Intel Microelectronics (Thailand), the local arm of processor maker Intel Corporation, is embarking on a digitally driven business strategy to capitalise on emerging opportunities arising from the government's digital economy scheme.
The next-generation computer processor is an area to be further developed by the world's largest semiconductor producer in order to accommodate the proliferation of mobile devices, said country manager Sontiya Nujeenseng.
"The digital economy policy will be the key factor driving ICT spending growth within two years," he said.
Mr Sontiya said The Fletcher School at Tufts University in the United States considered China, Malaysia and Thailand as the three fastest-moving digital economies in the world thanks to the very rapid penetration of the internet and smartphones.
The government's initiative to increase national broadband access is expected to enhance the penetration of the country's broadband rate. The scheme aims to grow demand for computer and mobile phone replacements.
To chase the growing popularity of mobile devices, Intel plans to introduce its next-generation Atom X series chips by June, Mr Sontiya said.
The new Atom x3, x5 and x7 chips will be aimed at tablets and 3G and 4G mobile devices.
The x3 processor will serve devices priced from 3,000 to 5,000 baht, while the x5 and x7 will accommodate high-performance mobile devices priced over 6,000 baht.
Asustek Computer Inc, a Taiwanese computer hardware and electronics firm, has agreed to use the new Atom processors.
Mr Sontiya said Intel was also working with leading makers of wearable devices to run its processors in their gadgets to increase sales revenue.
Intel recently rolled out its fifth-generation core processor, giving users faster speeds and an improved graphics experience. The Core i5 and Core i7 processors are designed to serve computers priced from 19,000 to 60,000 baht.
Mr Sontiya cited global research firm IDC's forecast that Thailand's PC market is expected to rebound to positive growth this year. Sales of computers are expected to reach 1.3 million units, while desktop computers should reach 1.2 million.
IDC expects the 2-in-1 notebook, which combines a laptop and a tablet in a single device, will achieve a double-digit share of the local notebook market, up from 8% last year, thanks to a sharp decrease in product prices to less than 15,000 baht.
Mr Sontiya said Intel was preparing to launch what it calls a computer stick in the Thai market next month. The pocket-sized computer can plug into the HDMI port on a television or computer monitor.
The stick, priced about 4,000 baht, includes an Intel Atom processor, Wi-Fi, 32 gigabytes of storage and a slot to plug in an SD card for further capacity.
The product will be available at major IT retailers and distributors. "We expect to sell tens of thousands of computer sticks this year," Mr Sontiya said.
This will create new addressable markets ranging from home entertainment and digital signage to on-the-go productivity, he said.