Technology doesn’t innovate. Our people do. And now is the time to create something truly impactful to improve people’s lives, because cutting-edge technologies are now right in front of all of us,” said Sigve Brekke, Group CEO of True Corporation, at the launch of the True Innovation Awards 2025.
The initiative empowers every employee across True Corporation to leverage technology in driving business growth, and to apply innovation to solve real-world problems or enhance customer services, ultimately delivering unmatched experiences to True and dtac customers.
True Blog had the opportunity to attend the launch event and would like to share Sigve’s insights as food for thought for our readers: As daily users of technology, how can we apply it to solve everyday challenges in our lives? Sigve firmly believes that everyone has the potential to be an innovator, starting from recognizing a problem and taking action in small ways, by learning to use the technology around us to solve those problems quickly. More importantly, any innovation should be user-friendly at its core.
Citing the case of True Corporation, Sigve remarked that although outsiders may view us as a digital service provider with a strong presence in people’s everyday lives, if we simply rest on our laurels as a 25-year-old successful company, we risk being disrupted and displaced by technology. That’s why continuous innovation and transformation are essential to ensure our survival and maintain excellence as an organization.
One such example is our Video Call Service, available at all True shops, a seemingly simple solution that solves a major customer pain point: wait time. Each month, over 40,000 customers choose this remote service, bypassing physical queues. This service was born from frontline employees and solution developers who understood customers’ frustrations and merged that insight with technology.
Between 2018 and 2024, a total of 1,573 employees created and developed innovations using technology to solve everyday customer challenges and enhance the customer experience for both True and dtac. These efforts have resulted in the filing of 112 patents and petty patents.
According to Sigve, the True Innovation Awards 2025 aims to inspire all True employees to embrace the mindset of an innovator: Think Big – by finding a bold, inspiring purpose; Do Big – by acting on small opportunities and scaling them up; and Get Big – by creating meaningful innovations that truly make a difference.
Two weeks ago, Sigve had the opportunity to visit the teams at True Digital Group, where he met with technology developers and talented young minds. There, he observed the work of the AI Solution Hub Team, a collaboration between interns, young innovators, and experienced tech developers. The team is building AI Assistant solutions designed to support people in their homes, including the elderly and young children.
These solutions are made to be intuitive and user-friendly, requiring no technical expertise from users. With simple voice commands through the TrueX app, users can adjust the room temperature, dim the lights, turn on or off the air conditioner or TV, or even request playback from smart CCTV footage at a specific time to monitor their pets while away.
This innovation aligns with today’s lifestyle trends, where people increasingly view pets as companions but prefer solutions that lighten the burden of care. These technologies are designed to fit seamlessly into every household member’s way of living, so naturally, that AI no longer feels like an outsider, but part of the family.
None of this would be possible without employees who believe in and use technology for its ultimate goal: to elevate the quality of life for everyone.
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