Pantip Plaza says goodbye to pirated movies & software | Bangkok Post: learning

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Pantip Plaza says goodbye to pirated movies & software

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With tablet computers & mobile phones replacing notebooks & desktops, Pantip moves to change image & reposition itself in the minds of shoppers. 

Pantip Plaza taken from the nearby 85-storey Baiyoke Tower, the tallest building in Bangkok (Source: Wikipedia)

Click button to listen to Pirated Goods Ban at Pantip download

RETAIL

Pantip Plaza aims to ban pirated goods

21 Mar 2013
Suchit Leesa-nguansuk

Inside Pantip Plaza (Source: Wikipedia)

Shops in Pantip Plaza that sell illegal software and pirated music and movie VCDs and DVDs will see their 30-year leases expire in September, says the operator, changing the image of the 20-year-old Bangkok mall.

The developer is also investing 300 million baht to renovate the plaza as a digital lifestyle centre focusing on mobile devices. It aims to be an IT gateway for the Mekong subregion within five years.

Yongyuth Chaichana, managing director of Thippatana Arcade, which operates Pantip Plaza, said the renovation began in the fourth quarter of last year and is expected to be finished by the end of next year.

After the completion, the plaza will adjust the space given to each product category to serve changing customer behaviour.

This year it will double the number of smartphone and tablet shops to 20% of total saleable space, while space for notebooks will drop from 40% to 30%, with desktops dipping to 30% from 35% and gadgets and accessories remaining at 15%.

"Computer and IT products are expanding their sales channels to retail superstores, so specialised computer centres need to reposition themselves in the market," said Mr Yongyuth

Its site www.pantipplaza.com will act as a virtual mall for IT products.

"Over the next two years, we will change our website to fully engage in e-commerce," he said.

After the renovation, the centre expects to increase its competitiveness when the Asean Economic Community (AEC) takes effect in 2016, attracting more tourists.

Mr Yongyuth acknowledged Thai customers have dipped by 10% since last year due to declining notebook sales.

The company is hoping marketing activities will help its retail shops with its Pantip Big 4 Days campaign running from March 28 to 31.

The company also plans to invest in IT centres in Myanmar and Laos to capture growth in these emerging markets. This year it expects to earn 500 million baht in rental income from Pantip Plaza, with its rents rising 6%. After the renovation, rents will increase up to 15%.

(Source: Bangkok Post, RETAIL, Pantip Plaza aims to ban pirate goods, 21 Mar 2013, Suchit Leesa-nguansuk, link


Retailing Vocabulary

retail - the selling of goods to the public in small amounts, especially through shops and stores การขายปลีก (See Wikipedia)

Pantip Plaza -
a shopping mall in downtown Bangkok famous for selling computers, IT goods and pirated software (See Wikipedia)

Baiyoke Tower -
the tallest building in Bangkok in Ratchathewi district near Pantip Plaza (See Wikipedia)

pirated - illegally copied from another company who owns it ละเมิดลิขสิทธิ์
pirated goods
pirated software -
making illegal copies of software to sell (See Wikipedia)
pirated music
pirated movies
pirated DVDs

pirate - 1. a person who sells pirated goods; 2. someone who attacks ships while they are sailing to steal things from them or to hold them in return for money โจรสลัด

ban - an official statement ordering people not to do, sell or use something การห้าม การประกาศห้าม
ban pirated goods
Pantip Plaza aims to ban pirated goods

illegal - against the law ผิดกฎหมาย, นอกกฎหมาย
illegal software

shops that sell illegal software and pirated music and movie VCDs and DVDs

expire - to come to an end or stop being in use หมดอายุ
leases expire
the 30-year leases expire in September

operator - a person or company that runs a business

image - the picture of something that people have in their mind, what people think about something ภาพลักษณ์
change image
changing the image of the 20-year-old Bangkok mall

Shops in Pantip Plaza that sell illegal software and pirated music and movie VCDs and DVDs will see their 30-year leases expire in September, says the operator, changing the image of the 20-year-old Bangkok mall.

developer - a real estate developer
real estate developer -
a business person or company that does "real estate development"
real estate development -
the business activity of building things on land (thus adding value to the land), for example: an IT Mall (See Wikipedia)

renovate - to make something old look new again by repairing and improving it, especially a building การตบแต่งหรือซ่อมปรับปรุงสถานที่
renovate the plaza
renovate the shopping mall
investing 300 million baht to
renovate the plaza

lifestyle - the living conditions and things people do everyday (fashion, home decoration, pets, cooking, music, tv, movies, garden, etc) รูปแบบการดำเนินชีวิต
digital lifestyle - when people use computers, mobile phones or tablets for everything in their lives
a digital lifestyle centre focusing on mobile devices

gateway - an entry point, one place where people go to do many activities
IT gateway - a place where people go to take care of all their IT needs

