Intellify Industry Report
This industry report is updated regularly on a periodic basis by our local research analysis team to ensure accuracy and relevance. The content is developed using publicly available information, insights gathered from primary interviews with industry stakeholders, and other relevant market research methodologies. Market size estimations presented in this report are based on actual data collected from relevant government agencies and industry sources. Our data analyst team applies a proprietary projection model to forecast future growth potential. While we strive to maintain the highest standards of data accuracy and analysis, the findings in this report are subject to change as new information becomes available. This report is intended for informational purposes only and should not be considered as financial, investment, or strategic advice.
Thailand’s telecommunications sector remains a core pillar of the country’s digital economy, with market size projected to grow from THB 92.6 billion in 2025 to over THB 107.2 billion by 2030, representing a compound annual growth rate (CAGR) of 3.0%. Mobile services will continue to drive the majority of revenue, supported by broader 5G adoption, increasing data consumption, and the expansion of enterprise-grade digital infrastructure. While the consumer market is largely saturated in terms of penetration, new growth is expected to come from enterprise digitalization, convergence strategies, and adjacent business models.
As Thailand’s telecom market matures, revenue diversification has become a central strategy for operators seeking long-term resilience. Core connectivity remains foundational, but growth is increasingly driven by adjacent businesses, ranging from digital content and cloud platforms to fintech and virtual banking. This shift reflects a broader repositioning of telcos from infrastructure providers to integrated digital service groups.
We see this transition accelerating, with players such as AIS and True expanding beyond telecom into areas such as entertainment, financial services, and enterprise IT. The strategic question is no longer just about defending market share in telecom, but how operators can use their customer reach, infrastructure, and group synergies to gain early advantage in adjacent verticals. Whether through bundled OTT services, device ecosystems, or embedded finance, telcos are seeking to turn their platforms into cross-industry launchpads.
A key enabler in this process will be the ability to leverage advanced technologies such as AI and analytics, not only to improve service delivery and operational efficiency, but to unlock deeper insight into user behavior. Meaningful use of customer data, when done within regulatory bounds, will be critical in identifying unmet needs, designing relevant offerings, and personalizing the user experience across channels.
Therefore, operators that can strategically prioritize core telecom performance with expansion into high-potential digital services, while maintaining trust in how they manage and use data will be better positioned to lead the next phase of Thailand’s digital economy.
Thailand’s telecommunications market is relatively developed in terms of connectivity, with mobile phone penetration remaining well above 100% over the past decade. While the number of mobile subscribers has fluctuated due to SIM consolidation and changes in user behaviour, penetration is expected to remain structurally high, stabilizing around 166% by 2030. This reflects continued reliance on multi-SIM usage and persistent demand across both prepaid and postpaid segments.
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Indicator | Unit | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | 2028 | 2029 | 2030 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 76 | intellify | 13/04/2025 05:36 PM | intellify | 13/04/2025 05:36 PM | Number of mobile phone subscribers | Million subscribers | 129.6 | 116.3 | 120.9 | 126.4 | 120.9 | 115.1 | 116.6 | 117.3 | 118.0 | 118.7 | 119.4 | 120.1 |
| 77 | intellify | 13/04/2025 05:36 PM | intellify | 13/04/2025 05:36 PM | Mobile phone penetration rate | % | 181.8 | 162.7 | 168.8 | 176.3 | 168.4 | 160.2 | 162.0 | 162.9 | 163.8 | 164.7 | 165.7 | 166.7 |
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Indicator | Unit | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | 2028 | 2029 | 2030 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 78 | intellify | 13/04/2025 05:37 PM | intellify | 13/04/2025 05:37 PM | Number of internet users | Million users | 50.1 | 49.5 | 52.2 | 58.0 | 61.7 | 61.6 | 64.0 | 66.5 | 68.9 | 71.4 | 71.4 | 71.4 |
| 79 | intellify | 13/04/2025 05:37 PM | intellify | 13/04/2025 05:37 PM | Internet penetration rate | % | 70.3 | 69.3 | 72.8 | 80.9 | 85.9 | 85.6 | 89.0 | 92.3 | 95.7 | 99.0 | 99.0 | 99.0 |
Internet access has expanded in parallel, driven by broader coverage and the shift toward mobile-first digital engagement. The number of internet users rose from 50 million in 2019 to over 71 million by 2028, with internet penetration projected to reach 99% by the end of the decade. Rising demand for video streaming, mobile content, and e-government services has reinforced usage across all demographics, especially as operators expand 5G and fiber infrastructure nationwide.
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Indicator | Unit | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | 2028 | 2029 | 2030 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 80 | intellify | 13/04/2025 05:38 PM | intellify | 13/04/2025 05:38 PM | Population coverage for 2G mobile network | % | 98.0 | 98.8 | 98.8 | 98.8 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 |
| 81 | intellify | 13/04/2025 05:38 PM | intellify | 13/04/2025 05:38 PM | Population coverage for 3G mobile network | % | 98.0 | 98.8 | 98.8 | 98.8 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 |
| 82 | intellify | 13/04/2025 05:38 PM | intellify | 13/04/2025 05:38 PM | Population coverage for LTE/WiMAX mobile network | % | 98.0 | 98.1 | 98.1 | 98.1 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 |
| 83 | intellify | 13/04/2025 05:38 PM | intellify | 13/04/2025 05:38 PM | Population coverage for 5G mobile network | % | 0.0 | 0.0 | 75.7 | 85.4 | 89.0 | 96.4 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 | 99.0 |
Thailand’s mobile network coverage has matured significantly across all generations of mobile technology. Coverage for 2G, 3G, and 4G networks has reached near-universal levels, with each maintaining 99% population coverage from 2023 onward. This mainly due to the long-standing efforts by major operators to extend nationwide infrastructure and ensure backward compatibility for legacy devices and services. The introduction of 5G in 2020 marked the next phase of network evolution, initially focused on urban areas and high-traffic zones. By 2021, 5G population coverage stood at just under 76%, before rising rapidly to 89% in 2023 and is projected to reach 99% by 2025.
