The 1st International Trade Fair for Security, Fire & Safety
Secutech Thailand 2011
Post Show Report
30 June – 2 July 2011Bangkok International Trade and Exhibition Centre (BITEC)
www.secutechthailand.com
Show grand review
The first Secutech Thailand achieved great resultsSecutech Thailand 2011 made its successful debut from 30 June – 2 July at the Bangkok International Trade and Exhibition Centre. Gaining strong government and industry support, important government officials and industry leaders attended the opening ceremony, including Deputy Permanent Secretary of Ministry of Labour, Technical and Planning Director and Director of Disaster Prevention and Mitigation Division of Bangkok Fire & Rescue Department of Bangkok Metropolitan Administration, Royal Thai Police, Thailand Convention and Exhibition Bureau (TCEB), President of Asian Professional Security Association (APSA) Thailand, President of APSA International, President of American Society for Industrial Security (ASIS) International – Singapore Chapter.
Opening Secutech Thailand, Mr Nakorn Silpa-Archa, the Deputy Permanent-Secretary of the Ministry of Labour said: “The ministry is committed to continuing its mission with an emphasis on ‘preventative strategy’. It is very important to build up safety awareness among business operators and relevant personnel and Secutech Thailand precisely answers this requirement.”
During the three-day event, Secutech Thailand 2011 attracted a total number of 3,929 visitors from 39 countries and regions to actively engage in business interactions. This was also the first time ever that 116 exhibitors from 16 countries and regions all gathered in Thailand to showcase their new products and innova-tive solutions. Running parallel to the exhibition, a series of fringe programme covering topics such as IP solutions, HD/Megapixel, fire & safety, integrated security solutions, offered a rich and insightful educational platform.
At Secutech Thailand, exhibitors had access to key decision makers, and visitors had exposure to both important local companies and international brands. Furthermore, industry experts offered first-hand market information and advice on technology development. With great responses received from exhibitors and visitors, Secutech Thailand will continue to thrive and be the leading platform that connects business opportunities for the security, fire and safety industries in Thailand!
Booths 201 boothsExhibitors 116 exhibitorsCountries 16 countries and regionsProduct Categories Digital & network surveillance, analogue surveillance/CCTV,
access control, fire & safety, intrusion detection, security and services, management platform, transmission, home automation, building automation, police equipment, personal safety, and intercoms
Visitors 3,929 visitors from 39 countries and regions *3606 local and 323 international visitorsThe top 5 visitor countries outside Thailand: Singapore, Malaysia, Korea, India and China
Fringe Programme 5 seminars, 25 sessionsGrand Sponsors
Secutech Thailand statistics at a glance
“Secutech Thailand was great as a first-time show. All of our expectations were met. Distributors have the opportunity to meet prospective customers and suppliers. In fact, we were pleasantly surprised to meet so many manufacturers that consider working with us.”
Mr Boonchai Rojanasiraprapa, Managing Director of Bangkok Comtech Co Ltd
“Thailand had no major security and safety show in the past. Now it‘s good to have Secutech Thailand which is a professional and focused trade fair for safety and security.”
Mr Sakchai Somsuk, Managing Director of TSolutions Co Ltd
“This is the first international and professional show for our sector in Thailand and I think it’s a good move for the organiser to launch this show, We’ve had a busy booth and collected so many useful contacts.”
Mr Nakarn Kingchansilp, Marketing Manager of GUTS Securitech Co Ltd
Exhibitor analysis
• Business nature*
(all fi gures in %)
Manufacturer
Distributor/ Dealer/ Wholesaler
Exporter
Importer/Agent
Integrator
Installer
Security Services
Rep. Office
Consultant
Electronic & Mechanical Engineering
Others
0 20 40 60 80
5
2
5
5
6
7
10
17
25
35
75
75% of exhibitors were manufacturers who were mostly from overseas. 35% of exhibitors were distributors and dealers who were mostly local companies.
*Percentage in charts is larger than 100% as exhibitors can select more than one answer.
• Product analysis*
(all fi gures in %)
Surveillance (Analogue)
Digital & Network Surveillance
Access Control / Biometrics / RFID
Fire & Safety
Intrusion Detection
Security Services
Management Platform
Transmission
Home Automation
Building Automation
Police Equipment
Others
Personal Safety
Intercoms
0 15 30 45 60
7
6
5
3
3
8
9
9
12
20
26
30
50
58
The top two product categories were analogue surveillance and network surveillance.
Exhibitors from 16 countries and regions:
Australia, China, Hong Kong, India, Japan, Korea, Malaysia, New Zealand, Pakistan, Philippines, Singapore, South Africa, Taiwan, Thailand, the UK and USA.
*Percentage in charts is larger than 100% as visitors can select more than one answer.
