
Digital Annual Report 2024


AIS remains committed to building organizational strength
through cross-sector collaboration, driving the growth of Thailand’s digital economy towards a stable and sustainable Thai society.
Kan Trakulhoon / Chairman of the Board of Directors
Somchai Lertsutiwong / Chief Executive Officer
“AIS remains committed to building organizational strength through cross-sector collaboration, driving the growth of Thailand’s digital economy towards a stable and sustainable Thai society.”
Dear Shareholders,
AIS’s Dedication towards Organizational Excellence and Building Resilience across Multiple Dimensions
In 2024, AIS has continued to strengthen our foundation through the dedication and collaboration of our employees, executives, partners, and stakeholders. This shared effort reflects our commitment to creating lasting value and enhancing our capabilities across diverse dimensions; whether it is achieving operational excellence, delivering exceptional customer care, or driving the growth of Thailand’s digital economy. Together, we are paving the way for a more sustainable future for Thai society. Guided by our vision: “To lead a sustainable Thai digital society through ecosystems and partnerships” AIS remains devoted to innovation and meeting the evolving needs of society, both today and for generations to come.
On behalf of everyone in AIS, I am pleased to share with our shareholders that over the past year AIS has achieved remarkable success across multiple dimensions. These include enhancing operational efficiency, ensuring financial stability to support sustainable growth, and upholding principles of good governance. In addition, our unwavering dedication to sustainability has borne meaningful results; reducing environmental impacts, harnessing digital technologies to propel economic and social development, and pioneering innovations that enhance the quality of life for the Thai people. Below, we are proud to highlight our key achievements:
Excellence in Operational Leadership Through Digital Strategies
In 2024, AIS upheld its leadership in digital infrastructure, delivering superior services to all customer groups, boosting the competitiveness of Thailand’s business sector, and promoting digital development for Thai society. Key achievements include:
- Expanding Digital Infrastructure
AIS extended its 5G network coverage to over 95% of the Thai population and expanded the fiber broadband footprint to reach more than 20 million households. We also strengthened enterprise connectivity to deliver high-quality services and drive sustainable revenue growth. - Integrating 3BB Operations:
Following the successful acquisition of 3BB in 2023, AIS seamlessly integrated its operations, optimizing cost efficiencies while enhancing customer experience and service quality.์ - Fostering a Digital Ecosystem
AIS enriched customers’ digital lifestyles by forming partnerships that introduced innovative services, generated new revenue streams, and supported mutual growth. - Developing Digital Talent
At AIS, we recognize our employees are the cornerstone of our success. Through the AIS Digital Talent program, we continue to develop expertise, leadership, and future-readiness, ensuring professional growth and maintaining our organizational competitiveness in the digital era.
Ensuring Financial Stability for Sustainable Stakeholder Returns
Despite economic challenges, AIS delivered strong financial performance, ensuring consistent returns to stakeholders. The key highlights are:
- Core Service Revenue increased by 17%, with net profit rose by 21%, driven by rising demand for digital services and efficient cost management.
- Dividend Distribution of Bt 31,556 mn , reflecting a 23% increase from 2023, and a payout ratio of 90%. This marks 24 consecutive yearsof sustainable shareholder returns.
- Successfully issued Thailand’s first sustainable bonds in the telecommunications industry, reflecting our commitment to delivering sustainable outcomes in both business and finance. This achievement was accompanied by maintaining a debt-to-EBITDA ratio of 2.2 times, supported by strong cash flow generation.
In 2025, AIS aims to sustain financial growth, targeting 3-5% growth in core service revenue, 3-5% EBITDA growth, and 26,000 - 27,000 billion THB investment to reinforce our market leadership and ensure sustainable growth.
Upholding Principles of Good Governance alongside Building Trust Among Investors and Stakeholders
In addition to achieving strong growth and financial success, AIS remains unwavering in its commitments to strong corporate governance, aligning with international standards, and upholding the highest ethical principles.
Key approaches include:
- Effective Internal Controls and Risk Management
AIS has enhanced its practices to strengthen operational mechanisms. This includes proactive improvements to internal policies and practices related to investment evaluation, asset management, financial operations, and related-party transactions. - Transparency and Accuracy
AIS prioritizes transparency and accuracy in its operations to comply with regulatory standards. This includes disclosing key company information and providing communication and grievance channels for stakeholders, including shareholders, customers, employees, and communities, fostering trust among all groups. - Commitment to Good Corporate Governance
AIS remains focused on promoting sustainable long-term growth by adhering to the principles of Good Corporate Governance. Over the past year, AIS successfully renewed its certification as a member of the Thai Private Sector Collective Action Coalition Against Corruption (CAC).
Sustainable development in the digital economy in harmony with society and the environment
AIS remains deeply committed to sustainability, guided by a strategic framework centered on three key pillars:
- Driving Digital Economy
AIS continues to expand its digital infrastructure, laying a robust foundation for digital innovation. We strengthen cybersecurity measures to safeguard customer data and digital assets while empowering employees with the skills needed to maximize the benefits of digital technologies, supporting our role to propel the growth of Thailand’s digital economy. - Promote Digital Inclusion
AIS is dedicated to ensuring equitable access to digital technology. We extended 5G coverage to remote areas and champion clean energy within our network through the Green Energy, Green Network initiative. Additionally, we implement impactful projects such as “*1185# Protecting Against Cyber Frauds” to enhance the quality of life for the Thai people. - Act On Climate
AIS places great importance on minimizing environmental impact. This year, the company has elevated its efforts to reduce carbon emissions throughout the value chain and implemented long-term carbon reduction strategies. We also continue our electronic waste management program, aiming for responsible disposal and zero landfill waste.
On behalf of the Board of Directors, executives, employees, and partners, AIS sincerely thanks our shareholders for unwavering trust and support. We remain committed to delivering sustainable value, strong performance, and driving Thailand’s transition to a sustainable digital society.
Warm regards,
Chairman of the Board of Directors
Chief Executive Officer

