Mitihoon – What if your home could leverage AI to help you save on your energy bills? Or alert you that your adorable kitten has somehow escaped the confines of your home? For all the intelligence packed into our smartphones, the average home remains stubbornly low-tech. Most appliances will only whir to life at the press of a button but remain oblivious to changes in their environment or online triggers.
As the Head of TrueX, Apirut Vanchaam has a different vision. He believes the world is ready to graduate from the smartphone era to a more holistic environment of connected devices, starting from our homes. To deliver on that ambition, Apirut embodies a blend of technical expertise, visionary leadership, and relentless drive that positions him as a trailblazer in Thailand’s smart home and digital ecosystem revolution.
With a career and educational background that span design and computer science, he seamlessly combines the analytical rigor of a technologist with the creativity of a designer. His mission is clear: to redefine how Thai people interact with technology, making smart automation accessible, intuitive, and transformative.
Building the TrueX Ecosystem
TrueX, an ambitious platform within the True Digital Group ecosystem, integrates cutting-edge technologies such as AI, cloud computing, IoT devices, and 5G networks to deliver innovative solutions for the home. From intelligent home assistance, to control over IoT devices, TrueX makes it easier to monitor and control household utilities, check who’s at the door, or stay connected with elderly parents.
“The ultimate goal of TrueX is not just about smart homes; it’s about creating smart lives,” Apirut asserts. “We’re building an ecosystem where technology integrates seamlessly into everyday living, empowering individuals and enhancing quality of life.”
Thailand’s smart home technology market remains in its infancy, with less than 20% penetration. Apirut identifies several barriers to adoption, including the complexity of IoT setups and a cultural preference for service-oriented solutions over DIY approaches.
“In markets like the US, consumers are accustomed to setting up devices themselves. Thailand is different. Consumers want to be taken care of,” he explains. Recognizing this, TrueX leverages its telco advantage. Technicians who install broadband services can now extend their expertise to setting up smart home ecosystems.
Moreover, TrueX focuses on accessibility—both in terms of ease of use and understanding the technology’s value propositions. “Accessibility is not just about affordability. It’s about showing people how these technologies improve safety, wellness, and convenience,” Apirut says.
Smart Homes Made Easy: The TrueX Advantage
Installation service isn’t Apirut’s only tool to make smart home more accessible. TrueX is also pioneering a one-app solution, consolidating the myriad of applications currently needed to control smart home devices.
“Most people need four to five apps to manage their smart home gadgets. TrueX will be the first in Thailand to offer everything through a single platform,” Apirut reveals. This approach simplifies the user experience and encourages broader adoption.
TrueX’s platform is also brand-agnostic, allowing users to integrate devices from top global brands. “Next year, our devices won’t just carry the TrueX brand. Customers will have the freedom to choose their preferred brands, and we’ll ensure everything works harmoniously,” he adds.
Flexibility is the third key factor to ramp up accessibility of smart home solutions. Apirut’s strategy includes introducing subscription-based models to lower the financial barriers to entry. “Instead of paying a lump sum for a smart door lock, customers can opt for affordable monthly payments. This approach aligns with the subscription economy, particularly appealing to younger generations who prioritize utility over ownership,” he notes.
Redefining Smart Homes
TrueX goes beyond importing technology—it tailors solutions to meet the unique needs of Thai consumers. For example, their AI-enhanced cameras can monitor when pets leave a designated area or alert a restaurant owner if buffet trays need replenishing. “We’re not just selling devices; we’re creating solutions that resonate with Thai lifestyles,” Apirut emphasizes.
Apirut envisions a paradigm shift: “A smart home isn’t just about controlling lights or appliances. It’s a home that actively looks after every aspect of your life, from energy consumption to health and education.” TrueX’s Energy Dashboard exemplifies this vision, offering real-time insights into electricity usage and enabling features like adaptive cooling to save energy.
Ultimately, Apirut believes customers will buy into a la carte services that match their lifestyles—rather than just purchase devices. The owner of a large home might go for an advanced solar energy package, but a pet owner living in a studio might just want a package that helps them keep tabs on their rowdy puppy.
Leadership with Purpose
Apirut’s leadership philosophy is a balance of vision, coaching, and management. “A leader must set a clear direction, mentor their team, and manage performance,” he says.
Inspired by figures like Elon Musk and Steve Jobs, Apirut strives to combine bold innovation with a human-centric approach. “Jobs said customers don’t know what they want until you show it to them. That’s the kind of forward-thinking we aim for at TrueX,” he shares.
Looking forward, Apirut’s ambitions for TrueX are expansive. He envisions a future where TrueX is at the center of a smart lifestyle ecosystem, not just in Thailand but across the region. “In two to three years, we aim to redefine what smart living means. From integrating AI into everyday tasks to offering unparalleled convenience and support, TrueX will lead the way,” he declares.
As Apirut Vanchaam continues to push the boundaries of technology and innovation, his unflinching gaze and resolute drive remind us that TrueX is more than just a platform. It’s a movement to elevate lives, one smart solution at a time.
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