In an era where mobile networks must deliver speed and intelligent, dynamic adaptability, AIS (Advanced Info Service) is pioneering next-generation connectivity.
At the 2024 Mobile Broadband Forum, Wasit Wattanasap, Head of Nationwide Operations and Support Business Unit, AIS, presented the company's vision for integrating AI and advanced network orchestration within 5G frameworks, setting the stage for seamless, intelligent, and highly scalable telecom infrastructure.
AIS's approach centers on transforming network layers, from service orchestration to integrating AI-driven insights. This architecture, designed to optimize performance, reliability, and adaptability, places AIS at the forefront of a 5G-driven, AI-enhanced telecom landscape.
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AIS: Pioneering Telecom's AI-Driven Future
AIS is leveraging advanced cognitive technologies to lead the digital transformation in telecom, focusing on AI, machine learning (ML), 5G, and autonomous networks to enhance operational efficiency and create innovative customer experiences. The company's strategy in the mobile segment revolves around 5G monetization, where AIS aims to generate new revenue streams by offering premium services, experiences, connected vehicles, and innovative city applications, fully utilizing the low-latency and high-speed capabilities of 5G. AIS is also focusing on digital differentiation, offering personalized mobile experiences through AI that provide dynamic services and tailored content recommendations, ensuring an engaging and relevant customer experience.
The company has set its sights on quality acquisition in the fixed broadband space by using AI-driven analytics to optimize service delivery, ensuring high performance and a seamless user experience. This approach includes predictive maintenance and customized broadband solutions. AIS is also introducing innovative broadband products, such as smart home integrations, gigabit internet, and 5G fixed wireless access (FWA), providing flexibility and high-speed connectivity in areas lacking traditional broadband infrastructure.
Moreover, AIS is supporting the digital transformation of enterprise solutions by enabling enterprises to modernize their operations with AI, IoT, and cloud-based services, helping businesses embrace Industry 4.0 technologies. To achieve this, AIS offers enhanced connectivity for enterprises, providing reliable, high-speed 5G solutions to support mission-critical applications and ensure seamless operation.
The backbone of AIS's strategy lies in its data insights and customer care. By applying advanced analytics, AIS can predict and resolve customer service issues before they arise, improving satisfaction. AI-driven interactions facilitate seamless engagement, whether it be through chatbots, apps, or virtual assistants, offering a personalized customer journey.
AIS is also enhancing agility, stability, and security in its operations. AI-driven IT intelligence continuously monitors and optimizes network performance, allowing AIS to respond quickly to changing market conditions and customer needs. In terms of security, AIS employs AI to detect and neutralize threats in real time, ensuring a secure environment for both consumers and enterprise clients.
With autonomous networks powered by AI and ML, AIS aims to improve network reliability by enabling self-healing and self-optimizing systems. These autonomous networks automate operational tasks such as network provisioning and fault resolution, reducing costs while ensuring high-quality service even during peak traffic
In terms of generative AI (GenAI), AIS is exploring new business models and customer experiences. AIS remains ahead of the competition by using AI to generate new product designs, service packages, and predictive insights into customer behavior. Generative AI also enhances customer interactions by delivering personalized content and recommendations in real time.
Leading Thailand's 5G-Advanced Transformation
Wattanasap’s presentation emphasized that AIS is leading the way in 5G-Advanced technology in Thailand. It aims to redefine connectivity with a robust, autonomous network that presents new business opportunities and enhances customer experiences. By shifting from traditional traffic monetization to experience-driven models, AIS uses 5G's ultra-low latency, high speed, and massive connectivity to offer personalized services like VR/AR, gaming, and smart city solutions. This approach allows AIS to create dynamic, tiered service offerings and monetize 5G traffic based on customer behavior.
AIS's strategy also maximizes 5G coverage across all frequency bands, ensuring reliable service in urban and remote areas. With the evolution from L3 to L4 network automation, AIS integrates self-healing and AI-driven decision-making, providing excellent reliability and cost efficiency as it scales its 5G network.
