Digital Innovation Development

Digital Innovation

BAM recognizes that the advancement of digital innovation and technological progress has significantly influenced customers' lifestyles and financial service usage behaviors in the current environment. Enhancing the Company's capability to adopt and apply technology strengthens its competitive capacity and contributes to the delivery of superior customer service experiences.
Furthermore, the use of digital technology in operations helps reduce excessive resource consumption and lower operating costs. At the same time, the Company emphasizes encouraging employees to apply digital technologies in the development of innovations, financial products, and services, with the aim of enhancing economic value creation while generating positive social and environmental outcomes.
 

Operational Objectives and Performance

Operational Objectives

Achieve more than 30,000 downloads of the BAM Choice Application.

Achieve not fewer than 1,000 installment payment transactions under the TDR program conducted via the BAM Choice Application

Performance

Achieved 31,763 downloads of BAM Choice Application.

Processed 1,130 TDR installment payment transactions through BAM Choice Application.

Management Approach

BAM manages technology and innovation through cross-functional collaboration among the Information Technology and Digital Function, the Strategy and Business Development Function, and other relevant units. This collaboration also includes business units that serve as owners of products and services, as well as supporting functions across the organization.

In this regard, the Company promotes the development of creative thinking to drive digital innovation based on the following concept:
“Innovation = Creativity + Creating something new or improving existing solutions + Value creation”

Innovation

Creativity

New Developments or Enhancements to Existing Solutions

Value Creation

Additionally, the Company has established objectives for developing digital innovation to support operational execution in alignment with its vision and strategic direction, with the aim of achieving sustainable organizational growth. The operational approaches include the following:

BAM recognizes the rapid pace of change in technology, competition, and the business environment, both internally and externally, which has significantly impacted organizations across industries. The current external environment is widely characterized as a "Disruptive World," driven by transformative technological change and disruptive innovation. In this context, it is essential to recognize the importance of adaptability, innovative thinking, and differentiated approaches to ensure that operations can effectively respond to ongoing and emerging changes. Accordingly, the development of new initiatives, products, and services to create value and foster innovation represents a key strategic priority for the Company. This approach enables the Company to respond to evolving customer needs and expectations while continuously improving processes, products, and services in a consistent and systematic manner.
In addition, the Company seeks to cultivate an organizational culture that encourages employees to think creatively and contribute to the organization's continuous growth through new approaches and solutions. Through continuous innovation, the Company develops agile solutions for modern challenges, recognizing that yesterday's strategies are often insufficient for tomorrow's demands.
 

In the development of digital innovation, BAM has increasingly adopted new technologies alongside rapid changes in technology usage behaviors within the organizational environment. Recognizing these dynamics, the Company has focused on developing a secure and stable system infrastructure while establishing standardized guidelines for technology usage and communicating these practices to employees to ensure consistent understanding and compliance.
As part of its digital innovation initiatives, the Company has implemented Digital Transformation Solutions to support 360-degree, end-to-end services for both customers and employees, with the objective of enhancing overall operational efficiency. These solutions are categorized as follows:

Service Innovation

  • BAM Choice Application is a digital product and service innovation designed to support quality of life and business readiness for participation in the digital economy. The application enables debtors to access the Company's products and services easily, conveniently, and efficiently. Through the BAM Choice system, customers can make debt repayments and view payment receipts online, thereby enhancing convenience by eliminating the need to travel to BAM offices or bank branches. This digital process also contributes to the reduction of carbon dioxide (CO₂) emissions. In addition, the application allows debtors to submit requests for debt restructuring or schedule appointments for debt negotiation via mobile devices in a convenient, efficient, and secure manner. The BAM Choice Application has been developed in accordance with security standards equivalent to those applied by financial institutions and supports electronic identity verification through the Thai ID Application, a digital identification and authentication system (DOPA Digital ID) developed by the Department of Provincial Administration, Ministry of Interior, as well as identity verification through service points and applications of key partner financial institutions, namely Bank of Ayudhya Public Company Limited.