Vision & Mission
Vision
To lead a sustainable Thai digital society through ecosystems and partnerships
Mission
Empowering lives and businesses with trusted connectivity, digital innovations, and exceptional experiences.
Goals
Growing Core Businesses
Expanding Growth Engines & New Revenue Streams
Operational Excellence

Revenue Market Share
49%
Subscriber Market Share
48%
Revenue Market Share
46%
Subscriber Market Share
47%
Enterprise Services

Digital Solution to support business
with 5G technology & connectivity

Business Network
provides high-quality corporate internet and private data circuits

Business Cloud
data storage solutions, including hyperscaler partnerships and domestic cloud

AIS PARAGON PLATFORM
All-in-one 5G technology platform managing networks, enhancing digital business processes
ไปด้วยกัน
Mobile Device
and Digital Lifestyle Product Sales
AIS operates as a distributor of mobile phones from leading global mobile phone brands owners, including accessories and digital lifestyle products. Its key strength lies in its diverse distribution channels, ranging from AIS-operated stores to small and large-scale dealers, catering to customers across different segments in both Bangkok and provincial areas.
Digital Services
Entertainment and Content Services

Video Platform
• Premium Entertainment Service including Movies, Series, Sport, and Cartoon
• Streaming content Integrated top International and Asia streaming applications

Gaming Platform
Services for gamers both for Top-up and cloud gaming

myAIS
The All-in-One Application for AIS Customers serves over 10 million monthly users
Digital Financial Services

