A delegation to Thailand organised by the Hong Kong Trade Development Council (HKTDC) has enabled Hong Kong tech firm Neuron Digital to secure a major collaboration with a Thai reseller, paving the way for the company’s software to be deployed at a major Bangkok medical centre.
Tailored for Hong Kong firms in the infrastructure development and real estate-related services (IRES) sector, the mission to Bangkok last year included meetings with government bodies, industry associations and major developers as well as visits to key urban development sites.
Incubated by renowned built environment consultant Arup before becoming independent in 2021, Neuron’s software harnesses sensors and data analytics to improve building operation efficiency, from digitalising building data to building AI analytics, and predictive maintenance and control.
Its systems are deployed in iconic Hong Kong buildings, such as the International Finance Centre, One Taikoo Place and more.
Mission sparks strategic partnership
The visit proved timely, as the company was embarking on a major strategic push into international markets, according to Neuron’s Chief Commercial Officer Serena Pau.
After initial forays into Singapore, Indonesia and Thailand, the tech firm recognised that a successful overseas strategy would hinge on strong partnerships with local players, enabling it to scale globally, while maintaining the flexibility to meet diverse market needs.
The strategy depended on finding the right partner, however, and the HKTDC’s mission arrived at an opportune time.
“I knew about HKTDC through my father who took part in missions to the Middle East and Europe, long before the internet,” she said.
“As Neuron is a digital-first organisation, we initially questioned whether a face-to-face mission could still compete with digital business platforms.”
“But I soon changed my mind after discovering the value of HKTDC’s mission in opening doors and building trust across international markets.”
During a networking lunch, Ms Pau met Jose Lai from Comnatz, a Thailand-based systems integrator company with expertise in fire safety.
Ahead of the IRES mission, the HKTDC Bangkok office had identified Comnatz through market research drawing on its on-the-ground resources and networks – including the Thai-Hong Kong Trade Association – and matched the company with Neuron as a high potential contact.
The meeting soon led to a reseller arrangement, with Comnatz providing on-site installation of the sensors and systems powered by Neuron’s software.
One of the partners’ initial projects has been the installation of the system at a Bangkok medical training centre to cut emissions and improve space utilisation.
The collaboration has delivered clear benefits for both sides, with Neuron gaining access to the Thai market through Comnatz, while the latter has benefited from the tech company’s marketing efforts in Thailand.
The firm’s positive experience with the HKTDC led the company to return to Bangkok in March this year, as part of the HKTDC’s GreenBiz HK campaign
Highlighting the city’s expertise in green finance, green tech and smart city solutions, the visit culminated in a high-level forum attended by the Governor of Bangkok and over 550 government and business leaders.
This visit helped Ms Pau develop contacts, which have progressed into two successful key pilot projects delivered, with in-depth discussions on several more promising ones, while strengthening the firm’s foothold in Thailand.
On-the-ground value
The outlook for Neuron’s platform in Southeast Asia is encouraging, observed Ms Pau, with building owners increasingly aware of how smart building technologies can enhance efficiency and asset value.
She acknowledged, however, that language and cultural differences, along with market knowledge and regulatory awareness, remain key challenges.
This is where the HKTDC’s worldwide network and services, such as missions and business matching, play a vital role in supporting market entry and long-term success through tailored advice and local expertise.
“The IRES mission had an immediate business impact,” Ms Pau said, “helping Neuron not only to sell its software as a service, but also to lay an important foundation for its marketing footprint in Thailand.”