Thailand ICT Market 2009 and Outlook 2010

Thailand ICT Market 2009 & Outlook 2010
February 2010

1

Thailand ICT Mkt. 2009
Agenda

• Methodology in Brief
• Survey Result
(1)Thailand ICT Market in year 2009 -2010
at a glance
(2) Key findings of ICT Market & Trends
- Hardware Market
- Software Market
- Computer Services Market
- Communication Market
• Contact

Methodology in Brief

Scope of ICT Market
– Market Value = domestic ICT spending
– ICT = HW + SW* + CS + Communications
* SW Market = Enterprise Software + Mobile Application +
Embedded System Software + Others
Number of Sample Size ≈ 600
Data Collection Method : Supply/Demand Side
– Survey 530
– In- depth Interview (Key players = 70)
– In- depth Interview (Demand side = 8)
– Secondary source : Reports, News, Official Data
(Department of Business Development)
Analysis
– Quantitative (Statistical Method)
– Qualitative (Expert opinion)
3

Thailand ICT Market 2008-09 & Outlook 2010

Value(Million Baht) Market Share ICT (%) Growth (%)
Market
2008 2009 2010f 2008 2009 2010f 2008/2009 2009/2010
1.Computer Hardware 75,720 80,869 88,040 14.5 14.6 14.8 NA 8.9
2.Computer Software 62,937 64,365 67,884 12.0 11.6 11.4 2.3 5.5
3.Computer Services 24,981 48,372 57,392 4.8 8.7 9.6 NA 18.6
4.Communications 360,216 361,895 382,288 68.7 65.1 64.2 0.5 5.6
Total ICT 523,854 555,501 595,604 100 100 100 6.0 7.2
Note : New products, which were not covered in 2008 survey, are included in Hardware and Computer Services.
Therefore, market values for 2008 and 2009 are not comparable.

4

Thailand ICT Market 2009 : Market Share
(% share)
80.0
70.0 68.7
65.1 64.2
60.0
Hardware
50.0 Software
Computer Services
40.0
Communications
30.0
20.0 14.5 12.0 14.6 14.8
11.6 11.4 9.6
8.7
10.0 4.8
0.0
2551 2552 2553f

5

Thailand IT Market 2008-09 & Outlook 2010

Value(Million Baht) Growth (%) Market Share IT (%)
Market
2008 2009 2010f 2008/2009 2009/2010 2551 2552 2553f

1.Computer Hardware 75,720 80,869 88,040 NA 8.9 33.9 31.5 31.0

2.Computer Software 62,937 64,365 67,884 2.3 5.5 28.2 25.0 23.9

3.Computer Services 24,981 48,372 57,392 NA 18.6 11.2 18.8 20.2
4.Data Communications
Equipments (wired+wireless) 59,468 63,540 70,733 6.8 11.3 26.7 24.7 24.9

Total IT 223,106 257,146 284,049 15.26 10.5 100 100 100
Note : IT market covers computer hardware, computer software, computer services and data communication
equipment.

6

Thailand ICT Mkt. 2009 Thailand IT Market 2009 : Market Share
(% share)
40.0
Hardware
Software
35.0 33.9
Computer Services
31.5 31.0 Data Com.
30.0 28.2 Equipments
26.7
25.0 24.7 24.9
25.0 23.9

20.2
20.0 18.8

15.0
11.2
10.0
2551 2552 2553f

Note : IT market covers computer hardware, computer software, computer services and data
communication equipment.

7

Thailand ICT Market 2009 : By Sectors

Value(Million Baht) Ratio (%)
Economic Sectors Economic Sectors
Market
Enterprise/ Household/ Enterprise/ Household/
Gov. Corporate SoHo1/ Total Gov. Corporate SoHo1/ Total
1.Computer Hardware 9,739 20,786 47,094 77,619 12.5 26.8 60.7 100.0
2.Computer Software 27,995 29,020 7,350 64,365 43.5 45.1 11.4 100.0
3.Computer Services 18,431 28,755 1,186 48,372 38.1 59.4 2.5 100.0
4.Communications2/ 127,760 234,135 361,895 35.3 64.7 100.0
Total ICT 262,486 289,765 552,251 47.5 52.5 100.0
หมายเหตุ: 1/ SOHO = Small Office and Home Office

8

Thailand IT Market 2009 : By Sectors

Economic Sectors Economic Sectors
Market
Enterprise/ Household/ Enterprise/ Household/
Gov. Corporate SoHo Total Gov. Corporate SoHo Total
1.Computer Hardware 9,739 20,786 47,094 77,619 12.5 26.8 60.7 100
2.Computer Software 27,995 29,020 7,350 64,365 43.49 45.09 11.42 100
3.Computer Services
4.Communications 18,431 28,755 1,186 48,372 38.1 59.4 2.5 100
Equipment 58,041 5,499 63,540 91.3 8.7 100
Total IT 192,767 61,129 253,896 75.9 24.1 100

