The Amata Times
News from the World’s Leading Industrial City Developer
Q3 2017

Amata
VisionManaging
Flood
Risk

SISA:
Quality
Education

News
From
Amata
VietnamCustomerNews

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Amata Network makes the connection
In Thailand, conventional copper cables havebeen used predominantly since the last century
with copper cabling making up around 90% of
broadband fixed-line connections. While fiberoptic cables can carry data at high speeds overlong distances, copper cables used in traditional
telephone lines and ADSL cannot. Fiber is said
to be ‘future-proof ’ because the data rate of theconnection is usually limited by the terminal
equipment rather than the fiber, allowing for
substantial speed improvements by equipment
upgrades before the fiber itself must be upgraded. Fiber-optic has the benefit of being able tocarry much more data at high speed over long
distance and being more reliable.

sign uses optical fiber to replace conventional
networks, from a central office to the end-users,
where it is categorized according to where theoptical fiber connection ends.
“And if placed underground, there is zerofailure, based on the experience I have”, adds
Watanagool. At Amata, the distribution of underground fiber-optic cables covers the wholeestate, so each of the approximately 700 companies operating at Amata Nakorn can actually
request their providers to switch to this state-ofthe-art cabling.

MobileNetwork
Operator

ISPS andBroadband
Service Provider
Mobile Operator 3

Mobile Operator 1

Optic Fiber

Aggregate Switch 1

Mobile Operator 2

10G AGG ring

Mobile Operator 4

Aggregate Switch 2

Criticalcontainment
Amata Data
Center Park
Chukiet Watanagool, Managing Directorof Amata Network Company
by Symphony Communication, located at Amata’s own Data Center Park. Power for the Amata
Network is provided by Amata B.Grimm power
plants from within the estate. On the long run,the new joint-venture business will support
Amata’s goal to turn the industrial estate into asmart city by providing smart solutions with regards to surveillance and security of public areas,measurement and data collection of resources
and utilities, the overall improvement of communication, and more.

Optic Fiber
OLT
Splitter
ONU ONU

ONU

ONU

ONU

ONU

ONU

ONU

ONU

OLT (Optical Line Terminal)
ONU (Optical Network Unit)

A new Ministry of Digital Economy and Society
was established to be responsible for shaping,planning, and developing policies to transform
Thailand into a digital economy, part of theThailand 4.0 plan to turn the country’s economy
into a digital one. The digital economy refers toan economy that is based on digital technologies, which are rapidly transforming both business practices and social interactions. Imple-

Fiber-optic connections are expected to make up
60% of the total fixed-line broadband market
by 2019, due to an increasing demand for fasterconnectivity at more competitive rates and due
to users’ greater adoption of data-consuming applications and feature-rich devices.
Amata Network Company is already servicing
ICT businesses operating at Amata Nakorn in
Chonburi. Established in December 2016, thecompany, a joint-venture between Amata Corporation PCL. and Advanced Broadband Network Co., Ltd., completed construction in Juneof an underground fiber-optic network at Amata
Nakorn and received its operations license inJuly.
But who are the customers of this new joint-venture? As Chukiet Watanagool, Managing Director of Amata Network Company, explains, “Wedesigned the network by using FTTx concept
to support Internet Service Providers and system
integrators, as well as mobile phone operators.”
FTTx (Fiber To The ‘x’, or to the last mile) de-

Modern-day business operations often
require companies to remotely store,
process, and/or distribute large amountsof computerized data as a part of theiroperations, and Amata Data Center Parkis an optimal location for performing
these all-important tasks.
The site is equipped with data center
critical facilities, including redundancy
and resiliency, to ensure operations will
not be compromised if any part should
fail. Amata Network Company serves theData Center Park with fiber-optic cabling, securing zero-failure connectivity.
There are currently two businesses utilizing ADCP: Digital Port Asia Limited(Digital Port) and Symphony Communication PCL.
Symphony Communications PCL is a
Thai company creating fiber-optic networks and supporting services throughout Thailand.
Last year, NTT Communications opened
the top-scale Thailand Bangkok 2 Data
Center at Amata’s Data Center Park.
The four-story facility, an investment ofnearly USD32 million, has some 5,000
square meters of server room, equivalent
to 1,400 racks. The data center is operated by Digital Port Asia Limited, a subsidiary of NTT Communications Thailand, which acquired a stake in 2013.