This coverage expansion has been enabled by successive rounds of spectrum auctions administered by the NBTC, including the landmark 2020 auction covering 700 MHz, 2.6 GHz, and 26 GHz bands. Major operators such as AIS, True, and NT secured licenses and began deploying standalone 5G networks, with AIS and True emerging as the dominant players following market consolidation. The next spectrum auctions including the reallocation of 850 MHz, 2.1 GHz, and 2.3 GHz bands in 2025 are expected to support 5G-Advanced services and early-stage 6G trials. However, 6G remains in a research phase globally, with technical standards and use cases yet to be finalized. As such, 6G is excluded from current forecasts and market models due to its limited commercial visibility and uncertain rollout timeline.
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Indicator | Unit | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | 2028 | 2029 | 2030 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 84 | intellify | 13/04/2025 05:39 PM | intellify | 13/04/2025 05:39 PM | Thailand's telecommunications market size | THB million | 91030.1 | 87334.9 | 88756.5 | 87457.5 | 84306.0 | 89612.0 | 92616.3 | 95536.5 | 98456.7 | 101376.9 | 104297.0 | 107217.2 |
| 85 | intellify | 13/04/2025 05:39 PM | intellify | 13/04/2025 05:39 PM | Mobile service revenue | THB million | 72930.1 | 68534.9 | 69156.5 | 69157.5 | 68006.0 | 74312.0 | 77194.6 | 79993.2 | 82791.7 | 85590.2 | 88388.7 | 91187.2 |
| 86 | intellify | 13/04/2025 05:39 PM | intellify | 13/04/2025 05:39 PM | Retail fixed broadband revenue | THB million | 18100.0 | 18800.0 | 19600.0 | 18300.0 | 16300.0 | 15300.0 | 15421.7 | 15543.3 | 15665.0 | 15786.7 | 15908.3 | 16030.0 |
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Indicator | Unit | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | 2028 | 2029 | 2030 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 87 | intellify | 13/04/2025 05:40 PM | intellify | 13/04/2025 05:40 PM | Mobile service revenue | THB million | 72930.1 | 68534.9 | 69156.5 | 69157.5 | 68006.0 | 74312.0 | 77194.6 | 79993.2 | 82791.7 | 85590.2 | 88388.7 | 91187.2 |
| 88 | intellify | 13/04/2025 05:40 PM | intellify | 13/04/2025 05:40 PM | Revenue from voice and non-voice | THB million | 65322.0 | 61661.8 | 62478.4 | 62433.0 | 60593.0 | 62829.0 | 65515.7 | 68118.2 | 70720.7 | 73323.3 | 75925.8 | 78528.4 |
| 89 | intellify | 13/04/2025 05:40 PM | intellify | 13/04/2025 05:40 PM | Revenue from other mobile services | THB million | 7608.1 | 6873.1 | 6678.1 | 6724.5 | 7413.0 | 11483.0 | 11679.0 | 11875.0 | 12070.9 | 12266.9 | 12462.9 | 12658.9 |
Thailand’s telecommunications market is expected to grow at a compound annual growth rate (CAGR) of 3.0%, expanding from THB 92.6 billion in 2025 to over THB 107.2 billion by 2030. The market is expected to be in a gradual recovery from the stagnation seen between 2020 and 2023, underpinned by rising enterprise demand, network modernization, and increased digital usage. Mobile services will remain the core growth engine, with total revenue projected to rise from THB 77.2 billion to THB 91.2 billion over the same period, supported by broader 5G adoption and increasing data consumption. Operators are also expanding into enterprise connectivity and cloud-based services, which have become more central as businesses accelerate digital transformation in manufacturing, healthcare, and logistics. Meanwhile, fixed broadband revenue is expected to remain relatively flat, reflecting the mature nature of the market and a shift in user preference toward mobile-first access models. These trends suggest a more service-diversified growth path going forward, though future performance will also depend on the pace of economic recovery and the policy environment shaping infrastructure investment and market competition.
