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THAI MARKET FOR ICT PRODUCTS                     Page |1




           PRODUCT MARKET STUDY


      THAILAND’S MARKET FOR
         INFORMATION AND
    COMMUNICATION TECHNOLOGY
               (ICT)




                               MATRADE BANGKOK
                                   April 2012
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TABLE OF CONTENTS


1.     Industry Overview                      Page 3
2.     Industry Classification                Page 33
3.     ICT imports in Thailand                Page 34
4.     Distribution Channels                  Page 40
5.     Standards and Regulations              Page 46
6.     Tariffs                                Page 49
7.     Market Trends                          Page 50
8.     Challenges Faced                       Page 61
9.     Relevant Trade Fairs                   Page 64
10.    Relevant Trade Associations/Agencies   Page 72


Sources of Information:
      www.customs.go.th
      www.boi.go.th
      www.moc.go.th
      www.bangkokpost.com
      www.nationmultimedia.com
      www.eiu.com




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1.      Industry Overview

     The Thai ICT market is growing at one of the highest rates in the region.
     With a population of over 66 million and the penetration rate of mobile and
     Internet continuing to grow, Thailand has become a very attractive market.


     Thailand is also becoming increasingly affluent and disposable incomes are
     growing. This has resulted in increased expenditure on IT products. The
     Thai IT market is the largest in the South East Asia region and despite a
     serious impact from the recent floods that will continue into 2012 is
     projected to grow at a Compounded Annual Growth Rate (CAGR) of 11 per
     cent over the 2012-2016 periods. The total value of Thai domestic
     spending on IT products and services should reach US$6.2billion in 2012
     and US$9.3billion 2016.


     In regards to IT infrastructure, the low fixed line broadband is compensated
     by the Kingdom’s high mobile telephone penetration, estimated at 97 per
     cent in 2009. Thailand’s mobile market had reached 72 million subscribers
     by early 2011, for an overall penetration of 105 per cent.


     There are now five mobile companies operating in Thailand. The top three
     now control 98 per cent of the market. AIS (Advanced Info Service), the
     Shin Corporation subsidiary, which operates the largest GSM network, has
     been the dominant player in the mobile market since the mid-1990s. AIS
     are the largest Thai mobile operator with 31.2 million subscriber’s i.e. 43
     per cent of subscriber market share.


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The second major player is DTAC and the third mobile market entrant is
TRUE Move (formally knows as TA-Orange). TRUE Move entered the
mobile telephony market in 2001 in a joint venture with the European
telecom giant Orange, and formed the company TA-Orange. True move
has 24.6 per cent of subscriber market share of. True Move is a subsidiary
company of True Corporation.


The Thai Government has set plans for implementing mobile broadband to
compensate for the low fixed-line broadband penetration, estimated to 2
per cent in 2009, in order to catch up on neighboring countries and this
gives opportunity to introduce solutions that have already been tested in
other markets. With the government policy of promoting low cost Internet
Broadband for Thai people, the ADSL technology was introduced to the
Thai internet market. True Corporation is Thailand’s largest internet service
provider in Thailand.


However, Thailand’s ICT market faces challenges as it enters a period of
liberalization. The government has set up an independent regulatory body,
the National Telecommunications Commission (NTC) to remove regulatory
matters from the former government state owned enterprise, TOT Public
Company Limited (TOT) and Communication Authority of Thailand (CAT)
area of responsibility. NTC is attempting to provide a framework for free
and fair competition and has transformed some areas. This process has
even resulted in the delay of 3G rollout in the country.




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Thailand’s Board of Investment (BOI) is focusing on ICT and software
design by offering special tax incentives towards this sector. BOI’s special
incentives to investors in the ICT sector, include maximum tax incentives
for high-technology investment projects totaling more than US$1 million
and producing products not yet made in Thailand, and exemption from
import duties on raw materials and components used for producing
electronic goods, just to name a few. This combined with BOI’s Regional
Operating Headquarters incentives has resulted in excellent opportunities




        Figure 1: Thailand ICT Market 2009 - 2010 and Outlook 2011




for setting up foreign and Thai companies to invest in ICT companies which
inevitably will also lead to higher import possibilities as they seek partners
and collaborative technologies.


    Thai year 2552 is B.C 2008, 2553 is B.C 2009, 2554 is B.C 2010



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The main factors fueling growth are government stimulus programmes,
banking and insurance companies spending more to upgrade operations,
and computerization of practices in the education and health care sectors.
The ICT growth rate is rising sharply in Thailand. Out of that, 61.6 per cent
goes to communications, 14.8 percent to computer hardware, 12.4 per cent
to computer software and 11.1 percent to computer services.



From the table and graph above, it is clear that the most concentrated ICT
market is indeed in telecommunication sector with a total of US$12.2 billion
in 2010. Many new technologies and business models have been
introduced throughout the year such as Cloud computing, 3G mobile and
Wi-MAX, and industry trends, such as software-as-a-service (SaaS), Green
IT and virtualization.



IDC predicts that there will be an estimate of 6 million smart phone sales in
2012 with the total market value of BHT 32.789-34.544 billion. Not only
that, the vast growth of telecommunications is also driven by the e-
commerce, internet and mobile banking, cloud computers and broadband.

Figure 2: Mobile represents the future of banking services




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Currently the mobile phones market is growing rapidly with a total amount
of sales of 6.7 million units (1 million units of smart phones and 700,000
units of media tablets), while mobile broadband users have also shown
significant growth. By 2014, mobile users are expected to grow until 20
million.



Figure 3: Mobile phone growth rate




Out of the total population of 66.7 million, 20.6 million people are internet
users. The total numbers of Facebook users are over 14 million. The rapid
Growth of social networking and web 2.0 has indeed contribute to the mass
development of ICT sector specifically communications market.



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Figure 4: communications market




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Figure5: ICT Market 2011




From the table above, 47.2 per cent of the ICT market is spent on
Household or Small Offices and Home Offices and 52.8 per cent on
Corporate and State Government Enterprise.



                 Table 3:      Computer Hardware (PC) Market




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THAI MARKET FOR ICT PRODUCTS   P a g e | 10




Figure 7: IT Spending




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Since 2002, Thailand has developed a number of national ICT master
plans, as have other countries, in order to promote the development and
utilization of ICT. The adoption of ICT among firms in Thailand, however, is
still limited


From table 3 and 4 we can infer that the ICT spending has increased over
the past few years. Most of the households have become the majority
buyers as well as users of computer hardware. The overall growth can be
clearly seen to shoot from 4.3 per cent to about 7per cent over the coming
years.
Figure 1 shows the distribution of ICT services in an enterprise. The
computer usage tops the list with 67.9 per cent and sales via internet,
internet usage, website presence follows.

                Figure 8: ICT Usage in Enterprises in Thailand (2011)




Source: Thailand Development Research Institute (TDRI)

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Firms were found to have different objectives in using different types of ICT
In particular, their main objective in using computers was for routine tasks,
such as AutoCAD (computer-aided design)/design, data processing, and
engineering tasks,. In addition, firms used computers for management
information systems in the back office, including accounting systems salary
systems ,sales systems , inventory systems ,debtor systems , equipment or
article systems , and budget systems , used computers for management
information systems in the back office, including accounting systems
,salary systems ,sales systems ,inventory systems , debtor systems ,
equipment or article systems, and budget systems.




Figure 9: Objectives of Firms in Using Computers(2011)




               Source: Thailand Development Research Institute (TDRI)


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In terms of the purposes of Internet usage, the firms’ main objectives in
using the Internet were information searching (91%), followed by e-mail
usage (73%), market monitoring (50%), advertising of goods and services
(28%), purchasing or selling goods and services, and trading with partners
(25%), communication channels (excluding e-mail) (19%), and banking and
Financial services (17%), as shown in Figure 3.

Figure 10:Objectives of Firms in using the Internet (2011)




Source: Thailand Development Research Institute (TDRI)


With regard to the limitations to using computers and the Internet, and
having a presence on the Web, Figure 4 shows that the main obstacles are
quite similar. In particular, the most important obstacle to using computers
and the Internet, and having a presence on the Web was that firms
believed that it is not necessary for their business, which accounted for
more than 70 percent of the total.

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This may suggest that such ICT use is really inappropriate for their
business models, or that firms do not realize how ICT usage could be
beneficial to their business. Other major obstacles to using ICT were found
to be the lack of employees skilled in information technology (IT) (29-31%)
and poor infrastructure, such as the high expenses associated with using
ICT and unavailability of network services (26-33%).



               Figure 11: Obstacles that Firms Face in Using ICT (2008)




Source: Thailand Development Research Institute (TDRI)


Table below provides a data summary across firms in 2010. It found that
the number of sample firms with or without ICT usage varied depending on
the different types of ICT usage. For example, the number of sample firms
with or without computer usage and EDI was the highest (20,152 firms),
while that of sample firms with or without Internet usage was the lowest
(13,795 firms).
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Table 1: data summary across firms in 2010




Table below shows the marginal effects on the ICT usage probabilities of
each dependent variable in the logit model. * (In statistics, logistic
regression (sometimes called the logistic model or logit model) is used for
prediction of the probability of occurrence of an event by fitting data to a
logit function logistic curve. It is a generalized linear model used for
binomial regression. Like many forms of regression analysis, it makes use
of several predictor variables that may be either numerical or categorical).i



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In this study, the logit regression model was used to estimate the
relationship of ICT usage in enterprises. The key results by which the
explanatory variables are evaluated at the sample means are as follows: as
expected, firms with a higher share of IT related employees have higher
probabilities of all types of ICT usage. This is because employees with ICT
knowledge and skills are likely to facilitate the adoption of ICT among firms.

 Marginal Effects in the Logit Models on Determinants of ICT Usage in all Firms
Table 2: ICT usage probabilities




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Owing to the high variation in firm size, there was need to check the
robustness of the results, particularly the effects of firm size on ICT usage.
In order to check whether the results are sensitive to the size of a firm, the
original sample was divided into two categories: SMEs and large firms. The
estimation results of the marginal effects on the ICT usage probabilities of
each dependent variable in the logistic model for SMEs and large firms are
Shown in Tables below respectively. The results for SMEs are quite
consistent with those for large firms, in terms of the sign, but not the
magnitude of the marginal effects. The main different results are as follows:


   the probability of SMEs using ICT increases significantly with their size,
measured by the number of their employees. For example, an increase of
10 employees in an SME is likely to increase the probabilities of computer
Usage, Internet usage, and website presence by 5, 2, and 1 per cent,
respectively. Unlike SMEs, when large firms increase in size, their
probability of using ICT increases only slightly. For example, an increase of
10 employees in large firms tends to increase Internet usage and website
presence by a mere 0.1 percent.


   SMEs in a foreign partnership are more likely to use ICT than those
without such a partnership. For example, SMEs with foreign partners have
higher probabilities of computer usage, Internet usage, website presence,
and e-commerce than SMEs without such partners by 11, 13, 8, and 1-2
percent, respectively. With regard to large firms, those in a foreign
partnership tend to use the Internet and e-commerce 1 and 5-11 percent,
respectively, more than those without such partners.

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    SMEs established under the legal forms of juristic partnership and
limited company/limited public company tend to use all types of ICT more
than SMEs set up as an individual proprietorship, whereas large firms
established under the legal forms of juristic partnership and limited
company/limited public company are more likely to use computers and the
Internet, and have a website presence than are large firms set up as an
individual proprietorship.


Table 3: Marginal Effects in the Logit Model on Determinants of ICT Usage in
SMEs




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Source: Thailand Development Research Institute (TDRI)




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Table 4: Marginal Effects in the Logit Model on Determinants of ICT Usage in
Large Firms




Source: Thailand Development Research Institute (TDRI




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Enterprise Software
    - Service Oriented Architecture (SOA)
    - Software as a Service
    - Web 2.0
    - Cloud Computing
    - Open Sources Software
    - Storage Management


Mobile Applications



    - 3G (New Application on Mobile)
    - GPS on Mobile
    - Services Application on Mobile (Mobile Banking/ Mobile Payment)
    - Mobile Internet
    - Mobile App. for Business Process Management (CRM App.)
    - I-Phone related applications
From the tables above it is seen that in 2011, Enterprise Software takes up
almost most part of the total value of computer software. The sector that
has most used of computer software is the corporate and enterprise sector
due to the special customization needs.




      Figure 12: Computer
      Services Share



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Table 5:     Computer Services Market 2010




Computer service on the other hand value at US$ 1.8 billion with network
service taking up 36.6 per cent followed by system integration at 28 per
cent and data center and disaster recovery systems at 9.9 per cent. Most
computer services are widely used by the government sector followed by
financial and energy sector.

             Table 6:     Communication 2009-2010 Outlook2011




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                      Table 7:     Communication Equipment




                        Table 8:   Communication Services




Source: www.thaijavadev.com




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Communications Equipment

-     Wi-fi Mesh (roaming network equipment)
-     Security Equipment
-     Wireless N (Multiple SSID)
-     Mobile Internet Device for 3G & Wi max
-     I-Phone


Communications Services


-     Multimedia, Digital Content Mobile Interne
-     3G, Wi-max
-     Unified Communications/Unified Messaging
-     Video Conference



In the communication market there are basically two types of market:
communication equipment and communication services. Communication
equipments stood at 61.6 per cent at 2011 while the latter stands at 11.1
per cent.




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ICT learning centers

The Ministry of Information and Communications Technology plans to
establish 1,100 community-based ICT learning centers in the 2011 fiscal
year.

According to the ICT Ministry, the centers will be set up with financial
support of US$ 16.13million from the Government, which has been
informed that local people in various provinces have greatly benefited from
the existing 280 community ICT learning centers, in terms of knowledge,
occupations, and income generation.

Thailand began to set up community-based ICT centers in 2007. By the
end of the 2011 fiscal year, the number will increase to almost 900 in all
regions of the country to cope with the growing demand. The setting up of
community ICT learning centers came after the Government established
the National ICT Learning Center in 2004. The main objective was to
promote self-learning and lifelong education.

For the full year 2010, the electronics and electrical appliance industry
registered US$53,317 million in exports, which was a year on year increase
of 27.2 percent.

Table9:
Economic
projection of
Thailand




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Growth of Software and Data Center Firms Key Players

Software, software animation and data center businesses are playing a
vital role in Thailand’s push for a creative economy. Along the way, these
sectors also offer lucrative opportunities for investors.

Such information technology companies find Thailand to be an excellent
investment location for many reasons. The country’s enhanced information
and communications technology (ICT) infrastructure offers resources vital
to software products development. These include reliable and swift
broadband Internet, network security, low incidence of power outages, and
outstanding R&D and production facilities. There are nearly 40,000
technical personnel in the country’s lively software sector.

In addition, foreign investors benefit from local wages that are half of those
in the United States and the European Union.

Thailand also offers strong government support to promote development of
the software, software animation and data center sectors. The Board of
Investment (BOI) classifies software development as a priority activity
crucial to the country’s prosperity. As such, the BOI offers maximum
investment incentives to software ventures, including tax breaks and
exemption on import duties for machinery.

The government’s commitment to pushing Thailand well up the technology
value chain is complemented by sophisticated organizations such as the
Software Industry Promotion.




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Agency (SIPA), Ministry of Information and Communication Technology
(MICT), Software Park Thailand, National Electronics and Computer
Technology Center (NECTEC), Thailand Software Process Improvement
Network, Association of Thai Software Industry, Thai Software Export
Promotion     Association,     Thai   Animation   and   Computer    Graphics
Association and Thai Game Software Industry Association.

In particular, SIPA, which is under the MICT, works to enhance the
software sector through human resources development and improvement
of product quality. Software Park Thailand is also mandated to help
strengthen the sector through training and certification on quality standards.
It also assists start-up companies in obtaining incubation space. Currently,
there are more than 50 software companies operating at the facility.
Another dedicated facility is the Korat Software Park in Nakhon Ratchasima
Province of northeast Thailand.

Moreover, the NECTEC’s Software Engineering Laboratory has launched a
series of projects in software process engineering, requirement analysis,
design, implementation, testing, evaluation and maintenance to promote
and support high-quality Thai software products.

The government’s ICT Master Plan 2009-2013 continues to provide the
framework for stable progress.




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Dynamic Software Sector

Market value of the Thai software sector in 2011 stood at US$ 2.18 billion.
Demand for software products and services in Thailand will only get bigger.
Entrepreneurs can see a wealth of opportunities, especially in areas such
as finance, logistics, communication, localization, entertainment and
scientific research.

The sector continues to be dominated by enterprise software products,
which have the lion’s share at about 80 per cent of the market. Even so,
steady growth is taking place in segments for software animation, mobile
applications and embedded software. The sector offers investors a youthful
verve, as most of the professionals at the country’s 1,300 software
companies are under the age of 30.

Among the prominent companies in Thailand’s software sector are DST,
Microsoft Thailand, Reuters Software and SAS Software, which has
announced a tripling of its local workforce within the next three years.
Further testimony of the sector’s strength came when several other Thai
software companies were named prizewinners at the 2010 Asia Pacific.

Information and Communication Technology Awards held in Malaysia.
These included Geo move, Neo Invention, Larn Gear, Phuket Software
Factory and Thai Quest.

Computer software has already expanded to a 16 per cent share of sales
in Thailand’s entire ICT industry, which is valued at US$ 19.21 billion.
Among the various sectors, enterprise software revenue totaled 58.07
billion baht, embedded software hit US$ 110.3 million and software

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maintenance services reached US$ 40.97 million in 2010, according to
NECTEC figures.

Spending on computer software in the country is mainly by private
corporations, the government, and households or small home offices,
which account for 29per cent, 28 per cent and 7 per cent of the market,
respectively.

