy Chief Executive Officer – Chief Financial Officer: With a background in finance at top-tier organizations like Merrill Lynch and Thai Beverage, Seeumpornroj will manage financial strategy and investment while driving the broadband business and developing new S-curve growth engines.
Kantima Lerlertyuttitham – Deputy Chief Executive Officer – Chief Corporate Officer: With over 30 years of diverse management experience from industries including IT (Microsoft), banking (EXIM Bank), and retail (Watsons), she will lead all back-office functions, including HR, procurement, and administration, to ensure seamless support for front-line operations.
A Two-Pronged Strategy: A Fortified Core and New Growth Engines
The company’s business structure is divided into two main pillars. The Core Business is built on what AIS describes as the nation’s strongest digital infrastructure, comprising its extensive 5G network, the country’s largest broadband coverage (AIS Fibre and 3BB), and an expanding network of data centers for enterprise clients.
The second pillar consists of New Growth Engines, a portfolio of future-focused ventures intended to significantly increase their revenue contribution. These include innovations in retail channels, elevating the AIS PLAY platform for entertainment, and a strategic push into Digital Finance. AIS is collaborating with partners PTTOR and Krungthai Bank to prepare for a Virtual Bank license, aiming to enhance financial inclusion for underbanked populations, with regulatory approval expected early next year.
Beyond Technology: A Commitment to Corporate Citizenship
Reinforcing its long-standing commitment to social responsibility, AIS emphasized that being a “Good Citizen” is embedded in its corporate DNA. Kantima Lerlertyuttitham highlighted the company’s role in supporting Thai society through various crises and its dedication to human capital development via the AIS Academy. Initially founded to upskill employees for the digital era through partnerships with world-class institutions like MIT, Harvard, and Stanford, the academy’s mission has expanded to the public through the “AIS Academy for Thais” and the EdTech platform, LearnDi.
The company also announced a fundraising campaign for its 35th anniversary to support two hospitals: Umphang Hospital and Khao Yoi Hospital, a small community facility in Phetchaburi province that serves over 90,000 people with only six doctors.
From a financial perspective, Tee Seeumpornroj, Deputy Chief Executive Officer – Chief Financial Officer, noted that AIS’s success is built on trust from both customers and investors, backed by strong corporate governance. The company holds a national credit rating of AAA from Fitch and an international rating of BBB+ from S&P, on par with Thailand’s sovereign rating.
To thank its customers, AIS is launching a major loyalty campaign, “AIS 1 Point,” allowing customers to redeem a single point for a chance to win significant prizes over 12 weeks, including a car in the first week.
As AIS celebrates this milestone, its vision for a Cognitive Telco signals a clear ambition: to not only lead the market but to redefine the role of a telecommunications company as a central nervous system for a smarter, more sustainable, and competitive nation.
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