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Indicator | Unit | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | 2028 | 2029 | 2030 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 90 | intellify | 13/04/2025 05:41 PM | intellify | 13/04/2025 05:41 PM | Average revenue per user (ARPU) for mobile, blended | THB / month | 240.7 | 234.0 | 217.0 | 214.8 | 211.9 | 212.3 | 208.2 | 204.4 | 200.6 | 196.9 | 193.1 | 189.3 |
| 91 | intellify | 13/04/2025 05:41 PM | intellify | 13/04/2025 05:41 PM | Average revenue per user (ARPU) for prepaid mobile | THB / month | 146.4 | 131.6 | 115.6 | 115.3 | 120.2 | 121.3 | 105.1 | 99.5 | 93.9 | 88.3 | 82.7 | 77.1 |
| 92 | intellify | 13/04/2025 05:41 PM | intellify | 13/04/2025 05:41 PM | Average revenue per user (ARPU) for postpaid mobile | THB / month | 514.6 | 490.0 | 463.3 | 446.4 | 433.0 | 433.6 | 415.8 | 399.7 | 383.6 | 367.5 | 351.3 | 335.2 |
| 93 | intellify | 13/04/2025 05:41 PM | intellify | 13/04/2025 05:41 PM | Average revenue per user (ARPU) for fixed broadband | THB / month | 589.0 | 525.8 | 510.8 | 477.3 | 480.5 | 359.5 | 367.9 | 338.5 | 309.0 | 279.6 | 250.1 | 220.7 |
Average revenue per user (ARPU) in Thailand’s telecom market continues to decline, with all core segments facing downward pressure. Between 2025 and 2030, mobile ARPU is expected to fall from THB 208.2 to THB 189.3 per month, a compound annual decline of 1.9%. Prepaid users, who still represent a large portion of the mobile base, are projected to see the sharpest drop, down 6.0% annually to just THB 77.1. Postpaid ARPU is also expected to decline by 4.2% per year over the same period.
The decline is primarily shaped by structural shift in the market where operators remain locked in price competition, especially in the prepaid segment where low-cost plans and short-term promotions are common. Despite steady gains in postpaid adoption, especially among middle-income users with handset bundles, the overall pricing environment remains soft. The transition to 5G has introduced opportunities to upsell, but revenue uplift has so far been limited outside urban centers.
For fixed broadband, the pressure is more pronounced. ARPU is expected to fall by nearly 10% per year from 2025, dropping from THB 367.9 to THB 220.7 by 2030. We see this as the result of two factors: first, the expansion of broadband access into more price-sensitive provincial markets; second, the growing use of bundled services that offer discounted broadband when combined with mobile or content packages.
The trend shows that subscriber growth alone is no longer enough to support topline expansion. Operators need to focus more on upselling through differentiation in services and value proposition. Key example includes the efforts in transitioning from network providers to integrated digital technology firms. Without that shift, ARPU is likely to continue declining, even as total data traffic and usage per user rise.
The acceleration of digital transformation across Thai industries is generating sustained demand for advanced telecommunications services. Businesses in sectors such as manufacturing, logistics, and healthcare are adopting technologies including IoT, AI, and cloud computing to improve operational efficiency and enable real-time decision-making. These applications require high-reliability, low-latency connectivity which has been driving enterprise uptake of private 5G networks, edge computing, and managed connectivity solutions offered by telecom providers.
Operators are responding by expanding their enterprise-focused services. AIS, for instance, has developed its “AIS Business” portfolio to support industrial use cases through network slicing, cloud integration, and security platforms. True Corporation has also scaled its business offerings through vertical-specific digital solutions, including smart facility management and industrial IoT platforms. These developments position telcos as technology partners rather than just infrastructure providers, supporting Thailand’s broader Industry 4.0 adoption.
The enterprise segment represents a shift in revenue structure. As consumer ARPU growth stabilizes, B2B services have become an increasingly strategic pillar for telecom operators. Industrial demand also tends to be less price-sensitive and more service-level driven, offering more predictable returns and long-term contract opportunities.
Telecommunications development in Thailand continues to benefit from broad-based government support aimed at enabling a digital economy. National strategies such as the Thailand 4.0 framework and the Digital Economy and Society Development Plan explicitly prioritize telecom infrastructure as a critical enabler of future economic growth. These policies aim to improve digital accessibility, raise productivity, and stimulate innovation through expanded broadband and 5G coverage.
The government has advanced initiatives such as the National Broadband Network (NBN) and provincial-level infrastructure co-investment to improve access in underserved areas. Although regulatory execution remains under public scrutiny, long-term structural support remains intact. For example, state funding for smart city development and digital public services continues to drive demand for telecom connectivity and platform integration.
In addition, policy initiatives supporting the integration of AI, IoT, and cloud technologies in public services have opened new service delivery channels for telecom operators. These include municipal smart infrastructure projects, telehealth systems, and digital ID platforms that rely on stable, secure telecom infrastructure. As government demand becomes more digitalized, telecom services are embedded in more aspects of national delivery systems.
Thailand’s consumer telecom landscape is also evolving, with user expectations increasingly shaped by digital convenience, content consumption, and mobile-first behaviors. The country’s mobile penetration rate already exceeds 100%, but data usage per user continues to rise, largely driven by mobile video streaming, gaming, and social media. These trends are reshaping network demand patterns and pushing operators to invest in high-capacity, low-latency infrastructure upgrades.
Operators are responding by moving away from one-size-fits-all plans toward digital-first service models. This includes personalized offers, usage-based pricing, and app-integrated account management. AIS and True, for instance, have introduced platforms such as AIS Serenade and True Red Card to provide customized data packages, lifestyle perks, and customer retention tools.
Thailand’s telecom operators continue to invest in network upgrades to accommodate rising traffic volumes and enable new digital use cases. This includes both expansion of 5G coverage and back-end modernization, such as transitioning to cloud-native cores and software-defined networks. These changes are designed to improve agility, support real-time services, and reduce long-term operating costs.
AIS and True are advancing standalone 5G (SA) rollouts and are participating in trials for 5G-Advanced, including use cases such as network slicing for industrial applications and low-latency video transmission. Edge computing capacity is also expanding through partnerships with cloud providers such as Oracle and AWS, allowing operators to host latency-sensitive services closer to users and enterprise clients.
