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True was established in 1990 and obtained a 25-year license for wireline service operation in Bangkok Metropolitan Area (BMA) in 1992. During the past 12 years, True has become the most integrated telecommunication solutions provider, the largest broadband operator and the most leading Internet Service Provider in Thailand. True won more than 80% of Thailand's broadband market share. How did True obtain such a great success?


Rapid ROI Was the Only Way Out

According to the agreement signed with TOT- the biggest state-owned operator, True had only 25 years to construct and operate the network, and must share the revenue with TOT every year. Under the shadow of TOT and the fierce competition with other CLECs, rapid ROI was the only way out. But how? True introduced various value-added services for telephone to attract more subscribers. However, with the emergence of VoIP, the ARPU of traditional voice services was going down.

In 2001, True noticed the broadband would become a new revenue source, and commenced herself as the country's first group broadband provider with ATM-based access network. However, for lack of content, the broadband network grew slowly. With the coming of IP era, more and more IP services emerged, like IPTV, music download and so on.

In order to support these popular services and achieve rapid ROI, True needed to construct an E2E IP broadband network fast and provide innovative broadband services to attract a large number of subscribers and increase ARPU. How to solve these problems? True had to find a strong partner to overcome all the handicaps.


Strategic Cooperation

After strict testing and critical comparison, True chose Huawei as the only end-to-end triple-play supplier in 2003. Huawei provided a deep network planning. Upgraded core Internet backbone capacity to 10 Gbps, GE-based MA5600 was adopted to provide enough bandwidth and aggregate pre-invested ATM DSLAM into IP, thanks to MA5600 which provided ATM ports to cascade ATM DSLAMs.

MA5600 not only provides high-speed bandwidth, but also supports comprehensive multicast functions, like 1000 multicast channels, IGMP proxy, controllable multicast ensuring content security, etc. Therefore, this broadband network can bear all kinds of IP services, including interactive video, multimedia voice, flexible least lines and high-speed Internet.

In addition, True made a series of distinctive business plans with CASCADE and Huawei. True was a pioneer in the introduction of high-speed Internet service. She focused on the needs of different customer groups, including households and individuals, SMEs and corporations, and provided service package bundling the new appealing IPTV, fast internet, online games, interact TV and order music online.

Huawei has devoted a lot in the telecommunication field, and has profound IPTV experiences in successfully solving cases like PCCW and NEUF. So, True invited Huawei to join in the planning from the first stage. Moreover, the process helps True to train out a lot of skilled engineers for the future operation.
True established customized broadband strategies and price policies and widely cooperated with ISP/ICPs, equipment vendors, software providers and PC providers.

True has been utilizing various advanced methods of service operation and maintenance, like online ordering services, online billing and payment, and online reporting service outage. Consumers can customize their services online, and it is convenient for service provisioning. It is really fast to report the network and service trouble by telephone or web browser.


To Become A Lifestyle Enabler

True constantly improved her network and offered more and more new services to satisfy and lead the requirements of subscribers. During 2005, True arranged many activities.

In March, True launched Very High Bit-rate Digital Subscriber Line (VDSL) technology delivering data transmission at a speed of 10 Mbps, with a package specially designed for small and medium enterprises.

True continued to lower the barriers to entry broadband for consumers. In April, True launched a promotion offering free subscription for the first two months and introduced Pre-pay Hi-speed Internet for light broadband users.

In September, True launched the Trueworld.net subscription-based portal, offering rich content that included music, gaming (including Lineage II), sports, e-books, and TV programming to fuel demand for broadband.

In the same year, True significantly expanded the number of Wi-Fi hotspots and provided Wi-Fi services to The Mall Group department stores and shopping centres.

True continues to invest in mobile and broadband, and strives to become a leader in convergence solution and a lifestyle enabler.


The Best Competitive Carrier

Through the constant investment and innovation in broadband field, True obtained a fast growth. During the past 3 years, the number of broadband subscribers has increased by over 300,000, occupying more than 80% of market share, and the growth rate of revenue increased by 300% every year.

Because of the outstanding achievement, True gained a lot of favourable comments and was awarded "Best Competitive Carrier" by Telecom Asia magazine in 2004 to 2006.