Background
Azure Computers, a global leader in IT solutions and services, has built a strong reputation for delivering cutting-edge technology solutions, particularly in the financial services industry. With expertise spanning e-banking, payment gateways, IT outsourcing, and custom software development, Azure has a robust presence in key markets such as the USA, UK, Singapore, Australia, and India.
Recognizing the immense potential of the ASEAN market, Azure Computers sought to establish a foothold in Thailand, a strategic gateway to Southeast Asia. However, entering a new market presented challenges that required a strong local partner with industry expertise and deep-rooted connections.
Challenge
Despite its global success, Azure faced multiple barriers in its Thailand expansion:
- Regulatory Complexity: Navigating Thailand’s intricate legal framework for foreign business operations was a major challenge.
- Market Entry Strategy: Azure required comprehensive market research to identify opportunities, assess competition, and develop an effective entry strategy.
- Talent Acquisition: The company needed skilled IT professionals in Thailand to ensure seamless service delivery.
- Local Business Development: Establishing relationships with key stakeholders, including financial institutions, was crucial for success.
- Rapid Profitability Goals: Azure aimed to achieve profitability within a short timeframe to justify its investment.
To overcome these challenges, Azure Computers partnered with Aditya Group to launch Azure Thailand, a joint venture that would serve as the company’s operational hub for Southeast Asia.
Solution
Aditya Group, under its New Business Management service, played a pivotal role in the establishment and expansion of Azure Thailand. Led by Ande Aditya, co-founder and CEO of Azure Thailand, the company leveraged his vast IT experience and established relationships in the local market to fast-track growth. The partnership focused on a Build, Operate, and Transfer model, ensuring a structured, sustainable approach to business success.
- Market Entry Strategy and Business Setup
Aditya Group facilitated the seamless establishment of Azure Thailand by:
- Conducting in-depth market research to analyze Thailand’s financial technology landscape.
- Identifying key opportunities and potential competitors to position Azure Thailand effectively.
- Structuring the joint venture in compliance with Thai corporate laws and regulatory requirements.
- Legal and Regulatory Compliance
Navigating Thailand’s regulatory framework was one of the most complex aspects of the setup. Aditya Group provided:
- Assistance in company registration, licensing, and tax structuring to ensure full compliance.
- Legal advisory services to help Azure Thailand adhere to IT outsourcing and data security regulations.
- Infrastructure and Talent Acquisition
To enable Azure Thailand to start operations efficiently, Aditya Group:
- Provided a fully equipped office space in Bangkok for immediate business operations.
- Assisted in hiring a team of skilled IT professionals, project managers, and sales executives.
- Ensured that new employees were trained to align with Azure’s global quality standards.
- Business Development and Strategic Partnerships
One of the key success factors of Azure Thailand was Ande Aditya’s leadership, which helped the company build credibility and secure high-value contracts. Through Aditya Group’s vast business network:
- Azure Thailand established relationships with major financial institutions in Thailand.
- The company secured its first outsourcing contracts for e-banking solutions and software development.
- Key fintech exhibitions and industry events were leveraged to raise brand awareness and establish market presence.
- IT Outsourcing and Service Expansion
With the groundwork laid, Azure Thailand expanded its service offerings to include:
- IT outsourcing for banks and financial institutions.
- Web development, application management, and cloud-based financial solutions.
- Custom software development tailored to Thai market needs.
Results
The joint venture between Azure Computers and Aditya Group proved to be an overwhelming success. Within 8 months, Azure Thailand achieved its break-even point, fueled by key contracts from Thai financial institutions. Over the next seven years, the company experienced exponential growth, generating $5 million in annual revenue and expanding its client base across ASEAN, including Vietnam and Cambodia.
Key achievements include:
- Successfully navigating Thailand’s regulatory landscape for a smooth market entry.
- Building a highly skilled local team that meets global service standards.
- Establishing strong partnerships with financial institutions, securing long-term service agreements.
- Positioning Azure Thailand as a leading IT outsourcing provider in the region.
Azure Thailand’s journey showcases the impact of a strong local partnership in market expansion. The collaboration between Azure Computers and Aditya Group under the New Business Management model not only ensured a seamless market entry but also positioned Azure Thailand as a dominant player in the IT consulting and software development sector.
Ande Aditya’s leadership played a crucial role in the rapid success of the venture, leveraging his deep expertise and market insights to drive business growth. Today, Azure Thailand continues to serve as a vital hub for Azure Computers’ ASEAN operations, setting new benchmarks for innovation and service excellence in the financial technology sector.
This success story underscores Aditya Group’s expertise in launching, managing, and scaling new business ventures, making it the preferred partner for global companies looking to establish a strong presence in Thailand and beyond.