Whereas in past years software piracy was a substantial problem, the Thai
government has beefed up enforcement of laws and copyright protection,
and conducted nationwide sweeps on illegal products.. That month a Thai
software executive went on record as praising police officials at the
Economic and Cyber Crime Division for effective raids on pirated goods



Software Animation

With reliable quality, a knack for innovation and low prices, Thailand
deserves its reputation as one of the world’s top software and animation
hubs. Companies from Hollywood to Europe to Japan outsource their work
to the Thai industry and purchase local releases

For software animation in particular, Thailand is especially strong in
cartoons    and    characters,   computer-generated   imagery,   web-based
applications and interactive applications. Animation products ring up US$
322.6 million worth of sales in Thailand annually. Experts see that climbing
to US$ 451.6 million in 2013 under the government’s creative economy
campaign and with increased demand for Thai animation products from
neighboring countries.

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Thai companies such as Anya, Magic Software, Kanchorn, Monk Studio,
TIGA and Kantana are among those driving progress in the software
animation sector. The Kantana group, sought out by everyone from 20th
Century Fox and Warner Brothers to Walt Disney and DreamWorks, is also
known as the creator of “Khan Kluay,” Thailand’s first 3-D animation feature
film.

Among recent major developments in the software animation sector, Thai
animation and computer graphic products bagged over US$ 16.13 million
sales at Digital Media Asia Festival 2010. Organizers of the event said this
hefty haul shows that Thai enterprises are capable of outstanding creative
work as well as reliable subcontracting.

Figure: 13 Key Player in Thai Software Industry




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Data Centers

Thailand’s data centers and disaster recovery centers sector is a rising
star. By definition, data centers are high-integrity facilities that house the
servers of many clients, generally storing them in the multiple- rack
cabinets of specially designed rooms. Such centers, which can occupy one
room of a building, several floors or even an entire building, provide
services such as server storage, data backup and security, and
environmental control to help ensure business continuity for clients.

T.C.C. Technology Co., Ltd. (TCCT) is one of the leading providers of
commercial data center services in Thailand. Net Niche Call and Data
Center also stands at the forefront, and Fujitsu Systems Business
(Thailand) remains a top foreign- invested company.

Thailand’s young data centers sector recently has taken several big strides,
sharpening the country’s technology competitiveness. It was in 2010 that
the BOI, under efforts to strengthen Thailand’s position as an ICT regional
hub, added data centers to its list of activities eligible for investment
incentives. The measure aims to encourage more investment in information
technology businesses. Businesses in this new category will be eligible for
an eight-year corporate income tax exemption as well as an exemption
from import duty on machinery, regardless of location.

SIPA’s board also recently approved funds to support 84 projects by
software startups in celebration of His Majesty King Bhumibol Adulyadej’s
84th birthday in 2011.


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In another big step, TCCT, the country’s biggest provider with 29,700
square feet of data center capacity in Bangkok, has entered into a
collaborative project with IBM to build a state-of- the-art “green” data
center. The facility aims to provide ultimate efficiency, maximizing TCCT
customers’ investment in the company. IBM will specially engineer the new
TCCT center to ensure green compliance with world standards, particularly
on electrical, emergency power and cooling systems. It will feature a
dynamic setup of raised floors, heat-resistant walls, humidity controllers,
automatic doors, fire protection, and environment- friendly systems.

Industry experts project that by 2030, data centers worldwide will consume
12 per cent of global energy. Green facilities such as this one show that
Thailand’s information technology industry is doing its part to protect the
environment.

Prince of Song kla University has also launched a project to establish a
data center that would promote the yachting industry in Phuket, one of
Thailand’s world-class ocean resorts. Still in the development stages, the
project receives some funding from the Ministry of Industry, with the data
center expected to be running in early 2011. Research is still being
conducted on whether it should exist solely online or as a physical office.
Phuket’s marinas currently service about 1,300 vessels of 30 to 100 feet in
size. The goal is for the increased information flow from the data center to
boost service to 5,000 such yachts.




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Thailand’s software, software animation and data center sectors are
achieving big gains, but competition on an international level grows more
intense with each passing second. As such, the biggest challenge facing
Thai software and information businesses is the need to improve
continuously to stay abreast of low-cost makers in China and India and with
advanced producers in the West.

With the support of the BOI and many other government agencies, it is
clear that Thailand is competitive on many levels, as investors have already
discovered.


2.    Industry Classification


Most of the products/components covered in this report fall under
Harmonized System Code


8471 – Automatic data processing machines and units thereof; magnetic or
optical readers, machines for transcribing data onto data media in coded
form and machines for processing such data, not elsewhere specified or
included.




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3. ICT Adoption in Thailand
In May 2011, there were 24.5 million total internet users in Thailand, a
penetration rate of around 33 per cent. The number is expected to
reach 36 million within the next 5 years from the National
Broadband Policy, which is expected to further boost internet
shopping. According to a survey conducted by Master Card
Worldwide, the share of internet buyers to total internet users
increased from around 40% in 2008 to 70% in 2010. The majority of
shoppers are women and those between the ages of 25-34. The top
5 bestselling items are airline tickets, garments and fashion
accessories, VCDs and DVDs, hotel and resort accommodations,
and cosmetics. Should the share of internet sales to total
internet users remain close to the survey r esult at about 70%, in
the next 5 years the number of internet buyers in Thailand is
expected to reach 24 million, or an 8% increase per year. Growth
has also been recorded in terms of imports of computer parts and
accessories.




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               Table10: Thailand Imports/ World
                                                                                 Thailand Imports



                                                                                     WORLD
no.                      no.                                            no.                                   growth rate (%)                          share (%)
                                                   2007       2008            2009        2010        2007    2008 2009         2010      2007      2008 2009           w2010
                                                                                        (Jan.-Nov.)                              (Jan.-                             (Jan.-Nov.)
                                                                                                                                 Nov.)
 1     Crude oil                                  20,405.8   30,159.8     19,113.7     21,459.2        1.46 47.80     -36.63     27.02    14.58    16.83   14.30        12.90
 2     Machinery and parts                        12,172.1   14,880.9     12,073.8     15,270.5        7.57 22.25     -18.86     39.08     8.70     8.30    9.03         9.18
 3     Chemicals                                  10,020.9   12,644.5      8,667.8     11,480.2       13.51 26.18     -31.45     46.99     7.16     7.06    6.48         6.90
 4     Electrical machinery and parts              9,503.1   10,742.9      9,394.2     11,117.6        1.17 13.05     -12.55     31.34     6.79     5.99    7.03         6.68
 5     Iron, steel and products                    8,575.4   13,759.1      7,383.5     10,640.3       15.69 60.45     -46.34     67.44     6.13     7.68    5.52         6.40
 6     Electronic integrated circuits              9,822.6    9,197.1      8,105.9      9,899.7       13.84 -6.37     -11.86     36.36     7.02     5.13    6.06         5.95
 7     Jewellery including silver bars and gold    4,117.3    8,856.1      5,477.2      9,294.6        5.82 115.10    -38.15    117.28     2.94     4.94    4.10         5.59
 8     Computers, parts and accessories            7,520.4    7,815.3      6,827.5      7,527.4       -1.01 3.92      -12.64     22.28     5.37     4.36    5.11         4.53
 9     Other metal ores, metal waste scrap, and    7,129.6    8,004.6      4,747.4      6,850.1       17.24 12.27     -40.69     61.80     5.09     4.47    3.55         4.12
10     Parts and accessories of vehicles           3,336.8    4,010.3      3,374.6      5,411.2        8.66 20.19     -15.85     86.04     2.38     2.24    2.52         3.25
11     Vegetables and vegetable products           2,847.6    4,367.5      3,580.1      4,188.9       23.87 53.38     -18.03     29.17     2.03     2.44    2.68         2.52
12     Electrical household appliances             2,889.6    3,635.2      3,480.6      4,147.3       40.43 25.80      -4.25     31.86     2.06     2.03    2.60         2.49
13     Natural gas                                 2,071.8    3,524.5      3,029.9      3,444.5        3.44 70.12     -14.03     26.45     1.48     1.97    2.27         2.07
14     Scientific, medical, testing appliances     2,677.6    3,178.8      2,743.4      3,390.6       12.37 18.72     -13.70     37.49     1.91     1.77    2.05         2.04
       and
15 Metal manufactures                               2,298.3  3,260.9   2,491.1           3,383.7      -8.74   41.89   -23.61    51.85       1.64  1.82   1.86             2.03
16 Miscellaneous manufactured articles              2,212.3  2,747.9   2,355.2           2,919.1      20.99   24.21   -14.29    37.60       1.58  1.53   1.76             1.75
17 Plastic products                                 2,377.3  2,779.9   2,300.6           2,869.9       6.20   16.94   -17.24    38.14       1.70  1.55   1.72             1.73
18 Fertilizer and pesticide                         1,738.7  2,989.4   1,800.3           2,208.4      38.13   71.93   -39.78    34.58       1.24  1.67   1.35             1.33
19 Medicinal and pharmaceutical products            1,733.5  2,004.0   1,969.4           2,155.9      21.85   15.60    -1.73    19.62       1.24  1.12   1.47             1.30
20 Fresh aquatic animals, chilled, frozen,          1,569.1  2,191.3   1,767.8           1,778.0      11.78   39.66   -19.33     9.55       1.12  1.22   1.32             1.07
Total 20 records                                  115,019.4 150,750.0 110,684.0        139,437.0       8.77   31.06   -26.58    41.69      82.18 84.11 82.81             83.83
Other                                              24,939.5 28,473.3 22,979.4           26,892.0       8.29   14.17   -19.29    29.12      17.82 15.89 17.19             16.17
Total                                             139,958.9 179,223.3 133,663.4        166,329.0       8.69   28.05   -25.42    39.49     100.00 100.00 100.00          100.00
Source:
Information and Communication Technology Center with Cooperation of the Custom Dept




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                    Table 10: Thailand Imports/ MALAYSIA


                                                                            Thailand Imports



                                                                                  MALAYSIA
no.                        description                       value : million US$                         growth rate (%)                             share (%)
                                                    2007       2008        2009       2010     2007     2008      2009      2010         2007     2008     2009       2010
                                                                                      (Jan.-                               (Jan.-Nov.)                                 (Jan -
                                                                                      Nov.)                                                                            Nov)
 1      Computers, parts and accessories           1,324.1    1,354.2     1,410.0    1,337.3   4.13      2.28     4.12       5.80        15.37    13.92    16.44      13.87
 2      Crude oil                                  1,014.6    1,422.4     1,371.3    1,265.4   -33.28   40.19     -3.59      5.23        11.77    14.62    15.99      13.13
 3      Electrical machinery and parts             571.6       885.0       851.5     889.7     37.97    54.84     -3.79     15.69         6.63     9.10     9.93       9.23
 4      Chemicals                                  704.4       822.7       524.0     694.9     6.21     16.80    -36.31     47.26         8.17     8.46     6.11       7.21
 5      Data media for picture, sound recording    320.7       650.1       569.0     635.5     69.77    102.71   -12.47     21.99         3.72     6.68     6.64       6.59
 6      Electronic integrated circuites            544.1       561.0       489.3     566.3     6.98      3.11    -12.79     27.02         6.31     5.77     5.71       5.87
 7      Machinery and parts                        366.0       381.5       402.5     411.6     9.47      4.24     5.50      12.14         4.25     3.92     4.69       4.27
 8      Electrical household appliances            297.6       240.0       196.3     352.9     70.49    -19.36   -18.20     99.24         3.45     2.47     2.29       3.66
 9      Scientific, medical, testing appliances    272.4       261.7       208.1     324.9     20.54    -3.94    -20.49     73.45         3.16     2.69     2.43       3.37
10      Plastic products                           196.5       240.5       197.1     297.3     -15.66   22.37    -18.04     69.04         2.28     2.47     2.30       3.08
11      Other metal ores, metal waste scrap, and   225.4       273.2       157.0     226.9     13.49    21.21    -42.53     59.73         2.62     2.81     1.83       2.35
12      Wood in rough, sawn or chipped wood and    257.9       254.3       200.5     213.4     3.98     -1.41    -21.17     15.52         2.99     2.61     2.34       2.21
13      Miscellaneous manufactured articles        173.4       181.5       226.7     206.1     32.40     4.69     24.87      0.11         2.01     1.87     2.64       2.14
14      Ships, boats and floating structures        16.0        9.3         6.3      167.6     -82.58   -42.00   -32.42    2,572.05       0.19     0.10     0.07       1.74
15      Jewellery including silver bars and gold   109.4       130.8       120.5     166.0     25.12    19.56     -7.85     59.47         1.27     1.34     1.41       1.72
16      Iron, steel and products                   192.7       231.3       156.8     161.7     62.95    19.99    -32.22     10.76         2.24     2.38     1.83       1.68
17      Finished oils                              282.8       175.3       205.4     159.2     -46.49   -38.02    17.17     -2.04         3.28     1.80     2.40       1.65
18      Vegetables and vegetable products          107.2       151.5       102.3     156.3     25.21    41.34    -32.43     67.55         1.24     1.56     1.19       1.62
19      Fertilizer and pesticide                   126.8       164.6       147.4     155.8     13.89    29.81    -10.42     21.28         1.47     1.69     1.72       1.62
20      Metal manufactures                          92.1       115.5       85.6      118.2     5.47     25.49    -25.94     51.63         1.07     1.19     1.00       1.23
Total 20 records                                   7,195.6    8,506.3     7,627.5    8,507.0   -0.38    18.21    -10.33     24.50        83.50    87.46    88.95      88.26
Other                                              1,421.4    1,219.7      947.2     1,131.8   13.36    -14.19   -22.34     30.28        16.50    12.54    11.05      11.74
Total                                              8,617.1    9,726.0     8,574.7    9,638.7   1.65     12.87    -11.84     25.15        100.00   100.00   100.00     100.00
Source: Information and Communication
Technology Center with Cooperation of the Custom
Department



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THAI MARKET FOR ICT PRODUCTS                                                                                                 P a g e | 37



 Table 11: Thailand Principal
           Imports



                                                                      Thailand Principal Imports

                                                               Computers, parts and accessories

                                                value : million US$                                growth rate (%)                                 share (%)
no.                country           2007       2008         2009           2010         2007    2008       2009      2010         2007     2008       2009          2010
                                                                          (Jan.-Nov.)                                (Jan.-Nov.)                                    (Jan - Nov)

 1          CHINA                  2,525.27   2,785.72 2,757.14          3,121.52       19.14    10.31     -1.03      23.95        33.58    35.64      40.38        41.47
 2          MALAYSIA               1,324.08   1,354.22 1,410.04          1,337.32       4.13     2.28       4.12      5.80         17.61    17.33      20.65        17.77
 3          SINGAPORE               672.95     609.14      565.60         959.38        -24.44   -9.48     -7.15     104.05        8.95     7.79       8.28         12.75
 4          U.S.A.                  875.55     863.32      578.67         621.68        -0.97    -1.40     -32.97     19.22        11.64    11.05       8.48          8.26
 5          JAPAN                   352.69     477.77      338.98         372.06        -36.56   35.47     -29.05     25.43        4.69     6.11        4.96          4.94
 6          THAILAND                243.93     301.44      280.50         244.98        -8.33    23.58      -6.95     -6.67        3.24     3.86        4.11          3.25
 7          TAIWAN                  372.11     316.01      170.05         227.99        -0.04    -15.08    -46.19     43.37        4.95     4.04        2.49          3.03
 8          HONG KONG               147.89     148.31      134.74         164.31        38.08     0.29      -9.15     34.48        1.97     1.90        1.97          2.18
 9          UNITED KINGDOM          11.85      125.21      134.97         132.24        -6.50    956.86     7.80       7.44        0.16     1.60        1.98          1.76
 10         VIETNAM                 294.20     354.21      211.30          76.45         5.12    20.40     -40.35     -60.64       3.91     4.53        3.09          1.02
 11         PHILIPPINES             375.50     198.08       63.63          55.68        -16.27   -47.25    -67.87     -7.63        4.99     2.53        0.93          0.74
 12         S. KOREA                42.37       49.52       32.34          44.34        -37.81   16.88     -34.68     53.37        0.56     0.63        0.47          0.59
 13         GERMANY                 30.82       26.70       20.22          27.57        -5.97    -13.37    -24.27     48.27        0.41     0.34        0.30          0.37
 14         MEXICO                  79.26       42.75       26.92          26.35        37.19    -46.07    -37.02      5.15        1.05     0.55        0.39          0.35
 15         IRELAND                 27.32       27.65       16.03          22.92        -35.53    1.20     -42.02     70.77        0.36     0.35        0.23          0.30
 16         INDONESIA               74.34       49.99       15.24          21.31        -5.30    -32.75    -69.52     53.40        0.99     0.64        0.22          0.28
 17         SEYCHELLES               0.02       0.05         0.75          13.83        -89.17   154.55   1,385.32   3,220.14      0.00     0.00        0.01          0.18
 18         NETHERLANDS              6.74       7.82         7.96           8.86        -49.91   15.98      1.74      27.79        0.09     0.10        0.12          0.12
 19         FINLAND                 12.47       18.28       21.87           8.14        -36.56   46.66     19.60      -62.29       0.17     0.23        0.32          0.11
 20         PUERTO RICO              1.59       2.61         3.27           6.05        -76.11   64.33     25.27      92.94        0.02     0.03        0.05          0.08
Total 20 records                   7,470.9     7,758.8     6,790.2        7,493.0       -0.76     3.85     -12.48     22.36        99.34    99.28      99.45         99.54
Other                                49.4       56.5         37.3           34.4        -28.84   14.33     -33.98      7.34        0.66     0.72        0.55          0.46
Total                              7,520.38   7,815.32    6,827.53        7,527.42      -1.01     3.92     -12.64     22.28        100.0    100.0      100.0         100.0
              Source: Information and Communication Technology Center with Cooperation of the Custom Department