    • In addition to services for non-performing loan (NPL) debtors, the BAM Choice Application also provides functions for non-performing asset (NPA) customers who wish to purchase assets or search for residential properties. This expands service channels and enhances convenience by enabling customers to browse and search BAM's second-hand properties and conduct related transactions, such as property reservations, appointment scheduling for property viewings, and installment payments.
    • The BAM Choice Application also includes a payment due notification system, which helps reduce the risk of payment default for debtors and customers. In addition, the application serves as a communication channel for BAM’s promotional campaigns, enabling debtors and customers to receive information and access BAM's services conveniently and promptly.
    • Performance outcomes of the BAM Choice Application demonstrate enhanced operational efficiency through the reduction of procedural complexity, expansion of the customer base to reach broader customer segments, and improved responsiveness to customer needs in the digital era Furthermore, by reducing the need for physical travel through mobile-based information and functionalities, the application contributes to reducing travel distances and supports the reduction of greenhouse gas emissions.
  • AI-based asset recommendation and search systems have been developed to recommend assets that align with customer preferences, thereby improving service efficiency and enabling faster selection of suitable assets. These systems also allow customers to search for assets by entering their specific requirements, with the system automatically filtering and presenting assets that closely match with those needs.

Process Innovation

  • BAM has developed a Mobile Asset Survey (MAS) system that enables asset inspections to be conducted via mobile devices through the LINE Application. This system allows business partners to participate in asset surveys efficiently. The Company initially partnered with Thailand Post Company Limited to support asset inspection activities. Surveyed asset information is stored in an online system, thereby reducing operational steps for both field personnel and task coordinators and enhancing overall process efficiency.
  • Decision Support Systems for Sales Price Approval and Asset Valuation: BAM has developed systems to support decision-making for asset valuation approval (Decision Approval Price: DAP) and for the sale of non-performing assets (NPA). These systems enable more accurate and timely decisions in asset valuation and disposal processes by utilizing complete and reliable data.
  • AI-Based Systems for Debt Management and Purchase Price Recommendation: BAM has developed AI models and systems to analyze and assess the complexity of debt management, including scoring mechanisms to support pricing and management decisions. These tools enable BAM officers (Asset Officers: AO) to manage debts more efficiently, accurately, and promptly.
  • Enterprise Information System for Strategic Reporting: BAM aspires to cultivate a data-driven organizational culture and has established a Data Strategy Team and implemented a Data Management Program to ensure that data is effective, comprehensive, and readily accessible while maintaining data confidentiality and security. The Company has continuously enhanced the use of data for strategic analysis and executive decision-making. These efforts support the identification of business development opportunities and contribute to sustainable recovery and collection outcomes over the long term.

BAM has upgraded its internal operations from traditional methods to digital systems, enhancing efficiency, speed, and organizational agility. This transformation includes reviewing and improving internal regulations, delegation of authority, workflows, and Standard Operating Procedures (SOPs). The Company has also adopted digital signature technology (e-Signature) to reduce processing time, minimize paper usage (Paperless), and reduce document storage requirements. The e-Signature process incorporates identity verification mechanisms and carries the same legal validity as handwritten signatures on physical documents. Furthermore, the Company has reviewed and optimized the structure of committees and working groups to ensure appropriateness, eliminate redundancy, and enhance organizational agility and effectiveness.

Key Activities / Projects

BUSINESS+ Product of the Year Awards 2025 – AMC Mobile Application

BAM received the BUSINESS+ Product of the Year Awards 2025 in the Financial and Investment Products and Services category for its AMC Mobile Application (BAM Choice The award was presented by His Excellency Mr. Nurak Marpraneet, Privy Councillor, underscoring BAM's leadership in innovation for non-performing loan and non-performing asset management. This recognition represents a source of pride for the Company and reflects its success and commitment to progressing toward a modern and forward-looking future. The award received by BAM Choice not only affirms the achievement of developing a digital application but also serves as clear evidence that “asset management and debt resolution” can effectively advance alongside innovation and inclusive accessibility. Through BAM Choice, debtors are able to monitor debt restructuring processes online, receive tailored guidance and suitable restructuring options, and conveniently purchase non-performing assets (NPAs) through a simple mobile interface and ease of use.

