Anitech in drive to become a technology firm by 2024

Anitech in drive to become a technology firm by 2024

Thomas Pitchyen Hongpakdee says Anitech is the first and only electronics device brand in Thailand that holds Peanuts licences for the use of its cartoon characters.
Thomas Pitchyen Hongpakdee says Anitech is the first and only electronics device brand in Thailand that holds Peanuts licences for the use of its cartoon characters.

Smart ID Group, a consumer electronics device maker under the brand Anitech, aims to become a tech company by 2024 in order to thrive in a digital society.

Thomas Pitchyen Hongpakdee, founder and chief executive of Smart ID, said revenue from software and platforms is expected to contribute 50% of the company's total revenue over the next two years, equal to that of its computer accessories and smart devices, which currently generate more than 90% of revenue.

The company has also resumed its marketing activities with the launch of the Snoopy collection from Peanuts Gang as part of its character marketing strategy to grab every generation of families, he said.

This marks its first marketing campaign since 2019, with activities having been held back by the pandemic.

Mr Thomas said the country's electronic devices and computer accessories market is now worth 86 billion baht. The market grew slightly last year, despite the pandemic.

In 2022 Smart ID aims to see revenue grow 20% year-on-year to 380 million baht.

"The company's operations have been gradually transforming to be more digitally driven," said Mr Thomas.

Earlier this year, Anitech joined hands with tech startup Creative Digital Living to unveil a metaverse platform to level up the education industry.

Called Aniverse Metaverse, it offers educational opportunities through "Edu GameFi" under the "learn-to-earn" concept. The platform plans to roll out ANIV, a non-fungible token that can be used in the digital world.

Mr Thomas said Anitech is the first and only electronics device brand in Thailand that holds Peanuts licences for the use of its cartoon characters so as to build brand perception.

The company has set aside 20 million baht for the marketing of this campaign.

This cooperation with Peanuts will help make the customer base wider and deeper by focusing on the new generation that has a passion for bright and cute products, Mr Thomas noted.

Snoopy is also loved by people of all ages around the world, he said. Buyers have an affinity with cuteness and make quick purchase decisions when there is an affordable price.

It is expected that sales throughout the campaign will be at least 40 million baht.

According to Mr Thomas, Smart ID intends to be listed on the Stock Exchange of Thailand, but no timeline has been set for the move due to the impact of the pandemic.

Smart ID has 20 software developers to help it become a fully integrated tech company.

The company has expanded its software division by developing programs for both the private and public sectors, including its own Anitech IoT applications.



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