{
  "docId": "019dd923-5ca1-7489-b635-c6d8f954507b",
  "docSlug": "952e48cb8fb044c2",
  "documentTitle": "e-Conomy SEA 2023 report: Thailand",
  "authorId": "Bain",
  "authorName": "Google",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 2,
  "pageCount": 14,
  "prevPage": 1,
  "nextPage": 3,
  "slideType": "country_insights",
  "function": "establish_context",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "The slide uses a 2x2 grid layout to present four key thematic insights about Thailand.",
  "elementsJson": [
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-c6d8f954507b/2",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-c6d8f954507b",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-c6d8f954507b.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-c6d8f954507b#slide-2",
  "components": [
    {
      "bbox": {
        "h": 0.05,
        "w": 0.03,
        "x": 0.96,
        "y": 0.08
      },
      "kind": "image",
      "text": "Thailand flag",
      "attrs": null,
      "subkind": "icon-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fbc7ad36-0b07-4b2d-931e-4e42ca350449",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.25,
        "x": 0.6,
        "y": 0.13
      },
      "kind": "paragraph",
      "text": "Growth in digital infrastructure fuels digital participation. Thailand observed rapid growth in digital infrastructure since the pandemic, benefiting the digital economy at large. It currently has the largest subscription video-on-demand market in SEA. Despite requirements for localised content, Thai consumers are very willing to purchase video- and music-on-demand subscriptions.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "82a94253-b104-49e2-9592-1231c5e23de6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.25,
        "x": 0.6,
        "y": 0.52
      },
      "kind": "paragraph",
      "text": "Regulators pushing DFS sector towards the underserved. The central bank plans to issue new digital banking licences in 2024 that are designed to provide better customer experiences and increase the reach of financial services across Thailand. The PromptPay A2A system expansion will support this effort, connecting more Thais to financial infrastructure.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8766e2f2-dd53-44e4-ab19-5194fc9ea572",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.25,
        "x": 0.24,
        "y": 0.52
      },
      "kind": "paragraph",
      "text": "Slower international tourism recovery hinders economic growth. Inbound travel may have been on the rebound, but at a slower pace than expected. Thailand's heavy reliance on tourism revenues means that the country has been more adversely affected than the rest of the region, especially as arrivals from China remain below pre-pandemic levels. Nevertheless, new government policies, such as visa waivers for Chinese visitors and other initiatives by the Tourism Authority of Thailand, are paving the way to a full recovery by 2024.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "94a28094-9f36-4a48-9b3d-055200892296",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.25,
        "x": 0.24,
        "y": 0.13
      },
      "kind": "paragraph",
      "text": "Moderate growth driven by economic pick-up. Growth is expected to pick up due to increases in private consumption and the gradual return of international tourism. Exports are contracting slower than expected, with the government projecting a slight rise by the end of 2023. Overall, Thailand's growth will be relatively moderate compared to the rest of SEA, with promising long-term fundamentals.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b34abe74-66ed-4e77-81fc-d3c84bbc3ca9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.15,
        "x": 0.04,
        "y": 0.125
      },
      "kind": "title",
      "text": "Country overview",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7ec821c1-09be-41e8-a212-154afcfc3506",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Pyramid Principle",
      "slug": "pyramid-principle",
      "agent": "Architect",
      "layer": "block",
      "matchId": "019dd95a-187e-714f-9b8d-4e840ff3c70a",
      "evidence": "Sub-titles state the conclusion before the supporting paragraph",
      "confidence": 60
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-187e-714f-9b8d-387a85f49eb7",
      "evidence": "Each of four quadrants has a bold insight headline (e.g. 'Moderate growth driven by economic pick-up')",
      "confidence": 75
    },
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "ba6d33d7-3ff2-4b8c-905b-18ec154cc8ef",
      "evidence": "paragraph/paragraph: Slower international tourism recovery hinders economic growth.",
      "confidence": 0.7
    },
    {
      "name": "Gestalt Principles",
      "slug": "gestalt-principles",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-187e-714f-9b8d-3ec36a1d8b51",
      "evidence": "Proximity groups each headline with its paragraph in 2x2 layout",
      "confidence": 80
    },
    {
      "name": "Grid System",
      "slug": "grid-system",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-187e-714f-9b8d-40c911e73283",
      "evidence": "Clean 2-column x 2-row grid alignment for the four themes",
      "confidence": 80
    },
    {
      "name": "Typography Hierarchy",
      "slug": "typography-hierarchy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-187e-714f-9b8d-444413242b0b",
      "evidence": "Blue bold sub-titles vs grey body text creates clear reading order",
      "confidence": 85
    },
    {
      "name": "White Space (Negative Space)",
      "slug": "white-space-negative-space",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-187e-714f-9b8d-49b0ed3a48b3",
      "evidence": "Generous negative space around each quadrant text block",
      "confidence": 70
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 2,
      "from": 2,
      "beatId": "019dd95a-07a6-74c7-9026-d92c4b3138c2",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Surface Observation",
      "beatSlug": "onion-surface-observation",
      "evidence": "p2 country overview text quadrants — broad situational scan",
      "position": 1,
      "confidence": 55,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}