Thai Market is More Than Just Bangkok

When Smartcomputer started the distribution operation 14 years ago, none of us would have thought that the Thai security market would get this big. Now, we have two separate teams, analog systems and IP solutions, servicing different clients with varied requirements. The IP team was formed three years ago, to cater to increasing market demand and to demystify that network-based security technology was too costly, too difficult to install and configure, and too cumbersome for operators or end users to handle. IP shipments today account for 15 to 20 percent of our sales revenue, of which government projects make up about 40 percent; it has been a drastic rise from less than 10 percent three years ago.

The key brands that we represent (such as AVTech, CNB, Dahua and Nuuo) ensure that we have the right solutions at the right price points for each market segment, from small residential to large city surveillance applications. For example, there are currently more than 3,000 villages nationwide undergoing “safe town” projects, with an average financing package (from the central and municipal governments) of US$30,000. This is just Phase 1, as Thailand strives to become the center of the ASEAN Economic Community by 2015; the ultimate goal is to rid the country of drug problems, starting from schools and town centers, before and after the borders open up. We design various systems that are fit for different budget ranges to help our dealers (more than 600) compete in project bids. Having good-quality products alone is not sufficient; it is about having functional, manageable, reasonably priced system solutions preached to the right people at the right time.

To further cultivate and expand the local market for IP, we joined forces with other industry professionals and companies to establish the Thai security association in April, helping to disseminate knowledge, educate and train dealers and installers, provide consultations and system designs to government users, and bridge international and domestic connections. It is an exciting time to be in Thailand, watching it grow exponentially.