'Superior execution of plans key to be the best'

“I am very focused on execution, to get the job done. Planning is also important but it is only 20 per cent – 80 per cent is execution. The only way to beat [the] competition is to execute better than them.
“I have an open management style. I am curious and like to discuss all parts of the business with all employees. I like to ask questions,” said Norling, who officially became CEO on April 1.
Asked what his strong points are, he said he was analytical and open to new challenges and opportunities as well as trying to see things from the positive side and focusing on seeing the good in people.
“DTAC always believes in change, is never afraid to change but leads the change. It strives to be an ‘institutionalised’ organisation in that we value, grow and empower our talented employees to outperform for our business. DTAC keeps reinventing our organisation and people all the time, and we are ready for the new chapter. We are proud to inherit and pursue our DTAC way as our leadership DNA.”
He said every DTAC employee worked very hard to drive the company to become the best mobile Internet provider with the best third- and fourth-generation networks, the best in sales and service capabilities, and the best in monetisation of data service.
As Norling took office, DTAC announced several business goals for this year, including its plan to allocate additional bandwidth for fourth-generation service, as it aims to boost its 4G subscriber base to 2.5 million by the end of the year, from around 970,000 currently. Currently DTAC utilises 5 megahertz of bandwidth on the 2.1-gigahertz spectrum to offer 4G service, with 10MHz used for 3G. To boost 4G service capacity, it will allocate 10MHz of the 25MHz it holds on the 1,800MHz spectrum, giving it a total of 15MHz for 4G.
The company currently uses all 25MHz of its bandwidth on the 1,800MHz spectrum for 2G cellular service. It also uses the 850MHz spectrum to provide 3G.
Norling said DTAC had set a “big hairy audacious goal” to become the best Internet company with the largest 4G user base.
DTAC has already fulfilled its commitment to roll out 4G in Bangkok and more than 40 other cities across the country, having completed the installation of more than 6,700 3G and 4G base stations by the end of last month. Of that total, 3,000 sites are for the company’s 4G-2.1GHz network.
Norling said the Thai market was one of the world’s largest users of data for entertainment. He added that as Norway’s Telenor Group, DTAC’s strategic partner, had many app partners, all of them aiming to penetrate the Thai market. Therefore, the next couple of years would be the most challenging for this market to build the necessary digital infrastructure to catch up with the demands of the near future. Spectrum allocation was not just a nice thing to have but ‘a must’.
The National Broadcasting and Telecommunications Commission will put four licences up for auction, two of 12.5MHz each on the 1,800MHz spectrum and two of 10MHz each on the 900MHz spectrum. The NBTC will hold the 1,800MHz auction in November, and take bids for the two 900MHz licences the following month.
Norling said DTAC would be very active in the bidding as it believes that auctions are the most effective mechanism for allocating and optimising valuable resources.
He added that DTAC would invest further on expanding its 3G and 4G networks and make sure that it has the best “sales machine” for both pre- and post-paid mobile-phone service. It would empower the best and most passionate employees, as a strong DTAC culture and employee engagement are fundamental to success. Norling joined DiGi.com in Malaysia as CEO last August, where he oversaw its strong growth in revenue and market position. Prior to DiGi, he was CEO at Telenor Sweden from 2009 to 2014 after serving as chief technology officer from 2007.
When asked what he likes most in Thailand, he said: “I definitely like the food, all the nice and proud people as well as the fantastic weather. Coming from Sweden with very dark and cold winters, the weather in Thailand is just fantastic.”