Visitor analysis
The first Secutech Thailand successfully attracted a total number of 3,929 visitors from 39 countries and regions. Among the international visitors, the top five countries of origin were Singapore, Malaysia, Korea, India, and China.
• End user profi le
A
B
C
D
E
F
G
H
IJ
K A 17% Hi-Tech B 15% Construction C 13% Retailing D 11% Conventional IndustriesE 10% Government F 9% TelecommunicationG 5% Consultant H 4% Transportation I 4% Financial J 4% Education K 8% Others
• Channel player*
(all fi gures in %)
Distributor/Dealer/Wholesaler
System Integrator
Importer
Installer
Designing
Project Planner
Manufacturer
Engineering consultant
Rep.Office
Exporter
Oversea Branch
Others
0 10 20 30 40
4
4
2
7
13
28
32
35
14
19
17
15
35% of the channel players were distributors, while the second largest group were system integrator with 32%, followed by importer with 28%.
• Visiting purpose*
(all fi gures in %)
Purchase or source products
Collect market information
Look for OEM/ joint venture
Look for distributtion opportunities
Attend seminars and conferences
Others
0 10 20 30 40
3
18
28
32
42
43
Visitors attending Secutech Thailand were mostly for purchasing or sourcing products (43%), collecting market information (42%), and looking for OEM / joint-venture partners (32%).
Among the users, 17% were from hi-technology companies, while 15% were from construction companies and 13% were from the retailing field.
• Business nature
A
B
A 60% Channel Player
B 40% End User
3,929 total visitors, 60% were from industry channel players while 40% are End Users.
Top 5 international visitor origin
1. Singapore2. Malaysia3. Korea4. India5. China
• Product interests*
(all fi gures in %)
CCTV
Access Control
Digital Surveillance
Fire & Safety
Security Services & Guarding
Network & Communication
Residential Security
Integrated Solutions
Key Components/Sensor
Biometrics
Intrusion Alarm
Others
0 15 30 45 60
11
8
3
12
19
20
20
21
37
40
50
64
Visitors were interested in CCTV (64%), access control (50%), digital surveillance (40%), and fire & safety (37%).
• Job function*
(all fi gures in %)
Sales
Engineering Consultant
Purchase
Marketing
Factory Safety & Management
Office Management
R&D
Risk Management
MIS
0 5 10 15 20 25
2
3
4
6
9
16
16
20
24
Secutech Thailand was not only a necessary platform for sales, marketing, and purchases in the security industry, it was also important for engineering consultants.
*Percentage in charts is larger than 100% as visitors can select more than one answer.
High quality visitors at Secutech Thailand!
• Purchasing authority
A
B
C A 41% Decision Makers
B 49% Advisors
C 10% Others
41% of the visitors were decision makers while 49% were advisors, indicating 90% of the visitors had influence in purchasing decisions!
• Company size
A
B
C
D
E
F
G A 37% 1-25 employees
B 19% 26-50 employees
C 11% 51-100 employees
D 8% 101-250 employees
E 7% 251-500 employees
F 6% 501-1000 employees
G 11% >1000 employees
• Purchasing power
A
B
C
DE A 60% Under USD 500,000
B 16% USD 500,000 - 1,000,000
C 12% USD 1,000,001 - 1,500,000
D 5% USD 1,500,001 - 2,000,000
E 7% More than USD 2,000,000
Seminar achievements
In addition to showcasing the complete range of surveillance technologies, security solutions, and new fire & safety products, Secutech Thailand also offered an excellent educational platform where attendees could learn about the insider technical know-hows, updated industry standards, and valuable market intelligence from diverse seminar programmes. There were five themed seminars: Global and Digital Surveillance Forum (GDSF) Thailand, Fire & Safety Seminar, APSA Thailand Conference, Product Presentation, and IP & HDCCTV Technology Showcase, which in total attracted 736 attendees.
Global Digital Surveillance Forum (GDSF) Thailand
• As demand for IP and HD solutions is increasing in Thailand, world-class security solution providers were invited to share insider knowledge and their latest technologies.
• A total of 279 visitors attended 7 sessions of GDSF Thailand. Positive feedback was received from the audience.
• More than 80% of the audience expressed interest in the presentation topics regarding new technologies and products.
Sponsors:
APSA Thailand Conference• APSA Thailand invited veteran industry leaders to share their experiences and their
perspectives on the challenges and the future of security service business.
• 136 industry professionals attended the conference.
• 50% of the audiences were interested in laws, standards, and regulations while 43% were interested in new technologies which can be applied to the security service industry.