                                                                                                                                                               37
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      Table 12: Computers and accessories
                                                            Computers and accessories
                                        value : million US$                              growth rate (%)                              share (%)
no.              country    2007      2008         2009           2010        2007     2008      2009        2010        2007       2008    2009      2010
                                                                (Jan.-Nov.)                                (Jan.-Nov.)                                    (Jan-
                                                                                                                                                          Nov)
 1      CHINA              955.54    1,187.27    1,257.99      1,388.70       22.62    24.25      5.96      19.89        47.57     50.16    59.02     56.21
 2      MALAYSIA           246.05    300.80       218.70        416.40        -1.82    22.25     -27.30    120.84        12.25     12.71    10.26     16.85
 3      THAILAND           104.72    187.39       180.97        145.91        -14.29   78.94     -3.43      -15.62        5.21      7.92     8.49      5.91
 4      SINGAPORE          133.60    140.59       110.41        115.64        10.09     5.24     -21.47     16.76         6.65      5.94     5.18      4.68
 5      U.S.A.             127.25    114.87        79.87         83.73        -7.14    -9.73     -30.47     18.83         6.33      4.85     3.75      3.39
 6      JAPAN               95.46    135.17        63.63         61.15        6.16     41.61     -52.93      5.60         4.75      5.71     2.99      2.48
 7      VIETNAM             15.63     32.85        30.54         35.39        16.69    110.15    -7.01      26.76         0.78      1.39     1.43      1.43
 8      TAIWAN              62.04     55.08        34.46         34.61        -26.52   -11.22    -37.44      9.99         3.09      2.33     1.62      1.40
 9      S. KOREA            25.26     26.45        25.35         33.67        -45.51    4.71     -4.14      50.17         1.26      1.12     1.19      1.36
10      IRELAND             23.19     23.58        15.55         20.87        -22.71    1.66     -34.02     60.51         1.15      1.00     0.73      0.84
11      GERMANY             23.56     17.31        10.50         19.70        96.37    -26.54    -39.33    117.60         1.17      0.73     0.49      0.80
12      MEXICO              76.04     40.73        25.31         18.81        35.51    -46.43    -37.86     -20.19        3.79      1.72     1.19      0.76
13      PHILIPPINES         18.40      4.69        15.28         17.39        -66.17   -74.49   225.57      24.92         0.92      0.20     0.72      0.70
14      SEYCHELLES          0.02       0.05        0.75          13.83        -89.17   154.55   1,385.12   3,220.09       0.00      0.00     0.04      0.56
15      INDONESIA           27.78     24.66        12.74         13.08        -20.59   -11.22    -48.35     12.83         1.38      1.04     0.60      0.53
16      HONG KONG           26.72     15.53        8.56          11.23        0.99     -41.88    -44.90     38.53         1.33      0.66     0.40      0.45
17      UNITED KINGDOM      6.76       8.18        5.01           5.59        -9.95    21.12     -38.81     15.90         0.34      0.35     0.23      0.23
18      ISRAEL              4.70       5.96        6.63           4.80        24.95    26.79     11.09      -21.17        0.23      0.25     0.31      0.19
19      PUERTO RICO         0.96       0.65        1.90           3.77        -24.60   -31.96   190.18     105.86         0.05      0.03     0.09      0.15
20      NETHERLANDS         5.57       3.14        1.22           3.45        39.26    -43.57    -61.13    212.07         0.28      0.13     0.06      0.14
Total 20 records           1,979.3   2,325.0      2,105.4       2,447.7       5.55     17.47     -9.45      27.32        98.53     98.23    98.77     99.08
Other                       29.5       41.9        26.1           22.8        -32.74   41.89     -37.62      4.54         1.47      1.77     1.23      0.92
Total                      2,008.7   2,366.87    2,131.50      2,470.54       4.67     17.83     -9.94      27.06        100.00    100.00   100.00    100.00
                              8




                                                                                                                                                     38
THAI MARKET FOR ICT PRODUCTS                                                                                                P a g e | 39



 Source: Information and Communication Technology Center with Cooperation of the Custom Department



 Table 13: Part of Computers
                                                                 Parts of Computers

                                           value : million US$                             growth rate (%)                               share (%)

no.               country      2007        2008         2009        2010        2007      2008      2009       2010        2007       2008     2009          2010
                                                                  (Jan.-Nov.)                                (Jan.-Nov.)                                      (Jan-
                                                                                                                                                              Nov)

 1       CHINA                1,333.15    1,362.73    1,248.60    1,415.88      12.24      2.22     -8.37     25.15        30.16      30.23    31.15         37.66
 2       MALAYSIA              982.62     1,024.03    1,189.52     900.42       12.93      4.21     16.16     -16.16       22.23      22.72    29.68         23.95
 3       U.S.A.                599.61     594.30       402.56      406.41        6.61     -0.88     -32.26    11.34        13.56      13.18    10.04         10.81
 4       SINGAPORE             324.37     307.91       231.30      221.37       10.74     -5.08     -24.88     6.60         7.34       6.83     5.77          5.89
 5       JAPAN                 131.92     223.15       233.75      220.12       -50.62    69.15      4.75      6.70         2.98       4.95     5.83          5.85
 6       HONG KONG             120.20     132.42       125.51      152.47       51.74     10.16     -5.22     34.40         2.72       2.94     3.13          4.06
 7       UNITED KINGDOM         4.77      116.90       129.66      126.51       12.49    2,348.39   10.91      7.23         0.11       2.59     3.23          3.36
 8       TAIWAN                65.38       54.26       104.27      107.76       26.95     -17.00    92.16      8.19         1.48       1.20     2.60          2.87
 9       THAILAND              138.54     113.97        99.32      98.98        -1.48     -17.74    -12.86    10.68         3.13       2.53     2.48          2.63
10       VIETNAM               278.10     321.01       180.63      40.91         4.36     15.43     -43.73    -75.38        6.29       7.12     4.51          1.09
11       PHILIPPINES           357.07     193.36        48.24      38.28        -9.38     -45.85    -75.05    -17.41        8.08       4.29     1.20          1.02
12       S. KOREA              16.66       22.74        6.54        9.29        -18.51    36.50     -71.25    52.81         0.38       0.50     0.16          0.25
13       INDONESIA             46.18       25.28        2.44        8.21         7.28     -45.26    -90.34   264.06         1.04       0.56     0.06          0.22
14       MEXICO                 3.15        1.74        1.39        6.87        104.13    -44.76    -19.89   419.09         0.07       0.04     0.03          0.18
15       INDIA                  0.41        0.65        0.02        1.40        -14.52    59.66     -97.11   7,325.40       0.01       0.01     0.00          0.04
16       PUERTO RICO            0.52        1.67        1.27        1.38        -90.23   222.64     -24.01    14.41         0.01       0.04     0.03          0.04
17       GERMANY                4.35        3.05        0.55        1.13        -13.57    -29.85    -81.89   163.25         0.10       0.07     0.01          0.03
18       HUNGARY                0.07        0.09        0.08        0.38        -36.50    41.92     -9.99    375.54         0.00       0.00     0.00          0.01
19       COSTA RICA             0.07        0.94        0.27        0.30        -80.29   1,216.43   -71.46    27.57         0.00       0.02     0.01          0.01
20       ISRAEL                 0.11        0.17        0.06        0.28        -3.58     53.94     -65.26   371.07         0.00       0.00     0.00          0.01
Total 20 records              4,407.3     4,500.4      4,006.0     3,758.4       5.11      2.11     -10.99     3.57        99.69      99.84    99.94         99.95
Other                           13.7        7.3          2.2         1.7        -51.15    -46.36    -69.44    -19.28        0.31       0.16     0.06          0.05
Total                         4,420.92    4,507.72    4,008.23    3,760.07       4.74      1.96     -11.08     3.55        100.00     100.00   100.00        100.00


Source: Information and Communication Technology Center with Cooperation of the Custom Department




                                                                                                                                                        39
THAI MARKET FOR ICT PRODUCTS                              P a g e | 40




4. Distribution channels

The basic distribution channel is through computer wholesalers and
distributors. Some of the established distributors are as below:

Table 15




                                                                         40
THAI MARKET FOR ICT PRODUCTS   P a g e | 41




                                              41
THAI MARKET FOR ICT PRODUCTS                                P a g e | 42




There are also key distribution areas where many small retailers are
centered around, similar to Malaysia’s Low Yat Plaza.


4.1 Pantip Plaza. (4 Branches)


The flagship store is located at:


604/3 Petchburi Rd, Rachatevi Bangkok 10400
Tel: (662)256-0355
Fax: (662) 256-0449
E-mail: info@pantipplaza.com
www.pantipplaza.com




                                                                           42
THAI MARKET FOR ICT PRODUCTS                                      P a g e | 43



4.2 IT CITY
IT CITY Public Company Limited is a superstore, selling computers,
peripherals and other related IT products (One Stop Shopping IT Products)
under the trade name "IT CITY" which is a retail superstore chain,
specializing in IT products. Its slogan is "The IT Superstore".


Contact address: Headquarters is located at 604/3 Pantip Plaza Bldg., 5th-
6th Fl., Petchburi Road, Tanon Petchburi, Rajthevee, Bangkok 10400,
Thailand.
Tel: 0-2656-5030-45
Fax: 0-2656-5049
Website: www.itcity.co.th


4.3   Hardware House
Hardware House International is retail outlet specializing in consumer
Audio/Visual/Consumer Electronics, computer equipment, IT and digital
lifestyle products.


It has 90 branches covering the Bangkok metropolitan area and distributed
to IT centers in the provinces.
Address:     33 / 4, 2nd Floor, Rama 9 Road.
Huay Kwang, Bangkok 10310.
Tel: (662) 685-8900
Fax: (662) 685 8826
Website:     http://www.hwhinter.com/index.php



                                                                                 43
THAI MARKET FOR ICT PRODUCTS                                           P a g e | 44



4.4     IT Square
IT square supports 300 retailers specializing in IT products and services.
Space overall than 120,000 square meters with convenient parking to
2,500 vehicles with the idea that. "Digital life at IT Square" is also a 9 storey
office building and approximately 15,000 square meters of space available
with.
Address:      333/100, Moo 4 Chaengwattana Road, Laksi, BangKhen,
Bangkok, 10210, Thailand
Tel: 025760333
Fax: 0-2576-0789.
Website:     http://www.itsquareonline.com/
Email: info@itsquareonline.com.
Webmaster: webmaster@itsquareonline.com.
4.5     Data IT Super Stores Company Limited.
Address:      99 Rooms FC109, 4th Floor Zeer Rangsit Shopping Complex,
Phaholyothin Road, Kukot, Lumlukka, Pathumthani, 12130, Thailand.
Tel: (662)531-3333
Fax: (662)523-8899.
Website: http://www.data-it.co.th/index.html
4.6 Power Buy Co., Ltd. (64 Branches)

There are also key distribution areas where every The Mall and Central
Department store.

Address: 919/555 South Tower 11 Floor, Silom Rd, Bangrak, Bangkok
10500 Thailand

Tel. (662) 2069300 http://www.powerbuy.co.th/

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4.7 Tesco Lotus (439)
There are also key distribution areas.
Address: 629/1 Moo 10 Navamin Rd, Klongkum Bungkum Bangkok 10230
Thailand.
Tel. (662) 797-9000
http://www.tescolotus.net


4.8 Siam Makro (29 Branches)

There are also key distribution areas. Contact address 3498 Floor 2 rd.

Ladproa Rd. Klongjan, Bangkapi, Bangkok 10240

Tel.(662) 723 1000,723 1000

Fax.(622)375-2789

E-mail: makrocrm@siammakro.co.th

http://www.siammakro.co.th/contact.php



4.9Home Pro (35 Branches)

There are also key distribution areas. Contract address 96/27 Moo 9
Bangkhen Aumphur Muang, Nonthaburi 11000
Tel. (622) 832-1000

http://www.homepro.co.th




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5. Standards and regulations


Standards
In the case of standards, it varies according to the products. Information
related to specific IT products and services can be obtained from:


Thai Industrial Standards Institute
Rama 6 Street, Ratchathewi, Bangkok 10400, Thailand
Telephone: (662) 202 3301-4 Fax: (662) 202 3415
E-mail: thaistan@tisi.go.th
Contact person: Khun Tinakon Pongluxna
Tel: (622)202 3467, 202 3474
Email: tinakon@tisi.go.th
Some of the standards related to the ICT sector in Thailand can be
obtained      from    http://www.nectec.or.th/it-standards.Many   of     these
documents are in Thai.


      A) Register with Thai Customs Department


Importer/Agent in Thailand must complete registration with the Thai
Customs Department (E –Import),

Documents required before going through the E-Import process:

      - Submit company registration to the Customs. Foreign Direct
           Investors, who did not register their companies in the Kingdom,
           can still apply to the Customs provided they have done the
           Company Registration abroad. The registrations, however, must
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          be attested by a recognized Notary Public and the attestation must
          not over than 6 months.

      - Original and a copy of Company’s Bank Statement or Saving
          Account Book.

Other related documents;


      -      ID card or passport of company’s authorities.

      -      Registration       for   Foreign   Trader    issued   by   Ministry    of
             Commerce, etc

  B) Importation

When a shipment arrives in Thailand, importers are required to file a Goods
Declaration and supporting documents for the imports with a Customs
officer at the port of entry.

Document:

The minimum documents required for the clearance of imports consists of:

           (1) Import Declaration (Electronic Document 91/1)
           (2)   Bill of Lading (B/L) or Air Waybill
           (3)   Invoice (Electronic Document)
           (4)   Packing List
           (5)   Import License (if applicable)
           (6)   Certificates of Origin (if applicable)
           (7)   other relevant documents such as catalogue, product
                 specification, etc.

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     C)          E-Import procedure to be done online using the Royal Thai
                 Customs e-System

     Objective: For customs clearance

1.        Importer/Agent who are registered with the Thai Customs (and hence
          has registered with the e-service system) inputs invoice and
          Shipping/Cargo data into computer system at his/her office or through
          counter service. After that, data will be electronically transmitted to
          Customs.
2.        Custom officer manifest data e.g. Ship bill no., master Ship bill no.,
          etc.
3.        Data is processed and examined by Customs system. In case the
          data is found “not match”, the system will inform importer/agent for
          making correction.
4.        If the data “matches”, the system will issue a Shipping/Cargo permit
          no. along with a Shipping/Cargo status (Green Line or Red Line) to
          be used for Shipping/Cargo inspection at Checking Post.
5.        When Ship/Airline arrives at the mentioned Port, the Importer officer
          will break down and keep in location, preparing for delivery.
6.        Importer/Agent contacts Shipping/Airline office for D/O documents
          (Delivery Order) to be used for D/O payment fee.
7.        Importer/Agent obtains Shipping/Cargo shipment at Port Authority of
          Thailand, along with a Shipping/Cargo permit document.
8.        At     Customs   Checking   Post    exit,   importer/agent   submits      a
          shipping/cargo permit document and has a shipping/cargo shipment
          checked according to its status, green line or a red line
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   Figure 14: Export-Import Procedure




                    For further inquiry and information,
                    E-mail : customs_clinic@customs.go.th
                    Website: http://www.customsclinic.org/



6. Tariffs


Exports of ICT products and services are exempted from import tariff under
the Common Effective Preferential Tariff arrangement under ASEAN Free
Trade Agreement effective 01st January 2010.


Other Taxes
Thailand imposes VAT (Value Added Tax) of 7 per cent for all products
sold domestically.



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7. Market trends
Drawing from the latest IDC research and internal brainstorming sessions
amongst IDC's regional and country analysts, the following are the top 10
key ICT predictions in 2012 for Thailand. These trends are what IDC
believes will have the biggest commercial impact on the Thailand ICT
market.

    Sustained spending in Thailand’s ICT industry

Despite economic woes, IDC predicts that the overall ICT spending will
continue to be on the upward trend in 2012. Growth in ICT spending will be
seen across all ICT sectors (hardware, software, IT service and telecom
service market) with hardware once again leading the expansion. IDC
expects the total ICT spending in 2012 to post a YoY increase of 10.4%,
reaching close to US$16.8 billion.

    Mobile Data Services to lead Telecommunication spending

IDC expects mobile data to become the key growth factor for Thailand’s
telecom services market in 2012, expanding by 15.5% YoY to reach USD$
968 million in 2012. The growth will be mainly driven by multimedia
services such as mobile web browsing, mobile internet, VDO streaming,
and e-mail services.

      Consumerization: The New World Order

IDC’s latest forecasts show that Thailand‘s smart phone and media tablet
market will gain traction in both consumer and enterprise markets from
2012 onwards. Due to their powerful features as well as intuitive user

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interfaces, iOS and Android-based devices will continue to be embraced by
the market. Increasingly, Thai employees are bringing their own devices to
use at work. As such, enterprises will have to adopt new solutions or
technologies to manage and cater to the diverse nature of smart devices.
The most popular solutions that IDC expects enterprises to adopt include
client virtualization and cloud-based solutions. Enterprises will also be
developing non-virtualization solutions internally, utilizing non-virtualization
commercial solutions, and using existing in-house solutions and new
management tools that cover multiple platforms.

    Clear skies ahead for cloud computing

Developments in cloud technologies and its related services have been
ongoing since the debut of the cloud in 2010. In 2011, there was a wide
adoption of cloud layers such as infrastructure-as-a-service (IAAS) and
application-as-a-service (AaaS) among IT Services Providers (ITSP),
Internet Service Providers (ISP), and datacenter service providers. These
developments have provided a strong foundation for cloud and its related
technology and services in the country. In 2012, IDC expects cloud
computing to attract more attention from enterprises such as the financial
services, telecommunication, manufacturing, and services sectors. IDC
expects that Cloud at IaaS layer will be the champion service among the
cloud services category (the others are AaaS and PaaS). This is because
most ITSP and SPs in telecommunication have invested and improved their
cloud system infrastructure to cope with upcoming demands from the
market.



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    Knock the door please – May FTTx come in?

Fiber to the telecom enclosure (FTTx) technology will become available to
the public in 2012. With investments in FTTx coming from the private and
public sectors, the technology will become more popular in the coming
year. However, the adoption rate of FTTx will be largely dependent on the
coverage area and business capability of the telecom operators. The high
end customer group will most likely be the first to adopt this service.

    New Era of Personal Computing: Battle between smart devices
      and PCs continues in 2012

For years, desktops and laptops have dominated the universe of personal
computing. Now, emerging smart devices (smartphones and media tablets)
are on the verge of overtaking desktops and laptops as the number one
choice for consumers, which marks the beginning of a new personal
computing era. IDC maintains that PCs are still needed by both consumers
and more importantly, enterprises. However, in 2012, shipments of smart
devices are expected to exceed those of PCs for the first time. IDC
forecasts that the shipment of smart devices in 2012 will be 6.7 million units
compared to only 4.1 million PC units.