Amata Network’s fiber-optic cabling cover the estate, ready to be available
to all tenants at Amata Nakorn.
Over seventeen Internet Service Providers (ISP)and mobile operators, servicing some 300 companies within Amata, have already switched overto Amata Network’s fiber-optic systems since
starting operations. The servers are located at
Amata Service Center, and backup is guaranteed

mentation of the digital economy plan will need
the support and involvement of all stakeholders
in achieving its stipulated goals. With the new
Ministry, together with policies from the Board
Continued Amata Network on Page 2

A key advantage of Amata Data Center
Park is its safe, yet convenient, location,
located at a prime site along the Bangkok-Chonburi Motorway, only about 60
kilometers outside of Bangkok. The parkis surrounded by floodwalls and dikes,
assuring low risk of flooding, and it offers purpose-built power supply and distribution systems, along with other data
center critical infrastructure and facilities.

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Amata Times			Amata Network

Amata
VisionContinued from Page 1
Copyright 2017 Techsauce Co., Ltd

http://techsauce.co

INTRODUCTION TO
THAILAND’S MARKET
68.22 M
46.00 M
90.94 M
42.00 M
90%
30%

Population – Not fragmented
Internet User (67% penetration)

By Arsa Sarasin
Chairman of Amata City Co., Ltd.

Mobile Subscription (133% vs. Population)
Active Mobile Social Users (67% penetration)
Use Smartphone To Go Online
Mobile Users 4G Subscription“ By 2018, Thailand will rank as the third-largest 4G market in Southeast Asiaand Oceania, accounting for 40% of total mobile subscribes”
Thailand’s digital market (source: Techsauce)of Investment to drive innovation, the digital economy will make a significant contribution to Thailand’s economy – estimatedto contribute 25% to Thailand’s GDP by2027 – and is expected to play a critical rolein every industrial sector in Thailand. Bothsoft and hard infrastructure is being developed to ensure the country is ready for the
new digital era.
A national digital economy master plan,a national e-commerce master plan, and aplan to develop seven smart cities aroundthe country were recently approved. With
the leverage of information technology, thenation should benefit in many ways andimprove people’s lives, covering government services, e-commerce and marketing
channels, internet accessibility and speed,
or even medical services such as telemedicine, serving people in rural and remoteareas. The digital economy plans will also
cover restructuring and investment in human resources, operation, technology, andregulations. A special emphasis is given todeveloping the Eastern Economic Corridor(EEC) to become a center of smart manufacturing, education, and smart city projects.
All the plans support the ultimate goal tobring Thailand into the 4.0 era, thus bringing social stability and economic wealth tothe country.

Flood Risk Management
Taking action for prevention

Globalization and Leadership
Globalization is the process whereby the advancement in communication and transportation has
enabled the world to become more interconnected and integrated in multiple dimensions,
whether culturally, commercially, or politically.
Although the rise in connectivity between different regions of the globe is a phenomenon thathas occurred since time immemorial, it is only inthe past two centuries that this process has takenplace at an exponential rate.
Globalization brings with it a set of new challenges, namely the increasing unpredictablity andmutability of the environment that surrounds us.
In such an age, where conditions are always permeable and an organization or state is subject tochanges often beyond its control, the quality ofgood leadership becomes more crucial than ever.
My leadership experience was forged at a time
when Thailand was fully confronted by the challenges and opportunities associated with globalization. Throughout the various leadership roles
I occupied at the Ministry of Foreign Affairs ofThailand in the 1980s and 1990s, Thailand wasin the midst of a geopolitical situation that aroseout of the conflict between global superpowers
beyond its own control. During this period, I
was able to acquire and learn about a few qualities that determine good leadership in the age ofglobalization. I would now like to share with you
my own understanding of what it means to steer
an organization through these turbulent waters.
First and foremost, the key value for solid leadership in a globalized world is the possession ofvision. Vision is the ability to look ahead and understand where the priorities of an organization
should be and what long-term goals it should set.
It is a creative act since it requires us to use ourimagination to picture our place in a future thatis largely unknown.

