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Thai Samsung turns focus towards B2B

Feb 08. 2012
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By Jirapan Boonnoon

The Nation

Thai Samsung Electronics has embraced the business-to-business market, offering smart solutions and expecting the segment to generate about 10 per cent of revenue in the next couple of years.

Boonlerd Viboonkiat, the firm’s director for this segment, said it had started to switch focus to B2B early last year, transforming all divisions so that they concentrate on the provision of total solutions for business.

This will facilitate the sale of Samsung’s cross-products, enabling the businesses to develop and cover all the products and solutions required to enhance growth in terms of smart education, smart office, smart mall and smart hospitality, |he said.

The company also plans to deliver a new smart TV to the market in the second half of this year.

With its new direction of delivering products and solutions via B2B, the firm has transformed its business into a total solutions provider, he said.

It provides a full range of products and solutions from audio-visual, consumer electronics and mobile phones through to tablet computers and other information-technology products, so that smart solutions can be provided to support eight industries. These are banking, financial and insurance; hospitality and retail; government agencies; educational institutions and corporate; telecommunications and automotive; fashion, entertainment and restaurants; hotel and co-promotion/partnership among businesses; and property.

"I think the B2B market has high potential. The market is worth about US$1 billion [Bt31 billion], of which the firm has the opportunity to attain a good share. Our new direction will create added value and provide cross-sale and up-sale products and solutions to support customer demand," Boonlerd said.

B2B contributed about 5 per cent of overall revenue last year. Samsung expects the proportion to rise to 6 per cent this year amid market growth of about 30 per cent.

Thai Samsung Electronics also expects that in the next couple of years, the revenue from B2B will account for about 10 per cent of the total.

"I think B2B will create an opportunity for us to leverage much more revenue from our customers, as they are able to purchase cross-products and solutions from our channel and business partners seamlessly. There are now about 30 system integrators nationwide," the executive added.

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