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Thai software firms look to expand market

Veronica C. Silva | Dec. 16, 2009
Indonesia and Turkey next targets

SINGAPORE, 16 DECEMBER 2009 Software companies in Thailand are looking at other markets in the Asia Pacific region to expand their business.

After successfully penetrating the Philippines and Japan this year, Thai Software Export Promotion Association (TSEP) is now eyeing Indonesia and Turkey for expansion in 2010.

The Nation newspaper quoted TESP president Chalermpon Punnotok as saying that the association's goal is to make the Thai software industry a global brand.

The regional expansion started with Vietnam. For the three countries penetrated so far, the industry has been earning Bt400 million (US$12 million) per year for the past two years since it has actively exported as a brand.

"Even though this might not seem much when compared to the value of the country's whole software industry, which is expected to be more than Bt60 billion this year, this Bt400 million is tangible and solid revenue, purely from exports of Thai software," Chalermpon said.

The industry association's strategy is to create global niche clusters which are subdivided into four key clusters covering the finance and banking, hotel, construction and fast-moving goods industries. The key sectors were identified after the industry association has identified opportunities for exports.

Chalermpon said the current focus is not to expand the association's membership beyond the current 21 members. Rather, it is more keen to expand the number of projects. For the first three countries alone, the association is looking to bag at least 20 projects next year. 


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