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Software Industry Promotion Agency (Public Organization)
(SIPA) has been continuously conducted the survey of Thai
software industry. For the year 2015, IMC Institute is assigned to
organize this survey to acquire the information of Thai software
market including trends and vital changes in the industry. This
information will be used for strategic planning and establishing
policies in both government and private sectors.
1. Software and service market value
In 2015 survey, Thailand Standard Industrial Classification
(TSIC) defined by the department of Business Development was
used as a reference for samples. TSIC classified software and
software service industries under TSIC2009 concluded retail,
wholesale and services which help identifying businesses in
software and software service industry uncomplicated.
According to the survey results, the value of overall
software market last year reached 52.5 billion baht, the total
market grew only 1.2 percent from 2014 in proportions of 14.1
billion baht from package software (0.1% increased) and 38.5
billion baht from software services (1.6% growth). Financial
industries remains the highest spender on software and services
with government and telecommunication respectively.
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The survey indicated that the market of Thai embedded
system software in 2015 reached 6.039 billion baht, growing at 3.5
percent from 2014. The growth was a result from the increasing of
embedded system designers and developers who owned their
intellectual properties (IP-based system designer) as well as in-
house embedded system producers.
The export of software and services created 3.33 billion
baht value in 2015, increasing 1.2 percent from the previous year
which is similar to the growth of software production and services
The expectation of total software market growing rate for
2016 would be 4.4% with 54.893 billion baht in value. The figure
will increase to 57.257 billion baht in 2017 with 4.3 percent growth
rate when embedded system software will rise by 5% with 6.3
billion baht in value next year and raise to 6.7 billion baht (6.7%)
in 2017. The supporting key factors are economic expansion,
extension of overseas market from existing exporters and
newcomers whose gain advantages from Road Show and
cooperation from local alliances during 2016 and 2017.
Moreover, the survey results revealed that the value of
import software and services is 32.9 billion baht where In-House
software and services is valued at 14.9 billion baht by a number of
staff at 55,873 people (Table 5.1).
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2. Market Trends in 2016
Three vital trends are:
Firstly, overall market trends in 2016 is decelerated,
however, there will be broaden in budget under the first priority
projects from the government such as Digital Economy especially
those underlying projects in development of National
Infrastructure for examples, High-Speed Broadband Internet which
was approved with 20 billion baht by the cabinet early this year.
Secondly, there is an expansion of exporting software and
services from private sector, especially in AEC including investment
extension from financial and telecommunication sectors where
new opportunity in these country has supports from government
policy in digital economy.
Nonetheless, local soft companies still need expeditious
adaptation to welcome the new changes in structure. Those has
readiness, can use their expertise to help clients in increasing value
under the new business context for example, the merchant
developed and serviced ICT systems including Digital Commerce
to create an ecosystem for digital economy encouraging their
clients to shift the competition in digital economy era from value
added goods production.
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Finally, the major factor is the new business format
according to consumer life style where digital and technology
mega trends such as Cloud Computing, Internet of Things (IoT) and
Big Data/Analytics are in needed. Many major merchants are
following these trends especially those who hold large client base
which can generate a huge amount of data to be used in analysis.
For example, a Big Data pilot project of one company who is
gathering information from existing clients to analyse and learn
about their clients so they can expand their client base. This can
open up new opportunity in business especially cross industry such
as bridging between entertainment (music and films) and banking.
Contents are adapted and merged with membership for their
alliances, this increased and enhanced existing client base and
expanded new markets including building up business
transformation by introducing IT to increase new profit
connections. Another example, the use of location based and push
technology were used to sending out bargain promotions directly
to prospect client in cineplex area to minimize empty seats in their
As an example, one software company actually shifted to
various sources of profit by offering software enable service and
developed new innovation such as digital recharge machine
(Re-Fun) clinging on the government policy trends such as Startup
and Green Model to support digital economy growth.
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One major electrical appliance manufacturer designed and
developed embedded system software that connect to the
Internet (IoT) as an added value for smart appliance that enable
energy saving and response to digital consumers.
3. Conclusions and suggestions
The expanding of digital economy will be the main driving
force for software industry to grow under the slowdown of overall
current economics, exclusively when new investments supported
from digital economy policy can be observed.
In the passed year 2015, a few software and service
businesses declined in relying on the government market by
approaching private sector. The important strategy is business
transformation using IT, this both including existing client base and
new prospect clients. Meanwhile, developing IP-based highly
reliable software requires skilled and qualified human resource
investment. The government has to come up with approaching
new policy to respond the private sector needs.
Some eye catching movements for year 2016 are the
growth of software and services in finance sector and
telecommunications. For finance sector, Promptpay project is one
of the national foundation development projects expected to be
a national e-Payment for digital economy driving be all commercial
banks in the country. This will lead to more investment both in
system software and security to maintain reliability of the system.
In telecommunication side, the extending 4G coverage which all
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ISP acquired has to be completed in installing new cell sites and
upgrading 3G equipments to be 4G supported.
Suggestions from the research team are supporting and
strengthen high potential software and service industry by
rectifying structured policy including academic curriculums those
support producing skilled human resource for the country both in
quality and quantity, improving tax measure and privilege to
stimulate software market and research development. Matching
local businesses with overseas markets for new opportunity of
export can be trigger for the market growth. The most important
things are solidity and continuity of these rectifying policies which
are vital keys to support Thai software industry in long term.