Loxley Plc is the latest player to jump on the set-top box bandwagon in hopes of grabbing a share of the 15-billion-baht market.
The trading and technology company, in collaboration with GMM Z Plc, the satellite TV arm of GMM Grammy, yesterday launched its first digital set-top box, GMMZ Zeason by Loxley, for 999 baht including a TV antenna.
Loxley makes the set-top boxes, while GMMZ is responsible for product distribution and marketing.
The companies will share equally in the revenue, said Yuthaporn Chitakasem, vice-president for business development at Loxley.
"We aim to sell at least 400,000 units within six months," he said, adding that the product is aimed at mid-tier customers.
Broadcasting regulators are on the verge of distributing nearly 11.5 million coupons, each worth 690 baht towards the purchase of a set-top box or digital TV set, in 45 provinces this year.
After that, households in the remaining 32 provinces will gradually receive coupons in 2015 and 2016.
Fahmai Damrongchaitham, chief operating officer for platforms at GMM Z, said set-top box demand among midtier customers remains high and the segment requires high quality and exacting specifications.
While he acknowledged that the margin of the product is low, the entry into the market is expected to raise both companies' brand awareness and boost GMM Z's digital TV business.
"We plan to introduce a slew of new set-top box models in early 2015, including digital in-car boxes and a hybrid box for digital TV and IPTV," said Mr Fahmai.