Insurance brokerage covering tourism, accident, health, and life insurances

Vehicle insurance, tracking with loT solutions

Business Overview

Vision
To lead a sustainable Thai digital society through ecosystems and partnerships
Missions
AIS has established its mission "Empowering lives and businesses with trusted connectivity, digital innovations, and exceptional experiences." to align with the rapid changes in Thailand’s digital economy and society.
Policy and Business Overview
Mobile Telecommunication Services under a concession agreement in 1990, quickly distinguishing itself through high-quality services and nationwide network coverage. In 2015, AIS expanded into Fixed-Broadband Services with a 100% fiber-optic network, focusing on service quality and prompt problem resolution. In 2018, AIS acquired CS LoxInfo Public Company Limited, enabling the company to extend its Enterprise Services beyond telecommunications to include comprehensive digital technology and business solutions. With a commitment to delivering exceptional customer experience at every level, AIS has further expanded into Digital Services, including video content and digital financial services.
Currently, AIS, as the leading digital technology service provider in Thailand, is committed to delivering an exceptional experience through five key business areas:
- Mobile Services: Offering 4G and 5G technologies under the brand “AIS”, providing monthly subscription services, prepaid services, and automatic international roaming, with network partners in over 240 destinations worldwide.
- Fixed-Broadband Services: Under the brand “AIS 3BB Fibre 3”, AIS provides high-speed internet services to both residential customers and business enterprises.
- Enterprise Services: Providing digital solutions for businesses under the brand “AIS Business”, covering enterprise network data connectivity (EDS), as well as other technology solutions such as Cloud, Data Centers, and ICT solutions for corporates ranging from large corporations to SMEs.
- Mobile Device and Digital Lifestyle Product Sales: Selling mobile phones, accessories, and leading digital lifestyle products through various sales channels, including online platforms.
- Digital Services: Providing new digital services that align with the evolving digital lifestyles of consumers, such as Entertainment and Content Services and Digital Financial Services.
Operating Under Licenses Regulated by the NBTC
AIS started its business in 1990 under collaborative contract or concessionaires, AIS was granted the right to utilize state frequencies under the 25-year Built-Transfer-Operate (BTO) agreement. In 2010, the National Broadcasting and Telecommunications Commission (NBTC) was established as the government agency regulating broadcasting and telecommunication, and tasked to grant the spectrum licenses. The licensing scheme was a major turning point for the telecommunications industry in Thailand that helps support fair competition and developments of new technologies. Most businesses, particularly in the mobile and fixed-broadband services, operate under the regulation of the National Broadcast and Telecom Commission (NBTC), which is the regulatory authority formed in accordance with the Frequency Allocation Act 2010. AIS, through subsidiaries, was granted telecommunications business licenses, including 26 GHz, 2600, 2100, 1800, 900, and 700 MHz spectrum licenses with an average license life of 15 years. At the end of the spectrum license, NBTC will redistribute a spectrum license through an auction. AIS is obligated to pay the license fees, Universal Service Obligation (USO) fees, and numbering fees to the NBTC amounting to around 4% of core service revenue per year.
Driving Business in Accordance with Sustainability Concept
As a digital technology service provider that operates and has played a vital role in driving Thai economy and providing opportunities for Thais through access to information connectivity, AIS has realized the importance of sustainable business operations which can bring a robust long-term growth withstanding the fast-changing global context. With this, AIS takes on leading the Thai society towards mutual growth with sustainability principle in the era of digital economy. To achieve the long-term sustainable business operations, AIS has established a sustainable development framework comprising three aspects: drive digital economy, promote digital inclusion, and act on climate with concern for all stakeholders to create economic, social, and environmental values as well as to support developments in every sector, enabling them to grow together sustainably.
Financial Highlight

Mobile Revenue
Fixed Broadband Revenue
Enterprise & Other Revenue
Total Revenue (Bt mn)
Increased from consolidation of TTTBB’s revenue, continue growth of core business, and higher device sales
Net Profit and Margin
(Bt mn, %)
Growth aligned with better operating performance and efficient cost control
EBITDA and Margin*
(Bt mn, %)
Increased from positive contribution from TTTBB, core business expansion, and recognition of 3BBIF share of profit
Operating Cash Flow
(Bt mn)
Strong operating cash flow generation to support investment for business growth
Free Cash Flow
(Bt mn)
Robust free cash flow to deliver sustainable return to stakeholders
Net Debt to EBITDA*
(times)
Strong financial flexibility for future growth
Return on Equity
(%)
Higher ROE in-line with net profit growth, Surpassing the industry’s average ROE
Dividend Payment
(Bt/share)
Increased align with net profit growth, delivered strong return to shareholders
Financial Report
Additional information about financial position and business performance, Report on the Board of Directors' Responsibilities for Financial Reports, Auditor's Report, Notes to Financial Statements here
Read MoreReturn on Equity
Industry Competition in 2024 and Outlook for 2025
Industry Competition During The Preceding Year
Mobile Industry Market Share FY24
FBB Industry Market Share FY24
In 2025, the telecommunications and digital services industry is expected to continue its growth path.
Mobile Business Growth Driven by Data Demand and Quality Focus
Fixed-Broadband industry expected to grow driven by customer demand for new products and services
Digital technology adoption in businesses to continue growing from both domestic and international demand
Industry Competition in 2024 and Outlook for 2025

