Thursday, 20 November 2025

5G, Mergers and Momentum in Thailand’s Mobile Sector

Data from GSMA Intelligence shows that Thailand had 99.5 million cellular mobile connections at the beginning of 2025. It is common for people to maintain more than one mobile connection, so the number of connections often exceeds the total population. Someone might have one SIM for personal use while relying on another for work, and the rise of eSIMs has made it easier to manage multiple profiles on a single device.

According to GSMA Intelligence, the number of mobile connections in Thailand was equal to 139 percent of the population in January 2025. Trend data shows that connections grew by 734 thousand, or 0.7 percent, between early 2024 and the start of 2025.

All mobile connections in Thailand now qualify as broadband, meaning they operate on 3G, 4G or 5G networks. This does not necessarily mean they use cellular data, as some subscriptions are limited to voice and SMS. Broadband figures therefore should not be interpreted as a direct indicator of mobile internet usage.

Thailand’s mobile market has undergone rapid change in recent years, driven by consolidation and fast-advancing 5G adoption. AIS, DTAC and True remain the sector’s most recognised names, although the competitive landscape has shifted significantly following the merger of DTAC and True.





AIS is Thailand’s largest mobile operator by revenue. At the end of 2024 it held around 49 percent of the revenue market share, underscoring its dominance in financial performance. By mid-2025 AIS had close to 46 million mobile subscribers, making it a formidable competitor in terms of scale as well.

The company has been at the forefront of 5G deployment. AIS continues to expand coverage while also working on innovative monetisation models. One example is its “5G Mode” offerings, which are tailored for heavy users such as gamers and live streamers who require superior performance. AIS has also been active in acquiring new spectrum, such as the 2100 MHz and 2300 MHz bands, to strengthen its 5G capacity.

Beyond mobile, AIS is reinforcing its presence in fixed broadband through acquisitions such as 3BB, which allows it to bundle services across mobile, internet, and entertainment.

Before merging with True, DTAC was Thailand’s third-largest mobile operator. It served millions of customers and competed on both pricing and service innovation. DTAC’s merger with True in 2023 fundamentally reshaped the market by consolidating customer bases and resources into a much larger entity. 

Although DTAC as a standalone brand has largely been absorbed into True, its legacy remains important for understanding the current market balance. The merger created a powerful player capable of challenging AIS more directly, both in subscriber numbers and infrastructure investment.

True Corporation is now a much larger operator following its merger with DTAC. By mid-2025 the combined company reported around 48.5 million subscribers, making it the largest provider in Thailand by customer base.

True has also taken a strong lead in 5G coverage. By early 2025 it reported 93 percent nationwide 5G coverage, giving it a significant advantage in terms of network reach. To sustain this lead, True continues to acquire spectrum across multiple frequency bands, ensuring both urban and rural areas gain access to next-generation mobile services.

The operator also pursues a convergence strategy, bundling mobile services with broadband, pay-TV, and digital content. This approach helps it to strengthen customer loyalty and increase average revenue per user.

Together, AIS and True (with DTAC now integrated) dominate Thailand’s mobile sector. AIS leads in revenue share, while True edges ahead in subscriber numbers and 5G coverage. The rivalry between these two giants is shaping the pace of 5G rollout, the quality of mobile services, and the innovation in bundled offerings across the country.

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2 comments:

  1. Allan Rasmussen21 November 2025 at 16:57

    The GSMA claim of "fast-advancing 5G adoption" is pure operator marketing, masking the reality of a consolidated and less competitive market:

    5G Growth is NOT Rapid: Despite being one of the first in SEA to launch 5 years ago, Thailand’s low 5G adoption rate (around 20-25% of connections) is lagging behind regional leaders.

    AIS and TRUE are giving "5G" subscriptions to 4G customers, this inflates the numbers but not reality nor bottom-line.

    The True-DTAC merger was the single biggest blow to competition. The market structure has devolved into a duopoly.

    Prices increased, and many low-value packages was eliminated. Furthermore, reports of network instability and service issues post-merger shows that the drive for cost synergy preceded quality of service.

    The True-DTAC merger in 2023 came with specific remedies and conditions, including the obligation for the merged entity to provide fair MVNO access. Reality shows that over two years later, zero MVNOs have successfully been given access under these new, supposedly mandatory conditions.

    MVNOs Have been systemically killed by Non-Compliance: A clear evidence of anti-competitive action. The MVNO sector has collapsed because AIS and True refuse to grant access, ignoring both a decade-old regulation and a specific, binding condition of the merger.

    In short, the Thai mobile market is not defined by "advancement" but by market consolidation that has prioritized operator profits over consumer welfare and genuine innovation.

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