[The Standard Secret Sauce] The Telenor Way: Decoding the DNA of 25 Years of Success from Nordic to Tech Leader in Thailand

View original article (in Thai) on The Standard’s Secret Sauce website

The year 2025 marks a dual milestone: 120 years of diplomatic ties between Thailand and Norway, and Telenor’s 25-year journey as a long-term partner in Thailand’s digital development.

This long-standing connection is no accident; rather, it reflects a foundation of friendship and trust shared by both nations. Telenor’s journey is a microcosm of that relationship, evolving from small beginnings to becoming an integral part of driving Thailand’s digital future via True Corporation.

What is the ‘secret formula’ that allowed a telecommunications giant from Norway to grow sustainably and contribute effectively to Thai society? The answer is hidden within Telenor’s unique business DNA, which can be decoded into three core pillars:

1. Long-term Vision – A Vision That Evolves with the Times

Telenor never viewed Thailand as merely a short-term market; rather, it saw immense potential back in the year 2000, when mobile penetration stood at just 17% and Telenor took an ownership stake in dtac. The pioneering vision at that time was clear and straightforward: to make connectivity both accessible and affordable for every person in Thailand.

This vision was realised through evolving dtac’s business model, starting with pioneering micro top-up systems and expanding the nationwide network, supported by creative marketing campaigns that captured the hearts of the Thai people.

As the market matured and Thailand became a tech-savvy population, Telenor’s vision shifted toward ‘modernising the organization.’ This involved leveraging digital technology to boost efficiency and deliver the best possible customer experience at dtac.

In today’s era where 5G, AI and Cloud technologies are converging, Telenor has once again foreseen the future by forging partnerships for leadership and market expansion, culminating in its historic merger with True Corporation, reflecting its confidence in Thailand’s digital future.

2. Tech-driven – Driven by Global Technology and Innovation

The key factor that sets Telenor apart is the technological expertise it can bring to Thailand from its global presence. Supporting the growth of Thailand’s digital infrastructure, from the 3G era to 5G, is part of this commitment.

Telenor also brings its deep technological expertise, global capabilities, and access to international partners to build long-term strength at True Corporation. Working closely with True Corporation to build secure infrastructure, responsible business practices and thought leadership, Telenor supports the growth of Thailand’s digital economy.

This leadership stems not from simply following trends, but from bringing its unique expertise to the table. Telenor operates advanced research and development units in the Nordics and Asia, including ‘Telenor IoT,’ a pioneer in IoT solutions for over two decades, and the ‘AI Factory,’ Norway’s first AI cloud service developed in partnership with NVIDIA, which helps governments and businesses develop AI safely and sustainably.

This body of knowledge is precisely what Telenor shares and leverages to propel Thailand toward global competitiveness, delivered through the best network and services under True Corporation.

3. Responsible Growth – Sustainable Growth Under a Blended Culture

The most distinctive and fundamental DNA of Telenor is its commitment to responsible business practices, influenced by their Nordic roots and culture. Telenor has brought about a unique organizational culture to Thailand that is a vibrant blend of the best from both Thailand and Norway.

This is reflected in the adoption of Nordic leadership principles, such as reducing organizational hierarchy, promoting transparency and equality, and empowering employees with decision-making authority and responsibility.

This working philosophy extends to a deeper, spiritual level, where the Norwegian concept of ‘Dugnad’ (volunteering together for the common good) mirrors the Thai spirit of ‘Nam Jai’ (goodwill and kindness).

The responsible business ethos is also carried into current operations: True Corporation is the first organization in Thailand to adopt the ‘Responsible AI framework’ that Telenor co-developed with the GSMA. Furthermore, Telenor supports True Corporation in setting internationally certified climate goals through the SBTi (Science Based Targets initiative).

Towards a More Resilient Future

These three pillars of DNA are what shaped Telenor’s contribution in Thailand and remain the driving force for their continued collaboration with True Corporation.

As equal partners with Charoen Pokphand Group (CP Group), Telenor will continue to drive True Corporation forward to fully unlock the country’s digital potential.

Article republished with permission from The Standard. View the original article in Thai here.