Global tech and computer giant HP is pushing for growth in gaming computers, peripherals, industrial printers, hybrid work experience solutions and subscription-based services, amid the ongoing economic challenges.
"Thailand has perhaps the highest potential in Southeast Asia for HP in terms of opportunities as the country is experiencing advanced tech adoption," said Ng Tian Chong, HP's managing director for Greater Asia.
He said the country has a growing young population, as 28% of its 70 million inhabitants are millennials and 27% are in Gen Z, both of which are tech-savvy. The country is expected to be one of the world's top 25 economies by 2050, said Mr Chong.
"We expect an economic recovery as the country is reopening for tourists, which supports the rebound of small and medium-sized enterprises", he said.
The company sees an opportunity in gaming computers as gamers tend to refresh their PCs twice as fast as the rest of the market, said Mr Chong.
HP is offering gaming devices with a full range of products -- from entry-level to high-end.
Computer peripherals are gaining traction, driven by hybrid work and gaming, he said. Users need audio devices, accessories and headsets that can support their digital lifestyles.
People refresh their peripherals five times faster than their PCs, said Mr Chong.
Last year HP acquired HyperX, the gaming peripheral division of US computer tech company Kingston.
The company has also seen growth in the subscription-based model. HP recently had a soft launch for the Easy Ink programme, a subscription-based service for ink cartridges.
Industrial printers, including graphics and 3D printers, show potential as many manufacturers are relocating from China to Southeast Asia, including Thailand.
He said supply chain issues are improving as the company sources from multiple suppliers to deal with challenges, including port congestion.
Mr Chong also highlighted six tech trends that HP can serve. They consist of: future work experience involving hybrid work; identity and cybersecurity; seamless, simple, and secure printing experiences; the rise of immersive tech such as the metaverse; modern commerce features, including omni-channel and the circular economy; and technology for goods.
Lim Choon Teck, managing director of HP Thailand, said hybrid work has become the new normal, with a survey suggesting 80% of Thai employees want more flexible working conditions in the post-pandemic era. As a result, businesses need to strive for a hybrid operating model.
Mr Teck said corporates also need to refresh their PCs every four years and upgrade to Windows 11. HP products embrace analytics and security power, while supporting a green environment, he said.
The company targets double-digit growth in Thailand during this fiscal year, Mr Teck said.