9

Key Findings
ICT Market
Thailand’s spending on ICT in 2009 valued at 555,501 mil. baht, showing only 6.0% increase from
the preceding year with estimated grow at 7.2% in 2010

The largest spending went to the communications market, which accounts for 65.1% or 361,985
mil. baht

IT Market (Hardware + Software + Computer Services + Data Communication Equipments)

In 2009, the IT market was 257,146 mil. baht, an increase of 15.3% from 2008. However, this
market is expected to grow at merely 10.5% to 284,049 mil. baht in 2010.

Computer hardware held the highest share at 31.5% which dropped slightly from 33.9% in
2008, followed by computer software, data communications equipment and computer
services, with 25.0%, 24.7% and 18.8% share respectively
share of Computer Services has increased continuously, with 11.2% in 2008, 18.8% in
2009 and 20.2% in 2010

The ratio of Hardware : Software : Computer Services in 2009 was 46 : 39 : 15 and
expected to be 42 : 33 : 25 in 2010

10


Computer Hardware

11

Computer Hardware Market 2006-2009 and Outlook 2010

12

Computer Hardware Market 2008-2009 & Outlook 2010
2008 2009 2010f
Categories Avg. Price Value Avg. Price Value YTY (%) YTY (%) Avg. Price Value YTY (%) YTY (%)
Unit (Baht) (Mil. Baht) Unit (Baht) (Mil. Baht) in Quantity in Value Unit (Baht) (Mil. Baht) in Quantity in Value
1 System NA NA 8,660 NA NA 7,890 NA -8.9 NA NA 8,360 NA 6.0
1.1 Large scale systems NA NA 810 NA NA 690 NA -14.8 NA NA 650 NA -5.8
1.2 Medium scale systems NA NA 1,900 NA NA 1,700 NA -10.5 NA NA 1,850 NA 8.8
1.3 Small scale systems NA NA 3,100 NA NA 2,800 NA -9.7 NA NA 3,000 NA 7.1
1.4 Special Purpose Equipment NA NA 2,850 NA NA 2,700 NA -5.3 NA NA 2,860 NA 5.9
2 PC & Peripherals NA NA 67,060 NA NA 69,729 NA 4.0 NA NA 75,990 NA 9.0
2.1 Total PC 2,580,000 NA 49,850 2,810,000 NA 51,824 8.9 4.0 3,040,000 NA 54,520 8.2 5.2
2.1.1 Desktop PC 1,300,000 16,500 21,450 1,280,000 16,300 20,864 -1.5 -2.7 1,350,000 16,000 21,600 5.5 3.5
2.1.2 Notebook 1,200,000 23,000 27,600 1,400,000 21,000 29,400 16.7 6.5 1,580,000 20,000 31,600 12.9 7.5
2.1.3 Netbook 80,000 10,000 800 130,000 12,000 1,560 62.5 95.0 110,000 12,000 1,320 -15.4 -15.4
2.2 Monitor 300,000 NA 1,274 420,000 NA 1,638 40.0 28.6 480,000 NA 1,872 14.3 14.3
2.2.1 LCD 300,000 4,000 1,200 420,000 3,900 1,638 40.0 36.5 480,000 3,900 1,872 14.3 14.3
2.2.2 CRT 25,500 2,900 74 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
2.3 Printer 1,355,500 NA 3,931 1,368,000 NA 3,933 0.9 0.1 1,400,000 NA 3,980 2.3 1.2
2.3.1 Impacted (Dot Matrix) 62,000 10,000 620 55,000 9,500 523 -11.3 -15.7 62,000 9,500 589 12.7 12.7
2.3.2 Inkjet 1,043,000 NA 1,967 1,040,000 NA 2,008 -0.3 2.1 1,045,000 NA 1,950 0.5 -2.9
2.3.2.1 Single Inkjet 468,000 1,500 702 400,000 1,500 600 -14.5 -14.5 350,000 1,400 490 -12.5 -18.3
2.3.2.2 All in One Inkjet 575,000 2,200 1,265 640,000 2,200 1,408 11.3 11.3 695,000 2,100 1,460 8.6 3.7
2.3.3 Laser 250,500 NA 1,344 273,000 NA 1,403 9.0 4.4 293,000 NA 1,441 7.3 2.8
2.3.3.1 Single Laser 200,000 4,700 940 215,000 4,500 968 7.5 2.9 225,000 4,200 945 4.7 -2.3
2.3.3.2 All in One Laser 50,500 8,000 404 58,000 7,500 435 14.9 7.7 68,000 7,300 496 17.2 14.1
2.4 External Data Storage NA NA 3,360 NA NA 3,600 NA 7.1 NA NA 4,510 NA 25.3
2.4.1 External Hard Disk NA NA 1,460 NA NA 1,700 NA 16.4 NA NA 2,500 NA 47.1
2.4.2 Enterprise Storage NA NA 1,900 NA NA 1,900 NA 0.0 NA NA 2,010 NA 5.8
2.4.2.1 Entry Level NA NA 570 NA NA 665 NA 16.7 NA NA 760 NA 14.3
2.4.2.2 Hi-End Level NA NA 1,330 NA NA 1,235 NA -7.1 NA NA 1,250 NA 1.2
2.5 Other Peripherals 1,019,000 NA 8,645 1,030,000 NA 8,734 NA 1.0 1,007,000 NA 11,109 -2.2 27.2
2.5.1 Scanner 15,000 7,000 105 16,500 7,000 116 10.0 10.0 19,000 8,500 162 15.2 39.8
2.5.2 Digital Camera 1,000,000 8,500 8,500 1,010,000 8,500 8,585 1.0 1.0 910,000 12,000 10,920 -9.9 27.2
2.5.3 Consumer PDA 4,000 10,000 40 3,500 9,500 33 -12.5 -16.9 3,000 9,000 27 -14.3 -18.8
Total Computer Hardware Market
(Not included Projector and UPS) NA NA 75,720 NA NA 77,619 NA 2.5 NA NA 84,350 NA 8.7
2.5.4 Projector 60,000 25,000 1,500 NA NA 75,000 24,000 1,800 25.0 20.0
2.5.5 UPS NA NA 1,750 NA NA NA NA 1,890 NA 8.0
Total Computer Hardware Market NA NA NA NA NA 80,869 NA NA NA NA
13
88,040 NA 8.9