    Mobile Telecom Services Providers will actively expand Wi-Fi
      services for 3G offload

The large mobile operators in Thailand started their trial 3G services in
Thailand in 2011. Due to fierce competition among operators on usage-
based plans, some Telco bundled their Wi-Fi services with mobile data
packages in order to differentiate themselves from their rivals. However,
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the objective of Wi-Fi network expansion in Thailand is not only to better
support users’ mobile data packages but also reduce the gap of coverage
area. IDC predicts that Wi-Fi service will gain momentum in 2012.

Since the investment for Wi-Fi broadband network is costly, collaboration
between mobile service operators and ISPs, which have already invested
in such wireless network, is expected. This relationship will help mobile
service operators to lower their operating cost as well as enhance their 3G
service performance. Meanwhile, ISPs will see their profits increase
through the utilization of their existing wireless network capacity.

    Business Continuity and Disaster Recovery will become top
      priorities for Enterprise IT

Business continuity and disaster recovery (BC/DR) has been adopted in
Thailand for a while. However, with increased customer expectations for
24x7 access to uninterrupted services as well as constant pressure to
minimize security risks and manage uncertainties, BC/DR looks to take
flight in 2012.

IDC advises enterprises to select BC/DR services providers that have well-
built datacenter network infrastructure as well as the experience to handle
the task. IDC expects that most demand for BC/DR services will be
generated from the financial services, telecommunication, and
manufacturing sectors.




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    Customer Centricity: A new approach to collaborate with
      customers

The growth of IT investment and spending will likely be tepid in 2012 with
companies cautiously prioritizing their spending in the areas that will reduce
costs and more importantly, improve their ability to address customer
demand. Today’s customers have become more savvy and demanding as
they have a lot more choices available. Thus, it is vital that companies
become more customer-centric by offering better customer experience. To
become customer-centric, firms must look beyond traditional customer
relationship management (CRM) approaches and explore ways to obtain
in-depth insights. IT tools can be adopted to capture and analyze customer
data from different sources to reach the ultimate goal of determining what
customers need.

    Growing demand for big data analytics

Big data is the most discussed phrase in the IT business world today. In
recent times, as a result of the rise and expansion of distinct sources
(laptops, mobile devices, tablets social networks, real-time data stores,
etc.) beyond just corporate transactions, there has been an explosive
growth in data. Today, there are tools available that make it possible to
generate insights from vast quantity of data.

In Thailand, social media is getting widely adopted by enterprises and the
public sector is encouraging investments in analytics to comprehend online
community feedback and sentiments. IDC believes that big data analytics is
a trend that Thailand enterprises cannot ignore.

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Figure 15: The development of social media in Thailand




Source: www.thaijavadev.com




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   Trends and Competitive Environment
   Internet market trends

   The Internet penetration rate in Thailand is one of the highest in the
   region. In Bangkok, the increasing number of Broadband internet
   subscribers offer opportunities for online applications and content
   delivery.

   The expansion of applications provided over the IP Technology network,
   will offer opportunities for leveraging new services and applications at a
   lower cost delivered over Broadband Internet. IP technology allows
   flexibility and is cost effective for new applications developed, including
   IPTV, home monitoring and securities applications. In order to reduce
   the cost of business communications, VPN and VOIP applications are
   predicted to become more popular.

   Wireless Broadband technology is an alternative technology that is
   expected to capture potential mobile users of PDA phones. This will
   allow operators to offer high speed Internet access over smart phones
   together with customized applications.
   Figure 16: Social Network




Source: www.thaijavadev.com

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                               Source: www.thaijavadev.com



Mobile Market Trends

The penetration rate for mobiles in Thailand was approximately 105 per
cent in year 2010, and growing as a very strong rate. Mobile-to-mobile non-
voice services are an emerging new business opportunity for operators
allowing them to increase revenue by providing customized products. Top
revenue for non-voice services is through SMS, Calling Melody, GPRS and
download services from portals.

Video ring tones are another emerging trend for non-voice services in the
future. This service is expected to be a top seller for multimedia service in
the next 3 to 4 years.

The emergence of 3G technologies will impact on the wireless Internet
broadband provided by mobile companies in Thailand. Mobility features
with new wireless applications will be one of the key drivers of the market.
Mass customization of wireless applications for mass consumers segment
is the area for potential growth.

M-Commerce services in Thailand have mostly been provided to the
financial sector. Mobile payment and confirmation are the most common

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services available. The application for financial transactions will depend on
the network infrastructure and security issues.

Thailand is one of the leading medical tourism destinations in South East
Asian region. The industry is driven by private hospitals particularly in
Bangkok and major tourist cities in Thailand. Private hospitals in Thailand
have adopted relatively sophisticated technology in order to improve the
quality of its service as medical tourism in Thailand is expected to grow
strongly in the coming years.




The business opportunities in medical tourism for Malaysian companies in
Thailand are in the following areas:

   •     State-of-the-art technology and medical innovation i.e. Virtual
         medical technology;
   •     Healthcare Business Solutions, i.e. Hospital portal, relationship
         management, work flow and document management. Bumrungrad
         hospital for example has implemented the hospital information
         management system to deploy electronic medical records and
         digital radiology; and
   •     Emergency Services i.e. managing and designing the emergency
         services.




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Figure 17: Computing Cycle




  Figure 18: Computing Growth Driver

  Figure 18: Computing Growth Driver




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                               Source: www.thaijavadev.com
 Figure 19: Global Unit Shipment

Cloud Computer

Cloud Computing is Internet-based computing, whereby shared resources,
software, and information are provided to computers and other devices on
demand, like the electricity grid.

 Figure 20: Cloud Computing




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Web 2.0 concentrate on the private user and clouds are descendents of
data centers which services the enterprise. Web 2.0 also promotes SaaS
and needs massive scaling technologies. User centric Web 2.0 companies
(Twitter, Slide share) are relying on Cloud Services.




8. Challenges


It is estimated that the ICT market in Thailand will continue to grow at 5-10
per cent in 2012. The positive factors, which will drive ICT growth in 2012,
are a stable political situation and rapid adoption of tablet devices, which
ramps up Internet usage. The computer services cluster is expected to be
the fastest growing area. The opportunities for Malaysian companies are
available provided they are able to manage some of the inherent problems
existent in Thailand’s ICT sector. In the case of services sub-sector, the
country faces the problem of high staff turnover, which consequently adds
to the personnel costs. The fact that it is also difficult to find skilled
manpower with English speaking competency adds to the costs.


For Malaysian companies which want to set up operations in Thailand, it
basically needs to do joint-ventures with Thai-companies as under
Thailand’s Foreign Business Act, all companies in Thailand with some
exceptions (e.g if they are under the BOI’s program) should be at least 51
per cent Thai-owned.




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In terms of competition, the possibility of getting Government contracts
directly is remote. It has to be done through Thai-companies. That will
involve creative contractual arrangements. Thai Government is also
promoting local developers and as such currently there is a growing pool of
home-grown technologies and products which are winning market share
among Thai consumers who are not too brand-conscious – which is
probably Malaysian suppliers key target group for retail products with
Malaysian brands that does not have strong existing brand.


Apart from preparing for the new economy, development guidelines must
aim at enhancing the competitiveness of the agricultural and industrial
sectors through information technology. In other words, information
technology must support both the old and the new economies, with the goal
of developing knowledge- based economy that can completely foster
holistic development.


Therefore, the economy under a Knowledge-Based Society rests largely on
a system of producing, distributing and utilizing “information and
knowledge,” where knowledge and technology play a crucial role in driving
productivity and economic prosperity.


The influence of Information Technology on development is apparent. For
example, computer technology has increased the efficiency of production,
administration     and    the   quality   of   education.   Telecommunications
technology and the Internet have created economic values and activities.



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Information Technology also serves as a key component in upgrading living
standards and creating employment opportunities.


IT potential, which includes high processing speeds and greater computing
capacity of microchips, the rapid and continued expansion of the Internet
world- wide, together with other economic and social values resulting from
information technology, have forced countries around the world to try to
make more expansive use of IT, so as to enhance economic competitive-
ness and raise living standards.


Moreover, there are many challenges awaiting Thailand in the process of
developing information technology for its economy and society:


      - The application of IT as a tool in the creation of readiness and
      strength for administrative decentralization or, in other words, to
      strengthen local administrative organizations.


      - To meet educational needs of Thai youths. Following the drafting of
      the Constitution and the National Education Act 1999), along with the
      stipulation of 9-year compulsory education and 12-years of free
      education, the demand for education took a sharp leap.


      - Lessons from the economic crisis clearly point out that the country
      needs to undertake significant industrial restructuring in order to
      maintain its international competitiveness with regard to IT device



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          manufacturing     industries     and   the   application   of   information
          technology to other industries.


          - In addition, Thailand has both an agricultural and an industrial
          society. The information-based society and knowledge-based society
          can directly and indirectly benefit the other two societies.




9. Relevant trade fairs


  Office Automation Network & Stationary Fair 2011 (OAS & IT Fair)


  Details:      Telephone        cabinet   branches    IP   Phone     Closed-Circuit
                Televisions (CCTVs) Photocopy Machine Finger Scan Time
                Recorder etc. , Computer & Network Solution; such as
                Computer hardware and external devices Printers Networking
                systems.
  Date:         24-27 Feb. 2010 10.00-19.00 hrs.
  Place:        Hall 5 IMPACT Muang Thong Thani
  Organizer: Trade and Public 121 Creation Ltd.,Parts
  Address:      19/285 Jomtong RD.12 Bang Koe Jomtong Bangkok 10150
  Tel:          (662) 876 0880-1
  Mobile:       (66 82) 455 9642
  Fax:          (662) 876 0942
  E-mail:       121creation@officeautoguide.com
  Website:      www.officeautoguide.com


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Thailand's Paradise Fair 2011
Details:     World wide IT & Media Fair
Date:        14-22 May 2010 10.30-21.00 hrs.
Place:       Hall 1-8 IMPACT Exhibition and Convention Center 99 Popular
             Road, Banmai Subdistrict, Pakkred District, Nonthaburi 11120,
             Thailand
Organizer: Union Pan Exhibitions Co., Ltd.
Address:     33 Soi Ramkhamhaeng 24 Yak 24, Ramkhamhaeng rd,
Huamark Bangkok Thailand 10240
Tel: (662) 314 0855, (662) 719 0408
Fax: (662) 319 8387
E-mail:      unionpan@yahoo.com
Website:     www.unionpan.com


Thailand Mobile Expo 2011

Details:     The Exposition of the new innovation from various mobile
             brands, accessories and related devices.
Date:        3 - 6 February, 2011
Place:       Queen      Sirikit   National   Convention   Center   60   New
             Rachadapisek Road, Klongtoey, Bangkok 10110
Organizer: M Vision Co.,Ltd.
Address:     1225 Soi Sri Brurapa3, Khongjan, Bnagkapi, Bangkok 10240
Tel:         (662) 734 7707-9         Fax: (662) 734 7710
E-mail:      info@thailandmobileexpo.com
Website:     http://www.thailandmobileexpo.com/

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COMMART Thailand 2011


Details:     Right IT Products & Solutions for SMEs & Professional
Date: 17 - 20 March, 2011
Place:       Queen      Sirikit   National   Convention   Center   60     New
Rachadapisek Road, Klongtoey, Bangkok 10110
Organizer: A.R.Information & Publication Co.,ltd.
Address:     99/16-20 Ratchadapisek rd.,Din-Daeng,Bangkok 10320
Tel:         (662) 642 3400 ext 3414
Fax:         (662) 641 2331
E-mail:      webmaster@arip.co.th
Website:     http://www.commartthailand.com
             http://www.arip.co.th/
             http://www.ar.co.th/




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COMMART X'GEN Thailand 2011


Details:     The grand cutting-edge IT products trade fair, is back by
popular demand.
Date:        19 - 22 May, 2011
Place:       Queen      Sirikit   National   Convention   Center   60   New
             Rachadapisek Road, Klongtoey, Bangkok 10110
Organizer: A.R.Information & Publication Co.,ltd.
Address:     99/16-20 Ratchadapisek rd.,Din-Daeng,Bangkok 10320
Tel:         (662) 642 3400 ext 3414
Fax:         (662) 641 2331
E-mail:      webmaster@arip.co.th
Website:     http://www.commartthailand.com
                    http://www.arip.co.th/
                    http://www.ar.co.th/




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COMMART COMTECH Thailand 2011


Details:     Right IT Products & Solutions for SMEs & Professional Con
Date:        2-6 Nov, 2011
Place:       Queen      Sirikit   National   Convention   Center   60    New
             Rachadapisek Road, Klongtoey, Bangkok 10110
Organizer: A.R.Information & Publication Co., ltd.
Address:     99/16-20 Ratchadapisek rd., Din-Daeng, Bangkok 10320
Tel:         (662) 642 3400 ext 3414
Fax:         (662) 641 2331
E-mail:      webmaster@arip.co.th
Website:     http://www.commartthailand.com
             http://www.arip.co.th/
             http://www.ar.co.th/




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Manufacturing Expo 2011
Details:     This one-and-only event will allow you to discover the latest
             machinery and technologies for key industries with supporting
             elements (such as automotive, electronics, plastic, mold & die),
             learn extraordinary knowledge, meet your peers and new
             business     partners   while   obtaining   excellent   networking
             opportunities.
Date:        23 - 26 Jun 2010


Place:       Bangkok International Trade & Exhibition Centre (BITEC) 88
Bangna-Trad Road (Km.1), Bangna, Bangkok 10260 Thailand


Organizer: Reed Tradex
Address:     32nd fl., Sathorn Nakorn Tower 100/68-69 North Sathon Road,
             Silom, Bangrak, Bangkok 10500 Thailand
Tel:         (662) 686 7299
Fax:         (662) 686 7288
E-mail:      rtdx@reedtradex.co.th
Website:     http://www.manufacturing-expo.com
             http:// www.reedtradex.com




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INTERSEC Thailand 2011


Details:     International Trade Fair for Security and Safety


Date:        30 Jun – 2 July 2011


Place:       Bangkok International Trade & Exhibition Centre (BITEC) 88
             Bangna-Trad Road (Km.1), Bangna, Bangkok 10260 Thailand


Organizer: Messe Frankfurt (HK) Ltd.
Address:     3506              China           Resources         Building
             26 Harbour Road, Wanchai, Hong Kong
Tel:         (852) 2802 7728, (852) 2238 9955
Fax:         (852) 2598 8771
E-mail:      intersec@hongkong.messefrankfurt.com
Website:     www.intersec-thailand.com




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Thailand Game Show 2011


Details:     THE COMPETITIONS will be divided into various zones which
             are Game Shows & Competitions. there are the Game
             Challenge zone, TGS Co play Contest zone, the 4th Comp
             Gamer Awards and special game concert


Date:        7 – 9 January 2011              10.00-20.00 hrs.


Place:       Queen      Sirikit   National   Convention    Center   60   New
             Rachadapisek Road, Klongtoey, Bangkok 10110


Organizer: Show No Limit Co., Ltd.
Address:     87/88 6th Floor Modern Town Building Soi Sukhumvit 63
             (Ekamai)               Sukhumvit          Road          Wattana
             Bangkok, Thailand 10110
Tel:         (662) 665 6991 ext. 104, (662) 392 7766
Fax:         (662) 392 7766 ext.22
E-mail:      info@shownolimit.com
Website:     http://www.tgs.in.th




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10. Relevant Trade Associations/Agencies


The Association of Thai Computer Industry
Address: 6F. Phyathai Plaza Bldg., 128 Phyathai rd., Rajthevi,Bangkok
            10400
Tel:         (662) 216 5862, 216 5991-2
Fax:         (662) 216 5867
Email:       info@atci.or.th
Website:     www.atci.or.th




Thai Animation and Computer Graphics Association


Address:     128/61 Payathai Plaza Bldg., 6th Fl.,
             Rajtavee Road, Bangkok 10400
Tel:         (662)216 5860
Fax:         (662)216 5847
E-mail:      admin@computerthai.org, wan999th@yahoo.com
Website:     www.computerthai.org




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Software Industry Promotion Agency (SIPA)


Address:     The Government Complex Commemorating His Majesty The
             King's    80th    Birthday   Anniversary,   5th   December,    B.E.
             2550(2007)120 Moo 3, The Government Complex (Building B),
             9th Floor Chaengwattana Road, Thungsonghong, Laksi,
             Bangkok 10210, Thailand
Tel:         (662)141 7100
Fax:         (662)143 8051
Website:     www.sipa.or.th
Association of Thai Software Industry (ATSI)
Address:      5F. Software Park Bldg., 99/30 Moo 4, Chaengwattana rd,
              Pakkret, Klongkleua, Nonthaburi 11120
Tel:         (662) 583 9992
Fax:         (662) 962 1349
Email:       info@atsi.or.th
Website:     www.atsi.or.th




National Electronics and Computer Technology Canter (NECTECH)
Address:     112 Phahon Yothin Rd., Klong 1, Klong Luang,
             Pathumthani 12120, Thailand
    Tel:     (662)-564-6900 ext 2335 – 2340
    Email:   info@nectec.or.th
Website:     www.nectech.or.th

i




                                                                                     73

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Product Market Study - ICT Market in Thailand (2012)