2011
• Interesting topics*
(all fi gures in %)
New Technologies/Products
Security Market Trend
Case Study
Security System Installation & Management
0 20 40 60 80
19
26
27
80
• Interesting topics*
(all fi gures in %)
Law, Standard & Regulations
New Technologies/Products
Case Study
Market Trend
Others
0 15 30 45 60
20
5
27
43
50
• Audience background
A
B
CD
E
F
G
HI J
A 21% Engineering Consultant B 20% Sales C 10% Factory Safety & Management D 10% R&D E 9% Purchase F 9% Office Management G 9% MarketingH 7% OthersI 4% Risk Management J 2% MIS
• Audience background
A
BC
D
E
FG H I J
A 28% Engineering Consultant B 26% Factory Safety & ManagementC 15% MarketingD 11% Sales E 7% Purchase F 6% Others G 2% Office Management H 2% Risk Management I 1% R&D J 1% MIS
*Percentage in charts is larger than 100% as attendees can select more than one answer.
Product Presentation• The product presentation provided an exclusive
channel for exhibitors to introduce and demonstrate their latest and unique products and technologies.
• 96 high-potential prospects attended the presentati-on, with great interaction between the speakers and audience.
IP & HDCCTV Technology Showcase• Top manufacturers from Taiwan and Korea showcased
their new IP solutions & HDCCTV products, providing the audiences with new technical knowledge and new business ideas.
• 42 purchasers joined the event; audiences were highly satisfi ed and wished to learn more.
• Interesting topics*
(all fi gures in %)
Law, Standard & Regulations
New Technologies/Products
Fire & Safety Market Trend
Case Study
Others
0 15 30 45 60
24
3
34
44
48
• Audience background
A
BC
D
E
FG H I
A 34% Factory Safety & Management B 20% Engineering ConsultantC 15% SalesD 8% Marketing E 8% Risk ManagementF 7% Others G 4% Office Management H 3% R&DI 1% Purchase
C
D
• Audience background
A
B
EF
G H IA 31% Sales B 30% Engineering ConsultantC 15% Factory Safety & ManagementD 8% MarketingE 5% R&DF 4% PurchaseG 3% Office ManagementH 3% Risk ManagementI 1% Others
• Audience background
A
B
C
D
E
F
GA 29% MarketingB 14% PurchaseC 14% SalesD 14% Engineering ConsultantE 14% Factory Safety & ManagementF 7% MISG 7% Others
Fire & Safety SeminarLt. Warin DechjareonDeputy Director General, Bangkok Metropolitan Administration Represented by Fire and Rescue Department
"This seminar is a channel to help the industry better understands our department and their needs. In addition, the audience can update themselves with the latest rules and regulations to help them to better plan their businesses.“
• 183 attendees joined the seminar, which was well received.
• Audiences were very interested in the laws & regulations; at the same time, they wanted to know what new technologies and products could help them comply with these standards.
*Percentage in charts is larger than 100% as attendees can select more than one answer.
Promotional activities & media coverage
With Messe Frankfurt New Era Business Media’s multifaceted marketing campaign, various channels were utilised to promote Secutech Thailand. The integrated marketing achieved great media exposure and successfully attracted quality visitors to the show!
Total international marketing dollars spent: US$ 90,000Total domestic (Thailand) marketing dollars spent: US$ 150,000
Achieved a total 250+ news clips/exposures!
Print media promotion• 12 a&s magazines• 20+ international and local security magazines: Building & Investment Magazine, India Safe, Security
Solutions Today, Fire & Safety, SafeSecure, Fire & Security Alert Magazine, Vision Media, Construction and Property, Buycoms, Computer Today, Intrania, Contractor Times, PC Today…
• 4 local newspapers
Direct mailing: brochure, show news update, fringe programme, invitation cards• 3 waves, over 100,000 international + local database
E-marketing• EDMs: 10+ blasts to international + local databases• Official website & social network • e-Banners: at 50+ international and local websites• Google keyword
TV & radio• Exposure on 5 TV channels• 4 radio stations with 20 exposures per day
Outdoor promotion• Billboard: at main express way• Digital Traffic Sign: at 40 spots in Bangkok city centre
Event marketing• Secutech Thailand pre-show seminars & workshops: 3 times with 50+ media exposures• Press Conference: total of 17 media attended, including 3 TV media with 30+ total media exposures
Telemarketing• Continuous call-out for 2 months to 40,000 local database prior to the event
re
The 2nd International Trade Fair for Security, Fire & Safety
Expand business at Thailand’s most professional trading platform for security, fire and safety industries
28 – 30 June 2012Bangkok International Trade and Exhibition Centre (BITEC)
Messe Frankfurt New Era Business Media Ltd.Ms Jennifer YangTel: +886-2-2659-9080 ext 611Fax: +886-2-2659-9069stth@newera.messefrankfurt.comwww.secutechthailand.com
Book before 30 Nov. 2011to get early bird discount!
Promotional activities & media coverage