Mobile
49%
Revenue Market Share
48%
Subscriber Market Share
Mobile Industry & Competition: Market Share FY24
Fixed-Broadband
46%
Revenue Market Share
47%
Subscriber Market Share
FBB Industry & Competition: Market Share FY24
Industry Competition in 2024
Mobile Industry Focused on Quality-Based Competition Amidst Cautious Growth in Thailand's Economy
In 2024, Thailand's economy continued to be driven by tourism and private consumption, recovering from government stimulus measures. However, the export sector faced pressure due to weak global demand and geopolitical tensions. The Thai mobile industry, consisting of two major operators and one state enterprise (National Telecom Public Company Limited or NT), saw industry revenue grow by 4% YoY, reaching THB 300 billion. This growth was fueled by rising data consumption demand, with operators prioritizing service quality and expanding 5G coverage, which now reaches over 95% of the population. Additionally, 5G users now account for 25% of total mobile subscribers. Operators are also diversifying their offerings by introducing bundled service packages, such as content, entertainment, video streaming services, and daily add-on packages, to better cater to consumer demand. The continued recovery in tourism-related usage has also contributed to the industry's total subscriber growth, which has increased to 96 million, representing 145% of Thailand's population. Driven by dedicated focus on quality products and services, 5G subscriber migration, and increasing add-on services,
AIS reported a 2.0% growth in ARPU and an increase of 2.6% in subscribers. Its mobile revenue also grew by over 4.8%, outpacing the industry average. At the end of 2024, AIS held a 48% market share by subscribers and a 49% market share by revenue. (Note: Data excludes NT subscribers and revenue.)
Fixed-Broadband industry continues to expand with subscribers growth in new areas
At the end of 2024, the fixed-broadband industry’s value reached THB 60 billion, reflecting a 2% YoY growth. This growth was driven by urbanization in Thailand, which increased the demand for digital connectivity in households. Market competition remained stable as operators focused on providing high-quality services and innovative value-added packages. The number of fixed-broadband subscribers in Thailand rose to 10.6 million, marking a 2.5% increase from the end of 2023, resulting in a broadband penetration rate of 36% across Thailand's 29 million households, while industry ARPU increased by 6% YoY align with stable competition and focusing on delivering digital add-on services.
In 2024, AIS focused on its integration with Triple T Broadband Public Company Limited (TTTBB) following the completion of acquisition in late 2023. The emphasis has been on improving operational efficiency, offering a diverse range of packages to provide added value for customers of both companies, and delivering comprehensive packages that include high-quality home internet and entertainment content. By the end of 2024, AIS reported over 5.0 million fixed-broadband subscribers, growing by 267,000 households, or 5.6% YoY, with a revenue growth of 116% YoY. The market share by subscribers and revenue stood at 47% and 46%, respectively.
Technology and digital services are playing an increasingly important role in Thai businesses
The technology and digital services industry for enterprise customers grew by over 10%, reaching a market value of THB 160 billion, reflecting rising organizational demand for digital solutions despite limited economic recovery. High-demand services include data connectivity, cloud, data centers, IoT, and AI. These services present opportunities for telecommunications service providers to expand through existing enterprise customer bases and partnerships with global technology firms to offer more comprehensive digital services to enterprise customers.
AIS has emphasized enterprise services, placing a strong focus on connectivity infrastructure services, such as EDS, 5G for business, cloud, and data centers. It has also developed tailored solutions to support end-to-end digital integration for businesses. This strategy resulted in over 22% revenue growth in AIS's enterprise non-mobile business compared to 2023.
