Advice IT Infinite Public Company Limited, or ADVICE, has announced a strategy to cope with rising prices of IT components. Chief Executive Officer Nat Nattanitikarat said real demand in the market remains continuous, and AI technology is creating new product groups while opening up enormous opportunities for market expansion. The company is therefore focusing on the commercial market and server systems, where it still holds a small market share, as well as its Apple and Android businesses. Although gross margins may decline in the future, higher sales and an expanded business base will help support profit growth in monetary terms. Sarun Panha, Chief Sales Officer, said the company will begin adjusting its product and brand mix in the fourth quarter, while emphasizing sales of accessories alongside core products, together with partnerships with non-bank commercial lenders to offer more installment options for customers without credit cards. On the Apple business, Sarun Thitawasant, Assistant Chief of the Apple Business Development Division, said 24 Advice iStore branches are currently in operation, with a target of 29 branches by the end of 2026 and 50 branches within 2027, while eyeing long-term network expansion of at least 64 branches nationwide. Store formats will be upgraded from 2027 to serve the education sector, small businesses, software sales, usage guidance activities, and comprehensive after-sales service. Pornthep Watchara-amnuay, Assistant Chief Executive Officer for Commercial and Enterprise Business, noted that demand for AI technology and the global expansion of data centers are affecting the allocation of IT component production capacity in the supply chain, driving product prices higher and forcing IT retailers to adapt quickly in product portfolio management, services, and promotional pricing structures.
Advice It Infinite PclADVICE is pushing into the enterprise/commercial and server market and expanding its Advice iStore network to 64 branches, citing continuous real demand.
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