Mr. Yunyong Muneemongkoltorn, General Manager of Epson (Thailand) Company Limited, says, “In 2016, Epson unveiled the Epson 25 vision or the goal that it intended to achieve by 2025. That goal is about creating a new connected age of people, things and information with efficient, compact and precision technologies. We have four lines of products to pursue that goal namely printers, visual communications devices, wearables and robots. The Epson 25 vision has in effect laid down guidelines for Epson’s product development and marketing in Southeast Asia too. Our business has been growing by 11.3% every year since we started focusing on the B2B segment in 2015. The positive growth across all product lines reflects the efficency of our business strategy”.
 
“Technology usage in business sector has changed significantly lately in a way that offers greater opportunities to Epson. More laser printers and photocopiers are now being replaced by the increasingly popular inket printers. A soaring number of business enterprises have used  high-brightness projectors to create sales and marketing content. Fashion and textile industries, meanwhile, have increasingly embraced professional printers for use both during their designand production stages. Robitic arms at the same time have made growing presence at industrial plants,” he continues.
 
“Today, we seek to reaffirm our emphasis on the B2B segment by answering to the needs of enterprises of all sizes. When opting for Epson technologies, business enterprises get product quality, cost efficiency, good service standards, warranty by brand owner, and environmentally-friendly features. Epson Thailand has now prepared a four-pronged business strategy for its growth. The first core element of the strategy, Customer Solutions, is about integrating Epson technologies and presenting them as solutions to corporate customers. The development of these solutions takes into account the work process and needs of enterprises, be they SMEs or corporate giants. Epson’s solutions aim at supporting their works and ensuring their businesses run real smooth. The second component focuses on Customer Values. To boost customers’ confidence in and encourage them to purchase Epson products, we strive to demonstrate the values our products will deliver. They, for example, boast product quality, cost efficiency, reliability and energy efficiency,” he adds.
 
“Convenience Channel is the third component in the strategy. So, our distributor network is set to expand to cover all target segments, particularly in regards to specialized channels for products like smart glasses and robotic arms. The last component is Communications, which is crucial in building brand recognition across various industries and making target groups aware of Epson products’ value. We will communicate with our targets via PR, advertising and marketing events,” Mr. Yunyong says.

Regarding the It’s in the Details campaign, he says, “This campaign is launched to back our efforts to tap further into the B2B segment. We wish to communicate with all businesses across Thailand that developed with attention to details, Epson innovations are perfect business solutions. Epson is now the No.1 brand for B2B market. We have allocated Bt15million to this campaign. It will run till the end of the current fiscal year or March 2018. The campaign will be reaching out to various enterprises through not just offline and online media but also marketing events such as road shows to all regions of Thailand”.
 
The campaign will highlight three lines of Epson products in the Thai market. For inkjet printers, target groups are enterprises with huge volume of printing jobs such as large business organizations. The biggest selling point of Epson printers is that it is equipped with Epson’s PrecisionCore Line Head technology. Epson’s new MicroPiezo print head works at a faster speed, boasts higher print quality and can handle bigger volumes of printing jobs. For commercial and industrial printing, Epson is set to continue encouraging entrepreneurs to move from analogue to digital system. Introduced to their markets now are innovative commercial and industrial printers for photo graphics, signage, textile and labels. These Epson products respond well to needs of not just printing providers but also retail stores.
  As for visual-communication devices, Epson plans to diffentiate its projectors and promote their advantages over other similar products in the market. To visualize the outstanding differentiation of its projectors, the firm will expose target groups to real usage experiences allowing prospective customers to see clearly how Epson projectors will make a better difference in their business and their daily life. In the latest development, Epson has already launched high-brightness projectors to answer to the needs of large organizations, state enterprises, projector-rental-service providers, content developers and event organizers. At present, Epson is the only projector manufacturer to have produced the full range of projector types from the compact size to the biggest one. Epson has marketed its small projectors under Smart Series and its big projectors under High Performance Series. In all, there have been more than 60 projector models by Epson in the market. Moreover, Epson has prepared to increase the number of its distributors and conduct more marketing activities to promote its Moverio smart glasses. The firm will work closer with partners in developing software that will complement Moverio potential in the commercial an industrial sectors. Unveiled recently are two new models of Moverio smartglasses. Known as BT-350 and BT-2200, both leverage Augmented Reality (AR) technology to great effects.
 
Regarding robotic arms, Epson has now been expanding its market base to cover small and medium-sized plants. Target groups are factories in automotive, electrical and electronic industries. All at the same time, the firm has intended to keep multinational firms - long-time customers - as its robot users. In a bid to educate manufacturers about innovative robots, Epson has joined forces with the Thai German Institute (TGI) in setting up the Epson Robotics Innovation Center. Available at this facility are demonstrations of how robots work and robot-usage training. Epson is ready to train not just factory representatives but also system integrators.
 
 
“Epson Thailand is confident that the B2B strategy will allow us to achieve our goals. According to Epson 25 vision, our business should grow by no less than 50% within 2025. The goal is realistic given that the number of business organizations keep rising significantly in Thailand and existing enterprises have continued to expand too. On top of this, Thailand has been integrating technologies into its manufacturing and work process at a wide scale as the Thai government has now implemented the Thailand 4.0  policy to nudge businesses into roaring ahead with innovations. Such situation is favorable to Epson and its B2B strategy,” Mr. Yunyong concludes.