Bangkok, 26 June 2026 – E-commerce Digital Thai Holding Public Company Limited (EDTH), a company under the Saha Group, reaffirmed its commitment to serving as the strategic engine behind Saha Group’s transformation into the AI era through the “AI Innovation Alliance” event. EDTH announced the signing of a strategic Memorandum of Understanding (MOU) on innovation, AI technology, and digital marketing with TrueBusiness, a leading provider of telecommunications and integrated digital solutions for businesses and organizations, under True Corporation Plc.; EGG Digital Co., Ltd. (EGG Digital), leading provider of AI-powered big data analytics, integrated media services, online and offline marketing solutions; and SoftBank Corp., a global telecommunications and AI technology leader from Japan. This strategic cooperation aims to leverage the technological capabilities of all partners to elevate business infrastructure, drive Digital Transformation, and strengthen business capabilities across all dimensions.
This partnership represents a significant milestone for EDTH in accelerating the transformation of Saha Group companies to keep pace with technological, economic, and consumer in the AI era. By combining expertise, technology, and innovation from leading domestic and international partners, EDTH is joining forces with TrueBusiness, EGG Digital, and SoftBank Corp. to further advance the application of digital technologies, AI technology, and Big Data to strengthen technology infrastructure and enhance operational efficiency across marketing, communications, partner and customer services, as well as internal business processes. At the same time, the collaboration will drive the development of new innovations and solutions to create long-term growth opportunities while expanding business prospects both in Thailand and internationally.
Dr. Surat Wongrattanapassorn, Director, E-commerce Digital Thai Holding Public Company Limited said: “Innovation and technology have always been at the heart of our business strategy because technology is a critical factor in enhancing competitiveness and preparing organizations for future change. EDTH serves as the core driver of Saha Group’s digital business through investments, innovation, and collaborations with global technology partners. We aim to sustainably enhance competitiveness and create new business opportunities for our affiliated companies. This cooperation further reinforces EDTH’s role in connecting technology, innovation, and high-potential partners to support Saha Group companies in adopting technology in practical and meaningful ways, enabling sustainable growth over the long term.”
Dr. Teeradet Dumrongbhalasitr, Chief Business Officer, True Corporation Plc. said: “As AI reshapes industries worldwide, organizations need a strong digital foundation to turn technology into measurable business value. By combining the strengths of all partners, this collaboration will accelerate Saha Group’s transformation through AI and data-driven innovation. Leveraging True Corporation’s robust network infrastructure, data intelligence, digital ecosystem, and advanced AI capabilities, we will deliver comprehensive digital solutions to enhance marketing and business operations across Saha Group companies, reinforcing our ambition to helping organizations innovate faster, operate smarter, and achieve sustainable growth in the AI economy.”
Mr. Chatchapol Ongnithiwat, General Manager of Media Convergence Business, EGG Digital Co., Ltd. said: “To address business challenges in the digital era, EGG Digital is ready to leverage the power of AI and Data Analytics to systematically transform end-to-end marketing. We begin by utilizing our flagship solution, ‘The Matter Suite,’ to analyze data and gain deep insights into consumer behavior. This data is then used to develop strategic plans via ‘O4 Media Convergence,’ which precisely integrates online, offline, and on-ground activities. The ecosystem is further completed with ‘MarTech Solutions,’ ranging from Advanced CRM systems on LINE Solutions to intelligent tools like Influmatch.AI and Admatch.AI. This creates a seamless Omni-Channel experience that to help Saha Group companies make more impactful business decisions while strengthening customer engagement and driving sustainable growth.”
Mr. Kimimasa Kudo, Vice President, Head of Global Business Division, Enterprise Business Unit, SoftBank Corp., said: “By combining the unique strengths of EDTH, True, EGG Digital and SoftBank’s global technological capabilities, we are building a partnership that goes beyond technology. Together, we see AI and digital innovation not as the end goal, but as powerful enablers to address Thailand’s key societal challenges, create meaningful value for its businesses and communities, and contribute to a more sustainable and prosperous future.”
Proactive Scope of Cooperation Among the Four Organizations
Roles of EDTH
- Serve as the central coordinator for strategic cooperation to elevate digital marketing infrastructure, drive Digital Transformation, and support the development of E-Commerce and Digital AI across Saha Group companies.
- Bridge business needs digital innovation by driving the development of the EDTH Platform, while coordinating with Saha Group companies to facilitate platform adoption.
- Apply solutions through demonstrations, solution showcases, and Proof of Concept (PoC) initiatives to enhance operational efficiency, accelerate e-commerce development, and unlock new business opportunities for companies within the Saha Group.
Roles of TrueBusiness
- Serve as the digital backbone of the partnership by leveraging True Corporation’s intelligent network infrastructure, data intelligence, and ecosystem capabilities to accelerate digital transformation and business growth across Saha Group companies.
- Enable access to AI and digital technologies through the EDTH Platform, providing Saha Group companies with seamless access to innovation and emerging technologies.
- Drive business modernization through integrated connectivity, cloud, AI, and digital solutions that enhance operational efficiency, agility, and long-term competitiveness.
- Expand the partnership ecosystem through collaboration with True Corporation and its affiliated companies, connecting Saha Group businesses to broader digital capabilities, technologies, and strategic partners.
Roles of EGG Digital
- To architect big data ecosystems and AI-driven analytics that transform complex consumer data into actionable business intelligence and predictive growth strategies.
- To leverage deep consumer insights to develop integrated communication strategies through Creative, Personalized Digital Media and Retail Media Network, delivering a seamless communication experience tailored to target audiences across Saha Group companies. This approach aims to optimize media and marketing spend, while supporting measurable sales growth across all channels.
- To advance data-driven marketing, MarTech innovation, and digital commerce across the Saha Group, scaling seamless omni-channel and automated loyalty solutions.
Roles of SoftBank Corp.
- Provide operational know-how and strategic advisory, working jointly with partners to explore the implementation and scaling of AI solutions, cutting-edge digital platforms, advanced technologies and Japan’s digital innovations in Thailand.
- Jointly explore and develop four key business initiatives across B2B and B2C sectors: 1) energy preservation service, 2) development and implementation of AI solutions, 3) “LINE WORKS” services for enterprises, and 4) a B2B e-commerce supply chain and collaborative system, including the “Satofull” donation platform used for Japan’s Hometown Tax system.
This strategic partnership reflects the shared vision of all parties to harness the power of technology and innovation to drive sustainable business growth. It marks a significant milestone in advancing the development and adoption of AI solutions, enterprise digital systems, and supply chain management capabilities that deliver tangible commercial value. Through this collaboration, the partners aim to create broad and positive impact across organizations, business partners, the wider economy, and consumers.