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BEST ASSET MANAGEMENT COMPANY (AMC) – ASSET FOR INVESTMENT Award (Driving Sustainable and Stable Growth in Thailand’s NPA Market)

BAM received the First Prize in the category "BEST ASSET MANAGEMENT COMPANY (AMC) – ASSET FOR INVESTMENT" at the Livinginsider Thailand Agent Awards 2025, held at the Renaissance Bangkok Ratchaprasong Hotel. This recognition reflects the Company's excellence in asset management for investment purposes, supported by a well-executed brand awareness strategy. Under this initiative, the Company promoted more than 600 ready-to-sell assets on the Livinginsider platform, expanding access and connectivity to potential investors and customers seeking investment assets. The award further reinforces BAM's position as a national leader in asset management and recognizes the Company as the only asset management company to receive this distinction. This achievement represents the Company's proven capability and strong commitment. The Company would like to express its sincere appreciation to customers, investors, and business partners for their continued trust and support. BAM remains committed to creating value and developing innovative solutions to deliver attractive investment opportunities while contributing to the stable and sustainable growth of the Thai economy.

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PR Listing Platform

This initiative involves promoting non-performing assets (NPAs) through electronic media and online channels on the websites of various partner platforms, such as Kaidee, DDproperty, Dot Property, Livinginsider, and others. In 2025, the total value of purchase offers reached THB 314 million, covering 242 asset listings. Promoting BAM's assets through external listing platforms enhances customer access to properties and supports actual sales outcomes. In addition, this approach reduces the need for physical promotional materials, such as printed media or brochures, thereby reducing energy consumption. 

Revamp Application & Website

BAM undertook the enhancement and redevelopment of its website www.bam.co.th and the BAM Choice application to strengthen its corporate image and improve user experience, making both platforms more modern, user-friendly, and accessible. The overall layout and information presentation were comprehensively redesigned, with a clear separation between NPL and NPA customer segments. In addition, the menu structure was reorganized to enable easier navigation, allowing users to quickly locate relevant information and reducing the time required to access available services. These improvements were designed to better respond to the needs of all user groups across the Company's target audiences. The website and application development project was implemented in three phases to ensure a systematic approach and enable continuous progress monitoring, as follows:
    Phase 1 focused on the development of the new website and application, with emphasis on redesigning the homepage (Home) to be intuitive and easy to navigate, enabling faster access to services. Information was grouped according to customer needs, complemented by a basic Q&A feature to help analyze user preferences and recommend menus that best match the interests of each user group.
    Phase 2 emphasized the enhancement of back-end systems to improve convenience and operational efficiency for staff. This phase also included the development of a self-managed campaign creation system, enabling faster and more flexible implementation of sales promotion and public relations activities.
    Phase 3 focused on developing individualized NPL promotion presentation systems to address customer needs more precisely and effectively. Additional menus and supporting functions were also developed, such as a recruitment section and other corporate information menus, to ensure that the website and application provide comprehensive content and remain user-friendly for all user groups.

 

Future Management Approach

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BAM continues to place emphasis on leveraging digital technology to enhance both customer service delivery and the efficiency of business processes. Priority is given to the continuous and consistent development of innovation, alongside the promotion of digital technology skill development to strengthen employee capabilities through structured training programs and learning initiatives. These efforts aim to enhance employees' digital competencies in preparation for future operational requirements.
In the initial phase, the Company intends for its application to serve as an additional service channel that enables customers to access services more conveniently while also familiarizing customers and debtors with digital service channels. The Company seeks to progressively increase the adoption of online services until they become primary channels, including transaction history inquiries, payment record and receipt viewing, property reservations, and online debt restructuring. This transition is expected to reduce resource consumption in service delivery, such as paper usage for documents like receipts, reduce the need for customers and debtors to travel to branch offices, and alleviate operational workloads for staff, thereby allowing personnel to focus more on strategic tasks.