Recent flood-related disasters across Asiaemphasize the need for an effective management of flood risks. In 2013, Amata Nakorn
industrial estate was affected by flooding.
Since then, Amata has worked to develop
robust solutions that perform well in uncertain future conditions, such as extreme
weather conditions as a result of global climate change.
Flood risk management needs to recognize
the interconnections between infrastructures, economic systems, and the role ofhuman factors in assessing and managing
the risk. Amata is taking on the responsibility alongside other parties that have a roleto play in managing floods, chiefly the Thai
Irrigation Department and local municipalities around Amata Nakorn.
Almost eighty percent of water that passes
north through Amata Nakorn is captured
by Panthong canal, and Tamru canal to thenorthwest of Amata Nakorn also captures
some excess water supply.

Panthong canal has one permanent water gate,
which is now supported by four temporary
pumps (with a capacity of 3 m3 per second).
They remain installed and in operation until
the middle of 2018. As a permanent solution,
two more water gates, each equipped with threepumps with a capacity each at 6 cubic meters
per second, are now being built for Panthongcanal and will begin operation by mid-2018.
There are two temporary pumps installed at
Tamru canal water gate, each functioning at a
capacity of 3 m3 per second.
The effectiveness and efficiency of pumps
is regularly assessed and will be increased if
needed. Amata’s role is not only to assess risk
areas and coordinate action across the publicbodies, but to actually finance any necessary
investments. Amata supports the budget forthese new countermeasures, including electricity supply.
For more information, please contact Amata
Facility Services Company at +66 (0)38939-007.

Q3 2017

Globalization has rendered the world we live inmore unpredictable than ever. The state of the domestic economy might be affected by a banking
crisis at the other corner of the globe while thepolitical stability of a nation can be underminedby a refugee crisis in another continent with norelation to the internal policies of that nation.
With the increase in unpredictability comes agreater difficulty in drawing up a plan for the future of an organization.

of these changes is central to the survival of anorganization. However, alongside adaptability,
I would like to put forward a more traditional
quality of leadership that is perhaps even morecrucial in a globalized world – integrity.
Globalization brings about the rapid rise andfall of new trends, fads, and frames of thinking.
It is often difficult to remained firmly grounded
amidst conflicting and ever-changing mindsets
and value systems. Integrity, which is the qualityof remaining true to oneself and one’s original values, can provide a stable foundation in the constantly shifting landscape of the modern world.
Integrity guarantees that a leader will not be led
astray by the distractions of the globalized world,
but will remain bound to the core ethics of the organization. The role of integrity, thus, highlightsthat good leadership is not only associated withpractical ability, but also with moral character.
Finally, as all leaders must already be aware, theability to helm an organization is not only drawn
from personal leadership qualities, but depends
just as much on one’s relationship with employees and colleagues in the organization. Crucially,
good judgment, when it comes to delegating rolesand duties, is required. In short, this is known as
the ability to put the right man to the right job.
This is more so the case given the backdrop of
globalization.
Globalization has given rise to new markets, newsectors of the economy, and new forms of media.
This broadening of an organization’s capacity androles means that a single person can no longer be
an expert in the fields in which the organization
is involved. Thus, the knowledge and applicationof each person’s strengths and advantages has become an even more pressing issue for the modern
leader. A good leader in the globalized age, therefore, knows how to make the most of his limited
resources in a world where he is confronted withseemingly limitless demands and opportunities.

In conclusion, I have presented to you three cornerstones of good leadership – vision, integrity,and the ability to delegate. These qualities havealways been valued in good leaders, but they
are demanded in the age of globalization morethan ever before. Although they are only someamongst many other qualities required to be agood leader, they provide a solid foundation onwhich those other qualities and traits of leaderThe ability to predict global trends should be- ship can be nourished and encouraged.
come more valued than ever in a world where a
growing number of tenuously related factors are Finally, having referred to these three qualities, I
clouding our grasp of the future. The globalized would also like to mention that throughout theworld is, thus, in real need of vision, since with ages, good leaders have held on to a very valuvision, one is able to look ahead with some clar- able principle – to put the greater good above
ity, in spite of the processes that are obscuring our one’s own personal gain. This principle has beensight.
adhered to throughout the ages, from ancient
times to the globalized world we now live in. I,
A quality that is often associated with leadership therefore, firmly believe that with this principle inin the globalized world is adaptability or flexibil- mind, coupled with the three qualities discussed,
ity. With the constantly changing environment we have the blueprint of a leader who can confiof the world today, it is clear that the ability to dently navigate an organization to more prosperswiftly accommodate and flourish in the midst ous shores.