  • 1. THAI MARKET FOR ICT PRODUCTS Page |1 PRODUCT MARKET STUDY THAILAND’S MARKET FOR INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) MATRADE BANGKOK April 2012 1
  • 2. THAI MARKET FOR ICT PRODUCTS Page |2 TABLE OF CONTENTS 1. Industry Overview Page 3 2. Industry Classification Page 33 3. ICT imports in Thailand Page 34 4. Distribution Channels Page 40 5. Standards and Regulations Page 46 6. Tariffs Page 49 7. Market Trends Page 50 8. Challenges Faced Page 61 9. Relevant Trade Fairs Page 64 10. Relevant Trade Associations/Agencies Page 72 Sources of Information:  www.customs.go.th  www.boi.go.th  www.moc.go.th  www.bangkokpost.com  www.nationmultimedia.com  www.eiu.com 2
  • 3. THAI MARKET FOR ICT PRODUCTS Page |3 1. Industry Overview The Thai ICT market is growing at one of the highest rates in the region. With a population of over 66 million and the penetration rate of mobile and Internet continuing to grow, Thailand has become a very attractive market. Thailand is also becoming increasingly affluent and disposable incomes are growing. This has resulted in increased expenditure on IT products. The Thai IT market is the largest in the South East Asia region and despite a serious impact from the recent floods that will continue into 2012 is projected to grow at a Compounded Annual Growth Rate (CAGR) of 11 per cent over the 2012-2016 periods. The total value of Thai domestic spending on IT products and services should reach US$6.2billion in 2012 and US$9.3billion 2016. In regards to IT infrastructure, the low fixed line broadband is compensated by the Kingdom’s high mobile telephone penetration, estimated at 97 per cent in 2009. Thailand’s mobile market had reached 72 million subscribers by early 2011, for an overall penetration of 105 per cent. There are now five mobile companies operating in Thailand. The top three now control 98 per cent of the market. AIS (Advanced Info Service), the Shin Corporation subsidiary, which operates the largest GSM network, has been the dominant player in the mobile market since the mid-1990s. AIS are the largest Thai mobile operator with 31.2 million subscriber’s i.e. 43 per cent of subscriber market share. 3
  • 4. THAI MARKET FOR ICT PRODUCTS Page |4 The second major player is DTAC and the third mobile market entrant is TRUE Move (formally knows as TA-Orange). TRUE Move entered the mobile telephony market in 2001 in a joint venture with the European telecom giant Orange, and formed the company TA-Orange. True move has 24.6 per cent of subscriber market share of. True Move is a subsidiary company of True Corporation. The Thai Government has set plans for implementing mobile broadband to compensate for the low fixed-line broadband penetration, estimated to 2 per cent in 2009, in order to catch up on neighboring countries and this gives opportunity to introduce solutions that have already been tested in other markets. With the government policy of promoting low cost Internet Broadband for Thai people, the ADSL technology was introduced to the Thai internet market. True Corporation is Thailand’s largest internet service provider in Thailand. However, Thailand’s ICT market faces challenges as it enters a period of liberalization. The government has set up an independent regulatory body, the National Telecommunications Commission (NTC) to remove regulatory matters from the former government state owned enterprise, TOT Public Company Limited (TOT) and Communication Authority of Thailand (CAT) area of responsibility. NTC is attempting to provide a framework for free and fair competition and has transformed some areas. This process has even resulted in the delay of 3G rollout in the country. 4
  • 5. THAI MARKET FOR ICT PRODUCTS Page |5 Thailand’s Board of Investment (BOI) is focusing on ICT and software design by offering special tax incentives towards this sector. BOI’s special incentives to investors in the ICT sector, include maximum tax incentives for high-technology investment projects totaling more than US$1 million and producing products not yet made in Thailand, and exemption from import duties on raw materials and components used for producing electronic goods, just to name a few. This combined with BOI’s Regional Operating Headquarters incentives has resulted in excellent opportunities Figure 1: Thailand ICT Market 2009 - 2010 and Outlook 2011 for setting up foreign and Thai companies to invest in ICT companies which inevitably will also lead to higher import possibilities as they seek partners and collaborative technologies.  Thai year 2552 is B.C 2008, 2553 is B.C 2009, 2554 is B.C 2010 5
  • 6. THAI MARKET FOR ICT PRODUCTS Page |6 The main factors fueling growth are government stimulus programmes, banking and insurance companies spending more to upgrade operations, and computerization of practices in the education and health care sectors. The ICT growth rate is rising sharply in Thailand. Out of that, 61.6 per cent goes to communications, 14.8 percent to computer hardware, 12.4 per cent to computer software and 11.1 percent to computer services. From the table and graph above, it is clear that the most concentrated ICT market is indeed in telecommunication sector with a total of US$12.2 billion in 2010. Many new technologies and business models have been introduced throughout the year such as Cloud computing, 3G mobile and Wi-MAX, and industry trends, such as software-as-a-service (SaaS), Green IT and virtualization. IDC predicts that there will be an estimate of 6 million smart phone sales in 2012 with the total market value of BHT 32.789-34.544 billion. Not only that, the vast growth of telecommunications is also driven by the e- commerce, internet and mobile banking, cloud computers and broadband. Figure 2: Mobile represents the future of banking services 6
  • 7. THAI MARKET FOR ICT PRODUCTS Page |7 Currently the mobile phones market is growing rapidly with a total amount of sales of 6.7 million units (1 million units of smart phones and 700,000 units of media tablets), while mobile broadband users have also shown significant growth. By 2014, mobile users are expected to grow until 20 million. Figure 3: Mobile phone growth rate Out of the total population of 66.7 million, 20.6 million people are internet users. The total numbers of Facebook users are over 14 million. The rapid Growth of social networking and web 2.0 has indeed contribute to the mass development of ICT sector specifically communications market. 7
  • 8. THAI MARKET FOR ICT PRODUCTS Page |8 Figure 4: communications market 8
  • 9. THAI MARKET FOR ICT PRODUCTS Page |9 Figure5: ICT Market 2011 From the table above, 47.2 per cent of the ICT market is spent on Household or Small Offices and Home Offices and 52.8 per cent on Corporate and State Government Enterprise. Table 3: Computer Hardware (PC) Market 9
  • 10. THAI MARKET FOR ICT PRODUCTS P a g e | 10 Figure 7: IT Spending 10
  • 11. THAI MARKET FOR ICT PRODUCTS P a g e | 11 Since 2002, Thailand has developed a number of national ICT master plans, as have other countries, in order to promote the development and utilization of ICT. The adoption of ICT among firms in Thailand, however, is still limited From table 3 and 4 we can infer that the ICT spending has increased over the past few years. Most of the households have become the majority buyers as well as users of computer hardware. The overall growth can be clearly seen to shoot from 4.3 per cent to about 7per cent over the coming years. Figure 1 shows the distribution of ICT services in an enterprise. The computer usage tops the list with 67.9 per cent and sales via internet, internet usage, website presence follows. Figure 8: ICT Usage in Enterprises in Thailand (2011) Source: Thailand Development Research Institute (TDRI) 11
  • 12. THAI MARKET FOR ICT PRODUCTS P a g e | 12 Firms were found to have different objectives in using different types of ICT In particular, their main objective in using computers was for routine tasks, such as AutoCAD (computer-aided design)/design, data processing, and engineering tasks,. In addition, firms used computers for management information systems in the back office, including accounting systems salary systems ,sales systems , inventory systems ,debtor systems , equipment or article systems , and budget systems , used computers for management information systems in the back office, including accounting systems ,salary systems ,sales systems ,inventory systems , debtor systems , equipment or article systems, and budget systems. Figure 9: Objectives of Firms in Using Computers(2011) Source: Thailand Development Research Institute (TDRI) 12
  • 13. THAI MARKET FOR ICT PRODUCTS P a g e | 13 In terms of the purposes of Internet usage, the firms’ main objectives in using the Internet were information searching (91%), followed by e-mail usage (73%), market monitoring (50%), advertising of goods and services (28%), purchasing or selling goods and services, and trading with partners (25%), communication channels (excluding e-mail) (19%), and banking and Financial services (17%), as shown in Figure 3. Figure 10:Objectives of Firms in using the Internet (2011) Source: Thailand Development Research Institute (TDRI) With regard to the limitations to using computers and the Internet, and having a presence on the Web, Figure 4 shows that the main obstacles are quite similar. In particular, the most important obstacle to using computers and the Internet, and having a presence on the Web was that firms believed that it is not necessary for their business, which accounted for more than 70 percent of the total. 13
  • 14. THAI MARKET FOR ICT PRODUCTS P a g e | 14 This may suggest that such ICT use is really inappropriate for their business models, or that firms do not realize how ICT usage could be beneficial to their business. Other major obstacles to using ICT were found to be the lack of employees skilled in information technology (IT) (29-31%) and poor infrastructure, such as the high expenses associated with using ICT and unavailability of network services (26-33%). Figure 11: Obstacles that Firms Face in Using ICT (2008) Source: Thailand Development Research Institute (TDRI) Table below provides a data summary across firms in 2010. It found that the number of sample firms with or without ICT usage varied depending on the different types of ICT usage. For example, the number of sample firms with or without computer usage and EDI was the highest (20,152 firms), while that of sample firms with or without Internet usage was the lowest (13,795 firms). 14
  • 15. THAI MARKET FOR ICT PRODUCTS P a g e | 15 Table 1: data summary across firms in 2010 Table below shows the marginal effects on the ICT usage probabilities of each dependent variable in the logit model. * (In statistics, logistic regression (sometimes called the logistic model or logit model) is used for prediction of the probability of occurrence of an event by fitting data to a logit function logistic curve. It is a generalized linear model used for binomial regression. Like many forms of regression analysis, it makes use of several predictor variables that may be either numerical or categorical).i 15
  • 16. THAI MARKET FOR ICT PRODUCTS P a g e | 16 In this study, the logit regression model was used to estimate the relationship of ICT usage in enterprises. The key results by which the explanatory variables are evaluated at the sample means are as follows: as expected, firms with a higher share of IT related employees have higher probabilities of all types of ICT usage. This is because employees with ICT knowledge and skills are likely to facilitate the adoption of ICT among firms. Marginal Effects in the Logit Models on Determinants of ICT Usage in all Firms Table 2: ICT usage probabilities 16
  • 17. THAI MARKET FOR ICT PRODUCTS P a g e | 17 Owing to the high variation in firm size, there was need to check the robustness of the results, particularly the effects of firm size on ICT usage. In order to check whether the results are sensitive to the size of a firm, the original sample was divided into two categories: SMEs and large firms. The estimation results of the marginal effects on the ICT usage probabilities of each dependent variable in the logistic model for SMEs and large firms are Shown in Tables below respectively. The results for SMEs are quite consistent with those for large firms, in terms of the sign, but not the magnitude of the marginal effects. The main different results are as follows: the probability of SMEs using ICT increases significantly with their size, measured by the number of their employees. For example, an increase of 10 employees in an SME is likely to increase the probabilities of computer Usage, Internet usage, and website presence by 5, 2, and 1 per cent, respectively. Unlike SMEs, when large firms increase in size, their probability of using ICT increases only slightly. For example, an increase of 10 employees in large firms tends to increase Internet usage and website presence by a mere 0.1 percent. SMEs in a foreign partnership are more likely to use ICT than those without such a partnership. For example, SMEs with foreign partners have higher probabilities of computer usage, Internet usage, website presence, and e-commerce than SMEs without such partners by 11, 13, 8, and 1-2 percent, respectively. With regard to large firms, those in a foreign partnership tend to use the Internet and e-commerce 1 and 5-11 percent, respectively, more than those without such partners. 17
  • 18. THAI MARKET FOR ICT PRODUCTS P a g e | 18 SMEs established under the legal forms of juristic partnership and limited company/limited public company tend to use all types of ICT more than SMEs set up as an individual proprietorship, whereas large firms established under the legal forms of juristic partnership and limited company/limited public company are more likely to use computers and the Internet, and have a website presence than are large firms set up as an individual proprietorship. Table 3: Marginal Effects in the Logit Model on Determinants of ICT Usage in SMEs 18
  • 19. THAI MARKET FOR ICT PRODUCTS P a g e | 19 Source: Thailand Development Research Institute (TDRI) 19
  • 20. THAI MARKET FOR ICT PRODUCTS P a g e | 20 Table 4: Marginal Effects in the Logit Model on Determinants of ICT Usage in Large Firms Source: Thailand Development Research Institute (TDRI 20
  • 21. THAI MARKET FOR ICT PRODUCTS P a g e | 21 Enterprise Software - Service Oriented Architecture (SOA) - Software as a Service - Web 2.0 - Cloud Computing - Open Sources Software - Storage Management Mobile Applications - 3G (New Application on Mobile) - GPS on Mobile - Services Application on Mobile (Mobile Banking/ Mobile Payment) - Mobile Internet - Mobile App. for Business Process Management (CRM App.) - I-Phone related applications From the tables above it is seen that in 2011, Enterprise Software takes up almost most part of the total value of computer software. The sector that has most used of computer software is the corporate and enterprise sector due to the special customization needs. Figure 12: Computer Services Share 21
  • 22. THAI MARKET FOR ICT PRODUCTS P a g e | 22 Table 5: Computer Services Market 2010 Computer service on the other hand value at US$ 1.8 billion with network service taking up 36.6 per cent followed by system integration at 28 per cent and data center and disaster recovery systems at 9.9 per cent. Most computer services are widely used by the government sector followed by financial and energy sector. Table 6: Communication 2009-2010 Outlook2011 22
  • 23. THAI MARKET FOR ICT PRODUCTS P a g e | 23 Table 7: Communication Equipment Table 8: Communication Services Source: www.thaijavadev.com 23
  • 24. THAI MARKET FOR ICT PRODUCTS P a g e | 24 Communications Equipment - Wi-fi Mesh (roaming network equipment) - Security Equipment - Wireless N (Multiple SSID) - Mobile Internet Device for 3G & Wi max - I-Phone Communications Services - Multimedia, Digital Content Mobile Interne - 3G, Wi-max - Unified Communications/Unified Messaging - Video Conference In the communication market there are basically two types of market: communication equipment and communication services. Communication equipments stood at 61.6 per cent at 2011 while the latter stands at 11.1 per cent. 24
  • 25. THAI MARKET FOR ICT PRODUCTS P a g e | 25 ICT learning centers The Ministry of Information and Communications Technology plans to establish 1,100 community-based ICT learning centers in the 2011 fiscal year. According to the ICT Ministry, the centers will be set up with financial support of US$ 16.13million from the Government, which has been informed that local people in various provinces have greatly benefited from the existing 280 community ICT learning centers, in terms of knowledge, occupations, and income generation. Thailand began to set up community-based ICT centers in 2007. By the end of the 2011 fiscal year, the number will increase to almost 900 in all regions of the country to cope with the growing demand. The setting up of community ICT learning centers came after the Government established the National ICT Learning Center in 2004. The main objective was to promote self-learning and lifelong education. For the full year 2010, the electronics and electrical appliance industry registered US$53,317 million in exports, which was a year on year increase of 27.2 percent. Table9: Economic projection of Thailand 25
