Highlight: Innovation and Technology for All

Driving Business

Digital Transformation is a key to effective business management, increasing competitiveness, and making the business more sustainable to meet the behavior and needs of consumers that are rapidly changing nowadays. In addition, the use of technology can help organizations be flexible and adapt to changes quickly and efficiently.

OR Innovation is one of the main missions of the strategy to drive the organization by increasing strength and developing innovations in data and technology, as well as seeking business opportunities in the New S-Curve with the company’s potential with potential partners to jointly solve problems to create new markets and new businesses, while meeting the needs of consumers to the fullest.

This is Our Giving Priority

Innovation and technology is one of OR’s corporate goals that are specified in the Corporate KPI and included in the CEO KPI to ensure that these issues are integrated into management and are regularly evaluated and monitored. The details of the related KPIs are as follows:

- - Digital Driven Organization via Digital Platform: xplORe Application and Digital Infrastructure – SAP HANA
  - New Business Investment

Opportunities and Challenges

The application of digital technology in business operations is an opportunity to increase competitiveness to adapt to meet the needs of customers and stakeholders in order to maintain business leadership in a rapidly changing demand for products and services.

Operational Strategy

OR leverages its current business strengths and potential in developing digital innovations and collaborations with partners, including large corporations, small and medium-sized enterprises (SMEs), and startups, to enhance its strengths and develop innovations in data and technology, as well as seek new business opportunities.
OR has set strategies and plans to become a Digital Driven Organization through the Digital Platform that supports online to offline (O2O) services, while also preparing to create and improve digital infrastructure for business operations and the use of digital technology to support decision-making and current business operations.

Outstanding Projects and Performance

Physical Platform

Mobility Business – Mobility Partner, Readiness for Seamless Energy Transition

Mobility Business – Mobility Partner, Readiness for Seamless Energy Transition
OR has a strategy to open up space for potential business partners to have opportunities to grow their business together with the OR Ecosystem according to the vision of “Empowering All toward Inclusive Growth: OR Fulfilling Opportunities for Growth Together”. OR recognizes the importance of the transition to a low-carbon society and sees opportunities to expand its business. Therefore, it aims to create a physical platform beyond the oil business to be an OR space community together with OR mobility solutions, aiming to create opportunities for a clean society by expanding the EV Charging Station network to cover all 77 provinces nationwide and seeking potential partners to grow together sustainably.

- - OR also has a plan to expand the new EV Hub charging station to 9 branches in 2025. This charging station can support charging not less than 8 charging heads simultaneously. Its power supply efficiency is higher than that of general PTT stations, raising the confidence of electric vehicle users traveling to all regions across the country.

- - OR launched OR Space Community which is an adjustment of the management model of the Physical Platform from operating the oil business through PTT Stations to operate the retail business by developing a Retail Mixed-use Platform with a 100% Non-oil proportion and moving towards a full-fledged shopping center business to increase the variety of products and services in line with changing consumer behavior.

- - OR is also seeking opportunities in innovation, marketing and sales strategies for sustainable aviation fuel (SAF) through the signing of a memorandum of understanding (MOU) with PTT Global Chemical Public Company Limited (GC) to strengthen the petrochemical industry and fuel business and support Thailand’s sustainable aviation industry by increasing the capacity and capability of the refinery to produce sustainable aviation fuel (SAF) from used vegetable oil. GC and OR are joining forces to combine strengths to enhance potential and increase competitiveness towards stable and sustainable growth.

Lifestyle Business – Diversify Lifestyle business portfolio

Diversify Lifestyle business portfolio is the operation guideline of OR Ecosystem, in which OR is committed to creating alternatives for a full service to meet all lifestyles, strengthening lifestyle businesses, and expanding the portfolio to businesses other than oil to cover changing consumer needs and create diverse business opportunities. Since 2024, OR officially launched Found&Found, a health and beauty retail store with the concept of “SIMPLE EASY EVERYSKIN” to satisfy health and beauty lovers. Currently, Found&Found operates 20 points of sale, comprising 11 standalone stores and 9 shelf-in-shop locations. OR also plans to expand its points of sale to more than 400 locations by 2030.

