NTT DOCOMO GLOBAL, a subsidiary of Japan’s leading mobile operator, has signed a share subscription agreement to acquire a 20 percent stake in Ascend Commerce, a subsidiary of the Charoen Pokphand Group (CP Group).
The strategic capital alliance aims to expedite the development of “Amaze,” positioning the application as a national loyalty e-commerce platform to support Thailand’s digital economy.
The partnership seeks to integrate the extensive marketing expertise of the NTT DOCOMO Group with the widespread customer base and partner network of Ascend Commerce and CP Group. By combining these assets, the two organizations intend to advance data-driven marketing systems and drive digital transformation within the retail sector.
The collaboration will focus on identifying new business opportunities in a customer-centric market while aligning with CP Group’s broader digital strategy.
Suphachai Chearavanont, Chief Executive Officer of Charoen Pokphand Group, characterized the alliance as a significant step toward elevating Thailand’s digital infrastructure.
He noted that the partnership extends beyond capital investment, leveraging the technological expertise of the Japanese operator to refine the Amaze platform. The objective is to improve the seamless earning, exchanging, and utilization of points across CP Group’s diverse business portfolio.
Suphachai emphasized that the initiative aims to elevate the Thai customer experience to match the standards of the Japanese market, which is recognized globally for its advanced loyalty systems.
The Amaze platform currently services 40 million unique users across CP Group services. Tarin Thaniyavarn, Chief Executive Officer of Ascend Commerce, indicated that the platform is experiencing rapid adoption regarding point exchange and cross-service utilization.
He stated that the partnership reflects evolving consumer behavior that increasingly demands integrated services. The collaboration with NTT DOCOMO is expected to enhance Amaze’s capabilities in e-commerce, loyalty programs, and comprehensive data-driven marketing solutions.
Hiroki Kuriyama, Chief Executive Officer of NTT DOCOMO GLOBAL, stated that the company aims to enrich lifestyles in Thailand by accelerating digital transformation in retail marketing.
Through this capital alliance, NTT DOCOMO GLOBAL plans to deliver digital services and data-driven solutions by leveraging Ascend Commerce’s operations across a wide range of industries.
The implementation of the capital alliance remains subject to regulatory approval.
