Solutions for machine builders and industrial suppliers in Thailand and beyond
Four simple, yet fundamental questions about your business in Thailand and Southeast Asia. Four modules to answer them. Clear scope, clear results.
Distance turns into blind spots
Whether your Thai subsidiary is two months or two decades old, the same pattern shows up: what looks clear in group reporting often isn't, once you stand on the shop floor in Rayong or Chonburi. Four questions matter to both sides, just from different angles. Pick yours.
Do you really know what's happening in your market?
Without current, ground-level market intelligence, your decisions on investment and resources for the region rest on assumptions.
Without a systematic view of the competition, it is hard to make the case for the support and resources you need.
Do your IT systems actually talk to each other?
Without reliable local data, every regional report needs a grain of salt, and every decision takes longer than it should.
Better local systems mean less manual reporting, and a faster, stronger case when you need headquarters' attention.
Are you getting what you should out of your installed base?
The installed base is often your largest and least visible asset in the region, and the fastest lever for recurring revenue.
Better installed-base data is your strongest argument for building a stronger service organization on the ground.
Is your local entity performing, or just present?
A subsidiary that is stable is not automatically competitive. Inertia is easy to mistake for health.
An honest outside look at strategy and go-to-market can be the case you need to unlock investment or a course correction.
Every module starts with data: my own market database on Thailand's industry, so you get facts instead of assumptions.
Explore the databaseFrom selling machines to serving them
Thailand's imports of machinery and automation equipment grew by 37% between 2019 and 2025. Imports from Germany fell by 15% over the same period. New machines are getting harder to sell from a distance. The machines already running in Thai factories are not going anywhere. That is where the next business sits: service, parts, upgrades, and a local entity that can deliver them. In short: local for local.
Source: UN Comtrade, Thailand as reporter, CIF import value, 33 product groups of machinery and automation equipment (HS 4-digit). Goods only, no services. Total imports USD 19.8bn (2019) and USD 27.2bn (2025), from Germany USD 1.33bn and USD 1.13bn.
Market Radar
Do you really know what's happening in your market?
Understand what is happening around your local entity: what competitors, customers and partners are doing, who is teaming up with whom, and which distributor works with which brand.
HQ Strategy/BD Lead · Regional Manager · Head of Sales SEA
Installed Base Map
Are you getting what you should out of your installed base?
A detailed picture, as complete as possible, of your machines at customers in Thailand, and of what your local entity needs to serve them: where the machines stand, how well you know them, and how much service revenue they generate today.
Public data does not get us far here. We need access to the factories and to the machine data, so your local entity has to open the doors at your Thai customers.
Head of Service · Head of Sales SEA · Service Engineers · Selected Customers
Connectivity Check
Do your IT systems actually talk to each other?
See where data flows and where it stops, before you invest in AI.
Head of IT · MD · HQ Digital/IT Lead
Entity Review
Is your business performing, or just present?
An honest outside look at what your local entity is today and what it should become. A pure sales office? Or local for local: service, sourcing, logistics, even production on the ground?
MD · Head of Sales SEA · HQ Strategy Lead · Local Leadership Team
What I follow closely
Beyond the four modules, these are the topics I research, write about and actively work on with clients. Each of them connects to at least one module.
How parts, service and the installed base become a steady revenue stream.
Related: Installed Base MapLeasing, pay-per-use and the shift from capex to opex, and what it means for OEMs and their customers.
Related: Entity ReviewThe market, customer and business logic behind connected machines, processes and products.
Related: Connectivity CheckGiving machines and parts a second life, and turning that into a business.
Related: Installed Base MapHow customers in the region buy parts and equipment online, and what that means for OEMs and distributors.
Related: Entity ReviewFrom blind spots to growth
Thailand's imports of machinery and automation equipment are growing, and they are shifting towards new competitors. Selling new machines from a distance will not be enough. Each module closes one blind spot. Together they are the first steps of a transformation: from a sales outpost to a local business that grows on service, sits close to its customers and is connected to headquarters.
A clear, current, evidence-based picture of your market and your installed base, shared by HQ and local management alike.
The service and aftersales revenue already sitting in machines you sold years ago, turned into an active plan.
An entity, a team, and a way of working that HQ can see, understand, and invest in with confidence.
Ready to open the blackbox?
It starts with a call. You get a fixed-price proposal for the module that fits best. Book one on its own or combine several, and depending on the results we continue project-based or on a monthly retainer.
Let's talk about your business in Thailand & Southeast Asia.