Expanding the potential of Thai AI, 'Cira Core', into the business model 'Cira Automation and Technology' by TKK Corporation

The ongoing COVID-19 crisis has further garnered attention for the Thai-made AI platform, Cira Core, as it has proven its applicability to address the pandemic and implement effective control measures. This includes screening COVID-19 patients, measuring body temperature, developing drugs and vaccines, and even inspecting the quality of face masks to ensure they meet standards, are safe, and are suitable for use.

However, the origin of Cira Core has a clear purpose of creating benefits for the Thai industrial sector. Assoc. Prof. Dr. Siridej Boonsang, Dean of the Faculty of Information Technology, King Mongkut's Institute of Technology Ladkrabang (KMITL), further explained the operation of Cira Core as follows:

“CiraCore is a central platform designed to connect the most advanced AI technology, called ‘Deep Learning.’ This technology mimics the neuronal networks in the human brain, enabling learning and memorization of data and images, as well as accurate analysis, classification, prediction, and decision-making. It can therefore be applied to a wide range of industries.”

“And CiraCore is a Core Technology platform, comparable to similar technologies such as the Android operating system found in smartphones, watches, digital cameras, and even smart TVs. We can build algorithms or applications, such as Deep Learning, into it to create learning and recognition for the system.”

"For example, create a system that remembers what an envelope looks like. Once it's learned, it can be used in industrial applications to generate commands, such as ordering a robot to pick a certain envelope from a conveyor belt. Therefore, Cira Core serves as a central platform that connects various applications to real-world use, acting as a middleman between learning and remembering thoughts and then executing commands."

"During the COVID-19 outbreak, Cira Core was used in conjunction with video cameras that captured images of people in various locations. Cira Core calculated and analyzed the population density of various locations. If social distancing was not observed, the Cira Core system could send warning signals via the Line application to warn people to avoid entering at-risk locations."

With these capabilities, CiraCore is now widely adopted in Thai industries. Because this intelligent platform was developed by Thai researchers, it is also affordable, not as expensive as purchasing an AI platform from abroad.

This recognition caught the eye of TKK Corporation Co., Ltd., a renowned global brand distributor for its products, mostly imported, for use in factory automation systems. TKK Corporation was interested in developing this Thai AI platform for wider adoption, beyond large-scale industrial use. Small and medium-sized businesses, or SMEs, and even startups could also utilize the platform. Consequently, they partnered with Assoc. Prof. Dr. Siridej, the platform's inventor, to establish CIRA AUTOMATION AND TECHNOLOGY CO., LTD.

What makes this business model interesting? And what benefits will this collaboration bring to the development of the industrial sector? Find out in this article.

It's time to let the world know that Thailand's AI platform is second to none if it's developed properly.

As mentioned earlier, the highlight of CiraCore is its wide range of applications in various industries. Assoc. Prof. Dr. Siridet provided additional examples to illustrate the picture, including the origin of the invention of this intelligent platform.

"Initially, CiraCore was developed by the College of Advanced Manufacturing Innovation and the Faculty of Information Technology, King Mongkut's Institute of Technology Ladkrabang, with support from the Thailand National Science and Technology Development Agency (TISTR), the National Research Council of Thailand (NRCT), and three joint venture partners: Seagate Technology (Thailand) Co., Ltd., a major hard drive manufacturer; Charoen Pokphand Foods Public Company Limited; and Thai Steel Cable Public Company Limited."

“The Cira Core platform was piloted in the industrial sector three years ago, with a licensing model for several brands, including Toyota, SCG, and Ford. The platform has been proven to be just as effective as international platforms, significantly reducing costs for the Thai industrial sector.”

“Because foreign AI platform licenses cost around 700,000-800,000 baht, while our Siracore licenses are several times cheaper and offer unlimited usage.”

However, in developing and expanding Thailand's AI platform, Assoc. Prof. Dr. Siridet views it as requiring proper support, particularly in the following areas:

One: Funding for research and study

To get the Cira Core AI platform, the first important thing is funding for research and development. For Cira Core, we received funding from NRCT, NRCT, and various companies.

Two: Personnel with knowledge of AI platform construction

Personnel working on AI platforms must be dedicated programmers with genuine knowledge and expertise in this field, which is something we currently lack in Thailand.

Three: The period of study, research, trial and error.

To implement this AI platform, investors must be patient. This requires extensive testing and any issues encountered, the research team must address them. Therefore, timing is a crucial factor in creating effective Thai innovations.

Listen to perspectives on business creation and innovation in the education sector to become a force for developing the Thai industrial sector.

Kalyanee Kongsomjit, Chairman of TKK Corporation Co., Ltd., sees the potential for extending the Cira Core platform into an intelligent platform for use in Thai industrial factories. This will help reduce costs for operators, eliminating the need to purchase AI platform licenses from overseas, as the Cira Core AI platform is just as powerful.

By Kalyanee revealed the idea that led to the cooperation in establishing (CIRA AUTOMATION AND TECHNOLOGY CO., LTD.) that

“TKK Corporation has long worked closely with industrial customers in Thailand. We are a distributor of over 10,000 international brands involved in automation and robotics, which require AI platforms. Most customers have to purchase platform licenses from Japanese, American, and European brands.”

"For nearly 20 years, Thai customers have never encountered an AI platform produced by a Thai company, a Thai brand. Furthermore, TKK Corporation is a Thai company with Thai shareholders. Therefore, we are determined to offer a Thai-made AI platform that is just as effective as foreign platforms to industrial factories in Thailand. Most of our customers are international corporations managed by foreigners in Thailand."

"What we see in the Cira Core brand is its response to today's challenges, where the industrial sector must reduce costs, lower labor costs, and utilize innovation to increase production capacity. Cira Core is a strong and effective brand recognized by all industries."

