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Process refers to a systematic process for developing innovation, using the business excellence concept of 9Cs.
Economic, Social and Environmental values are the sustainability goals of the organization.
Efficient innovation management is an important factor for developing capabilities and competitiveness. To become an innovation leader involves process innovation, social innovation, and environmental innovation. Innovation can be used to develop the working process in the Company as well as respond to the needs of customers according to the Company’s convergence strategy, which is based on product integration, services and networks that deliver the highest value and benefits to the consumer.
The Company uses the ‘5I’s strategy’ to develop new products and services, with an emphasis on customer satisfaction, corporate social and environmental responsibility, cost reductions and revenue generation, and mitigating potential risks. It is based on the following principles:
Intelligence & Strategy is to understand the needs of the Organization and the consumers through research and surveys.
Impact & Assessment is the measurement of results through analysis of impact of operations and benefits in the economic, social and environmental aspect.
Integration & Open Innovation is the cooperation for innovation within the Organization and with other organizations.
Innovation Culture is to facilitate a culture of creative and innovative thinking.
Innovation Development Process is a step by step process for developing innovation.
To lead the organization to success through the 5I’s strategy strategy, the Company must coordinate with internal units and external institutions in the public and private sectors, including educational institutions, affiliated companies, and suppliers. True has an innovation center to drive the strategy, using the New Product Development (NPD) process in accordance with the Company’s Innovation Process and Management framework.
Crop Watch Agricultural Analysis System
The Company developed the Crop Watch system to help assess the economic statistics from the country’s agricultural production. It uses a satellite and weather stations data to assess suitability of growing crops in each area. It also displays data in real-time from weather stations to track crop growth and crop storage, which helps in forecasting the harvest time for agricultural products. This information is important in agricultural product planning and helps reduce water and lower risks.
True Green Mart Agricultural Trading Application
The Company also developed an online shopping channel ‘True Green Mart’, an application for buying and trading agricultural products. It cooperates with the CSR team, the Innovation team and the Bank for Agriculture and Cooperatives (BAAC) in selecting farmers that have the capacity to produce clean and safe agricultural products to specified order. This application is a new alternative for Bangkok residents, who at the present time do not have many choices for quality agricultural products. It also helps to support job creation for farmers and cooperative groups. In 2017, the Company had a pilot project with True employees and BAAC employees who had access to smartphones to use the application. In the future, the Company has a plan to expand its product base to other provinces.