Siam Temp shifts focus to bigger air conditioners

       Siam Temp, a major air-conditioner manufacturer, has shifted its focus to large systems for commercial buildings and factories as the household market is becoming saturated, according to executive director Aroon Eamsureya.
       He said the household air-conditioner market was now characterised by mature technology and surplus capacity in the world's largest exporting countries, Thailand and China.
       "We can see the signs of the market maturing," said Mr Aroon."All brands
       offer the same technology and design.Once there is nothing to make them different from each other, we have no gimmicks to push growth, they are becoming commodity products."
       Siam Temp is a sales agent for Hitachi of Japan and also makes its own brand,Airtemp.
       In response to changing trends, the company has changed its marketing approach, by focusing on research and development for other markets, large buildings and factories, as well as specialpurpose air-conditioners.
       "Air-conditioners for the large building market still have room to grow," he said.
       Household air-conditioners accommodate small spaces, ranging from 9,000-60,000 BTU (British thermal units).Every 1,000 BTU can cool 10-12 square metres of utilised space.
       Spaces of 500 sq m or more require commercial-scale units that have differing technological requirements.
       The company is also planning to build its Airtemp brand image as a specialist in large spaces and special purposes.
       Siam Temp holds a patent for special purpose air-conditioners for buildings such as clean-air systems for hospitals,air-vacuum system for integrated circuit (IC) factories, hygienic systems for restaurant kitchens, and other units for restaurants where strong food odours are a challenge.
       Mr Aroon said the new approach has come at a good time given growing concern about health and hygiene since the outbreak of H1N1 influenza.
       The company also has a new technology that can control the climate in small areas, such as high-temperature machinery working spaces, even when there is no wall or ceiling to separate that area from the whole space. Workers'comfort and health is therefore enhanced.
       The company expects its revenue from household air-conditioners will shrink to 30% from 70% of its total by 2011,while large units will become its major source of revenue at 70%.
       As a consequence of the new focus, it expects its sales volume to double to 1.2 billion BTU from 660 million estimated this year.
       The company also plans to expand from manufacturing and sales to become a total solution provider for commercial air-conditioner systems, with more aftersales service and consultancy.