Amata Timeswww.amata.com					SISAarea. It reflects our idea to create a green environment and to further create awareness andeducate students on being environmentally responsible citizens.

Quality education for students
to become global citizens

With the opening of SISA (Sirasartsuksa Amata School) at Amata Nakorn Industrial Estatein Chonburi, the foundation is being built for
quality, international-level education from nursery to tertiary education in the long run. SISA
was created by an initiative of Amata to makeinternational education accessible to childrenof families with parents working in or living
around Amata Nakorn. The school is to provide
English-program education that meets today’s
requirement of children becoming environmentally-responsible, knowledgeable, and creative
global citizens.
In KinderWorld Education Group (KEG), Amata found the ideal partner. KEG opened its firstpre-school in Singapore in 1986 and continues
to deliver a comprehensive education program
to students. All schools under KinderWorld Education Group adopt a unique curriculum thatdraws the best international curriculum fromSingapore, Australia, United Kingdom, and theUnited States. KEG operates the brand names ofSingapore International School (SIS), Singapore
Vietnam International School (SVIS), KinderWorld International Kindergarten (KIK), andPegasus International College (PIC) in Vietnam
and UniWorld International School in Malaysia, providing education from Nursery to Higher- and Continuing Education.

3

SISA’s mission is “to be a forward looking education institution embracing innovative teachingpedagogies in a creative and challenging environment and instituting life-long learning toenable students to reach their fullest potential”.
SISA believes that education should equip ourstudents with the essential knowledge and skills
needed for a technology-driven and globalized
world and, at the same time, preserve and nurture the significant values and cultures of Asia.
SISA’s mission beautifully reflects Amata’s longterm vision and ideologies. We plan for our industrial cities to become true communities, attracting business, people, and nature to thrive
together.
In 2016, Amata KinderWorld Education took
over the operations of YWCA Amata Nakorn
Branch, providing Nursery to Primary 1 level
education and renaming it to SISA. The school
premises and buildings were renovated to create a vibrant learning environment and a happy,
positive community. Progressively, new buildings that comprise educational blocks for highschool up to college will be built in the later
phases that will eventually provide an educational pathway for students up until Tertiary
Education.
From school year 2017 onwards, SISA is moving towards becoming an English Program (EP)school. Four new activity classes will be added
to meet criteria required to obtain the necessary
EP licensing from the Department of Educa-tion: Arts and Science, Computer, Library, andMusic. Likewise, English program classes will
be increased, and the following subjects will betaught in English: English Conversation, Math,
Science, Educational Games, and Physical Education. These subjects will be taught by native
English language foreign teachers and by Filipino English primary-language teachers. As well,
Chinese language classes will be introduced
from nursery upwards.

For more information or inquiries, please contact Stephen See, General Manager, +66 (0)38111-007, stephen.see@kinderworldgroup.com.

Plans for the new school year 2017 also include
introducing an Eco Club gardening project thatties in with science lessons for the children to
become globally responsible citizens. Fruits,
vegetables and herbs will be grown in the garden as well. Additionally, Stumpf Amata Energy
Company has installed solar panels on the roof

News from Amata Vietnam
Schaeffler Vietnam, a subsidiary of Germany’s global automotive and industrial supplier Schaeffler Group, signed
an agreement with Amata City Bien Hoa for the lease ofsome 50,000 square meters of land to expand its facilities.
Schaeffler Vietnam employs about 200 people and is proud
to introduce and offer the best portfolio of industrial bearings, related components, complete bearing installation, andmaintenance services to end-users in Vietnam.
www.schaeffler.com

Amata also congratulates Fulin Plastic Industry Co., Ltd.
on its ground-breaking ceremony for its second factory andwish ongoing success.
And we welcome Daiwa Kenkozai Vietnam Co., Ltd. fromJapan to the Amata family. Daiwa Kenkozai will be manufacturing equipment and tools made of metal for construction and civil works, such as ladders, roof ladders, hanging
rings, and other similar products at an Amata ready-built
factory.

CSR News
Kishino Yasuhiko, General Director, Tombow Manufacturing
Asia Co., Ltd., on the right, is seen with Sudo Osamu.

Park Seung Hun, General Director of Schaeffler Vietnam Co.,
Ltd., exchanges the agreement with Amata’s Senior Sales
and Marketing Manager, Sudo Osamu.

