Net promises to alter business landscape, but Thais must take advantage, forum hears

Pailin Chuchottaworn, president and chief executive officer of PTT, said at yesterday’s event that some back-office systems are now processed online.

He envisages a day when the oil-and-gas company’s front office would also be online, to allow customers access to its products without having to come to PTT’s business premises.

"We are on course to becoming a network-centric company that can operate on a 24/7 scale," he said.

Pailin believed this is possible thanks to technology. It still mesmerised him to see US President Barack Obama gave a remote order from the US to a military unit half a world away, he said.

In the future, PTT’s range of products may not include fuel oil, he said. Oil companies in several countries – such as Japan – own not a drop of oil and are able to prosper. All that is because of technology. Pailin is convinced that PTT can go in that direction.

"If you ask me what would keep a business afloat, ICT is the answer," he said.

The Internet will not only change the business landscape – it can also be used to promote Thai culture to the world.

According to Amit Sood, director of the Google Cultural Institute, some 30 Thai projects will soon be included in an online project. 

Google also has an art project  which is aimed at making it possible for all to access valuable art objects across the globe. It now embraces objects from 287 museums in 45 countries around the world. High-resolution digital photos of the objects are exhibited online, allowing one to zoom in closely to study the texture as well as the brushstrokes of some paintings. All these will come with information and video. 

"Our idea is to give as much access to contents as possible," Sood said. Well, Thai projects, to him, are the first step toward bringing Thai culture online.

But while the Internet provides new opportunities, its benefits still depend much on the users.

Bhanu Inkawat, founder and creative director of Greyhound, notes that Thais are internationally recognised for their creativity. Yet, a realigned back-office system will be needed for the country to prosper from this creativity, as most Thais’ potential is squandered due to ego and independence, Bhanu said.

Anant Asavabhokin, president of Land and Houses, a "Lightening speaker" at the one-day event, noted that people must respect others who are more capable than themselves.

Asserting that Thais’ lack of discipline keeps them from becoming capable and morally good persons, he said, "People are like human machines – they can’t work well with poor operating systems."