"Beyond large industrial sectors, TKK also believes that the Cira Core platform can help businesses, from SMEs to startups, access cutting-edge technology that can enhance production efficiency at an affordable licensing fee. Currently, small businesses, often without substantial capital or specialized labor, seek to automate their production processes, which can hinder their financial situation."

"For example, in the transition from Industry 3.0 to Industry 4.0, one innovation that meets the requirements is robotics and automation. However, in our country, few SMEs have access to this technology due to its high cost. In the past, the industrial sector has tended to rely on foreign-branded AI platforms. There have been no Thai brands, whether American or Japanese. Now, Chinese brands are entering the market at very low prices."

"If this continues, we will inevitably have to rely on foreign brands, especially software and platforms. These are all foreign know-how. When a system malfunctions, we have to wait for the brand's personnel to fix it. It's like we're constantly borrowing their nose."

"But if we reverse the situation, today we have the Cira Core platform, a Thai brand. We can choose any robot, made in any country, and then add the Cira Core program to it using a plug-in controller, enabling the robot to operate in industrial factories."

“Furthermore, programming to control automation systems or robots has become easier because Cira Core utilizes a drag-and-drop technique, making it much easier to use. From now on, businesses looking to use robots can simply invest in efficient, affordable Chinese robots. Then, they can add the Cira Core program to the robot, and it will perform as intended.”

"TKK has always operated under the philosophy of choosing the best value for our customers, not the most expensive. TKK aims to expand beyond just industrial and large corporate clients, but also offer the Cira Core platform, a powerful and affordable platform for Thai businesses, to SMEs. We believe the Cira Core platform will effectively address the needs of businesses from upstream, midstream, and downstream."

The business model of 'Cera Automation and Technology' is revealed, offering new hope for development, bringing research from the shelf to the store, making it truly tangible.

Regarding the business model of Cera Automation and Technology Co., Ltd., Assoc. Prof. Dr. Siridet emphasized that it is a model that clearly addresses the pain points of commercializing research within universities.

"In the past, research in universities, particularly in engineering or IT, has been crucial in developing it into a business. This is a dead end for Thailand. By "dead end" here, I'm trying to convey the mindset of professors and researchers who often stop at developing technology and innovation, forgetting that no matter how good the technology we've developed, if it's not commercially viable, it will simply sit on the shelf."

"But if we want the technologies and innovations developed by the educational sector to be developed for practical use, we need the private sector or business sector to understand the products and the market. TKK Corporation understands this well, because developing a technology that can be marketed requires trial and error. It's not something that can be used right out of the lab."

"Because once it leaves the lab, it must be put to trial use. If customers don't like it, the research team must revise it, and it takes time to refine it until it's fully functional and ready for industrial use. This time-consuming process means few entrepreneurs and investors will invest in and support research from the shelf to the storefront. It requires truly visionary and far-sighted entrepreneurs."

"For Cira Core, we are extremely fortunate that Ms. Kalyanee from TKK Corporation is interested in developing and partnering with us to commercialize the Cira Core platform. Since our research team operates as an educational institution, we face some weaknesses in doing business. Although we have previously sold licenses to several companies, we have to admit that we are unable to provide comprehensive customer service in terms of marketing, sales, and after-sales services. Therefore, partnering with TKK Corporation is a positive step in fulfilling all of these aforementioned aspects."

“From discussions with Ms. Kalyanee, CEO of TKK Corporation, she saw the potential of Cira Core and is committed to expanding this Thai platform across all industries and business sectors, including expanding into international markets.”

To illustrate this business model further, Kalyanee, CEO of TKK Corporation, further explained that:

“Cira Tech’s business model is very interesting because we divide the business into three main parts.

“First, this business will provide opportunities for the management team and faculty from educational institutions to fully perform their duties, namely research and development, to further develop Cira Core, a product that can be brought from the shelf to the store. As for marketing, contacting, and taking care of customers, TKK will oversee this.”

“The second part will be the role and responsibility of the private sector, such as TKK. We are already close to our customers, so we understand their needs and pain points, both on the customer and manufacturer sides. We can connect with all sectors. With a strong customer base, we have approximately 5,000 accounts in the country's large industries. Therefore, we can expand the Cira Core offering and apply it to these industries in a concrete manner.”

"In the past, TKK has primarily focused on the international market, with the majority of our customers being foreigners. But today, thanks to the combined capabilities of TKK and the Cira Core research team from KMITL, we're able to share this know-how with Thai SMEs, enabling them to develop their businesses at a price everyone can afford."

“The third part is the training section. What's special about this is that we're collaborating with educational institutions to provide a non-commercial license. That is, we won't charge a license fee. If it's for educational use, we're ready to provide it for free, providing free training and teaching.”

“We recently established a training center at MARA, the Human Resource Development Institute for Automation and Robotics Technology, under the name Cira Mara Academy. We expect to provide comprehensive training on the use of Cira Core here, with Cira Tech providing full support, including equipment, software, and instructors.”

“In addition, we plan to expand training centers to all regions across Thailand, including the Northeast, North, and South, to provide services to personnel in those regions and enable them to upskill and reskill.”

In addition to the three business models mentioned above, Kalyanee also revealed another important model that serves as a model for driving the startup sector forward. She has established a start-up company with Cera Tech as a joint venture, with KMITL and TKK holding a stake in the small startup. This project will be open to many young people who have already graduated but are unemployed. They will collaborate on this project to foster entrepreneurship, with TKK and a team of professors from KMITL serving as mentors.

Cooperation is the key to driving growth for all parties.

Finally, when asked what kind of changes and developments the establishment of Sira Automation and Technology Co., Ltd. will bring about in Thai society, the strong female CEO of TKK said: