Nature Corporation (Thailand): Providing innovating security solutions

Nature Corporation (Thailand) is an interesting example of globalization. It is originally a Japanese company that sells Korean surveillance cameras in the Thai market. In the last five years, Nature Corporation has been a distributor of IDIS products in Thailand. As part of our coverage of the Thai security market, asmag.com interviewed Mr. Hayato Kiji, Nature Corporation (Thailand) Managing Director and Mr. Sakol Phakdee, General Manager of the Business Development Department, to learn more about the dynamics of the Thai market and what IDIS has to offer.
 

The Origin: Joining other Japanese companies

 
Japan is Thailand’s third largest trade partner (following China and the U.S.), and in 2022 there were approximately 6,000 Japanese companies active in Thailand. Japan has the highest cumulative investment in Thailand, with a value of US$27.8 billion, accounting for 25 percent of all foreign investment in Thailand.

 
As many Japanese companies were moving to set up factories and operations in Thailand, other companies followed suit to offer relevant services: logistics, industrial equipment and also security.
 
This is also the origin story of Nature Corporation in Thailand. “Nature Corporation’s head office is in Japan, and the company is involved in different aspects of physical security: video surveillance, access control and security guarding services. We expanded our business in Thailand in 2017, to offer security products together with Toyota Tsushuo.
 
In the beginning, 100 percent of our clients were Japanese, but in the last 5 years we are also growing our local Thai customer base, since the number of new Japanese factories setting up in Thailand is limited,” Said Kiji. The company offers solutions and works in several sectors including: oil and gas, retail, including department stores, education such as universities, and factories. One of the company’s key projects is the Thai Petroleum Pipeline, where it was responsible for the installation of video surveillance to protect the end terminals in Lamchabang, Sriracha and Sarabuli and the sub stations along the way.
 

Choosing IDIS as a partner

 
“Most of the Japanese companies operating in Thailand are predominantly factories and warehouses. Initially, they preferred to adopt Japanese surveillance brands and their high-end cameras ranges. But prices are high and there is also a limited choice of Japanese security device manufacturers, especially for customers that need longer retention,” explained Sakol. “Few clients are comfortable with switching to Chinese brands.
 

As a proven and South Korean manufacturer, which has a comprehensive range of cameras, network video recorders (NVR), video management software, and analytics options, IDIS is an ideal and acceptable choice for Japanese companies. IDIS offers customers reliability, stability and ease of use, and with its high-performance NVRs, was able to affordably address longer video retention periods.” 

 

Thai market: Growth and changing business models

 
As the Thai market has recovered from the COVID-19 pandemic, the increase in demand for surveillance came hand-in-glove with price pressure from Chinese brands. This pushes companies like Nature Corporation to compete on service, and not on price. The company doesn’t focus on product sales alone, but also offers integration with sensors and alarms.
 
After sales service plays a major part in client decision making.
 
"We provide full turnkey service – from wiring and installation to after sales service and maintenance. IDIS offers us the perfect synergy of an IDIS, a one-stop-shop model that encompasses cameras, recorders, a choice of client or enterprise-class video management software (VMS), AI devices, specialist surveillance monitors and network accessories that all seamlessly connect," added Kiji.

"This enables us to rapidly price, design, implement and maintain complete end-to-end video solutions and maintain a low total cost of service. An added advantage is that IDIS offers extended warranties of up to 7 years and when factored together this allows us to push competition on high-performance solutions, systems design, and after sales services, not upfront price.” 

Our interviews pointed to an interesting shift in the Thai market – moving from a purchasing model to an equipment leasing model. “Many of our clients that choose IDIS often lease their surveillance system for three years. Right now, there’s a trend for big companies to move to leasing contracts, as they don’t need to keep assets on their books, making it easier for them to upgrade security equipment,” said Kiji.
 

Growing interest in AI solutions

 
The COVID pandemic changed client preferences in Thailand, especially for clients that are interested in time and attendance solutions. Before COVID, many companies used IC cards and finger print readers. COVID pushed the market to touchless biometrics, especially facial recognition combined with time and attendance. There is also a visible growth in the interest in AI solutions. “Many customers are interested in AI particularly for false alarm reduction. IDIS AI solutions come with up to 98% accuracy, which can help reduce costs by making control rooms and security teams more efficient so there is less need for manpower. For example, department stores are using use AI functions such as highly accurate intrusion, loitering, and line cross detection helps them perform night-time monitoring with less manpower as operators are not having to constantly monitor multiple cameras simultaneously,” said Sakol.
 
Nature Corporation is offering clients in Thailand IDIS’ AI-Box for Surveillance  and AI Box for Retail  as a path to implement AI solutions. “We’ve offering two types of IDIS AI boxes that simply connect to compatible IDIS NVRs.”
 
Each 4-channel box comes pre-configured with the in-house developed and trained IDIS Deep Learning Engine, with the scalability to meet the needs of for small to medium sites to currently cover up to 32-channels.
 
The DV-1304-A strengthens security and safety by delivering security teams real-time alerts for intrusion, loitering, line crossing and face detection, allowing rapid intervention before losses or damage occurs.
 
The second, the DV-1034 AI Box for Retail is a business intelligence box that has been developed so that small to medium sized stores, retail chains and hospitality venues can harness the power of in-store and customer AI-powered analytics without the associated complexity or cost.
 
“The AI Box for Retail is particularly popular that comes as a simple add-on device compatible with existing IDIS network cameras delivering highly accurate analysis from more angles than ever before, meaning customers can analyze a wide range with just one camera. The box packs a punch for retailers with highly accurate AI-powered analytics functions including people counting, queue monitoring, heat mapping, comprehensive reporting as well as an at-a-glance graphical dashboard,” explained Sakol. In order to increase the adoption of AI, Nature offers clients the ability to rent the box for a 3-month trial so clients can experience the reality of using an AI solution.

Find out more about the Thailand market just by clicking here!