• Fostering a work culture focused on driving innovation at all levels within the organization  <\/strong><\/span><\/li>
  • Promoting a hybrid dream team model that brings together employees from different departments, subsidiaries, and business partners to elevate service standards and living experiences that empower customers to choose their desired lifestyle independently. <\/strong><\/span><\/li>

AP Thailand <\/strong>stands as a true leader in the Thai real estate industry, moving forward strongly into its third decade <\/strong>under the grand mission“EMPOWER LIVING”<\/strong><\/span> <\/strong><\/span>announcing its readiness to adapt to a changing world. Highlighting the strategy of an Innovative Culture, one of the key cogs in business operations in a changing world, accelerating the expansion of Innovator seeds within the organization, creating a work culture ready to drive innovation at all levels through Original U <\/strong>a special pilot project       hybrid dream team model that brings together employees from different departments, subsidiaries, and business partners to unlock potential and creativity in developing innovations <\/strong>to elevate project development standards, enhance work processes, and create new living experiences and services that support all AP customers in choosing to live the life they desire independently.

Mr. Anupong Asavaphokin CEO of AP Thailand Public Company Limited<\/span> stated, "Because the team is the one that knows and understands customers best, especially during times of turmoil caused by significant global changes, including new competitive challenges and lifestyle behaviors that cannot revert to the old ways. To move forward sustainably into our 30th year of business under the grand mission EMPOWER LIVING <\/strong><\/span> we do not stop strengthening from within, with the Innovative Culture strategy being one of the key cogs that will create a work culture ready to drive innovation at all levels. The first pilot with the special project Original U expanding Innovator seeds within the organization through the hybrid dream team model, bringing together employees from different departments, subsidiaries, and business partners to unlock potential and creativity in developing innovations <\/strong>for stable resilience in a changing world while simultaneously seeking new business opportunities."

The special pilot project ORIGINAL U is part of creating a work culture that drives innovation at all levels within the organization, encouraging teams to ask questions and think outside the box according to Design Thinking principles, which believe that everyone can be a thinker and creator if they learn to analyze systematically. Therefore, the Innovative Culture strategy, or creating a work culture ready to drive innovation in AP's unique style, is not just about “dreaming of something new and great” but rather that the most valuable innovation is what can address the “Unmet Need” or “hidden needs” of customers. This is combined with the application of the hybrid dream team model<\/span> establishing teams of 3 - 5 people from different departments, including collaboration with business partners Mitsubishi Estate Residence (a subsidiary of Mitsubishi Estate Group) and the five companies within AP: SMART, BC, SEAC, VAARI, and CLAYMORE, to freely create projects within a two-month timeframe, resulting in innovative work outcomes, new ideas, or better services than ever before, with the same important goal: to be a creator and provider of products and services that empower customers to choose to live the life they desire independently.

“If we do not empower everyone in the organization to rise up and change, and dare to ask questions themselves, we will not keep pace with the sudden changes that come. AP sees that adapting with principles and goals is the way for all of us to move forward and progress steadily, and the ORIGINAL U project will be an important platform that helps cultivate and drive this through the collaboration of employees with expertise from various fields,” Mr. Anupong added. “Today, expertise in a single field is no longer sufficient, which reinforces AP's core values of BE INNOVATIVE, creating better things, and BUILD TOGETHER. Working as a team, leveraging different perspectives from colleagues in other fields will help us create valuable products and services that lead the change, meeting and exceeding customer expectations in the future. We are confident that the ORIGINAL U project will be another initiative to create and expand true Innovator seeds within the organization that will help lead the organization forward, staying ahead of the waves of turbulence that may arise, regardless of how many crises we must overcome.”  <\/span>

The ORIGINAL U project enhances the value and quality of work to deliver valuable and meaningful innovations in products and services to consumers. Even Mr. Ryo Matsumoto Business Advisor from our Japanese business partner, one of the representatives of the ORIGINAL U project, stated, "As a representative from Mitsubishi Estate Residence (a subsidiary of Mitsubishi Estate Group), a partner of AP with the goal of sharing good knowledge between Thailand and Japan, participating in this project is a great and challenging opportunity, especially working as a team to find new ideas with members from different departments who have never met before. Beyond understanding the changing lifestyle of using common areas in condos after the COVID-19 pandemic, the hybrid team (engineers, product designers, and property management) with diverse experiences and knowledge has led to a variety of opinions, allowing us to see the real problems and needs of customers more comprehensively and collaboratively ask questions, analyze, and spend time together to present solutions to address those pain points. The results achieved represent a new dimension in developing common areas in condominiums, which will be applied to the launch of new projects. I invite everyone to stay tuned."

Ms. Spanya Paliwong, Director of Business Development, one of the participants in the ORIGINAL U project from SMART Service and Management Co., Ltd. (SMART), one of the AP group companies providing property management services, expressed her feelings after participating in the activity, saying, "The ideas from every team are creations born from understanding the pain points that will help elevate the quality of life for Thai people. ORIGINAL U has helped us identify customer pain points more accurately, covering both employees and residents, such as solutions to reduce error steps, managing employee workspace allocation, and solutions for allocating usable space within condos to overcome limitations in utilizing space.”

“This crisis is neither the first nor the last that we must navigate successfully. Previously, we faced the Tom Yum Kung crisis in 1997, the Hamburger crisis in 2008, and now the COVID-19 crisis. All of us in the organization must be prepared and look ahead creatively beyond the crisis. ORIGINAL U will be another project that helps create and drive new Innovators within AP to ensure that AP Thailand, its subsidiaries, and our business partners are ready to deliver products and services that stay ahead of every wave of change. We must not stop developing, moving forward with the same goal, with a commitment to deliver products or services that empower customers to choose to live the life they desire independently, in line with the EMPOWER LIVING intent we have set forth,” Mr. Anupong concluded.