Sustainability considerations are also shaping infrastructure planning. Both AIS and True have implemented energy-efficient base stations and are investing in renewable-powered data centers to reduce emissions. These developments support network scalability in a cost-effective manner, while also aligning with broader environmental targets from government and corporate stakeholders.
Thailand’s telecom sector continues to benefit from strong interest among global technology players, particularly in areas related to cloud infrastructure, advanced network technologies, and enterprise solutions. Investments from hyperscale cloud providers such as Amazon Web Services (AWS), which has committed over USD 5 billion to develop regional data centers, are supporting domestic capacity and accelerating digital transformation among Thai enterprises.
Additionally, partnerships with global vendors such as Huawei, ZTE, Ericsson, and Nokia have enabled local operators to deploy and test advanced network technologies, including Open RAN and 5G-Advanced systems. These collaborations help mitigate capability gaps while allowing Thai operators to access global technology roadmaps and leverage best practices in network deployment and optimization.
Such partnerships extend into B2B offerings as well. Operators are engaging in joint ventures and strategic alliances to deliver integrated solutions in sectors such as healthcare, logistics, and manufacturing. These relationships not only drive innovation but also support Thailand’s ambition to position itself as a regional digital hub.
The Thai government continues to play a central role in expanding telecom infrastructure, particularly in underserved areas. Initiatives such as the National Broadband Network and the Universal Service Obligation (USO) fund aim to improve digital access in rural regions through targeted investment and operator cooperation. These programs are crucial in extending basic connectivity, which underpins broader digital inclusion goals.
Telcos have aligned with these efforts through public-private partnerships to scale last-mile infrastructure and support inclusive service delivery. The NBTC has also introduced reforms such as SIM registration and spectrum reallocation to enhance market transparency and security. While the regulatory environment presents its own set of challenges, these collaborative initiatives have enabled faster rollout of 5G and fibre in areas with previously limited connectivity options.
Efforts to bridge the digital divide align with both commercial and policy interests, particularly as rural and provincial markets present new growth opportunities. Government-backed initiatives in digital skills training and SME digitalization also reinforce demand for telecom-enabled services in education, e-commerce, and healthcare.
Thailand’s post-pandemic economic recovery continues to support underlying telecom sector growth, particularly as key industries resume normal operations and household consumption improves. The rebound in sectors such as manufacturing, services, and domestic retail has led to rising digital activity, driving increased demand for connectivity and enterprise solutions. As businesses accelerate digital transformation efforts, telecom operators benefit from higher uptake of broadband, cloud, and IoT-enabled services that support more agile and tech-enabled operations.
One key contributor to this recovery is the resurgence of Thailand’s tourism sector, with inbound arrivals rebounding towards pre-pandemic levels. The return of international visitors has renewed demand for short-term mobile packages, tourist SIMs, and digital roaming services. Operators have responded by offering tailored eSIM options and simplified onboarding processes for tourists, often bundled with entertainment content or local partner offers.
At the same time, rising domestic mobility both for work and leisure has reinforced usage of mobile data, entertainment services, and location-based apps, particularly in urban and peri-urban areas. These consumption shifts are reflected in higher average data traffic per user, which in turn justifies continued investment in network capacity and service innovation. The broader economic upturn is therefore creating both consumer- and enterprise-side tailwinds for Thailand’s telecom sector, supporting a more sustainable growth trajectory.
The Thai telecom market has undergone substantial consolidation over the past decade, culminating in the 2023 merger of True and dtac. This has resulted in a duopolistic structure, with AIS and the new True Corporation jointly holding the majority of mobile and broadband subscribers. While this consolidation brings potential benefits in terms of cost efficiency and nationwide service coverage, it also reduces the space for smaller competitors and limits structural competition in both retail and wholesale markets.
The long-standing absence of active Mobile Virtual Network Operator (MVNO) participation has further constrained competition. Although MVNO access is technically supported under Thailand’s telecom regulatory framework, enforcement and commercial viability remain limited. National Telecom (NT), the state-owned operator, has not positioned itself effectively as a wholesale enabler for third-party players, contributing to a highly concentrated retail market. As a result, pricing and service differentiation in some segments, particularly prepaid mobile and basic broadband, have become less dynamic compared to markets with more active secondary operators.
Thailand’s telecom penetration has reached maturity in both mobile and fixed broadband segments, limiting the potential for organic subscriber growth. Mobile SIM penetration remains above 100%, driven by multi-SIM usage, while fixed broadband coverage is nearing saturation in urban and semi-urban areas. In this environment, operators increasingly rely on value-added services, bundling strategies, and customer retention programs to sustain revenue growth.
Despite rising data consumption per user, particularly among 5G subscribers, ARPU remains under pressure, especially in the prepaid segment where churn levels are still high. Operators are also facing challenges in monetizing infrastructure investments, such as fiber and 5G networks, in low-income or price-sensitive areas. These users tend to prefer low-cost, limited-data packages, which constrains the potential return on high-capacity deployments. This structural dynamic places operators in a position where scale and service bundling are essential for profitability which further reinforces the importance of converged offerings, lifestyle integration, and new service verticals to unlock incremental revenue.
As telecom operators increasingly adopt data-driven personalization to enhance service delivery, the collection and use of personal data is drawing greater regulatory and public attention. Thailand’s enforcement of the Personal Data Protection Act (PDPA), which came into full effect in 2022, has introduced stricter compliance requirements around consent, data retention, and transparency in how personal data is processed and shared.
