Advice Holding Group, Thailand's leading IT chain store, is shifting its focus away from computer products to advanced internet-connected devices in a drive to boost sales revenue.
The strategic move aims to offset the impact of declining desktop PC sales, said Pornthep Watchara-amnouy, new vice-president for products and services at Advice Holding.
Advice also plans to list on the stock market within the next few years in a drive to mobilise funds to expand business in Asean, he said.
Advice is focusing more on high-growth areas in the mid- to high-priced mobile phone and tablet segments. "We will be offering a greater variety of branded products and price ranges," said Mr Pornthep.
Network equipment, closed-circuit television and network-attached storage are other focus areas, targeting small and medium-sized companies.
Advice plans to give its 358 retail shops a major facelift to serve the growing demand for advanced digital products including smartphones and tablets.
Mr Pornthep said the sluggish economy has had a direct impact on the consumer IT market, especially notebooks which expect to face a contraction of 5% this year, down from 2 million units last year.
Advice is optimistic it will achieve its revenue target of 12.2 billion baht this year, up from 11 billion in 2012, thanks to wider distribution network coverage in the provinces and a wider variety of product portfolios.
More than 80% of the group's revenue came from upcountry.
Advice expects sales of its mobile products including notebooks, smartphones and tablets to account for up to 40% of the total this year, equal to the sales of computer components. The remaining 20% will come from networking products.
But the company expects half of the total revenue will come from sales of mobile products in 2014. The remaining 25% each will come from network products and computer components.
Before joining Advice, Mr Pornthep served as managing director at ASUSTek Computer (Thailand).