Inter Brand vs. Local Brand Desktop

14

Desktop vs. Notebook

Desktop Notebook+Netbook

%
80

60

40
61
20 39 50 50
46 54
44 56
0
2007
2008
2009
2010f

15

Single Inkjet vs. All in One Inkjet

16

External Hard Disk

17

Computer Hardware Market Value
Thailand ICT Mkt. 2009 classified by Spending Sector in 2009

Government and State SOHO and House-
Enterprise
Product Enterprise hold Total
Value Ratio (%) Value Ratio (%) Value Ratio (%)
1. Systems 1,183 15 5,918 75 789 10 7,890
2. Desktop 3,130 15 5,216 25 12,518 60 20,864
3. Notebook 2,940 10 5,880 20 20,580 70 29,400
4. Netbook 16 1 62 4 1,482 95 1,560
5. Monitor 82 5 246 15 1,310 80 1,638
6. Printer 786 20 1,377 35 1,770 45 3,933
7. External Data Storage 720 20 1,152 32 1,728 48 3,600
8. Scanner 24 20 75 65 17 15 116
9. Digital Camera 858 10 859 10 6,868 80 8,585
10. PDA 0 0 2 5 31 95 33
11. Projector 600 40 525 35 375 25 1,500
12. UPS 700 40 700 40 350 20 1,750
Total 11,039 13.7 22,012 27.2 47,818 59.1 80,869
Note : value in Mil.Baht

18

Computer Hardware Market Ratio
Thailand ICT Mkt. 2009 classified by Spending Sector in 2009

Government & Corporate SOHO and
State Enterprise Household

60
50
40
30
57
20
29 57
10 14 59
30
0 13
27
2007 14

2008

2009

19

Technology Trends for 2010

Green Technology

Virtualization Technology

Cloud Computing

High Speed Broadband

Multi-touch Screen

3D Display

Solid State Drive (SSD)

LED (Light Emitting Diode)

20


Computer Software

21

Computer Software Market 2006-2009 and Outlook 2010

Software Application Hosting
(Mil.Baht) (2,800 mil. Baht) -> Move to (%)
Computer Services Market
80,000 Value(Million Baht)
25
Growth Rate (%) 67,884
70,000 20.8 64,365
62,937
20
60,000 56,616
50,064
50,000 15
13.1
40,000 11.2
30,000 10

20,000 5.5
5
10,000 2.3

0 0
2006 2007 2008 2009 2010f

22

Computer Software Market 2008-2009 and Outlook 2010

Value(Million Baht) Growth Rate (%)
Type of Software
2008 2009 2010f 2007/2008 2008/2009 2009/2010f
1. Enterprise Software 55,547 56,061 58,071 10.1 0.9 3.6
2. Mobile Application 2,640 3,069 3,720 23.8 16.2 21.2
3. Embedded Software 2,359 2,760 3,423 21.8 17.0 24.1
4. Others 2,391 2,474 2,670 15.2 3.5 7.9
Total 62,937 64,365 67,884 11.2 2.3 5.5
Note : Enterprise Software = (1) Applications Software (2) Infrastructure & Operating System

23

Applications & Infrastructure Software

Infrastructure & OS
38.1%
Applications
61.9%

Note : (1) Applications Software includes Office Suites, CRM, Supply Chain
Management, Enterprise Content Management etc. (2) Infrastructure & OS Software
covers Operating Systems, Database Management Systems, Security, Application
Development, Data Integration and Data Quality Tools etc.