Operators such as AIS and True have integrated AI-powered analytics across their platforms to deliver tailored offers, dynamic pricing, and targeted customer engagement. While these efforts contribute to user satisfaction and commercial performance, they also raise privacy concerns, particularly when behavioral data is used to influence plan recommendations or loyalty rewards.
These risks are further amplified as telcos diversify beyond connectivity into adjacent verticals such as fintech, insurance, and digital content. The use of telco customer data across these business lines, especially in cases involving financial profiling, targeted lending, or personalized insurance offerings, can prompt regulatory scrutiny under PDPA. Since the law restricts the use of personal data beyond its originally stated purpose without clear consent, operators must ensure their cross-business data strategies remain compliant and transparent.
The fact is that Thai users are becoming more sensitive to how their data is handled, particularly when personalization extends into high-stakes or sensitive services. In this context, telcos must navigate a more cautious operating environment. Failure to communicate clearly or obtain informed consent may expose operators to reputational risks, customer pushback, or regulatory penalties.
This emerging constraint may also limit the extent to which telecoms can leverage granular user data as a differentiator, particularly in consumer-facing applications. As scrutiny grows and PDPA enforcement tightens, telecoms will need to strike a balance between personalization and privacy, ensuring that innovation in service delivery does not outpace public expectations or legal safeguards.
The shortage of digitally skilled professionals continues to be a constraint on sector development. Demand for capabilities in AI engineering, cybersecurity, cloud operations, and 5G network management is rising faster than supply, especially for mid- to senior-level roles. Although major operators such as AIS and True have invested in workforce development partnerships, including training programs with academic institutions and upskilling initiatives for existing employees, the talent pipeline remains narrow.
This talent gap may affect the pace at which telecom firms can expand into adjacent services such as managed cloud infrastructure, enterprise analytics, and platform-based digital services. It also limits operators’ ability to fully leverage automation and predictive technologies in core network operations.
Thailand’s major telecom players are now reshaping their core identities, transitioning from network providers to integrated digital technology firms. This evolution, often framed as the “Telco to TechCo” model, is being strategically executed by operators such as AIS and True Corp to move up the value chain and unlock new growth opportunities beyond core connectivity.
AIS positions itself as a “Cognitive Tech-Co,” having invested in digital infrastructure and platform services including cloud computing, cybersecurity, AI-driven analytics, and IoT. Through its AIS Business unit, the company has developed capabilities in managed network services, enterprise cloud hosting, and edge computing tailored to industrial users. This shift is supported by partnerships with Oracle and other global tech firms, with new services targeting sectors such as manufacturing, healthcare, and financial services.
True Corp, post-merger with dtac, has accelerated its transformation through vertical expansion into analytics, digital platforms, and smart city solutions. The company has launched True CPaaS in collaboration with Infobip, providing businesses with embedded communications APIs and AI tools for customer engagement. It is also scaling True Analytics and smart IoT applications across sectors such as healthcare and urban infrastructure. These strategic shifts reflect a broader global pattern, where telecoms adopt a platform-based business model to diversify revenue streams and enhance resilience amid stagnating mobile ARPU.
For Thai telecoms, this transformation marks a long-term repositioning. Instead of competing solely on network coverage or pricing, they are now building end-to-end digital service ecosystems that can support B2B digital transformation, cloud-based applications, and next-generation connectivity.
Thailand’s leading telecom operators are reshaping how household connectivity is delivered and monetized by expanding beyond traditional mobile plans into bundled digital lifestyles. At the center of this strategy is the convergence of 5G mobile services, home broadband, smart devices, and entertainment content, creating integrated ecosystems that serve as entry points into daily digital life.
AIS has rolled out 5G Fixed Wireless Access (FWA) to serve areas without fiber coverage, allowing it to extend last-mile broadband using its 5G network. This not only improves access but also monetizes excess network capacity in suburban and rural areas. Alongside this, AIS has introduced a range of 5G-optimized hardware including AR glasses, smartwatches, and Android-based soundbars often bundled with high-tier broadband plans and 12-month content subscriptions, turning internet access into a complete home experience.
The acquisition of 3BB has further enabled AIS to offer quad-play bundles that integrate mobile, home broadband, streaming, and voice services under one subscription. Its “3BB Welcome” plan is one such example, bundling fiber internet, 5G data, voice minutes, and a year of premium video streaming at a competitive price. True Corp is following a similar strategy through its TrueID content platform, combining mobile plans with video, music, gaming, and smart device offers. These service bundles reflect a shift from selling discrete telecom products to designing integrated usage environments around the home.
This trend mirrors global quad-play models, but in Thailand it’s also a response to evolving consumer expectations around convenience and personalization. By offering a single subscription that combines connectivity with lifestyle and entertainment, operators are increasing customer stickiness, boosting average revenue per user (ARPU), and creating differentiation in an otherwise saturated mobile market. Over time, this bundling strategy also helps telcos strengthen cross-selling between business units and position their broadband infrastructure as the foundation of in-home digital ecosystems.
Thailand’s telecom industry is entering a new phase of customer engagement, one where personalization is no longer optional, but a core strategic differentiator. With mobile penetration exceeding 100% and price-based competition becoming unsustainable, operators are turning to hyper-personalization as a way to improve customer retention, drive upselling, and create stickier service experiences.
