IT lifestyle centre opened in Siam Square

       Trendy tech-savvy users coupled with advanced IT technologies are driving the newest digital lifestyle centre in Thailand. Meanwhile, however, the majority of consumers are sticking with traditional computer stores that offer more affordable products.
       The potential growth of IT products among the digital generation was the key factor behind the newly opened 500-million-baht "Digital Gateway" at Center Point in Siam Square, said Soammaphat Traisorat, Executive Director of TCC Land, at the official launch.
       Its location connected with the mass transit system is an important indication that the centre sees a bright future despite the current economic circumstances that may have a minor affect on tourists visiting in the centre.
       Over the next three years the company plans to allocate one or two trolleys for IT lifestyle products in a project called "Gateway Ekamai" connected to Ekamai skytrain station.
       Wallapa Traisorat, Executive Director,said that the 8,000-square-metre Digital Gateway combined digital technology,entertainment and learning for a new generation. It is also the first IT lifestyle centre in its group portfolio of computer centres which includes Pantip Plaza in Pratunam.
       The building itself looks like a space tunnel which links the present with the future. The centre showcases the latest interactive media.
       The centre has also partnered with Microsoft to become the first "Clean Mall"- an IT centre without any pirated software.
       There are other IT flagship stores like iStudio, which is the second largest in Thailand, and the biggest True Lifestyle Shop. In addition, Oakley has also opened its second largest outlet in Asia.
       Wisanu Wangwisut, Managing Director of Thippatana Arcade, the developer and property manager of Digital Gateway,a subsidiary of TCC Land Group, said that the centre's visitor profile ranged from 13 to 29-year olds, the dominant age group in Siam Square, and expected 100,000 visitors per day.
       The company's expansion plan includes Pantip Plaza Bangkapi, a traditional computer centre which will open this September. It also intends to find other potential areas for computer centres such as Bang Yai district and Charoen Krung Road.
       Accharas Ouysinprasert, Intel Microelectronics (Thailand) Country Manager,said the establishment of digital lifestyle centres and specialist stores showed how developed and mature the computer market here had become.
       For trendy users in the centre, price is not main issue in making decisions but the users are more interested in styles and designs which reflect their personalities. For instance, the prices of notebooks with the same speed CPU may differ because of the other features they offer which serve a variety of consumer lifestyles. For example, Atom processor that can be used in normal netbooks or gadgets, and Asus HTPC keyboard with a five-inch small screen display with built-in HDMI port.
       The recent consumer ultra-low voltage platform which helps to produce new ultra thin and light notebooks ranges from 20,000-80,000 baht depending on the material, design and other unique features.
       From a design perspective shape, colour and materials, even in dustless key-boards or automotive power light safe display can attract experienced users or second-time buyers.
       Pornthep Watchara-Amnouy, Managing Director of ASUSTek Computer,said that the company has to help its retail partners to select mid to high end notebooks and gadgets to fit in with the profile of the centre.
       Chan Chaovanich, Managing Director of Speed Computer which has three brand shops in the centre, said because of higher rental costs from others, this is the first time that its big three suppliers - Asus, HP and Intel- have supported the space cost.
       Meanwhile Ekachai Sirijirapatana,President of IT City, one of the largest IT superstores in Thailand, said that within the next three years, IT centres should have space of more than 10,000 square metres in order to support a variety of products for customer needs.
       IT is a highly competitive market which has lowmargins ranging from 6-13 percent, so the volume of sales is important.If this sells in high cost rental area it means more premium products to sell even it has a greater margin, the volume will not cover the expenses.
       "I think the upcountry areas, especially those with local department stores that still do not have IT shops and growing demand from consumer as well as low rental price more attractive," Ekachai said.