Package Software &
Thailand ICT Mkt. 2009 Outsource Software Development

Outsource Software Development
21.7%

Package Software
78.3%

Note : Outsources Software Development does not
include In-house software development.

25

Computer Software Spending by Main Sector in 2009

Ratio
Value(Million Baht)
(%)
Government and State Enterprise 27,995 43.5
Corporate/ Enterprise 29,020 45.1
SoHo/Household 7,350 11.4
Total 64,365 100.0
Note: SoHo=Small Office and Home Office

26

Computer Software Spending by Economic Sector in 2009

Ratio
(%)
Government 20.4
Financial 16.2
Telecommunications 12.6
Education 10.8
Energy 9.8
Transportation & Logistics 5.0
Healthcare 4.0
Motor Vehicles and Parts 3.9
Food and Food Processing 3.4
Tourism 2.6
Others 11.3
Total 100.0
Note : Others are Electronics, Entertainment, Retail Trade, General
factories etc.

27


Cloud Computing / Software as a Service (SaaS)
Web 2.0 /Social Community Network
Broadband Technology/Applications
Open Source Software

28


Computer Services

29

Share of Computer Services & Software Market
Thailand ICT Mkt. 2009 2009 and Outlook 2010

2009 2010f

Computer Services
Computer Software 42.9% Computer Services
Computer Software
57.1% 45.8%
54.2%

30

Computer Services Market 2006-2009 and Outlook 2010

Note : 1/ in 2009 Network Services included Security/ Firewall Services, IP Services and Virtual Private Network (VPN)
2/ Software Maintenance Services does not include License Software
3/ in 2009 Data Center and Disaster Recovery Services included Service & Application Hosting
(in 2008 sub category was excluded)

31

Computer Services Market by Categories 2009

IT Outsourcing
IT Consulting
9.8%
System Integration 4.5%
28.0% IT Related Training & Education
3.2%
Data Center and Disaster Recovery Services
9.9%

Hardware Maintenance Services
5.9%
Software Maintenance Services
2.1%
Network Services
36.6%

32

Computer Services Spending by Main Sector in 2009

Government/ State Enterprise 18,431 38.1
Corporate/ Enterprise 28,755 59.4
SOHO1// Household 1,186 2.5
รวม 48,372 100.0
Note: SOHO=Small Office and Home Office

33

Computer Services Spending by Economic Sector in 2009

Ratio
Sectors
(%)
Government 27.8
Financial 18.5
Energy 11.4
Telecommunications 10.6
Education 7.1
Tourism 5.0
Food and Food Processing 3.8
Transportation & Logistics 2.0
Healthcare 1.0
Motor Vehicles and Parts 0.7
Others 12.1
Total 100.0
Note : Others are Electronics, Entertainment, Retail Trade, Construction etc.


Cloud Computing / Cloud Services
Software as a Service (SaaS)
Broadband Technology

35


Communications

36

Communications Market 2008-2009 and Outlook 2010

385,000 382,288
380,000

375,000

370,000 Communications Market
Mil. Baht

365,000 360,216 361,895
360,000

355,000

350,000

345,000
2008 2009 2010f Mil. Baht

Growth
2551 2552 2553
(%)
51/52 52/53

Communications Equipment 123,725 126,429 137,479 2.2 8.7
Communications Services 236,491 235,466 244,809 -0.4 4.0
Total 360,216 361,895 382,288 0.5 5.6
37

Telephone Handsets Market 2008-2009 and Outlook 2010

Mil. Baht

38

Equipment Market 2008-2009 and Outlook 2010

Mil. Baht

39

Communications Services Market
2008-2009 and Outlook 2010

Mil. Baht

40

Communications Equipment Spending
Thailand ICT Mkt. 2009 by Main Sector in 2009

Mil. Baht

41

Communications Service Spending
Thailand ICT Mkt. 2009 by Main Sector in 2009
Mil. Baht

42


High Speed Internet ; FTTX, Cabling

802.11 N /Wireless N Technology

High Definition Technology ->Mobile Internet Device

Mobile Application

43


www.nectec.or.th/srii
ict_mkt@nnet.nectec.or.th
www.sipa.or.th
pr@sipa.or.th

44

Thailand ICT Market 2009 and Outlook 2010

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