AT Siam Co Ltd, a two-month old Thai-Japanese joint venture that aims to import energy-saving technology products from Japan, has launched Arayga, an energy-saving coating for glass, as its first prod…
AT Siam Co Ltd, a two-month old Thai-Japanese joint venture that aims to import energy-saving technology products from Japan, has launched Arayga, an energy-saving coating for glass, as its first product on the Thai market. The firm hopes it will generate sales of THB 100 million in 2006. It plans to market Arayga throughout the Asia-Pacific region, beginning with south-east Asia. AT Siam was founded with registered capital of THB 10 million by Arpirat Kiatphaibool and Atsushi Ogawa, who each hold 45%, and Nattasit Teppaitoon, who holds 10%. Arayga is a chemical created using nanotechnology which is used to coat glass for commercial and residential use. The chemical stops as much as 95% of ultra-violet light and absorbs about 35% of infrared rays. The coating prevents fading of interior decoration and reduces interior temperatures by two to three degrees. It allows 80% of outside light to pass through. With Arayga“s properties and Thailand“s hot climate, AT Siam“s managing director Nattasit sees a bright future for the hi-tech coating. He said Thais consumed large amounts of energy by running air-conditioners at low temperatures. Arayga will allow them to save by setting air-conditioners at higher temperatures. Although confident that Arayga has a bright future in Thailand, Nattasit acknowledged that the company would need time to explain the product“s properties because the technology is new and people cannot see its benefits simply by looking at a sheet of glass coated with Arayga. The company has allocated a marketing budget of THB 10 million in 2006, and will advertise in magazines related to home decoration and housing projects as well as attending real-estate trade fairs. It is also approaching architects and interior designers to promote the use of Arayga among their corporate customers. The company is initially offering a 20% discount on the full price of THB 1,800 per square meter until July 2006. It also plans to appoint 10 dealers in each region of the country in 2006. Its marketing efforts so far have attracted about eight corporate customers, including the Sri Panwa Project at Phuket, Baan Issara, the Rama 9 Project, the Hampton Condominium, the Thonglor Project, Eaton Ratchada Showroom, Toyota Siam Showroom, and Honda Eke-intra showroom. Nattasit said Toyota was willing to consider Arayga for any future showrooms. Apart from the Thai market, AT Siam is also negotiating to market its products in two unnamed neighbouring countries. Other new products for the company in 2006 include Carayga, a chemical coating with the same properties and functions as Arayga, but designed for use on cars. However, Nattasit does not think it will do as well in Thailand as in Japan, because most Thai car owners still prefer tinted film for their privacy.