AIS and True Corp have made personalization a key pillar of their consumer strategies, supported by significant investment in AI, machine learning, and behavioral analytics. Both have integrated these tools across user-facing platforms, enabling real-time personalization of offers, services, and interactions. On AIS’s platform, for example, users receive customized mobile plan recommendations, curated video content, and lifestyle privileges through its Serenade program, all tailored to past usage, app behavior, and location data. True’s Red Card program operates similarly, combining purchase history, content preferences, and device usage to drive targeted rewards, promotions, and service bundles.
What makes this trend more impactful is its integration with network and operational data. Telcos are now applying predictive analytics to identify churn risks, often weeks before a customer exits. For instance, if a postpaid customer’s usage drops or switches SIMs more frequently, the system can trigger a targeted retention offer via in-app notifications, sometimes with time-sensitive discounts, bonus data, or loyalty perks. This proactive engagement model improves retention rates without increasing headline discounting.
The shift also extends to self-service design. Thai users are increasingly comfortable configuring their own plans, and telcos have responded by launching modular packages that can be adjusted in real time. Features such as pause-and-resume broadband services, dynamic voice-data swaps, or app-based service upgrades have transformed user control into a competitive asset. These options appeal to cost-conscious users in a multi-SIM market and have led to higher engagement rates on mobile apps, which now serve as central hubs for account management, entertainment access, and upselling.
For operators, the value lies not only in customer experience improvement but also in data monetization and internal efficiency. Personalized promotions are often cheaper to deliver than mass campaigns, and conversion rates are typically higher. More importantly, personalization enables operators to differentiate their offerings in a market where connectivity alone is commoditized. By delivering plans, content, and privileges that feel bespoke, telcos can maintain premium positioning even in a price-sensitive environment.
The expansion of 5G networks has continued at pace in Thailand, with operators have moved beyond basic rollout and are now investing in 5G Standalone (SA) capabilities and network slicing to support diverse enterprise and consumer use cases. This includes advanced applications such as smart manufacturing, remote healthcare, and cloud gaming.
AIS and True have led in deploying multi-band 5G using spectrum in the 700 MHz, 2600 MHz, and 26 GHz ranges. Both operators now offer differentiated service tiers based on speed and latency, supported by innovations in carrier aggregation and dynamic spectrum sharing. Notably, True Corp recently tested 5G-Advanced technology, achieving over 10 Gbps through aggregation of mid- and high-band frequencies. AIS, meanwhile, has commercialized 3-carrier aggregation and repurposed legacy 2100 MHz spectrum to boost 5G bandwidth.
While consumer usage of 5G is still concentrated in urban centers, applications are expanding to industrial parks and regional towns. Fixed Wireless Access (FWA) is being positioned as an alternative to fiber in areas lacking last-mile connectivity. At the same time, pilot deployments of network slicing for smart factories and logistics hubs are beginning to show how 5G SA will support future vertical-specific solutions.
Looking ahead, 5G network monetization will rely less on incremental mobile ARPU and more on diversified applications from enhanced home broadband and streaming to private campus networks and IoT platforms.
Thailand’s telcos are becoming increasingly active in the enterprise services space, offering digital infrastructure and IT solutions for business clients. These include managed networks, cybersecurity, cloud services, and data analytics, all of which are now bundled with core connectivity.
AIS Business and True Business are expanding their portfolio to include Software-Defined Wide Area Network (SD-WAN), edge computing, managed cloud services, and secure hosting. AIS, in partnership with Oracle, has launched a sovereign hyperscale cloud under AIS Cloud X, targeted at Thai enterprises requiring low-latency compute for AI, IoT, and data-heavy applications. Meanwhile, True’s alliance with Infobip to launch a CPaaS platform enables Thai businesses to embed omnichannel communications, including SMS, voice, and chatbot functions.
This enterprise diversification aligns with global trends in telecom business model shifts, where B2B revenue becomes a more reliable and scalable driver compared to price-sensitive consumer markets. In Thailand, demand is being driven by manufacturing, logistics, healthcare, and retail sectors undergoing digital transformation. As a result, non-connectivity enterprise revenue for leading telcos has grown by double digits year-on-year, with further expansion expected in parallel with Industry 4.0 adoption. These moves represent a structural redefinition of the telecom operator’s role no longer just network providers but digital enablers for business modernization.
With consumer demand shifting heavily toward digital entertainment, Thai operators have adapted by integrating streaming platforms, gaming content, and lifestyle perks directly into their telecom offerings. This evolution from “pipe provider” to “experience curator” is enabling operators to drive differentiation in a saturated market.
AIS has partnered with Warner Bros. Discovery to offer exclusive access to Max streaming content via its mobile and broadband packages. The AIS entertainment stack now includes premium video, music, and esports content bundled under various plans. True, leveraging its in-house TrueID platform and partnerships with Netflix and local studios, has positioned itself as an all-in-one entertainment hub.
This approach reflects global telecom strategies, particularly in Asia and Europe, where bundling OTT content is used to reduce churn, increase ARPU, and build brand stickiness. In Thailand, these partnerships also appeal to younger demographics and drive demand for high-speed data services.
In parallel, telcos are pushing smart home products and connected devices that extend their relevance into everyday life. AIS’s Smart Soundbar, for example, integrates broadband, karaoke, Android TV, and free content into a single platform which reinforces the broadband service as a gateway to in-home digital consumption.
