True taps Comarch for loyalty management

1 min readApr 4, 20185:54 AM

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Thailand’s True Corporation has selected Comarch to help the operator overhaul its loyalty management services.

True – parent company of mobile operator TrueMove H, ISP True Internet and cable TV provider TrueVisions – will use Comarch’s solution to replace its legacy in-house application True You.

True You Loyalty is one of the most successful loyalty programs on the Thai market with around 11 million members. The operator has decided to replace its present application with a more future oriented and expandable solution to enhance flexibility and help support further growth.

Comarch plans to complete the deployment in stages, with the first of these expected to be operational in the fourth quarter.

In addition, the solution will be expandable in the future to allow for upgrades including gamification, business intelligence or managed hosting services.

True You Loyalty is a unit of True Corporation’s digital arm True Digital and Media Company. Other units under this umbrella include True Mobile Applications and True Digital Content Business.

Comarch is a Polish IT business solutions provider with employees in 30 countries. The company was founded in 1993.

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What this means

True Corporation's move to replace its legacy loyalty platform with Comarch's scalable solution is a strategic necessity rather than a pure innovation. While True You has 11 million members, its in-house nature suggests a previous lack of agility, a common issue for established telcos. This upgrade directly pressures rivals to re-evaluate their own digital engagement strategies, especially given the rising consumer expectations for gamification and personalised experiences. The main risk lies in the phased deployment causing disruption to an already large member base. Compared to Chagee Holdings' aggressive Southeast Asia expansion or Tiffany's physical store openings, True's digital play represents a deepening of existing customer relationships. We will watch for the Q4 launch to assess initial member uptake.

Rajiv Menon · Retail News Asia newsroom

Questions & Answers

What is the primary reason True Corporation is replacing its existing loyalty application?

True Corporation aims to enhance flexibility and support future growth by replacing its current application. It is seeking a more future-oriented and expandable solution for its loyalty management services.

When is the new loyalty management system expected to become operational?

Comarch plans to deploy the new system in stages. The first stage is anticipated to be operational and in use during the fourth quarter of the year.

What kind of new features or capabilities will the new Comarch solution enable for True Corporation?

The new solution is designed to be expandable, allowing for future upgrades. These potential enhancements include gamification features, business intelligence capabilities, and managed hosting services.

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