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

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.

In terms of EV, OR also has a plan to move forward and expand the new EV Hub charging station format to 10 branches by the end of 2024. This charging station can support charging up to 8 charging heads simultaneously. Its power supply efficiency is higher than that of general PTT stations (from 120 kW to 180 kW), raising the confidence of electric vehicle users traveling to all regions across the country. It also integrates the use of clean energy such as solar rooftops.
After developing a full retail space in PTT Station until it became a model for world-class petrol stations, OR created a new S-Curve of new growth by launching OR Space Community. This 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 Space Ramkhamhaeng 129

In advancing future energy (Future Energy), OR has launched Thailand’s first pilot hydrogen refueling station for fuel cell electric vehicles (FCEVs) in collaboration with PTT Public Company Limited, Toyota Motor Thailand Company Limited, and Bangkok Industrial Gas Company Limited. This initiative aims to expand the adoption of various clean energy solutions and drive sustainable mobility forward.

In addition to expanding opportunities in EV Charging Station network and hydrogen refueling prototype stations, 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

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. In 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. It plans to open 10 branches by 2025 and expand to 500 branches by 2030.

Digital Transformation
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.

People	Process	Technology
Synergy and Collaboration Digital Talents	Operational Excellence Customer Satisfaction Portfolio Diversification	Cloud Infrastructure Cyber Security Data Foundation

OR has a solid plan to implement Digital Transformation. OR has set a framework for driving changes covering 3 important aspects: 1) People by developing the skills of personnel to be able to work using Digital and Data to analyze information and make decisions accurately; 2) Process by increasing the efficiency of work processes to be efficient; and 3) Technology by using modern technology to increase competitiveness at a reasonable cost, which will help elevate the organization’s operations in every dimension.
In 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

Digital platform xplORe

The xplORe application is a digital platform that combines all the features that meet the needs of usage, such as the blueplus+ point collection system and e-wallet, to facilitate consumers’ out-of-home lifestyles more conveniently under the concept of “Touch for More Life, Find the Right Thing More Than Ever” and create a limitless online-to-offline (O2O) connection experience, meeting every lifestyle in the digital world with a variety of services, linking products and services of OR and affiliated businesses, including partner stores that come with discount deals and special privileges. The service launched in August 2023 onwards, with more than 3.5 million downloads.

Key features of xplORe	Results and benefits of the project
Deal: Special discount coupons from OR brand stores and partners, activity tickets and entertainment Reservation: Book concert tickets, restaurant reservations from business partners Searching: Search for PTT Stations with fuel prices Mission: Join missions with various activities and receive points or special prizes Wallet: Electronic wallet, can be used to pay at OR stores and partner stores that support Thai QR payment Reward: Collect blueplus+ points and use them to redeem special privileges from leading stores, transfer points, win prizes, redeem points to join activities/redeem many prizes	Increased convenience for customers and created a better experience of engagement with OR Increased the number of purchases via xplORe sent to OR's offline stores New customers who signed up for xplORe spent money both on the xplORe platform and OR's offline stores Become a new revenue channel for OR

Key features of xplORe

Results and benefits of the project

Deal: Special discount coupons from OR brand stores and partners, activity tickets and entertainment
Reservation: Book concert tickets, restaurant reservations from business partners
Searching: Search for PTT Stations with fuel prices
Mission: Join missions with various activities and receive points or special prizes
Wallet: Electronic wallet, can be used to pay at OR stores and partner stores that support Thai QR payment
Reward: Collect blueplus+ points and use them to redeem special privileges from leading stores, transfer points, win prizes, redeem points to join activities/redeem many prizes

Increased convenience for customers and created a better experience of engagement with OR
Increased the number of purchases via xplORe sent to OR's offline stores
New customers who signed up for xplORe spent money both on the xplORe platform and OR's offline stores
Become a new revenue channel for OR

Digital Technology

โครงการศึกษาวิจัย นวัตกรรม และความร่วมมือ

OR has established the Cafe’ Amazon Park development project on an area of over 300 rai in Kluai Phae Subdistrict, Mueang Lampang District, which will help strengthen the Café Amazon business from upstream to downstream and create a sustainable business ecosystem. The park will be a plantation, research center, and development center for fine coffee varieties by applying modern agricultural technology and integrated farming methods. It will be developed as a prototype learning center for coffee technology and innovation to extend the supply chain of the business, especially upstream coffee in a full cycle. This includes planting, researching, and developing strains to meet market demand, as well as developing it into a green area and ecotourism destination, and a knowledge center for entrepreneurs and students to cultivate coffee sustainably. In addition, research and technology will be used to design and implement a management system for prototype coffee plantations, consisting of soil quality testing, soil moisture testing, and water management, etc., to serve as a database for further analysis and development of project operations in line with the OR’s Digital Driven Organization approach.

EV Data Base for Business Connection Project
OR’s collaboration with PTT Group through the Petrochemical and Refining Integrated Synergy Management (PRISM) project, Arun Plus Co., Ltd., and companies within PTT Group to jointly develop a platform for collecting data related to the EV Value Chain business in a comprehensive manner, covering all processes of electric vehicles, from the beginning to the end of the product, such as raw material data, production processes, etc. This is to provide an opportunity to connect and expand the use of PTT Group products for easier access. As OR operates a business in the lubricant and fluid (EV Fluid) product group, such as Transmission Fluid, Brake Fluid, and various types of Coolants, it is considered an important part of developing this data collection system to be more complete, comprehensive, and comprehensive in every process of operations throughout the value chain.

Award and Recognitions

Best Brand Performance on Platform by LINE from Thailand Social Awards
OR demonstrates its leadership in responding to consumers in the digital age in 2024 by receiving the Best Brand Performance on Platform by LINE award from the LINE Official Account “OR Happy Life” as a brand that created an outstanding and excellent campaign on LINE VOOM. OR Happy Life’s LINE account has more than 14 million friends. The 12th Thailand Social Awards was organized at True Icon Hall, Icon Siam, Bangkok, which is considered the largest social media award ceremony in Thailand that emphasize the digital industry’s role in driving Thailand’s businesses and the overall economy. It is considered another award of pride that will make OR strive to look for new opportunities to develop the quality of products and services to respond to all lifestyles of consumers in this digital era.