Mekong subregion - the six states of the Mekong River basin, namely Cambodia, Laos, Myanmar, Thailand, Vietnam, and Yunnan Province, China (See Wikipedia)
aims to be an IT gateway for the Mekong subregion within five years

The developer is also investing 300 million baht to renovate the plaza as a digital lifestyle centre focusing on mobile devices. It aims to be an IT gateway for the Mekong subregion within five years. 

expected - believe will happen คาดว่า (จะเกิดขึ้น)
expected to be finished by the end of next year

fourth quarter - the last three months of the special calendar year used by companies or the government for budgeting and financial reporting 
the fourth quarter of last year

renovation - completely repairing, improving, and rebuilding a building, putting it back in good condition การฟื้นฟูบูรณะ

the renovation began in the fourth quarter of last year and is expected to be finished by the end of next year.

category - a group of people or things that have similar qualities หมวดหมู่ ประเภท
product category - one kind or type of product

space -
an empty area not being used, that can be used for some activity or to put something there ที่ว่าง,  พื้นที่ว่าง
the space given to each product category

adjust - to change something slightly, especially to make it more correct, effective, or suitable ปรับ
adjust the space given to each product category

behaviour - the things that people do and the way they do them พฤติกรรม
customer behaviour - what customers do when they shop, the things they buy and how they make their decisions, also called "consumer behavior" (See Wikipedia)
changing customer behaviour


After the completion, the plaza will adjust the space given to each product category to serve changing customer behaviour.

double - to become twice as big, twice as much or twice as many เพิ่มเป็นสองเท่า
double the number of shops
double the number of smartphone and tablet shops

This year it will double the number of smartphone and tablet shops to 20% of total saleable space, while space for notebooks will drop from 40% to 30%, with desktops dipping to 30% from 35% and gadgets and accessories remaining at 15%.

channels - ways that a company makes its products available to customers (See Wikipedia & marketing channel)
sales channels
sales channels to retail superstores

retail - to sell directly to the public for their own use ขายปลีก
retail superstores - very large stores like Big-C or Lotus

specialised - working in one special limited area (not everything) พิเศษ
specialised computer centres

reposition - to present a product in a new way so that it will attract more or different customers (See Wikipedia)
reposition in the market
specialised computer centres need to reposition themselves in the market

"Computer and IT products are expanding their sales channels to retail superstores, so specialised computer centres need to reposition themselves in the market," said Mr Yongyuth

virtual - so similar to the real thing that you can treat it as the real thing เสมือนจริง
virtual mall - a mall on the internet (not as shopping mall located at a place)
virtual mall for IT products

Its site www.pantipplaza.com will act as a virtual mall for IT products.

e-
commerce - selling and buying products and services over the internet 
commerce - the activity of buying and selling goods 
change our website to fully engage in e-commerce
Over the next two years, we will change our website to fully engage in e-commerce," he said.

competitiveness - how well a business can do compared to other firms (does it have lower price or higher quality?) การแข่งขัน
increase competitiveness
After the renovation, the centre expects to increase its competitiveness when the Asean Economic Community takes effect in 2016, attracting more tourists.

declining - worsening, get worse
declining notebook sales

dipped -
go down, decrease
Thai customers have dipped by 10%

acknowledged - say that you know something is true (even though it is difficult to accept)
Mr Yongyuth acknowledged Thai customers have dipped by 10% since last year due to declining notebook sales.

campaign - a planned group of especially political, business or military activities which are intended to achieve a particular aim การรณรงค
marketing campaign - a planned group of activities to tell people about your product and get them to buy it  ์
The company is hoping marketing activities will help its retail shops with its Pantip Big 4 Days campaign running from March 28 to 31.

emerging markets - countries that are growing fast with increasing incomes and sales opportunities

capture - to get or take something and control it จับกุม
capture growth in these emerging markets

The company also plans to invest in IT centres in Myanmar and Laos to capture growth in these emerging markets.

rental income - money from renting real estate you own (example: shop space at Pantip Plaza)
income - money that people receive from a business or work or some other source

This year it expects to earn 500 million baht in rental income from Pantip Plaza, with its rents rising 6%. After the renovation, rents will increase up to 15%.

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