Business Innovation for Society
Goals
Development of products and innovations to serve residents and clients
Promotion of quality of life for customers, residents, or other external parties through technology-enabled services
Performance Highlights
Our Commitment
AP Thailand is committed to being a leader in innovation in developing residential solutions that respond to the changing needs of society and the environment, adhering to the concept of “Empowering Living”.
This concept reflects the creation of residential spaces that not only embody modernity and good quality of life but also demonstrate a commitment to promoting sustainability in both social and environmental aspects. The Company intends to integrate innovation to create a better living for everyone through developing environmentally-friendly projects that enhance sustainable quality of life in the long term.
Supporting the SDGs Goals
Stakeholders Directly Impacted
Challenges and Opportunities
The real estate industry is undergoing rapid transformation, particularly due to the growing demand for innovative and sustainable housing. Today’s customers seek not only homes that meet basic needs, but also housing that can reduce environmental impact, including efficient use of energy and resources. Responding to these demands is a significant challenge for developing projects that are both high-quality and sustainable.
Furthermore, sustainable development has become one of the main goals of businesses and societies worldwide. Companies around the globe strive toward developing infrastructure and housing that is environmentally and socially friendly. Companies that can adapt and effectively present innovations that respond to these demands will be able to create competitive advantages and build trust with customers and stakeholders.
At the same time, Thailand is advancing toward sustainable development and promoting policies that support environmentally friendly development. Adapting and introducing innovations aligned with these trends not only strengthens the Company’s competitiveness in a rapidly evolving market but also fosters long-term stability and sustainability for both the organization and broader society.
Management Approach and Value Creation
The Company is dedicated to driving innovation under the concept "FROM ZERO TO HERO," emphasizing the enhancement of product quality across business, social, and environmental dimensions through three core strategies: Creativity—developing innovative solutions that directly address market needs; Deep Insight—gaining a profound understanding of target customer demands; and Business Model—designing sustainable frameworks for growth. The Innovation Lab spearheads these efforts, leveraging expertise in home and residential construction to create valuable innovations that support ongoing business expansion.
In the past year, AP Thailand has developed and implemented digital platforms to enhance the living experience, such as Smart World, a comprehensive resident care application; Smart Niti, a transparent juristic person management system; and Red Alert, an emergency notification system that makes resident care more efficient and faster.
Additionally, the Company prioritizes the physical and mental well-being of residents by introducing services such as FitFriend, which provides in-home fitness trainers, and the KATSAN system, a digital security solution designed to enrich peace of mind in residential living. These services are also made available to external partners to help extend their benefits to the wider community.
In terms of the environment, AP Thailand is also moving forward to upgrade residential projects to be environmentally-friendly by installing solar panels, promoting waste separation, and systematically increasing green spaces, so that every aspect of living truly aligns with sustainable development principles.
Throughout these processes, the Company never stops evaluating and improving the efficiency of each innovation to ensure that AP Thailand’s technology and services continue to fully meet the needs of residents, while advancing alongside Thai society toward “Sustainable Living.”
Smart World Application
This application is innovatively crafted using cutting-edge technology and developed from comprehensive feedback gathered from both residents and property management. It serves as a seamless assistant, simplifying every aspect of home management right at your fingertips. Residents can effortlessly handle all housing-related tasks within a single platform — from paying utility bills such as water, electricity, and maintenance fees, to receiving parcel notifications with tracking numbers that prevent lost deliveries. It also consolidates all home services, provides timely updates and news from the property management office, and promotes community activities. Additionally, the app offers an array of exclusive privileges from carefully curated partners, specially designed to benefit residents.
Red Alert
The SMART Red Alert Team is a dedicated engineering emergency response unit that guarantees on-site arrival within 3 hours of any incident, providing residents with prompt and reliable support. Residents can report emergencies anytime through chat with property management, backed by an advanced alert system that promptly notifies issues impacting living conditions, such as fires, floods, power outages, elevator failures, or water pump malfunctions. Notifications are sent via the LINE app and phone calls to ensure swift and convenient communication. Incident reports are reviewed quarterly to continuously enhance the system. To streamline operations and accelerate response times, the engineering team is organized into two specialized divisions.
The emergency incidents reported through the Red Alert system are categorized as follows:
| Emergency Incident | Description | Response Time | |
|---|---|---|---|
| External Factor | Internal Factor | ||
| Power Outage |
|
|
On-site assistance provided within 3 hours |
| Water Leak/Flood |
|
|
|
| Elevator |
|
|
|
| Water Pump | - |
|
|
| Fire alarm system | - |
|
|
KATSAN LIVING SECURITY
An innovative security system designed to enhance convenience and ensure maximum safety for residents within residential communities. The system features high-precision License Plate Recognition (LPR) technology with an accuracy rate of up to 95%, allowing for secure and efficient vehicle access control. This reduces the risk of misidentification, deters unauthorized entry and potential criminal activity,
And enables immediate alerts and notifications to residents in emergency situations or incidents requiring prompt attention. The system supports timely responses, helping to protect both lives and property.
The KATSAN security system has been extended beyond AP residential projects to external clients, including industrial facilities, enhancing their overall security standards. This innovation improves operational efficiency by significantly reducing the workload of security personnel. Previously, manually recording visitor information took approximately one minute per entry. With KATSAN, this process is streamlined to just 30 seconds, while also minimizing the risk of data entry errors. The KATSAN system is now fully integrated into the Smart World Application, providing a more seamless user experience while reducing the use of paper and printing supplies. Additionally, AP offers a Premium ID service that enhances convenience and security by allowing residents to communicate with on-site security staff 24/7. In 2024, interest in the Premium ID service grew significantly, with 242 users, up 175 users from 2023. This growth generated THB 560,413 in revenue, representing a 79.69% year-on-year increase.
- Year-on-year revenue growth 79.69%
- Revenue from Premium ID service (Baht) 560,413
- Number of KATSAN system users 242
Fit Friend
Trainer Delivery Service is available throughout the Bangkok metropolitan area, with a focus on residential communities and office buildings. It is offered in both offline and online formats. The program promotes health and fitness accessibility tailored to urban lifestyles, which often face time and space constraints. Training can be conducted without the need for equipment, offering flexibility, privacy, and greater value by saving both time and travel costs. If all 196 users reduce gym commutes by just 10 kilometers per week, it would result in a CO₂ reduction of approximately 2,000–3,000 kilograms per year. In addition to encouraging better health among customers, the Company also creates employment opportunities for approximately 131 personal trainers who may not have regular access to full-time positions in gyms or fitness centers. These trainers are able to earn an average of 550 baht per class, helping to expand the customer base and support more sustainable income generation.
- Number of Users in 2024: 196 persons
- Revenue (Baht): 3,580,486.74
- Membership Renewal Rate in 2024: 63.78%
- Number of Trainers with Customer Access: 131 persons
- Average Additional Income per Trainer: 550 baht/class
