Three organisations have banded together to help strengthen local software firms' marketing prowess.
Somporn: Thai firms need better strategy
The collaboration is between the Association of Thai Software Industry (ATSI), the Software Industry Promotion Agency (Sipa) and the Marketing Association of Thailand (MAT) is also intended to lift the competitiveness of the Thai software companies ahead of the Asean Economic Community (AEC) in 2015.
"Our goal is to boost the proportion of domestic software sales to 20% of the 35-billion-baht market this year from 15% previously," said ATSI president Somporn Maneeratanakul.
He said the move is the first such collaboration aimed at providing workshops and other training to improve local software firms' marketing skills.
Only Thai majority-owned companies with at least 51% holding and operating for at least three years will be eligible to receive training.
Mr Somporn said up to 90% of 1,200 Thai software firms still lack an effective marketing strategy or sales focus.
Most simply rely on cutting prices.
"We expect 240 sales people from 40 companies to join our training courses," said Mr Somporn.
Sipa vice-president Suwimol Taewasillachaikul said her agency will open a "software clinic" next year to provide marketing consultations to software firms.
MAT vice-president Chalit Limpannavech said the AEC will enlarge the software market 10-fold from what it is now.
But it will also mean tighter competition at the regional level, he said.
Mr Chalit added that rapid changes in technology are forcing software firms to reshape their business models.
They are moving away from the current package offerings to a more licensed-based service model for online service.
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