Bangkok, Thailand – MINIX, a global pioneer in Android TV boxes and Mini PCs, announces its return to the Southeast Asian market with a strong focus on AI. CEO Kenny Wu reveals the vision “Beyond Limits, Into the AI Universe,” confident that the “Land of Smiles” is a golden opportunity due to its digital economy, investment promotion policies, and the rising AI trend. MINIX is ready to deliver world-class quality products to meet every need and contribute to the development of AI in Thailand.
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In an exclusive interview with Thai media, Kenny Wu, CEO of MINIX Technology Limited, outlined the company’s direction and strategies for 2025. He revealed that MINIX is focusing on expanding its market in Southeast Asia, particularly in Thailand, Indonesia, and Vietnam.
“We see business opportunities in Southeast Asia as it is a market with rapid economic growth, increasing purchasing power, and a growing demand for technological devices,” said Kenny.
MINIX began its journey in 2004 as one of the world’s first manufacturers of all-in-one mainboards. The company then established a reputation as a pioneer in Android TV boxes and Mini PCs, adhering to the philosophy of developing products that are “small, energy-efficient, and durable” to cater to niche markets such as digital signage.
Kenny acknowledged that MINIX has been relatively quiet in the Asian market over the past five years due to the impact of the COVID-19 pandemic, which delayed product development. However, MINIX is now ready to return with plans to launch new products, especially AI-powered Mini PCs, which Kenny believes will be a significant opportunity for the company.
“AI is the future. We believe that AI will change the way people live and work,” said Kenny. “MINIX is ready in terms of technology, engineering team, and strong relationships with partners such as Intel, AMD, and NVIDIA. We are confident that we can deliver high-quality AI products that meet the needs of our customers.”
Southeast Asia Market Penetration Strategy
Regarding the marketing strategy in Southeast Asia, Kenny revealed that MINIX will focus on building channel partner networks in each country to distribute products and provide comprehensive customer service. This will begin with participation in trade shows, such as the Intel local OEM event in Thailand, to meet and negotiate with distributors, as well as engaging with the media to build brand awareness.
“We recognize that marketing in each country requires an understanding of the culture and consumer behavior. Therefore, we will collaborate with local partners in planning and implementing marketing activities to align with the needs of customers in each country,” Kenny said.
In addition, MINIX will continue to focus on online sales channels such as Amazon, but will increase collaboration with retail shops to allow customers to experience and try out products before making a purchase.
MINIX’s Strengths: World-Class Products
Kenny emphasized that MINIX’s strengths lie in its world-class product quality, recognized internationally, its after-sales service, and the legal use of software licenses, which are important to enterprise customers. MINIX selects high-quality components comparable to military-grade to ensure durability, long service life, and continued customer support, even for products that have been on the market for a long time, such as the first generation of Android boxes released in 2004.
“In the past, we used high-quality components, comparable to the grade used in the military industry, to ensure that our products are durable and long-lasting. We continue to provide after-sales service even for products released since 2004. Importantly, we use software licenses legally, unlike other manufacturers in some countries,” said Kenny.
Thailand: A Land of Golden Opportunity for MINIX
MINIX views Thailand not just as a new market but as a treasure trove of opportunities waiting to grow and flourish alongside cutting-edge AI technology. Numerous factors contribute to Thailand being a “land of golden opportunity” for MINIX:
- Booming Digital Economy: Thailand is fully embracing the digital economy. Businesses are adapting and adopting technology to enhance efficiency and competitiveness, resulting in a continuous surge in demand for technological devices such as Mini PCs and AI PCs. MINIX is ready to meet this demand with high-quality, innovative products.
- Investment-Friendly Government Policies: The Thai government has clear policies to promote investment in the technology and AI industries to drive the country towards becoming an “AI hub in the region.” This policy is a key driver that enables MINIX to expand its business in Thailand stably and sustainably.
- Rising AI Trend: Businesses in Thailand are embracing AI and starting to apply it in various areas, from data analysis and product development to customer service and management. MINIX sees this as a great opportunity to offer powerful and cost-effective AI PCs to organizations of all sizes, helping them unlock their potential and increase their competitiveness.
In addition to these factors, MINIX is impressed with the culture and friendly nature of Thai people, which is a charm that attracts and builds confidence for MINIX to invest and grow in Thailand.
MINIX is confident that Thailand will be a key base for expanding its AI business in Southeast Asia and is ready to be a part of developing Thailand’s AI to advance and grow sustainably.
Challenges in the AI Market
Kenny acknowledges that the competition in the AI PC market is quite fierce, especially with manufacturers from Taiwan, who have a cost advantage due to special discounts from Intel and Microsoft. However, MINIX is confident that it can compete by setting lower prices in the first year and focusing on building a strong brand by highlighting its superior quality and service compared to competitors.
“We will not compete on price with other manufacturers in China but will focus on quality and service to differentiate ourselves,” said Kenny.
The Future of MINIX: Beyond Limits, Into the AI Universe
MINIX does not see itself merely as a hardware manufacturer but has a grander vision. The goal is to become a leader in AI innovation in the future by combining the power of technology, creativity, and determination to create a smarter, more convenient, and more sustainable world.
MINIX’s ambitious plans include:
- Pioneering New Frontiers in AI: MINIX will continue to research and develop AI. Resources will be dedicated to creating cutting-edge AI products and solutions that push boundaries and meet the future needs of customers, where AI will be at the heart of everything.
- Forging Strong Partnerships: MINIX believes in the power of collaboration. The company will strengthen and expand collaborations with partners such as Intel, AMD, NVIDIA, and Microsoft to build a robust, comprehensive, and seamlessly connected AI ecosystem.
- Unleashing Potential with Intelligent Software: MINIX will focus on developing user-friendly, powerful, and accessible AI software and applications to enable everyone to fully utilize AI in everyday life, work, and learning.
- Inspiring the Next Generation: MINIX recognizes the importance of education and AI skills development. The company will support projects and activities that promote AI learning for young people to build a strong foundation for the future of AI in Thailand and globally.
MINIX is committed to being more than just a manufacturer; it will be a creator, pioneer, and driver of AI to build a better future for everyone.
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