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Microsoft partners with top IT distributors to penetrate provinces

Microsoft (Thailand) yesterday announced its "Geo Expansion" strategy, joining with the two largest information-technology distributors in the country, Synnex and Ingram Micro, aiming to double revenue within the next 12 months.

The move is meant to pave the way for delivering new products from Microsoft, including Windows Phone 8, Windows 8, and Office 365, as well as existing products such as Windows Server 2012 and Windows Azure.

Birathon Kasemsri Na Ayudhaya, managing director of Microsoft (Thailand), said Geo Expansion was a strategy designed and developed to target small and medium-sized enterprises with the aim to increase SME customers from 20,000 to 40,000 over the next year.

"This is the first time Microsoft has concentrated so intently on Thailand. We have assigned five people to work closely with both Synnex (Thailand) and Ingram Micro (Thailand) in five regions throughout the country," Birathon said.

He added that this strategy was designed for emerging markets like Thailand.

"In the past few years, Microsoft drew only 15 per cent of its revenue from upcountry, while the rest came from Bangkok and the Central region. After doing a pilot project with Synnex for three quarters, we were able to increase the revenue portion from upcountry to 30 per cent. We aim to have 50 per cent of revenue coming from upcountry by the next year," he said.

Synnex (Thailand) president Supant Mongkolsuthree said his company would help Microsoft develop markets in the Central, Northeast and Eastern regions. It has appointed seven people to work with Microsoft in these three regions.

"We have about 4,000 active dealers throughout the country that will help us market Microsoft's products, especially new ones such as Windows Phone 8, Windows 8 and Office 365," Supant said.

He added that currently, Synnex (Thailand) was handling three brands of smart phones, namely HTC, Samsung and Sony.

Meanwhile, Clement Mak, managing director of Ingram Micro (Thailand), said it had appointed six people to take care of Microsoft's products in the Northern and Southern regions. It also has more than 2,000 active dealers ready to market the products.

Normally, Microsoft (Thailand) has three distributors - Synnex (Thailand), Ingram Micro (Thailand) and The Value Systems.

"Thailand is the third-largest market in Asean for Microsoft after Singapore and Malaysia," Birathon said.


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