Industry Competition Outlook in 2025
Mobile Business Growth Driven by Data Demand and Quality Focus Thailand's
Economic outlook for 2025 is projected to grow modestly at a similar rate to 2024. The Office of the National Economic and Social Development Council (NESDC) forecasts Thailand’s GDP growth for 2025 to range between 2.3% and 3.3% 3, driven by increased government expenditure, domestic demand expansion, and the recovery of the tourism sector to pre-COVID-19 levels, despite risks from household debt and the global economic slowdown due to geopolitical tensions. The mobile industry is anticipated to benefit from higher data consumption demand and government stimulus campaigns, boosting domestic spending. The recovery of the tourism sector is also expected to positively impact international usage and roaming services, contributing to revenue growth in the mobile industry. Competition in the coming year is expected to remain stable, with operators continuing to prioritize high-quality services to meet the growing digital needs of consumers. Additionally, operators will focus on offering diverse benefits to provide value and enhance the user experience.
The mobile business outlook for AIS in 2025 remains focused on driving revenue growth by delivering high-quality products and services that cater to a wide range of use cases. AIS aims to enhance the user’s experience with high-quality 5G network technology and focuses on offering packages tailored to specific customer segments.
3 Thailand's Economic Conditions in Q3 2024 and Outlook for 2024–2025, Monday, November 18, 2024, at 9:30 AM, Office of the National Economic and Social Development Council
Fixed-Broadband industry expected to grow driven by customer demand for new products and services
The fixed-broadband industry in Thailand continues to show growth potential as Thai society transitions toward a digital society. The household penetration rate for fixed broadband remains low, at approximately 35%, reflecting opportunities for growth through service expansion into new areas. Competition in 2025 is expected to remain stable, with operators focusing on offering high-quality packages and diverse services, such as broadband bundled with video content, special high-speed packages for gamers, and IoT smart home solutions. These offerings aim to meet the digital needs of consumers, contributing to a significant increase in the number of subscribers and the overall value of the broadband market.
AIS aims to grow its fixed-broadband business by leveraging access to a customer base of over 5.0 million households, enabling the company to offer new products and value-added services that align with customers' digital needs. Additionally, the integrated network, which covers over 20 million households, allows for an opportunity to expand the customer base into new areas, creating opportunities for revenue growth.
Digital technology adoption in businesses to continue growing from both domestic and international demand
Digital technology has become increasingly important as Thai businesses integrate it into their operations to enhance competitiveness and improve efficiency. Additionally, global technology providers have expanded their investments in Thailand under Thai regulatory oversight, which has accelerated the demand for digital infrastructure products and services, such as connectivity networks, cloud storage, and data centers. This growing demand presents opportunities to introduce new technologies to enterprise customers in the future.
AIS sees continuous growth opportunities for its enterprise customer services business in 2025 and remains committed to offering products and solutions that drive digital transformation in the business sector, enhance competitiveness, and increase cost flexibility. The focus is on providing connectivity infrastructure services, such as high-quality connectivity network technology, cloud services through partnerships with global partners, and data center services, to meet the growing demand for digital solutions. The company also provides digital platforms and solutions tailored to meet diverse business needs, fostering mutual growth between AIS and its enterprise clients.