Otsuka OPV Joint Stock Company, the Vietnamese subsidiaryof Otsuka Pharmaceutical Factory Inc., Japan, announces
the construction of a new factory for the distribution of highquality intravenous (IV) solution products. The products
manufactured in the new factory will be distributed within
Vietnam and neighboring countries with a view to expand
distribution in the future.
The Otsuka Group started its overseas operation of IV/infusion

Japanese company Tombow Manufacturing Asia Co., Ltd.
has signed a property lease agreement for some 70,000
square meters of land at Amata City Bien Hoa Industrial
Park. Tombow Pencil, the parent company with headquarters in Tokyo, was established in 1913. Tombow produces awide range of stationery with modern, fun, and functional
designs. We would like to welcome Tombow to the Amata
family and wish you every success!
www.tombow.com
product business in the 1970s and currently operates fifteencompanies in Asia, distributing products to approximately
75 countries worldwide. Construction of the new factoryis planned to start in January 2018, and when finished, thecompany expects to have around 230 employees.
We thank Otsuka OPV for choosing Amata and wish you thebest of success.
www.otsukaopv.com.vn/en

In June, Amata organized a “Human Resource Link” Program. Participants included representatives from the government sector, such as from the Dong Nai Industrial Zones
Authority (DIZA) under the Department of Labour, Invalids, and Social Affairs; companies operating at Amata Industrial Park; labor recruitment firms; education institutes
including universities, colleges, and vocational schools; andmore than 300 freshly-graduated and soon-to-graduate students.
The event opened the chance for students to connect withcompanies seeking new talents and offered education institutes, businesses, government sector, and recruitment firms
to share information about the supply and demand of human resources and to discuss measures on how to develop
human resources.

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Amata Times			

Q3 2017

Customer News
Mitsubishi Elevator Asia Co., Ltd. (AMEC)
Thailand, which produces elevators and escalatorsfor domestic and overseas markets, completed a
new 68.3-meters-high elevator test tower at their
manufacturing facility at Amata Nakorn Industrial Estate in Chonburi. AMEC will use the new
tower for enhanced testing and evaluation functions that are expected to accelerate local productdevelopment. “The company decided to build ataller test tower to evaluate medium- and highspeed models in response to trends of constructing higher buildings, and to develop specialized
models for expanding in existing markets,” says
Hideaki Kodera, President of Mitsubishi Elevator
Asia. And he adds, “By strengthening local development capabilities, we expect to reduce cost andlead times.”

To The Sky

Mitsubishi’s new elevator test tower toaccelerate local product development

Specific activities planned for the new test towerinclude the development and testing of electricand mechanical systems for high-speed elevatorsand of technologies for suppressing vibration andnoise that may occur while travelling high speed,
performance and endurance of parts and equipment, and testing of safety systems, etc.

establishing an R&D center in October 2015 andexpanded its production capacity by 50 percent
to 20,000 units by opening a new factory in May
2016.
Mitsubishi Elevator Asia started operation in
Thailand in 1991 and employs about 2,500 people. The company is fully owned by Mitsubishi
Electric Group, Japan.

To meet growing demand and to respond torequirements in specific markets with tailoredproduct features and designs, AMEC upgradedits development and engineering capabilities by

www.MitsubishiElectric.com

Relationship Management News
Guangxi Business Delegation

Exclusive Dinnerwith Amata’s CEO

The delegation poses in front of the Thai-Chinese Rayong Industrial Zone Office at Amata City
(Chairat Porntipwarawet, front row, fifth from left; Qiu Li, General Manager Thai-Chinese Rayong
Industrial Realty Development Co., Ltd., front row third from left)

Chairat Porntipwarawet, Consul General at the Royal Thai Consulate General in
Nanning, P.R. China, accompanied a group of businessmen on their recent visit toThailand, including Amata City Industrial Estate in Rayong, where Chinese HolleyGroup, in joint-venture with Amata City Company has developed a special zone forinvestors from mainland China. The zone offers both industrial land for sale or lease
and ready-built factories for quick start-up.

CONTACT US
www.amata.com

In August, invitations to a dinner meeting with Amata’s CEO Vikrom Kromadit
were extended to customers from P.R. China. A cheerful group of top managementfrom approximately 45 companies accepted and met over fine food and good talks
at the Amata Castle in Chonburi.

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