In 2024, AIS is leading the way in Thailand by introducing the country’s first 3CC carrier aggregation and repurposing the 2.1 GHz spectrum for 5G, enhancing network capacity, and boosting speeds. The successful completion of the mmWave Gbps trials further positions AIS to provide ultra-fast, high-bandwidth connectivity in high-demand areas, enabling innovative services like cloud gaming and intelligent manufacturing.
AIS also enhances customer care by integrating AI solutions that proactively predict and resolve issues, improving service efficiency and satisfaction. The company is transforming its operations with predictive analytics and automation, ensuring seamless customer support as it scales its 5G network.
Living Network: Real-Time, AI-Driven 5G Experiences
AIS's Care Growth strategy focuses on creating a "Living Network" that adapts in real time to customer needs, offering on-demand 5G services powered by AI and machine learning (ML). By analyzing user behavior, network conditions, and service quality in real time, the network can automatically adjust to optimize experiences, such as prioritizing bandwidth for high-value users or enhancing quality for streaming and gaming.
AIS also uses AI to promote 5G acceleration packages tailored to users' needs, offering relevant services, improving customer acquisition, and increasing 5G adoption. The network identifies high-value users and adjusts bandwidth allocation dynamically to ensure seamless service, even during peak times.
Utilizing experience-driven marketing, AIS can offer 5G packages instantly, boosting penetration rates and enhancing ARPU through personalized add-on packages that address users' real-time needs. The system ensures differentiated experiences, guaranteeing low latency, high speed, and secure customer connectivity.
Care Strategy: Liquid Network for Enhanced User Experience
AIS's Liquid Network Experience enhances user satisfaction by leveraging dynamic network management practices at the L3 and L4 stages.
At the L3 stage, AIS handles burst events, cell outages, and traffic surges by adjusting capacity in real time, ensuring seamless connectivity during peak periods. This proactive approach improves customer satisfaction by over 10% and reduces churn through intelligent traffic compensation.
At the L4 stage, AIS predicts network demand using AI-driven analytics, optimizing coverage and capacity minutes in advance to maintain service quality during high-traffic events. This predictive approach boosts user experience by up to 20%, ensuring stable connections even during congestion.
AIS also compensates users during traffic floods, such as those prevalent in Chiang Mai, by rerouting traffic and offering faster speeds or extra data. This flexibility strengthens customer trust and loyalty.
L4 Architecture Evolution: AI, Automation, and Customer Focus
AIS is transforming its network operations with a robust L4 architecture to integrate AI, automation, and advanced data management. This transformation enhances customer service, workforce efficiency, and network optimization across three core layers—business, service, and core data.
In the business layer, AIS employs the 2C (customer-centric), 2H (human-centric), and 2B (business-centric) framework. Customer-focused improvements aim to enhance user satisfaction through real-time fault management and AI-powered responsive support. Workforce optimization tools streamline field operations while enhanced business service orchestration and API-driven monetization support business growth.
The service layer focuses on real-time network and resource management. Key elements include AI-powered fault detection, automated service orchestration, and workforce management, ensuring optimal resource use and service continuity. An integrated API Gateway facilitates seamless communication across systems and departments, further boosting operational efficiency.
Enhanced DevOps automation with AI-driven orchestration and open API integration supports efficient network management and faster service deployment. Digital Twin models and AI-powered applications, like the FME and Call Center Copilots, empower autonomous operations and proactive issue resolution. The architecture promotes single-domain autonomy, allowing segments of the network to self-manage and adapt to changing demands efficiently.
Industry Engagement and Contribution
Since 2022, AIS has consistently positioned itself at the forefront of the telecom industry, as evident in the range of prestigious awards recognizing its innovations, quality, and forward-looking strategies. Through its achievements, AIS has demonstrated a commitment to excellence in 5G and autonomous network (AN) solutions, emphasizing the transformative impact of these technologies on the industry.
The company is also deeply committed to collaboration, working closely with industry partners to expand AN practices, and co-create sustainable, mutually beneficial partnerships. This collaborative approach enables AIS to foster innovation, build leadership, and drive digital transformation across multiple verticals. By joining forces with key stakeholders, AIS aims to empower diverse industries through cutting-edge digital solutions, cementing its leadership and contributing to the growth of a connected, resilient, digital future.
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