Lifestyle Business –Diversify Lifestyle business portfolio Diversify Lifestyle

OR recognizes the current challenges of Disruptive Technology, and that OR must adapt and prepare to cope with the changes that will occur. Therefore, the organization is heading towards Digital Transformation.
In 2025, OR initiated the Digital Blueprint project to establish a structured approach to Digital Transformation aimed at enhancing business performance. The project focuses on three core objectives: 1) Uplift Revenue, Win Market Share, 2) Optimize Operating Cost, and 3) Elevate Customer Engagement.
Since 2024, OR announced the success of implementing the SAP S/4 HANA system, making OR the first country in Southeast Asia to install the SAP S/4HANA system with 2 industry solutions: IS Oil & Gas and IS Retail, to support OR’s Mobility & Lifestyle businesses. This is an important step for OR’s Digital Transformation Journey, which has installed an Enterprise Resource Planning (ERP) system with modern technology to support the organization’s steady drive into the future with a unified data management system and various work processes of the organization, enabling efficient work, reducing redundancy, and being able to respond to changes quickly, leading to sustainable business success.

Digital Platform

OR realizes the importance of using technology and innovation in business operations to increase capabilities and competitiveness. Accordingly, OR has developed payment and service channels in the form of applications and online channels, enabling consumers to access products and services more conveniently, responding to current consumption. It is also a channel for communication, public relations, and providing promotional information to customers quickly and accurately. In 2025, OR has the following digital platforms:

blueplus+ as the Central Digital Platform of OR’s Ecosystem

OR launched the blueplus+ application as the central digital platform of OR’s Ecosystem, seamlessly connecting data, services, and benefits across all affiliated brands. The platform strengthens OR’s ability to gain deeper and more accurate customer insights, enabling the expansion of personalized marketing and services, while delivering new value in both business performance and consumer experience dimensions.
The application features a modern, intuitive, and instantly recognizable interface, with key consumer-centric functionalities designed around ease of use and value creation. These include the Café Amazon Rewards system, which allows members to earn points based on membership tiers when purchasing products or beverages at Café Amazon, redeemable for exclusive rewards; PTT Station features that enable users to check fuel prices, locate service stations, and purchase discount coupons instantly; and the blueplus+ wallet, which supports cashless payments. Together, these features reinforce the concept “blueplus+ – easy to use, tailored to your needs, and ready for everyday use.”

Virtual Bank
The Virtual Bank business is one of OR’s key strategies for driving digital business growth, with a focus on leveraging big data, developing and applying advanced technologies, and extending business capabilities while expanding the customer base through collaboration with strategic partners via new financial service models. This approach is designed to better address diverse customer needs while promoting inclusive financing, in alignment with the policy objectives of the Bank of Thailand and OR’s vision, “Empowering All toward Inclusive Growth.”

Award and Recognitions

1. Asia Pacific “Winner” Award in Business Innovation on Hybrid and Infrastructure Modernization
OR made history on the regional stage by winning the “Winner” Award for Asia Pacific in the category of Business Innovation on Hybrid and Infrastructure Modernization at the Cloudera Data Impact Awards, presented during CLOUDERA EVOLVE25 in Singapore. The award recognizes OR’s strong data foundation that effectively enables the advancement of AI in Business.
OR was recognized as the most outstanding innovative organization in this category among leading enterprises across the region. OR’s data science team submitted the Next Best Offer (NBO) solution, a key strategic initiative that drives intelligent data utilization across OR’s business operations. In the final round, OR was selected as Thailand’s representative to present alongside prominent regional organizations, including Allianz Australia, Bank Central Asia (BCA) Indonesia, UOB Singapore, and OCBC Singapore, all of which play significant roles in the Asia Pacific region.
The award ceremony was held at Marina Bay Sands, Sands Expo & Convention Center, on Thursday, 7 August 2025.
OR is honored to be the first Thai organization to receive the top award in this category, marking an important milestone for Thailand in showcasing its business innovation capabilities on the international stage.