Digital engagement has become the primary channel strategy for Thai telcos, driven by the shift toward app-based self-service and eSIM adoption. AIS and True report that a growing share of new subscribers and upgrades now occur through digital platforms, with True noting a 60% increase in prepaid users transacting via online channels.
Operators are consolidating their mobile, broadband, and digital services into unified super-apps. These platforms enable customers to manage accounts, purchase devices, redeem lifestyle benefits, and access content seamlessly. The expansion of eSIM onboarding, particularly for inbound tourists and prepaid users, allows SIM activation to happen fully online via QR code and eKYC, reducing channel friction and physical inventory requirements.
At the same time, telcos are refining their offline strategies through omnichannel integration. AIS’s acquisition of 3BB has added physical retail locations across provinces, now leveraged to cross-sell mobile and fiber services. True’s access to CP Group’s 7-Eleven network further enhances last-mile reach, especially in suburban and rural locations.
These channel innovations not only improve customer convenience but also reduce acquisition costs, optimize retail operations, and increase average customer lifetime value.
Thailand’s telecommunications system originated in 1875 under state supervision, initially for telegraph operations. Through most of the 20th century, infrastructure was controlled by government bodies such as the Post and Telegraph Department (PTD), Telephone Organization of Thailand (TOT, est. 1954), and Communications Authority of Thailand (CAT, est. 1977). These entities handled fixed-line services, international connectivity, and early mobile communications.
During the 1990s, mobile services began expanding under Build-Transfer-Operate (BTO) concessions, enabling private players such as AIS and DTAC to enter the market while transferring ownership of assets to state enterprises. However, low fixed-line penetration and analog mobile systems limited access, with telecommunications concentrated in urban areas and expansion constrained by administrative inefficiencies.
The 1997 Constitution marked a turning point by declaring spectrum a public resource and mandating an independent regulator. While legislation was passed in 1998 to create the National Telecommunications Commission (NTC) and the National Broadcasting Commission (NBC), political delays meant full implementation only occurred in 2005.
Key legal developments included the 2001 Telecommunications Business Operation Act, which introduced licensing-based operations. Around this time, TOT and CAT were corporatized, although the state retained spectrum ownership. Private operators expanded under BTO agreements, but structural reforms were uneven. The 2006 military coup delayed privatization of TOT and CAT, slowing regulatory consolidation and market liberalization.
Thailand formally adopted a licensing regime with the establishment of the National Broadcasting and Telecommunications Commission (NBTC) in 2010 under the Frequency Allocation Act. This marked the end of the concession-based system, and NBTC’s role expanded to cover both telecoms and broadcasting.
The country’s first spectrum auction was held in 2012, allocating 2.1 GHz (3G) bands to AIS, DTAC, and True Move. This shifted the market structure and laid the foundation for competitive service rollout. By 2015, aggressive bidding in the 900 MHz and 1800 MHz auctions drove high spectrum costs, but also accelerated 4G deployment. NBTC imposed spectrum caps and population coverage obligations, enforcing infrastructure investment while phasing out legacy contracts.
Between 2016 and 2019, Thailand expanded digital infrastructure as part of the national Thailand 4.0 strategy. Key spectrum allocations included 700 MHz and 2.6 GHz bands, supporting wider 4G coverage. Operators also began investing in fiber-optic networks and digital platforms.
The landmark 5G auction in 2020 allocated 700 MHz, 2.6 GHz, and 26 GHz bands to AIS, True, and NT, raising over THB 100 billion. This facilitated the early rollout of 5G services. At the same time, TOT and CAT were merged to form National Telecom (NT) in 2021, consolidating network assets but facing financial challenges in keeping up with private-sector investment.
The post-2020 period has marked a significant shift in Thailand’s telecommunications landscape, defined by accelerated 5G rollout, structural consolidation, and new business models. Operators have expanded their standalone 5G networks rapidly, with AIS and True achieving over 95% population coverage by 2024. These deployments have also introduced advanced technologies such as Open RAN and edge computing, particularly in smart city pilots and industrial zones requiring low-latency connectivity.
In the fixed broadband segment, AIS strengthened its position through the acquisition of Triple T Broadband (3BB) from Jasmine International in late 2022. This deal added a substantial residential broadband customer base and provided AIS with a strategic stake in the JASIF infrastructure fund, giving it partial access to a national fiber backbone. This supported AIS’s convergence strategy, enabling bundled mobile and broadband services and expanding its reach across both urban and underserved areas.
In mobile, the 2023 merger between True and dtac created Southeast Asia’s largest telecom operator. Post-merger, the new True entity and AIS now jointly serve more than 90% of Thailand’s mobile subscribers. The consolidation has reinforced a market duopoly, prompting public concern over pricing power, service quality, and long-term competition dynamics.
Meanwhile, state-owned National Telecom (NT) has scaled back its spectrum holdings due to financial constraints, returning its licenses for the 850 MHz, 2.1 GHz, and 2.3 GHz bands ahead of expiry. In response, the NBTC has scheduled a new auction in 2025, which is expected to play a key role in advancing 5G-Advanced and supporting early 6G trials, including through the upcoming allocation of the 3.5 GHz band.
Alongside infrastructure expansion, operators are increasingly pursuing platform-based growth. AIS launched AIS Cloud in partnership with Oracle, while True introduced True CPaaS with Infobip, signaling a move toward cloud-native, enterprise-grade services. These initiatives are also supported by global hyperscaler activity, such as the rollout of AWS Local Zones, which enable edge computing for industrial and digital use cases.
