Startup Pointr is an indoor positioning technology guiding people around large public areas such as hospitals, shopping centres and airports.
Jane Imrie

Soho startup Pointr makes mark with tech in Thailand

A London tech startup has broken into the South East Asian market by securing a contract to supply six Thailand airports with its smart indoors technology.

With support from the Department for International Trade (DIT), tech company Pointr has won a contract with major airports across Thailand including Bangkok and Phuket International Airports.

Based in Soho, Pointr was founded in 2014 after identifying a gap in the market for guiding people around large public areas such as hospitals, shopping centres and airports.

The startup has since gone on to develop its patented indoor positioning technology, with its airport proposition in Thailand aiming to enhance the passenger experience by reducing travellers’ wait time and directing people to the correct queue and gate.

Trevayne O’Brien, commercial manager at Pointr, explained: “Building a rapport through face-to-face meetings is an important aspect of Southeast Asian business culture. We are a small team, so this was challenging for us at first as we were regularly required to travel half-way across the world.

“Working alongside the advisers at DIT has been hugely helpful in this respect. They’ve introduced us to local contacts in the country who can accompany us to meetings and even attend on our behalf when necessary.”

DIT assisted Pointr with breaking into the South East Asian market using research and relationship building, following the domestic success of its technology, which is already being used in locations like Harrods and Gatwick Airport.

Parveen Thornhill, head of London region at DIT, added: “Innovative British brands like Pointr are at the cutting edge of artificial intelligence and augmented reality, a technology with growing international demand.

“Just last year the UK government announced a multibillion-pound investment in the technology sector, part of which will support businesses find export success through trade missions. That’s why now is the right time for businesses like Pointr to consider international opportunities.”

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