Goals and Business Strategies
With the corporate mission of “Empowering lives and businesses with trusted connectivity, digital innovations, and exceptional experiences”, AIS prioritizes enhancing its capabilities to drive revenue growth and deliver sustainable returns to all stakeholders.
Goals and Business Strategies

Goals
With the corporate mission of “Empowering lives and businesses with trusted connectivity, digital innovations, and exceptional experiences”, AIS prioritizes enhancing its capabilities to drive revenue growth and deliver sustainable returns to all stakeholders. Simultaneously, the company focuses on improving operational efficiency and providing exceptional customer experiences through three key objectives:
- Growing Core Businesses
- Expanding Growth Engines & New Revenue Streams
- Operational Excellence
Business Strategies
AIS has defined its strategic framework to support the achievement of its goals as follows:
- Growing Core Businesses
AIS aims to enhance its capability to provide comprehensive and efficient customer services, creating superior experiences across its three core services- Mobile: Focuses on maintaining 5G network leadership to deliver high-quality services for both consumer and enterprise customers while encouraging 5G adoption alongside a range of value-added services to enhance the digital experience.
- Fixed-Broadband: Aims to sustain leadership in the broadband industry by expanding the subscriber base through a fiber optic network covering over 20 million households nationwide. The company delivers more than connectivity by introducing innovative products and services tailored to digital lifestyles, while enhancing operational efficiency through integration with 3BB.
- Enterprise Services: Committed to accelerating digital adoption for Thai corporates, AIS extends its offerings beyond basic telecommunication services. AIS develops high-quality data connectivity network alongside comprehensive digital technology solutions, strengthening its offerings through a strategic partnership model.
- Expanding Growth Engines & New Revenue Stream AIS sees opportunities to introduce new digital adjacencies that address evolving customer needs. By leveraging the customer base of over 50 million subscribers and various sales channels, the company aims to establish multiple long-term revenue streams. These include mobile device and digital lifestyle product sales, as well as digital services such as entertainment and content, digital financial services, and insurance.
- Operational Excellence AIS is committed to improving cost efficiency and delivering a superior customer experience by strengthening three key areas
- People: Focuses on developing employees' skills, technological expertise, and leadership in the digital era to drive the organization growth and enhance competitiveness amidst rapid changes.
- IT: Aims to optimize IT systems by integrating new technologies, enhancing operational efficiency through automation, and ensuring fast and secure service delivery to support business growth.
- Network: Maintains leadership in network quality by continuously advancing its infrastructure. AIS enhances efficiency through autonomous network innovations to improve user experience and accommodate increasing data demand.
Achievement and Recognition in 2024
Global Level
Copyright ©2024 Sustainalytics. All rights reserved.
- Best Companies to Work for in Asia 2024
- HR Asia DEI Award
- HR Asia Sustainable Workplace Award
National Level
Disclosure Standards
AIS Business Sustainability Strategy
“Thrive in a greener and inclusive digital world”
- Social Inclusion
- Digital Wellness


Sustainability Report 2024
View MoreAIS Business Sustainability Strategy

AIS Business Sustainability Strategy
AIS has a sustainable business philosophy and policy that encompasses governance, economy, society, and environment, in alignment with the company's vision: "To lead a sustainable Thai digital society through ecosystems and partnerships." The company has therefore set a business sustainable direction to "Thrive in a greener and inclusive digital world." This is achieved through collaboration with key business and government partners across various dimensions, guided by three strategic pillars: "Drive Digital Economy", "Promote Digital Inclusion" and "Act on Climate". The focus is placed on material topics related to both opportunities and risks, taking into account the long-term financial impacts. These encompass seven key areas: Digital Products and Services, Cyber Security and Customer Privacy Protection, Human Resource Management, Social Inclusion, Digital Wellness, Climate Actions, and Waste Management.
Targets for Sustainable Development
AIS has set sustainability goals encompassing seven material topics under three strategic areas as follows:
Drive Digital Economy
- Digital Products and Services
7% of revenue generated from new digital products and services that enable the digital economy by 2027 - Cyber Security and Customer Privacy Protection
- Maintain the highest cybersecurity and personal data protection standards on par with or surpassing those of other business organizations in the industry and the region
- Enhance the efficiency of cybersecurity and data privacy measures to defend AIS’s significant business value chain
- Human Resource Management
More than 90% of AIS employees will receive training in digital technology skills by the year 2025

Promote Digital Inclusion

- Social Inclusion
Improve the socio-economic condition of 5 million people by 2027 - Digital Wellness
Empower digital citizenship by providing digital solutions and tools for 3 million people by 2027
Act on Climate
- Climate Actions
Reduce GHG emissions intensity as calculated from the ratio of direct (GHG scope 1) and indirect emissions (GHG scope 2) to data traffic, by 25% by 2030 compared to the 2024 baseline - Waste Management
Maintain zero e-waste to landfill






