In a statement to the Stock Exchange of Thailand, president and CEO Supachai Chearavanont said the name change was in line with the company's strategy to focus on customer demand and to be seen as a communications solutions provider "covering a full range of services to connect you to people, society, economic systems and the world". TA offers fixed-line, mobile, internet and data services to more than two million customers nationwide.
A company official confirmed that Interbrand had been appointed to handle the rebranding project, and that existing promotional material was being withdrawn in preparation of the launch of the new name and logo. The name True was chosen to convey the company's sincerity to its users, she said.