HP pitching 3D printers to capture Thai youth market

United States-based computer company HP will introduce its 3D printers, virtual reality programs and other innovative products and technologies to capture a greater share of the market among young Thai consumers, while XYZPrinting, a subsidiary of Taiwan-based New Kinpo electronics group, said it would make Thailand its regional hub and a key market for its 3D printers.

Bangkok has the second-largest market in Southeast Asia for the computing and printing business, according to Koh Kong Meng, general manager and managing director for HP Inc., Southeast Asia and Korea. With about 30 percent of the Thai workforce consisting of millennials, defined as 17 to 34 year olds, the market is increasingly looking for new and innovative products that fit their lifestyles.

“We foresee demand from both corporations and consumers for powerful technology that serves rapid innovation and disruption,” Meng said.

HP has changed its approach from focusing on products to concentrating on customer needs, said Pavin Vorapruck, managing director of HP Inc., Thailand. It is increasingly developing and introducing products that fit the lifestyles of younger consumers, he added, such as “Sproket”, a pocket-sized instant camera and printer. Sproket gives customers a mobile printer in their pocket.

In addition, the company is reinventing itself as a solution provider and is concentrating on clients in fintech startups, healthcare companies, manufacturers and small and medium-sized enterprises.

But computing and printing, and especially graphical and large-scale printing, will remain its areas of strength. HP has expanded into 3D printing and virtual reality. It is planning on introducing computers with virtual reality programs and capabilities, in desktops, notebooks and portable workstations to the Thai market.

Thailand is one of only a few countries at this point in time where HP is providing 3D printing. Virtual reality and 3D printing are highly useful in several fields, including manufacturing and design.

As an example, “virtual reality can be provided to new condominiums and property projects to simulate designs and 3D printing,” said Pavin.

Thailand’s market potential for 3D printing is also appealing to XYZPrinting of Taiwan, and the company said it regards Thailand as its core market for 3D printers in Southeast Asia. Earlier this month, XYZPrinting launched “da Vinci Color,” a line of full-color 3D printers that use 3DColorJet technology, in the Thai market.

Anthony Huang, a senior manager at New Kinpo Group said that “promoting Thailand 4.0 is in line with the marketing strategy of XYZPrinting and that Thailand is the target to open and expand our 3D printing business in the whole Southeast Asian region.”