  • 26. THAI MARKET FOR ICT PRODUCTS P a g e | 26 Growth of Software and Data Center Firms Key Players Software, software animation and data center businesses are playing a vital role in Thailand’s push for a creative economy. Along the way, these sectors also offer lucrative opportunities for investors. Such information technology companies find Thailand to be an excellent investment location for many reasons. The country’s enhanced information and communications technology (ICT) infrastructure offers resources vital to software products development. These include reliable and swift broadband Internet, network security, low incidence of power outages, and outstanding R&D and production facilities. There are nearly 40,000 technical personnel in the country’s lively software sector. In addition, foreign investors benefit from local wages that are half of those in the United States and the European Union. Thailand also offers strong government support to promote development of the software, software animation and data center sectors. The Board of Investment (BOI) classifies software development as a priority activity crucial to the country’s prosperity. As such, the BOI offers maximum investment incentives to software ventures, including tax breaks and exemption on import duties for machinery. The government’s commitment to pushing Thailand well up the technology value chain is complemented by sophisticated organizations such as the Software Industry Promotion. 26
  • 27. THAI MARKET FOR ICT PRODUCTS P a g e | 27 Agency (SIPA), Ministry of Information and Communication Technology (MICT), Software Park Thailand, National Electronics and Computer Technology Center (NECTEC), Thailand Software Process Improvement Network, Association of Thai Software Industry, Thai Software Export Promotion Association, Thai Animation and Computer Graphics Association and Thai Game Software Industry Association. In particular, SIPA, which is under the MICT, works to enhance the software sector through human resources development and improvement of product quality. Software Park Thailand is also mandated to help strengthen the sector through training and certification on quality standards. It also assists start-up companies in obtaining incubation space. Currently, there are more than 50 software companies operating at the facility. Another dedicated facility is the Korat Software Park in Nakhon Ratchasima Province of northeast Thailand. Moreover, the NECTEC’s Software Engineering Laboratory has launched a series of projects in software process engineering, requirement analysis, design, implementation, testing, evaluation and maintenance to promote and support high-quality Thai software products. The government’s ICT Master Plan 2009-2013 continues to provide the framework for stable progress. 27
  • 28. THAI MARKET FOR ICT PRODUCTS P a g e | 28 Dynamic Software Sector Market value of the Thai software sector in 2011 stood at US$ 2.18 billion. Demand for software products and services in Thailand will only get bigger. Entrepreneurs can see a wealth of opportunities, especially in areas such as finance, logistics, communication, localization, entertainment and scientific research. The sector continues to be dominated by enterprise software products, which have the lion’s share at about 80 per cent of the market. Even so, steady growth is taking place in segments for software animation, mobile applications and embedded software. The sector offers investors a youthful verve, as most of the professionals at the country’s 1,300 software companies are under the age of 30. Among the prominent companies in Thailand’s software sector are DST, Microsoft Thailand, Reuters Software and SAS Software, which has announced a tripling of its local workforce within the next three years. Further testimony of the sector’s strength came when several other Thai software companies were named prizewinners at the 2010 Asia Pacific. Information and Communication Technology Awards held in Malaysia. These included Geo move, Neo Invention, Larn Gear, Phuket Software Factory and Thai Quest. Computer software has already expanded to a 16 per cent share of sales in Thailand’s entire ICT industry, which is valued at US$ 19.21 billion. Among the various sectors, enterprise software revenue totaled 58.07 billion baht, embedded software hit US$ 110.3 million and software 28
  • 29. THAI MARKET FOR ICT PRODUCTS P a g e | 29 maintenance services reached US$ 40.97 million in 2010, according to NECTEC figures. Spending on computer software in the country is mainly by private corporations, the government, and households or small home offices, which account for 29per cent, 28 per cent and 7 per cent of the market, respectively. Whereas in past years software piracy was a substantial problem, the Thai government has beefed up enforcement of laws and copyright protection, and conducted nationwide sweeps on illegal products.. That month a Thai software executive went on record as praising police officials at the Economic and Cyber Crime Division for effective raids on pirated goods Software Animation With reliable quality, a knack for innovation and low prices, Thailand deserves its reputation as one of the world’s top software and animation hubs. Companies from Hollywood to Europe to Japan outsource their work to the Thai industry and purchase local releases For software animation in particular, Thailand is especially strong in cartoons and characters, computer-generated imagery, web-based applications and interactive applications. Animation products ring up US$ 322.6 million worth of sales in Thailand annually. Experts see that climbing to US$ 451.6 million in 2013 under the government’s creative economy campaign and with increased demand for Thai animation products from neighboring countries. 29
  • 30. THAI MARKET FOR ICT PRODUCTS P a g e | 30 Thai companies such as Anya, Magic Software, Kanchorn, Monk Studio, TIGA and Kantana are among those driving progress in the software animation sector. The Kantana group, sought out by everyone from 20th Century Fox and Warner Brothers to Walt Disney and DreamWorks, is also known as the creator of “Khan Kluay,” Thailand’s first 3-D animation feature film. Among recent major developments in the software animation sector, Thai animation and computer graphic products bagged over US$ 16.13 million sales at Digital Media Asia Festival 2010. Organizers of the event said this hefty haul shows that Thai enterprises are capable of outstanding creative work as well as reliable subcontracting. Figure: 13 Key Player in Thai Software Industry 30
  • 31. THAI MARKET FOR ICT PRODUCTS P a g e | 31 Data Centers Thailand’s data centers and disaster recovery centers sector is a rising star. By definition, data centers are high-integrity facilities that house the servers of many clients, generally storing them in the multiple- rack cabinets of specially designed rooms. Such centers, which can occupy one room of a building, several floors or even an entire building, provide services such as server storage, data backup and security, and environmental control to help ensure business continuity for clients. T.C.C. Technology Co., Ltd. (TCCT) is one of the leading providers of commercial data center services in Thailand. Net Niche Call and Data Center also stands at the forefront, and Fujitsu Systems Business (Thailand) remains a top foreign- invested company. Thailand’s young data centers sector recently has taken several big strides, sharpening the country’s technology competitiveness. It was in 2010 that the BOI, under efforts to strengthen Thailand’s position as an ICT regional hub, added data centers to its list of activities eligible for investment incentives. The measure aims to encourage more investment in information technology businesses. Businesses in this new category will be eligible for an eight-year corporate income tax exemption as well as an exemption from import duty on machinery, regardless of location. SIPA’s board also recently approved funds to support 84 projects by software startups in celebration of His Majesty King Bhumibol Adulyadej’s 84th birthday in 2011. 31
  • 32. THAI MARKET FOR ICT PRODUCTS P a g e | 32 In another big step, TCCT, the country’s biggest provider with 29,700 square feet of data center capacity in Bangkok, has entered into a collaborative project with IBM to build a state-of- the-art “green” data center. The facility aims to provide ultimate efficiency, maximizing TCCT customers’ investment in the company. IBM will specially engineer the new TCCT center to ensure green compliance with world standards, particularly on electrical, emergency power and cooling systems. It will feature a dynamic setup of raised floors, heat-resistant walls, humidity controllers, automatic doors, fire protection, and environment- friendly systems. Industry experts project that by 2030, data centers worldwide will consume 12 per cent of global energy. Green facilities such as this one show that Thailand’s information technology industry is doing its part to protect the environment. Prince of Song kla University has also launched a project to establish a data center that would promote the yachting industry in Phuket, one of Thailand’s world-class ocean resorts. Still in the development stages, the project receives some funding from the Ministry of Industry, with the data center expected to be running in early 2011. Research is still being conducted on whether it should exist solely online or as a physical office. Phuket’s marinas currently service about 1,300 vessels of 30 to 100 feet in size. The goal is for the increased information flow from the data center to boost service to 5,000 such yachts. 32
  • 33. THAI MARKET FOR ICT PRODUCTS P a g e | 33 Thailand’s software, software animation and data center sectors are achieving big gains, but competition on an international level grows more intense with each passing second. As such, the biggest challenge facing Thai software and information businesses is the need to improve continuously to stay abreast of low-cost makers in China and India and with advanced producers in the West. With the support of the BOI and many other government agencies, it is clear that Thailand is competitive on many levels, as investors have already discovered. 2. Industry Classification Most of the products/components covered in this report fall under Harmonized System Code 8471 – Automatic data processing machines and units thereof; magnetic or optical readers, machines for transcribing data onto data media in coded form and machines for processing such data, not elsewhere specified or included. 33
  • 34. THAI MARKET FOR ICT PRODUCTS P a g e | 34 3. ICT Adoption in Thailand In May 2011, there were 24.5 million total internet users in Thailand, a penetration rate of around 33 per cent. The number is expected to reach 36 million within the next 5 years from the National Broadband Policy, which is expected to further boost internet shopping. According to a survey conducted by Master Card Worldwide, the share of internet buyers to total internet users increased from around 40% in 2008 to 70% in 2010. The majority of shoppers are women and those between the ages of 25-34. The top 5 bestselling items are airline tickets, garments and fashion accessories, VCDs and DVDs, hotel and resort accommodations, and cosmetics. Should the share of internet sales to total internet users remain close to the survey r esult at about 70%, in the next 5 years the number of internet buyers in Thailand is expected to reach 24 million, or an 8% increase per year. Growth has also been recorded in terms of imports of computer parts and accessories. 34
  • 35. THAI MARKET FOR ICT PRODUCTS P a g e | 35 Table10: Thailand Imports/ World Thailand Imports WORLD no. no. no. growth rate (%) share (%) 2007 2008 2009 2010 2007 2008 2009 2010 2007 2008 2009 w2010 (Jan.-Nov.) (Jan.- (Jan.-Nov.) Nov.) 1 Crude oil 20,405.8 30,159.8 19,113.7 21,459.2 1.46 47.80 -36.63 27.02 14.58 16.83 14.30 12.90 2 Machinery and parts 12,172.1 14,880.9 12,073.8 15,270.5 7.57 22.25 -18.86 39.08 8.70 8.30 9.03 9.18 3 Chemicals 10,020.9 12,644.5 8,667.8 11,480.2 13.51 26.18 -31.45 46.99 7.16 7.06 6.48 6.90 4 Electrical machinery and parts 9,503.1 10,742.9 9,394.2 11,117.6 1.17 13.05 -12.55 31.34 6.79 5.99 7.03 6.68 5 Iron, steel and products 8,575.4 13,759.1 7,383.5 10,640.3 15.69 60.45 -46.34 67.44 6.13 7.68 5.52 6.40 6 Electronic integrated circuits 9,822.6 9,197.1 8,105.9 9,899.7 13.84 -6.37 -11.86 36.36 7.02 5.13 6.06 5.95 7 Jewellery including silver bars and gold 4,117.3 8,856.1 5,477.2 9,294.6 5.82 115.10 -38.15 117.28 2.94 4.94 4.10 5.59 8 Computers, parts and accessories 7,520.4 7,815.3 6,827.5 7,527.4 -1.01 3.92 -12.64 22.28 5.37 4.36 5.11 4.53 9 Other metal ores, metal waste scrap, and 7,129.6 8,004.6 4,747.4 6,850.1 17.24 12.27 -40.69 61.80 5.09 4.47 3.55 4.12 10 Parts and accessories of vehicles 3,336.8 4,010.3 3,374.6 5,411.2 8.66 20.19 -15.85 86.04 2.38 2.24 2.52 3.25 11 Vegetables and vegetable products 2,847.6 4,367.5 3,580.1 4,188.9 23.87 53.38 -18.03 29.17 2.03 2.44 2.68 2.52 12 Electrical household appliances 2,889.6 3,635.2 3,480.6 4,147.3 40.43 25.80 -4.25 31.86 2.06 2.03 2.60 2.49 13 Natural gas 2,071.8 3,524.5 3,029.9 3,444.5 3.44 70.12 -14.03 26.45 1.48 1.97 2.27 2.07 14 Scientific, medical, testing appliances 2,677.6 3,178.8 2,743.4 3,390.6 12.37 18.72 -13.70 37.49 1.91 1.77 2.05 2.04 and 15 Metal manufactures 2,298.3 3,260.9 2,491.1 3,383.7 -8.74 41.89 -23.61 51.85 1.64 1.82 1.86 2.03 16 Miscellaneous manufactured articles 2,212.3 2,747.9 2,355.2 2,919.1 20.99 24.21 -14.29 37.60 1.58 1.53 1.76 1.75 17 Plastic products 2,377.3 2,779.9 2,300.6 2,869.9 6.20 16.94 -17.24 38.14 1.70 1.55 1.72 1.73 18 Fertilizer and pesticide 1,738.7 2,989.4 1,800.3 2,208.4 38.13 71.93 -39.78 34.58 1.24 1.67 1.35 1.33 19 Medicinal and pharmaceutical products 1,733.5 2,004.0 1,969.4 2,155.9 21.85 15.60 -1.73 19.62 1.24 1.12 1.47 1.30 20 Fresh aquatic animals, chilled, frozen, 1,569.1 2,191.3 1,767.8 1,778.0 11.78 39.66 -19.33 9.55 1.12 1.22 1.32 1.07 Total 20 records 115,019.4 150,750.0 110,684.0 139,437.0 8.77 31.06 -26.58 41.69 82.18 84.11 82.81 83.83 Other 24,939.5 28,473.3 22,979.4 26,892.0 8.29 14.17 -19.29 29.12 17.82 15.89 17.19 16.17 Total 139,958.9 179,223.3 133,663.4 166,329.0 8.69 28.05 -25.42 39.49 100.00 100.00 100.00 100.00 Source: Information and Communication Technology Center with Cooperation of the Custom Dept 35
  • 36. THAI MARKET FOR ICT PRODUCTS P a g e | 36 Table 10: Thailand Imports/ MALAYSIA Thailand Imports MALAYSIA no. description value : million US$ growth rate (%) share (%) 2007 2008 2009 2010 2007 2008 2009 2010 2007 2008 2009 2010 (Jan.- (Jan.-Nov.) (Jan - Nov.) Nov) 1 Computers, parts and accessories 1,324.1 1,354.2 1,410.0 1,337.3 4.13 2.28 4.12 5.80 15.37 13.92 16.44 13.87 2 Crude oil 1,014.6 1,422.4 1,371.3 1,265.4 -33.28 40.19 -3.59 5.23 11.77 14.62 15.99 13.13 3 Electrical machinery and parts 571.6 885.0 851.5 889.7 37.97 54.84 -3.79 15.69 6.63 9.10 9.93 9.23 4 Chemicals 704.4 822.7 524.0 694.9 6.21 16.80 -36.31 47.26 8.17 8.46 6.11 7.21 5 Data media for picture, sound recording 320.7 650.1 569.0 635.5 69.77 102.71 -12.47 21.99 3.72 6.68 6.64 6.59 6 Electronic integrated circuites 544.1 561.0 489.3 566.3 6.98 3.11 -12.79 27.02 6.31 5.77 5.71 5.87 7 Machinery and parts 366.0 381.5 402.5 411.6 9.47 4.24 5.50 12.14 4.25 3.92 4.69 4.27 8 Electrical household appliances 297.6 240.0 196.3 352.9 70.49 -19.36 -18.20 99.24 3.45 2.47 2.29 3.66 9 Scientific, medical, testing appliances 272.4 261.7 208.1 324.9 20.54 -3.94 -20.49 73.45 3.16 2.69 2.43 3.37 10 Plastic products 196.5 240.5 197.1 297.3 -15.66 22.37 -18.04 69.04 2.28 2.47 2.30 3.08 11 Other metal ores, metal waste scrap, and 225.4 273.2 157.0 226.9 13.49 21.21 -42.53 59.73 2.62 2.81 1.83 2.35 12 Wood in rough, sawn or chipped wood and 257.9 254.3 200.5 213.4 3.98 -1.41 -21.17 15.52 2.99 2.61 2.34 2.21 13 Miscellaneous manufactured articles 173.4 181.5 226.7 206.1 32.40 4.69 24.87 0.11 2.01 1.87 2.64 2.14 14 Ships, boats and floating structures 16.0 9.3 6.3 167.6 -82.58 -42.00 -32.42 2,572.05 0.19 0.10 0.07 1.74 15 Jewellery including silver bars and gold 109.4 130.8 120.5 166.0 25.12 19.56 -7.85 59.47 1.27 1.34 1.41 1.72 16 Iron, steel and products 192.7 231.3 156.8 161.7 62.95 19.99 -32.22 10.76 2.24 2.38 1.83 1.68 17 Finished oils 282.8 175.3 205.4 159.2 -46.49 -38.02 17.17 -2.04 3.28 1.80 2.40 1.65 18 Vegetables and vegetable products 107.2 151.5 102.3 156.3 25.21 41.34 -32.43 67.55 1.24 1.56 1.19 1.62 19 Fertilizer and pesticide 126.8 164.6 147.4 155.8 13.89 29.81 -10.42 21.28 1.47 1.69 1.72 1.62 20 Metal manufactures 92.1 115.5 85.6 118.2 5.47 25.49 -25.94 51.63 1.07 1.19 1.00 1.23 Total 20 records 7,195.6 8,506.3 7,627.5 8,507.0 -0.38 18.21 -10.33 24.50 83.50 87.46 88.95 88.26 Other 1,421.4 1,219.7 947.2 1,131.8 13.36 -14.19 -22.34 30.28 16.50 12.54 11.05 11.74 Total 8,617.1 9,726.0 8,574.7 9,638.7 1.65 12.87 -11.84 25.15 100.00 100.00 100.00 100.00 Source: Information and Communication Technology Center with Cooperation of the Custom Department 36
  • 37. THAI MARKET FOR ICT PRODUCTS P a g e | 37 Table 11: Thailand Principal Imports Thailand Principal Imports Computers, parts and accessories value : million US$ growth rate (%) share (%) no. country 2007 2008 2009 2010 2007 2008 2009 2010 2007 2008 2009 2010 (Jan.-Nov.) (Jan.-Nov.) (Jan - Nov) 1 CHINA 2,525.27 2,785.72 2,757.14 3,121.52 19.14 10.31 -1.03 23.95 33.58 35.64 40.38 41.47 2 MALAYSIA 1,324.08 1,354.22 1,410.04 1,337.32 4.13 2.28 4.12 5.80 17.61 17.33 20.65 17.77 3 SINGAPORE 672.95 609.14 565.60 959.38 -24.44 -9.48 -7.15 104.05 8.95 7.79 8.28 12.75 4 U.S.A. 875.55 863.32 578.67 621.68 -0.97 -1.40 -32.97 19.22 11.64 11.05 8.48 8.26 5 JAPAN 352.69 477.77 338.98 372.06 -36.56 35.47 -29.05 25.43 4.69 6.11 4.96 4.94 6 THAILAND 243.93 301.44 280.50 244.98 -8.33 23.58 -6.95 -6.67 3.24 3.86 4.11 3.25 7 TAIWAN 372.11 316.01 170.05 227.99 -0.04 -15.08 -46.19 43.37 4.95 4.04 2.49 3.03 8 HONG KONG 147.89 148.31 134.74 164.31 38.08 0.29 -9.15 34.48 1.97 1.90 1.97 2.18 9 UNITED KINGDOM 11.85 125.21 134.97 132.24 -6.50 956.86 7.80 7.44 0.16 1.60 1.98 1.76 10 VIETNAM 294.20 354.21 211.30 76.45 5.12 20.40 -40.35 -60.64 3.91 4.53 3.09 1.02 11 PHILIPPINES 375.50 198.08 63.63 55.68 -16.27 -47.25 -67.87 -7.63 4.99 2.53 0.93 0.74 12 S. KOREA 42.37 49.52 32.34 44.34 -37.81 16.88 -34.68 53.37 0.56 0.63 0.47 0.59 13 GERMANY 30.82 26.70 20.22 27.57 -5.97 -13.37 -24.27 48.27 0.41 0.34 0.30 0.37 14 MEXICO 79.26 42.75 26.92 26.35 37.19 -46.07 -37.02 5.15 1.05 0.55 0.39 0.35 15 IRELAND 27.32 27.65 16.03 22.92 -35.53 1.20 -42.02 70.77 0.36 0.35 0.23 0.30 16 INDONESIA 74.34 49.99 15.24 21.31 -5.30 -32.75 -69.52 53.40 0.99 0.64 0.22 0.28 17 SEYCHELLES 0.02 0.05 0.75 13.83 -89.17 154.55 1,385.32 3,220.14 0.00 0.00 0.01 0.18 18 NETHERLANDS 6.74 7.82 7.96 8.86 -49.91 15.98 1.74 27.79 0.09 0.10 0.12 0.12 19 FINLAND 12.47 18.28 21.87 8.14 -36.56 46.66 19.60 -62.29 0.17 0.23 0.32 0.11 20 PUERTO RICO 1.59 2.61 3.27 6.05 -76.11 64.33 25.27 92.94 0.02 0.03 0.05 0.08 Total 20 records 7,470.9 7,758.8 6,790.2 7,493.0 -0.76 3.85 -12.48 22.36 99.34 99.28 99.45 99.54 Other 49.4 56.5 37.3 34.4 -28.84 14.33 -33.98 7.34 0.66 0.72 0.55 0.46 Total 7,520.38 7,815.32 6,827.53 7,527.42 -1.01 3.92 -12.64 22.28 100.0 100.0 100.0 100.0 Source: Information and Communication Technology Center with Cooperation of the Custom Department 37
