Bangkok OA: Differentiating with Solutions in Thailand

In the current global security market, it’s not easy for distributors, systems integrators (SI) and manufacturers to remain profitable unless they are willing to come up with innovative strategies to remain competitive. This is particularly difficult since Chinese manufacturers are flooding markets with low-cost products that are prompting a price war.

But in Thailand though, selling security equipment is not just about bringing the prices down, but also about having a reputation and maintaining connections, according to Arnon Kulawongvanich, GM of Sales and Marketing at Bangkok OA. Kulawongvanich knows that it’s futile to compete in price and hence his company focuses on providing solutions to stand out from the crowd.

“We don’t sell products only, but solutions too, like people-counting to retails,” he said. “For selling solutions, I think we still are very competitive. But I would say the market is still very big. You have to clearly know which your major market is and which is not.”

Kulawongvanich added that competition is part of the market, but Bangkok OA makes it a point to understand the requirements of their customers and provide ideal solutions.

“For example, for banking, we are not going to sell analog cameras with DVRs, but we have to think about the software and how to integrate with other systems like fire alarms,” he said “Right now, in Thailand, less than 10 percent of suppliers are able to provide solutions.”