Mitihoon – Since the founding of the True Innovation Center in 2018, more than 1,573 True employees have stepped up as “innovators”, developing technology-driven solutions to tackle customer pain points and enhance the True customer experience. Their efforts have led to an impressive 112 registered patents and petty patents, showcasing True’s belief that “anyone can be an innovator”. True continues to foster this spirit of innovation through the True Innovation Awards, an initiative that invites employees from all departments to present fresh ideas that benefit customers, the company, and society at large. Because at True, genuine innovation isn’t just about cutting-edge technology. It’s about the “care” embedded in the DNA of every True employee.
One shining example is Tanate Wichienprakan, Senior Leader, Technical Project Delivery at True Digital Group, and the Product Owner of TrueID TV Gen3. This next-generation smart TV box goes far beyond streaming. It lets users play games, work out, and sing karaoke all in one device.
Despite not starting his career in a tech-focused role, Tanate’s mindset shift and passion for continuous learning helped him grow into an innovator who brings technology closer to people’s lives in meaningful ways.
A Journey from Telecom to a New World of User-Centric Technology
Before stepping into the world of technology and product innovation, Tanate spent over 25 years in telecommunications as an engineer, specializing in mobile networks and value-added services. But four years ago, he made a bold move, transitioning to Product Management at True Digital, driven by a desire to step beyond his comfort zone.
This career shift didn’t just change his job, but it transformed his mindset. From working behind the scenes in system operations, he began focusing on designing real user experiences. He joined the Connected Device Products team, where he took on responsibility for TrueID TV Gen2.
“What if the TV at home wasn’t just for ‘watching’ content?” That was the question that sparked his thinking. Observing how families interacted with their devices, TVs, smartphones, smart speakers, game consoles, and fitness apps, often used separately and in silos, Tanate saw an untapped opportunity: the TV screen, the biggest screen in the home, had far more potential than just passive viewing.
Tanate explained, “Our goal was to transform the TrueID TV box from a content streaming device into a ‘Smart Living Hub’, a central command center for all family activities, all in one place.”
Big Mission Powered by a Cross-Functional Team of Experts
The standout feature that sets the TrueID TV Gen3 box apart from others in the market is the new built-in AI chipset that enhances its intelligence. It also comes equipped with an integrated webcam, microphone, and speaker to support functions like motion detection for fitness activities and interactive gaming all from the TV box. Users can also enjoy karaoke and access Google Assistant. Behind these cutting-edge features is a cross-functional team of experts united by a shared vision.
As Product Owner, Tanate is responsible for steering the product’s direction from design and feature roadmap to aligning every team toward a common goal. The project was brought to life through the collaboration of three core teams:
- Software and Firmware Engineering Team: Customized the Android TV 14 operating system and developed drivers for new hardware, laying a solid foundation for future app developers.
- Application and Content Partner Team: Sourced and coordinated with external partners to co-develop new apps, including fitness and motion-detection-based games.
- Quality Assurance Team: Ensured excellence across every dimension from hardware stability to real-world user experience.
“The biggest challenge was coordinating across multiple teams both local and international, including external partners. We adopted an Agile approach, working in sprints and collaborating continuously through online platforms.”, Tanate shared.
Human-Centered Technology That Brings People Closer
After more than six months of development, TrueID TV Gen3 finally came to life and officially launched in early 2025. For Tanate, however, the true success of this product wasn’t just about making the technology work. It was about seeing how technology could bring people closer together.
Once the product hit the market, Tanate and his team closely monitored real-world feedback through social media by reading reviews, comments, and observing how people actually used the device in their homes. They collected insights, listened to user voices, and fed those learnings back into the product development for future versions.
“What made me proud was seeing our intention come to life. We designed TrueID TV Gen 3 to strengthen connections within the household, and that’s exactly what happened. We saw elderly family members playing motion-based games with their grandchildren on the big screen using gestures instead of a joystick. It created moments of joy between generations. That’s when technology becomes more than just convenience. It becomes meaningful.”, he said.
On the technology side, TrueID TV Gen 3 was designed to be the central hub of the True ecosystem, supporting seamless integration with a variety of True services. It’s built to be future-ready, a foundation for continuous innovation in both features and user experience. It also positions True to stand out more distinctly in the competitive market.
Innovator’s Mindset: Start Small, Think Big
“Innovation doesn’t have to begin with something grand or perfect. It can start from something small or something as simple as “care” and grow from there, gather ideas and build momentum. And gradually, you’ll reach something much bigger.”, Tanate shared his creative philosophy.
For Tanate, the transition from a telecom engineer to a Product Owner in a user-centric tech role was a journey of rediscovering himself.
“In the past, I followed processes. But stepping into a role where I could think and create something new, and more importantly, seeing that what was developed truly resonates with customers has made the work both enjoyable and deeply rewarding,” Tanate concluded.
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