  • 38. THAI MARKET FOR ICT PRODUCTS P a g e | 38 Table 12: Computers and accessories Computers and accessories value : million US$ growth rate (%) share (%) no. country 2007 2008 2009 2010 2007 2008 2009 2010 2007 2008 2009 2010 (Jan.-Nov.) (Jan.-Nov.) (Jan- Nov) 1 CHINA 955.54 1,187.27 1,257.99 1,388.70 22.62 24.25 5.96 19.89 47.57 50.16 59.02 56.21 2 MALAYSIA 246.05 300.80 218.70 416.40 -1.82 22.25 -27.30 120.84 12.25 12.71 10.26 16.85 3 THAILAND 104.72 187.39 180.97 145.91 -14.29 78.94 -3.43 -15.62 5.21 7.92 8.49 5.91 4 SINGAPORE 133.60 140.59 110.41 115.64 10.09 5.24 -21.47 16.76 6.65 5.94 5.18 4.68 5 U.S.A. 127.25 114.87 79.87 83.73 -7.14 -9.73 -30.47 18.83 6.33 4.85 3.75 3.39 6 JAPAN 95.46 135.17 63.63 61.15 6.16 41.61 -52.93 5.60 4.75 5.71 2.99 2.48 7 VIETNAM 15.63 32.85 30.54 35.39 16.69 110.15 -7.01 26.76 0.78 1.39 1.43 1.43 8 TAIWAN 62.04 55.08 34.46 34.61 -26.52 -11.22 -37.44 9.99 3.09 2.33 1.62 1.40 9 S. KOREA 25.26 26.45 25.35 33.67 -45.51 4.71 -4.14 50.17 1.26 1.12 1.19 1.36 10 IRELAND 23.19 23.58 15.55 20.87 -22.71 1.66 -34.02 60.51 1.15 1.00 0.73 0.84 11 GERMANY 23.56 17.31 10.50 19.70 96.37 -26.54 -39.33 117.60 1.17 0.73 0.49 0.80 12 MEXICO 76.04 40.73 25.31 18.81 35.51 -46.43 -37.86 -20.19 3.79 1.72 1.19 0.76 13 PHILIPPINES 18.40 4.69 15.28 17.39 -66.17 -74.49 225.57 24.92 0.92 0.20 0.72 0.70 14 SEYCHELLES 0.02 0.05 0.75 13.83 -89.17 154.55 1,385.12 3,220.09 0.00 0.00 0.04 0.56 15 INDONESIA 27.78 24.66 12.74 13.08 -20.59 -11.22 -48.35 12.83 1.38 1.04 0.60 0.53 16 HONG KONG 26.72 15.53 8.56 11.23 0.99 -41.88 -44.90 38.53 1.33 0.66 0.40 0.45 17 UNITED KINGDOM 6.76 8.18 5.01 5.59 -9.95 21.12 -38.81 15.90 0.34 0.35 0.23 0.23 18 ISRAEL 4.70 5.96 6.63 4.80 24.95 26.79 11.09 -21.17 0.23 0.25 0.31 0.19 19 PUERTO RICO 0.96 0.65 1.90 3.77 -24.60 -31.96 190.18 105.86 0.05 0.03 0.09 0.15 20 NETHERLANDS 5.57 3.14 1.22 3.45 39.26 -43.57 -61.13 212.07 0.28 0.13 0.06 0.14 Total 20 records 1,979.3 2,325.0 2,105.4 2,447.7 5.55 17.47 -9.45 27.32 98.53 98.23 98.77 99.08 Other 29.5 41.9 26.1 22.8 -32.74 41.89 -37.62 4.54 1.47 1.77 1.23 0.92 Total 2,008.7 2,366.87 2,131.50 2,470.54 4.67 17.83 -9.94 27.06 100.00 100.00 100.00 100.00 8 38
  • 39. THAI MARKET FOR ICT PRODUCTS P a g e | 39 Source: Information and Communication Technology Center with Cooperation of the Custom Department Table 13: Part of Computers Parts of Computers value : million US$ growth rate (%) share (%) no. country 2007 2008 2009 2010 2007 2008 2009 2010 2007 2008 2009 2010 (Jan.-Nov.) (Jan.-Nov.) (Jan- Nov) 1 CHINA 1,333.15 1,362.73 1,248.60 1,415.88 12.24 2.22 -8.37 25.15 30.16 30.23 31.15 37.66 2 MALAYSIA 982.62 1,024.03 1,189.52 900.42 12.93 4.21 16.16 -16.16 22.23 22.72 29.68 23.95 3 U.S.A. 599.61 594.30 402.56 406.41 6.61 -0.88 -32.26 11.34 13.56 13.18 10.04 10.81 4 SINGAPORE 324.37 307.91 231.30 221.37 10.74 -5.08 -24.88 6.60 7.34 6.83 5.77 5.89 5 JAPAN 131.92 223.15 233.75 220.12 -50.62 69.15 4.75 6.70 2.98 4.95 5.83 5.85 6 HONG KONG 120.20 132.42 125.51 152.47 51.74 10.16 -5.22 34.40 2.72 2.94 3.13 4.06 7 UNITED KINGDOM 4.77 116.90 129.66 126.51 12.49 2,348.39 10.91 7.23 0.11 2.59 3.23 3.36 8 TAIWAN 65.38 54.26 104.27 107.76 26.95 -17.00 92.16 8.19 1.48 1.20 2.60 2.87 9 THAILAND 138.54 113.97 99.32 98.98 -1.48 -17.74 -12.86 10.68 3.13 2.53 2.48 2.63 10 VIETNAM 278.10 321.01 180.63 40.91 4.36 15.43 -43.73 -75.38 6.29 7.12 4.51 1.09 11 PHILIPPINES 357.07 193.36 48.24 38.28 -9.38 -45.85 -75.05 -17.41 8.08 4.29 1.20 1.02 12 S. KOREA 16.66 22.74 6.54 9.29 -18.51 36.50 -71.25 52.81 0.38 0.50 0.16 0.25 13 INDONESIA 46.18 25.28 2.44 8.21 7.28 -45.26 -90.34 264.06 1.04 0.56 0.06 0.22 14 MEXICO 3.15 1.74 1.39 6.87 104.13 -44.76 -19.89 419.09 0.07 0.04 0.03 0.18 15 INDIA 0.41 0.65 0.02 1.40 -14.52 59.66 -97.11 7,325.40 0.01 0.01 0.00 0.04 16 PUERTO RICO 0.52 1.67 1.27 1.38 -90.23 222.64 -24.01 14.41 0.01 0.04 0.03 0.04 17 GERMANY 4.35 3.05 0.55 1.13 -13.57 -29.85 -81.89 163.25 0.10 0.07 0.01 0.03 18 HUNGARY 0.07 0.09 0.08 0.38 -36.50 41.92 -9.99 375.54 0.00 0.00 0.00 0.01 19 COSTA RICA 0.07 0.94 0.27 0.30 -80.29 1,216.43 -71.46 27.57 0.00 0.02 0.01 0.01 20 ISRAEL 0.11 0.17 0.06 0.28 -3.58 53.94 -65.26 371.07 0.00 0.00 0.00 0.01 Total 20 records 4,407.3 4,500.4 4,006.0 3,758.4 5.11 2.11 -10.99 3.57 99.69 99.84 99.94 99.95 Other 13.7 7.3 2.2 1.7 -51.15 -46.36 -69.44 -19.28 0.31 0.16 0.06 0.05 Total 4,420.92 4,507.72 4,008.23 3,760.07 4.74 1.96 -11.08 3.55 100.00 100.00 100.00 100.00 Source: Information and Communication Technology Center with Cooperation of the Custom Department 39
  • 40. THAI MARKET FOR ICT PRODUCTS P a g e | 40 4. Distribution channels The basic distribution channel is through computer wholesalers and distributors. Some of the established distributors are as below: Table 15 40
  • 41. THAI MARKET FOR ICT PRODUCTS P a g e | 41 41
  • 42. THAI MARKET FOR ICT PRODUCTS P a g e | 42 There are also key distribution areas where many small retailers are centered around, similar to Malaysia’s Low Yat Plaza. 4.1 Pantip Plaza. (4 Branches) The flagship store is located at: 604/3 Petchburi Rd, Rachatevi Bangkok 10400 Tel: (662)256-0355 Fax: (662) 256-0449 E-mail: info@pantipplaza.com www.pantipplaza.com 42
  • 43. THAI MARKET FOR ICT PRODUCTS P a g e | 43 4.2 IT CITY IT CITY Public Company Limited is a superstore, selling computers, peripherals and other related IT products (One Stop Shopping IT Products) under the trade name "IT CITY" which is a retail superstore chain, specializing in IT products. Its slogan is "The IT Superstore". Contact address: Headquarters is located at 604/3 Pantip Plaza Bldg., 5th- 6th Fl., Petchburi Road, Tanon Petchburi, Rajthevee, Bangkok 10400, Thailand. Tel: 0-2656-5030-45 Fax: 0-2656-5049 Website: www.itcity.co.th 4.3 Hardware House Hardware House International is retail outlet specializing in consumer Audio/Visual/Consumer Electronics, computer equipment, IT and digital lifestyle products. It has 90 branches covering the Bangkok metropolitan area and distributed to IT centers in the provinces. Address: 33 / 4, 2nd Floor, Rama 9 Road. Huay Kwang, Bangkok 10310. Tel: (662) 685-8900 Fax: (662) 685 8826 Website: http://www.hwhinter.com/index.php 43
  • 44. THAI MARKET FOR ICT PRODUCTS P a g e | 44 4.4 IT Square IT square supports 300 retailers specializing in IT products and services. Space overall than 120,000 square meters with convenient parking to 2,500 vehicles with the idea that. "Digital life at IT Square" is also a 9 storey office building and approximately 15,000 square meters of space available with. Address: 333/100, Moo 4 Chaengwattana Road, Laksi, BangKhen, Bangkok, 10210, Thailand Tel: 025760333 Fax: 0-2576-0789. Website: http://www.itsquareonline.com/ Email: info@itsquareonline.com. Webmaster: webmaster@itsquareonline.com. 4.5 Data IT Super Stores Company Limited. Address: 99 Rooms FC109, 4th Floor Zeer Rangsit Shopping Complex, Phaholyothin Road, Kukot, Lumlukka, Pathumthani, 12130, Thailand. Tel: (662)531-3333 Fax: (662)523-8899. Website: http://www.data-it.co.th/index.html 4.6 Power Buy Co., Ltd. (64 Branches) There are also key distribution areas where every The Mall and Central Department store. Address: 919/555 South Tower 11 Floor, Silom Rd, Bangrak, Bangkok 10500 Thailand Tel. (662) 2069300 http://www.powerbuy.co.th/ 44
  • 45. THAI MARKET FOR ICT PRODUCTS P a g e | 45 4.7 Tesco Lotus (439) There are also key distribution areas. Address: 629/1 Moo 10 Navamin Rd, Klongkum Bungkum Bangkok 10230 Thailand. Tel. (662) 797-9000 http://www.tescolotus.net 4.8 Siam Makro (29 Branches) There are also key distribution areas. Contact address 3498 Floor 2 rd. Ladproa Rd. Klongjan, Bangkapi, Bangkok 10240 Tel.(662) 723 1000,723 1000 Fax.(622)375-2789 E-mail: makrocrm@siammakro.co.th http://www.siammakro.co.th/contact.php 4.9Home Pro (35 Branches) There are also key distribution areas. Contract address 96/27 Moo 9 Bangkhen Aumphur Muang, Nonthaburi 11000 Tel. (622) 832-1000 http://www.homepro.co.th 45
  • 46. THAI MARKET FOR ICT PRODUCTS P a g e | 46 5. Standards and regulations Standards In the case of standards, it varies according to the products. Information related to specific IT products and services can be obtained from: Thai Industrial Standards Institute Rama 6 Street, Ratchathewi, Bangkok 10400, Thailand Telephone: (662) 202 3301-4 Fax: (662) 202 3415 E-mail: thaistan@tisi.go.th Contact person: Khun Tinakon Pongluxna Tel: (622)202 3467, 202 3474 Email: tinakon@tisi.go.th Some of the standards related to the ICT sector in Thailand can be obtained from http://www.nectec.or.th/it-standards.Many of these documents are in Thai. A) Register with Thai Customs Department Importer/Agent in Thailand must complete registration with the Thai Customs Department (E –Import), Documents required before going through the E-Import process: - Submit company registration to the Customs. Foreign Direct Investors, who did not register their companies in the Kingdom, can still apply to the Customs provided they have done the Company Registration abroad. The registrations, however, must 46
  • 47. THAI MARKET FOR ICT PRODUCTS P a g e | 47 be attested by a recognized Notary Public and the attestation must not over than 6 months. - Original and a copy of Company’s Bank Statement or Saving Account Book. Other related documents; - ID card or passport of company’s authorities. - Registration for Foreign Trader issued by Ministry of Commerce, etc B) Importation When a shipment arrives in Thailand, importers are required to file a Goods Declaration and supporting documents for the imports with a Customs officer at the port of entry. Document: The minimum documents required for the clearance of imports consists of: (1) Import Declaration (Electronic Document 91/1) (2) Bill of Lading (B/L) or Air Waybill (3) Invoice (Electronic Document) (4) Packing List (5) Import License (if applicable) (6) Certificates of Origin (if applicable) (7) other relevant documents such as catalogue, product specification, etc. 47
  • 48. THAI MARKET FOR ICT PRODUCTS P a g e | 48 C) E-Import procedure to be done online using the Royal Thai Customs e-System Objective: For customs clearance 1. Importer/Agent who are registered with the Thai Customs (and hence has registered with the e-service system) inputs invoice and Shipping/Cargo data into computer system at his/her office or through counter service. After that, data will be electronically transmitted to Customs. 2. Custom officer manifest data e.g. Ship bill no., master Ship bill no., etc. 3. Data is processed and examined by Customs system. In case the data is found “not match”, the system will inform importer/agent for making correction. 4. If the data “matches”, the system will issue a Shipping/Cargo permit no. along with a Shipping/Cargo status (Green Line or Red Line) to be used for Shipping/Cargo inspection at Checking Post. 5. When Ship/Airline arrives at the mentioned Port, the Importer officer will break down and keep in location, preparing for delivery. 6. Importer/Agent contacts Shipping/Airline office for D/O documents (Delivery Order) to be used for D/O payment fee. 7. Importer/Agent obtains Shipping/Cargo shipment at Port Authority of Thailand, along with a Shipping/Cargo permit document. 8. At Customs Checking Post exit, importer/agent submits a shipping/cargo permit document and has a shipping/cargo shipment checked according to its status, green line or a red line 48
  • 49. THAI MARKET FOR ICT PRODUCTS P a g e | 49 Figure 14: Export-Import Procedure For further inquiry and information, E-mail : customs_clinic@customs.go.th Website: http://www.customsclinic.org/ 6. Tariffs Exports of ICT products and services are exempted from import tariff under the Common Effective Preferential Tariff arrangement under ASEAN Free Trade Agreement effective 01st January 2010. Other Taxes Thailand imposes VAT (Value Added Tax) of 7 per cent for all products sold domestically. 49
  • 50. THAI MARKET FOR ICT PRODUCTS P a g e | 50 7. Market trends Drawing from the latest IDC research and internal brainstorming sessions amongst IDC's regional and country analysts, the following are the top 10 key ICT predictions in 2012 for Thailand. These trends are what IDC believes will have the biggest commercial impact on the Thailand ICT market.  Sustained spending in Thailand’s ICT industry Despite economic woes, IDC predicts that the overall ICT spending will continue to be on the upward trend in 2012. Growth in ICT spending will be seen across all ICT sectors (hardware, software, IT service and telecom service market) with hardware once again leading the expansion. IDC expects the total ICT spending in 2012 to post a YoY increase of 10.4%, reaching close to US$16.8 billion.  Mobile Data Services to lead Telecommunication spending IDC expects mobile data to become the key growth factor for Thailand’s telecom services market in 2012, expanding by 15.5% YoY to reach USD$ 968 million in 2012. The growth will be mainly driven by multimedia services such as mobile web browsing, mobile internet, VDO streaming, and e-mail services.  Consumerization: The New World Order IDC’s latest forecasts show that Thailand‘s smart phone and media tablet market will gain traction in both consumer and enterprise markets from 2012 onwards. Due to their powerful features as well as intuitive user 50
  • 51. THAI MARKET FOR ICT PRODUCTS P a g e | 51 interfaces, iOS and Android-based devices will continue to be embraced by the market. Increasingly, Thai employees are bringing their own devices to use at work. As such, enterprises will have to adopt new solutions or technologies to manage and cater to the diverse nature of smart devices. The most popular solutions that IDC expects enterprises to adopt include client virtualization and cloud-based solutions. Enterprises will also be developing non-virtualization solutions internally, utilizing non-virtualization commercial solutions, and using existing in-house solutions and new management tools that cover multiple platforms.  Clear skies ahead for cloud computing Developments in cloud technologies and its related services have been ongoing since the debut of the cloud in 2010. In 2011, there was a wide adoption of cloud layers such as infrastructure-as-a-service (IAAS) and application-as-a-service (AaaS) among IT Services Providers (ITSP), Internet Service Providers (ISP), and datacenter service providers. These developments have provided a strong foundation for cloud and its related technology and services in the country. In 2012, IDC expects cloud computing to attract more attention from enterprises such as the financial services, telecommunication, manufacturing, and services sectors. IDC expects that Cloud at IaaS layer will be the champion service among the cloud services category (the others are AaaS and PaaS). This is because most ITSP and SPs in telecommunication have invested and improved their cloud system infrastructure to cope with upcoming demands from the market. 51
  • 52. THAI MARKET FOR ICT PRODUCTS P a g e | 52  Knock the door please – May FTTx come in? Fiber to the telecom enclosure (FTTx) technology will become available to the public in 2012. With investments in FTTx coming from the private and public sectors, the technology will become more popular in the coming year. However, the adoption rate of FTTx will be largely dependent on the coverage area and business capability of the telecom operators. The high end customer group will most likely be the first to adopt this service.  New Era of Personal Computing: Battle between smart devices and PCs continues in 2012 For years, desktops and laptops have dominated the universe of personal computing. Now, emerging smart devices (smartphones and media tablets) are on the verge of overtaking desktops and laptops as the number one choice for consumers, which marks the beginning of a new personal computing era. IDC maintains that PCs are still needed by both consumers and more importantly, enterprises. However, in 2012, shipments of smart devices are expected to exceed those of PCs for the first time. IDC forecasts that the shipment of smart devices in 2012 will be 6.7 million units compared to only 4.1 million PC units.  Mobile Telecom Services Providers will actively expand Wi-Fi services for 3G offload The large mobile operators in Thailand started their trial 3G services in Thailand in 2011. Due to fierce competition among operators on usage- based plans, some Telco bundled their Wi-Fi services with mobile data packages in order to differentiate themselves from their rivals. However, 52