Finally, telecom firms are adapting to heightened expectations around data privacy and ethical technology use. With Thailand’s Personal Data Protection Act (PDPA) now in force, operators face increasing scrutiny over the use of customer data, especially as they expand into adjacent verticals such as fintech, cloud services, and AI-driven personalization. As a result, product design and service delivery models are evolving to account for compliance, trust, and transparency.
At a high level, Thailand’s telecommunications sector is regulated primarily by the National Broadcasting and Telecommunications Commission (NBTC), which oversees licensing, spectrum allocation, and service standards. The Ministry of Digital Economy and Society (MDES) sets broader policy direction under initiatives such as Thailand 4.0, while emerging digital services are increasingly shaped by the Personal Data Protection Committee (PDPC) and the Electronic Transactions Development Agency (ETDA). Regulatory focus areas include managing spectrum auctions, enforcing the Personal Data Protection Act (PDPA), and aligning telecom services with national digital infrastructure goals. As telecom operators expand into digital platforms, cloud, and financial services, the regulatory environment is gradually shifting to address cross-sector compliance, data governance, and market concentration risks.
National Broadcasting and Telecommunications Commission (NBTC)
Established under the 2010 Frequency Allocation Act, the NBTC serves as the industry’s principal regulator. Its mandate includes spectrum allocation, licensing, quality assurance, and enforcement of the Telecommunications Business Act (TBA). The Commission manages all major spectrum auctions, most recently overseeing the preparation for reallocation of key bands such as 850 MHz, 2.1 GHz, and 2.3 GHz, which are due to expire in 2025. It also issues operational regulations and consumer protection guidelines. However, the NBTC’s decisions have at times faced criticism from civil society and market observers for perceived delays in roadmap execution and limited effectiveness in promoting competition, particularly following recent consolidation trends.
Ministry of Digital Economy and Society (MDES)
The MDES is responsible for broader digital economy policymaking. It leads initiatives under the Thailand 4.0 national development plan and supports Smart City and digital infrastructure projects. Working alongside the NBTC, it facilitates coordination between public and private stakeholders, particularly in areas involving national broadband expansion, digital skills development, and industrial technology adoption. The MDES also oversees institutions such as the Digital Economy Promotion Agency (DEPA), which funds pilot projects in emerging technologies such as AI and cloud computing.
Personal Data Protection Committee (PDPC)
Tasked with enforcing the Personal Data Protection Act (PDPA) B.E. 2562 (2019), the PDPC plays a growing role in overseeing how telecom operators handle personal information. As telcos expand into adjacent businesses such as content, cloud, and financial services, their use of subscriber data, particularly for personalization and cross-platform engagement, has drawn increased scrutiny. The PDPA mandates consent-based data use, the right to access and correct information, and a 72-hour breach reporting requirement. These obligations now directly shape how telecom firms design digital services and manage analytics platforms.
Electronic Transactions Development Agency (ETDA)
The ETDA regulates digital platforms through legislation such as the Royal Decree on Digital Platforms (2022), which imposes reporting requirements on over-the-top (OTT) service providers. Although primarily aimed at non-telco digital platforms, these rules intersect with telecom operators’ growing involvement in streaming, e-commerce, and cloud services.
Telecommunications Business Act (TBA)
The TBA underpins the licensing structure for telecom operators. Licenses are categorized into three types, with Type 1 covering non-network services and Types 2 and 3 applying to network-based operations. Foreign ownership is capped at 49% for network licenses, which limits international capital participation in infrastructure businesses. While this framework has ensured local control, it may constrain the sector’s ability to attract long-term technology investors.
Spectrum Allocation under the NBTC Act
Spectrum remains state-owned and is allocated via public auctions upon expiry of prior licenses. Recent auction protocols have introduced high upfront payment requirements such as 50% pre-payment for sub-6 GHz bands which add financial pressure on operators during times of high infrastructure spending. Spectrum roadmap delays and the perception of regulatory bias, especially in relation to the post-merger dominance of AIS and True, have led to calls for stronger competition safeguards and clearer long-term planning.
Cybersecurity and Anti-Fraud Measures
The 2023 Cybercrime Decree introduced new responsibilities for telecom providers to combat fraud. Operators must now monitor and suspend SIM cards linked to illicit activity, report flagged accounts, and adopt AI-driven fraud detection systems. While these measures enhance consumer protection and strengthen sector credibility, they also increase operational complexity and require tighter coordination with financial institutions and enforcement agencies.
Data Privacy and User Consent under PDPA and NBTC Guidelines
To align with the PDPA, the NBTC introduced additional compliance requirements in 2023 for telecom operators, particularly those using behavioral data for service personalization. Companies must establish transparent opt-in mechanisms, provide electronic data access portals, and report breaches within defined timeframes. These standards directly impact how telcos design loyalty programs and dynamic pricing engines. For example, AIS Serenade and True’s Red Card now operate under higher compliance expectations, particularly as their data models span both telecom and lifestyle services. The issue is compounded as operators diversify into areas such as digital finance, where data use practices may fall under multiple regulatory regimes.
Office of The National Broadcasting and Telecommunications Commission (NBTC)
Thailand Strategy & Planning Division
National Statistical Office of Thailand
Office of the National Economic and Social Development Council (NESDC)
International Telecommunication Union (ITU)
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