  • 53. THAI MARKET FOR ICT PRODUCTS P a g e | 53 the objective of Wi-Fi network expansion in Thailand is not only to better support users’ mobile data packages but also reduce the gap of coverage area. IDC predicts that Wi-Fi service will gain momentum in 2012. Since the investment for Wi-Fi broadband network is costly, collaboration between mobile service operators and ISPs, which have already invested in such wireless network, is expected. This relationship will help mobile service operators to lower their operating cost as well as enhance their 3G service performance. Meanwhile, ISPs will see their profits increase through the utilization of their existing wireless network capacity.  Business Continuity and Disaster Recovery will become top priorities for Enterprise IT Business continuity and disaster recovery (BC/DR) has been adopted in Thailand for a while. However, with increased customer expectations for 24x7 access to uninterrupted services as well as constant pressure to minimize security risks and manage uncertainties, BC/DR looks to take flight in 2012. IDC advises enterprises to select BC/DR services providers that have well- built datacenter network infrastructure as well as the experience to handle the task. IDC expects that most demand for BC/DR services will be generated from the financial services, telecommunication, and manufacturing sectors. 53
  • 54. THAI MARKET FOR ICT PRODUCTS P a g e | 54  Customer Centricity: A new approach to collaborate with customers The growth of IT investment and spending will likely be tepid in 2012 with companies cautiously prioritizing their spending in the areas that will reduce costs and more importantly, improve their ability to address customer demand. Today’s customers have become more savvy and demanding as they have a lot more choices available. Thus, it is vital that companies become more customer-centric by offering better customer experience. To become customer-centric, firms must look beyond traditional customer relationship management (CRM) approaches and explore ways to obtain in-depth insights. IT tools can be adopted to capture and analyze customer data from different sources to reach the ultimate goal of determining what customers need.  Growing demand for big data analytics Big data is the most discussed phrase in the IT business world today. In recent times, as a result of the rise and expansion of distinct sources (laptops, mobile devices, tablets social networks, real-time data stores, etc.) beyond just corporate transactions, there has been an explosive growth in data. Today, there are tools available that make it possible to generate insights from vast quantity of data. In Thailand, social media is getting widely adopted by enterprises and the public sector is encouraging investments in analytics to comprehend online community feedback and sentiments. IDC believes that big data analytics is a trend that Thailand enterprises cannot ignore. 54
  • 55. THAI MARKET FOR ICT PRODUCTS P a g e | 55 Figure 15: The development of social media in Thailand Source: www.thaijavadev.com 55
  • 56. THAI MARKET FOR ICT PRODUCTS P a g e | 56 Trends and Competitive Environment Internet market trends The Internet penetration rate in Thailand is one of the highest in the region. In Bangkok, the increasing number of Broadband internet subscribers offer opportunities for online applications and content delivery. The expansion of applications provided over the IP Technology network, will offer opportunities for leveraging new services and applications at a lower cost delivered over Broadband Internet. IP technology allows flexibility and is cost effective for new applications developed, including IPTV, home monitoring and securities applications. In order to reduce the cost of business communications, VPN and VOIP applications are predicted to become more popular. Wireless Broadband technology is an alternative technology that is expected to capture potential mobile users of PDA phones. This will allow operators to offer high speed Internet access over smart phones together with customized applications. Figure 16: Social Network Source: www.thaijavadev.com 56
  • 57. THAI MARKET FOR ICT PRODUCTS P a g e | 57 Source: www.thaijavadev.com Mobile Market Trends The penetration rate for mobiles in Thailand was approximately 105 per cent in year 2010, and growing as a very strong rate. Mobile-to-mobile non- voice services are an emerging new business opportunity for operators allowing them to increase revenue by providing customized products. Top revenue for non-voice services is through SMS, Calling Melody, GPRS and download services from portals. Video ring tones are another emerging trend for non-voice services in the future. This service is expected to be a top seller for multimedia service in the next 3 to 4 years. The emergence of 3G technologies will impact on the wireless Internet broadband provided by mobile companies in Thailand. Mobility features with new wireless applications will be one of the key drivers of the market. Mass customization of wireless applications for mass consumers segment is the area for potential growth. M-Commerce services in Thailand have mostly been provided to the financial sector. Mobile payment and confirmation are the most common 57
  • 58. THAI MARKET FOR ICT PRODUCTS P a g e | 58 services available. The application for financial transactions will depend on the network infrastructure and security issues. Thailand is one of the leading medical tourism destinations in South East Asian region. The industry is driven by private hospitals particularly in Bangkok and major tourist cities in Thailand. Private hospitals in Thailand have adopted relatively sophisticated technology in order to improve the quality of its service as medical tourism in Thailand is expected to grow strongly in the coming years. The business opportunities in medical tourism for Malaysian companies in Thailand are in the following areas: • State-of-the-art technology and medical innovation i.e. Virtual medical technology; • Healthcare Business Solutions, i.e. Hospital portal, relationship management, work flow and document management. Bumrungrad hospital for example has implemented the hospital information management system to deploy electronic medical records and digital radiology; and • Emergency Services i.e. managing and designing the emergency services. 58
  • 59. THAI MARKET FOR ICT PRODUCTS P a g e | 59 Figure 17: Computing Cycle Figure 18: Computing Growth Driver Figure 18: Computing Growth Driver 59
  • 60. THAI MARKET FOR ICT PRODUCTS P a g e | 60 Source: www.thaijavadev.com Figure 19: Global Unit Shipment Cloud Computer Cloud Computing is Internet-based computing, whereby shared resources, software, and information are provided to computers and other devices on demand, like the electricity grid. Figure 20: Cloud Computing 60
  • 61. THAI MARKET FOR ICT PRODUCTS P a g e | 61 Web 2.0 concentrate on the private user and clouds are descendents of data centers which services the enterprise. Web 2.0 also promotes SaaS and needs massive scaling technologies. User centric Web 2.0 companies (Twitter, Slide share) are relying on Cloud Services. 8. Challenges It is estimated that the ICT market in Thailand will continue to grow at 5-10 per cent in 2012. The positive factors, which will drive ICT growth in 2012, are a stable political situation and rapid adoption of tablet devices, which ramps up Internet usage. The computer services cluster is expected to be the fastest growing area. The opportunities for Malaysian companies are available provided they are able to manage some of the inherent problems existent in Thailand’s ICT sector. In the case of services sub-sector, the country faces the problem of high staff turnover, which consequently adds to the personnel costs. The fact that it is also difficult to find skilled manpower with English speaking competency adds to the costs. For Malaysian companies which want to set up operations in Thailand, it basically needs to do joint-ventures with Thai-companies as under Thailand’s Foreign Business Act, all companies in Thailand with some exceptions (e.g if they are under the BOI’s program) should be at least 51 per cent Thai-owned. 61
  • 62. THAI MARKET FOR ICT PRODUCTS P a g e | 62 In terms of competition, the possibility of getting Government contracts directly is remote. It has to be done through Thai-companies. That will involve creative contractual arrangements. Thai Government is also promoting local developers and as such currently there is a growing pool of home-grown technologies and products which are winning market share among Thai consumers who are not too brand-conscious – which is probably Malaysian suppliers key target group for retail products with Malaysian brands that does not have strong existing brand. Apart from preparing for the new economy, development guidelines must aim at enhancing the competitiveness of the agricultural and industrial sectors through information technology. In other words, information technology must support both the old and the new economies, with the goal of developing knowledge- based economy that can completely foster holistic development. Therefore, the economy under a Knowledge-Based Society rests largely on a system of producing, distributing and utilizing “information and knowledge,” where knowledge and technology play a crucial role in driving productivity and economic prosperity. The influence of Information Technology on development is apparent. For example, computer technology has increased the efficiency of production, administration and the quality of education. Telecommunications technology and the Internet have created economic values and activities. 62
  • 63. THAI MARKET FOR ICT PRODUCTS P a g e | 63 Information Technology also serves as a key component in upgrading living standards and creating employment opportunities. IT potential, which includes high processing speeds and greater computing capacity of microchips, the rapid and continued expansion of the Internet world- wide, together with other economic and social values resulting from information technology, have forced countries around the world to try to make more expansive use of IT, so as to enhance economic competitive- ness and raise living standards. Moreover, there are many challenges awaiting Thailand in the process of developing information technology for its economy and society: - The application of IT as a tool in the creation of readiness and strength for administrative decentralization or, in other words, to strengthen local administrative organizations. - To meet educational needs of Thai youths. Following the drafting of the Constitution and the National Education Act 1999), along with the stipulation of 9-year compulsory education and 12-years of free education, the demand for education took a sharp leap. - Lessons from the economic crisis clearly point out that the country needs to undertake significant industrial restructuring in order to maintain its international competitiveness with regard to IT device 63
  • 64. THAI MARKET FOR ICT PRODUCTS P a g e | 64 manufacturing industries and the application of information technology to other industries. - In addition, Thailand has both an agricultural and an industrial society. The information-based society and knowledge-based society can directly and indirectly benefit the other two societies. 9. Relevant trade fairs Office Automation Network & Stationary Fair 2011 (OAS & IT Fair) Details: Telephone cabinet branches IP Phone Closed-Circuit Televisions (CCTVs) Photocopy Machine Finger Scan Time Recorder etc. , Computer & Network Solution; such as Computer hardware and external devices Printers Networking systems. Date: 24-27 Feb. 2010 10.00-19.00 hrs. Place: Hall 5 IMPACT Muang Thong Thani Organizer: Trade and Public 121 Creation Ltd.,Parts Address: 19/285 Jomtong RD.12 Bang Koe Jomtong Bangkok 10150 Tel: (662) 876 0880-1 Mobile: (66 82) 455 9642 Fax: (662) 876 0942 E-mail: 121creation@officeautoguide.com Website: www.officeautoguide.com 64
  • 65. THAI MARKET FOR ICT PRODUCTS P a g e | 65 Thailand's Paradise Fair 2011 Details: World wide IT & Media Fair Date: 14-22 May 2010 10.30-21.00 hrs. Place: Hall 1-8 IMPACT Exhibition and Convention Center 99 Popular Road, Banmai Subdistrict, Pakkred District, Nonthaburi 11120, Thailand Organizer: Union Pan Exhibitions Co., Ltd. Address: 33 Soi Ramkhamhaeng 24 Yak 24, Ramkhamhaeng rd, Huamark Bangkok Thailand 10240 Tel: (662) 314 0855, (662) 719 0408 Fax: (662) 319 8387 E-mail: unionpan@yahoo.com Website: www.unionpan.com Thailand Mobile Expo 2011 Details: The Exposition of the new innovation from various mobile brands, accessories and related devices. Date: 3 - 6 February, 2011 Place: Queen Sirikit National Convention Center 60 New Rachadapisek Road, Klongtoey, Bangkok 10110 Organizer: M Vision Co.,Ltd. Address: 1225 Soi Sri Brurapa3, Khongjan, Bnagkapi, Bangkok 10240 Tel: (662) 734 7707-9 Fax: (662) 734 7710 E-mail: info@thailandmobileexpo.com Website: http://www.thailandmobileexpo.com/ 65
  • 66. THAI MARKET FOR ICT PRODUCTS P a g e | 66 COMMART Thailand 2011 Details: Right IT Products & Solutions for SMEs & Professional Date: 17 - 20 March, 2011 Place: Queen Sirikit National Convention Center 60 New Rachadapisek Road, Klongtoey, Bangkok 10110 Organizer: A.R.Information & Publication Co.,ltd. Address: 99/16-20 Ratchadapisek rd.,Din-Daeng,Bangkok 10320 Tel: (662) 642 3400 ext 3414 Fax: (662) 641 2331 E-mail: webmaster@arip.co.th Website: http://www.commartthailand.com http://www.arip.co.th/ http://www.ar.co.th/ 66
  • 67. THAI MARKET FOR ICT PRODUCTS P a g e | 67 COMMART X'GEN Thailand 2011 Details: The grand cutting-edge IT products trade fair, is back by popular demand. Date: 19 - 22 May, 2011 Place: Queen Sirikit National Convention Center 60 New Rachadapisek Road, Klongtoey, Bangkok 10110 Organizer: A.R.Information & Publication Co.,ltd. Address: 99/16-20 Ratchadapisek rd.,Din-Daeng,Bangkok 10320 Tel: (662) 642 3400 ext 3414 Fax: (662) 641 2331 E-mail: webmaster@arip.co.th Website: http://www.commartthailand.com http://www.arip.co.th/ http://www.ar.co.th/ 67
  • 68. THAI MARKET FOR ICT PRODUCTS P a g e | 68 COMMART COMTECH Thailand 2011 Details: Right IT Products & Solutions for SMEs & Professional Con Date: 2-6 Nov, 2011 Place: Queen Sirikit National Convention Center 60 New Rachadapisek Road, Klongtoey, Bangkok 10110 Organizer: A.R.Information & Publication Co., ltd. Address: 99/16-20 Ratchadapisek rd., Din-Daeng, Bangkok 10320 Tel: (662) 642 3400 ext 3414 Fax: (662) 641 2331 E-mail: webmaster@arip.co.th Website: http://www.commartthailand.com http://www.arip.co.th/ http://www.ar.co.th/ 68
  • 69. THAI MARKET FOR ICT PRODUCTS P a g e | 69 Manufacturing Expo 2011 Details: This one-and-only event will allow you to discover the latest machinery and technologies for key industries with supporting elements (such as automotive, electronics, plastic, mold & die), learn extraordinary knowledge, meet your peers and new business partners while obtaining excellent networking opportunities. Date: 23 - 26 Jun 2010 Place: Bangkok International Trade & Exhibition Centre (BITEC) 88 Bangna-Trad Road (Km.1), Bangna, Bangkok 10260 Thailand Organizer: Reed Tradex Address: 32nd fl., Sathorn Nakorn Tower 100/68-69 North Sathon Road, Silom, Bangrak, Bangkok 10500 Thailand Tel: (662) 686 7299 Fax: (662) 686 7288 E-mail: rtdx@reedtradex.co.th Website: http://www.manufacturing-expo.com http:// www.reedtradex.com 69
  • 70. THAI MARKET FOR ICT PRODUCTS P a g e | 70 INTERSEC Thailand 2011 Details: International Trade Fair for Security and Safety Date: 30 Jun – 2 July 2011 Place: Bangkok International Trade & Exhibition Centre (BITEC) 88 Bangna-Trad Road (Km.1), Bangna, Bangkok 10260 Thailand Organizer: Messe Frankfurt (HK) Ltd. Address: 3506 China Resources Building 26 Harbour Road, Wanchai, Hong Kong Tel: (852) 2802 7728, (852) 2238 9955 Fax: (852) 2598 8771 E-mail: intersec@hongkong.messefrankfurt.com Website: www.intersec-thailand.com 70
  • 71. THAI MARKET FOR ICT PRODUCTS P a g e | 71 Thailand Game Show 2011 Details: THE COMPETITIONS will be divided into various zones which are Game Shows & Competitions. there are the Game Challenge zone, TGS Co play Contest zone, the 4th Comp Gamer Awards and special game concert Date: 7 – 9 January 2011 10.00-20.00 hrs. Place: Queen Sirikit National Convention Center 60 New Rachadapisek Road, Klongtoey, Bangkok 10110 Organizer: Show No Limit Co., Ltd. Address: 87/88 6th Floor Modern Town Building Soi Sukhumvit 63 (Ekamai) Sukhumvit Road Wattana Bangkok, Thailand 10110 Tel: (662) 665 6991 ext. 104, (662) 392 7766 Fax: (662) 392 7766 ext.22 E-mail: info@shownolimit.com Website: http://www.tgs.in.th 71
  • 72. THAI MARKET FOR ICT PRODUCTS P a g e | 72 10. Relevant Trade Associations/Agencies The Association of Thai Computer Industry Address: 6F. Phyathai Plaza Bldg., 128 Phyathai rd., Rajthevi,Bangkok 10400 Tel: (662) 216 5862, 216 5991-2 Fax: (662) 216 5867 Email: info@atci.or.th Website: www.atci.or.th Thai Animation and Computer Graphics Association Address: 128/61 Payathai Plaza Bldg., 6th Fl., Rajtavee Road, Bangkok 10400 Tel: (662)216 5860 Fax: (662)216 5847 E-mail: admin@computerthai.org, wan999th@yahoo.com Website: www.computerthai.org 72
  • 73. THAI MARKET FOR ICT PRODUCTS P a g e | 73 Software Industry Promotion Agency (SIPA) Address: The Government Complex Commemorating His Majesty The King's 80th Birthday Anniversary, 5th December, B.E. 2550(2007)120 Moo 3, The Government Complex (Building B), 9th Floor Chaengwattana Road, Thungsonghong, Laksi, Bangkok 10210, Thailand Tel: (662)141 7100 Fax: (662)143 8051 Website: www.sipa.or.th Association of Thai Software Industry (ATSI) Address: 5F. Software Park Bldg., 99/30 Moo 4, Chaengwattana rd, Pakkret, Klongkleua, Nonthaburi 11120 Tel: (662) 583 9992 Fax: (662) 962 1349 Email: info@atsi.or.th Website: www.atsi.or.th National Electronics and Computer Technology Canter (NECTECH) Address: 112 Phahon Yothin Rd., Klong 1, Klong Luang, Pathumthani 12120, Thailand Tel: (662)-564-6900 ext 2335 – 2340 Email: info@nectec.or.th Website: www.nectech.or.th i 73