The Bangkok Post CEO of the Year 2026

Plugged in excellence

From a single IT shop in Bangkok’s Pantip Plaza to a nationwide retail network generating more than 87 billion baht in annual revenue, Sura Khanittaweekul has built Com7 Plc into one of Thailand’s leading technology retailers. His leadership has been defined not only by expansion, but also by the company’s ability to adapt its business model, broaden its services and pursue new opportunities in a rapidly changing technology landscape.

Com7’s journey began in 1996 with a single store selling IT products at Pantip Plaza. Over the years, Mr Sura and his team developed the business into a nationwide retail operation, with brands including BaNANA, Studio7 and KingKong Phone serving different customer segments. By the end of 2025, the company operated 1,338 branches, according to its annual report. This extensive network has established a strong foundation for growth while giving customers across Thailand greater access to technology products and services.

Yet the transformation has extended beyond opening more stores. Com7 has increasingly developed an integrated retail ecosystem that combines physical outlets, online sales, after sales services and new business models. Its online platforms allow customers to order products digitally and collect them at selected stores, connecting the convenience of e commerce with the reach of its nationwide network.

The company has also sought to improve the quality of its retail operations. In 2025, it opened 157 stores while closing 131 outlets, including underperforming locations and stores associated with businesses it decided to exit. More than 20 branches underwent changes in format, with a greater emphasis on established brands such as BaNANA and Studio7. The approach reflects a shift towards more disciplined expansion, focusing on productivity and profitability rather than simply increasing the number of outlets.

Diversification represents another important dimension of Com7’s transformation. Through COM7 Business, the company is expanding its role from supplying computers and other IT equipment to providing technology solutions for businesses, educational institutions and government agencies. Its offerings include hardware, cloud services, software, artificial intelligence and cybersecurity solutions, supported by implementation and after sales services.

The launch of COM7 Intelligent Summit 2026 further illustrates this ambition. Through a series of events in five provinces, the company has brought together business leaders, IT professionals and technology partners to explore practical applications of AI, cloud computing and cybersecurity. The initiative reflects an effort to build relationships with corporate customers and help organisations identify ways to apply emerging technologies to their operations.

For Com7, this represents an opportunity to develop a broader role in the technology value chain. Rather than focusing exclusively on selling devices, the company can support customers in selecting, implementing and managing technology solutions. While its retail business remains the main revenue driver, the development of business services creates additional opportunities to serve customers and build longer term relationships.

Financial services and other adjacent businesses have also become part of the company’s wider strategy. Com7 has expanded into hire purchase services for smartphone customers, insurance, electric vehicle sales and rental, and solar energy products. These initiatives extend its reach into related markets, although their contribution and growth potential vary across business segments.

The company’s financial performance demonstrates the strength of its underlying business. In 2025, revenue from sales and services rose 10.4% to 87.3 billion baht, while net profit attributable to owners of the parent increased 22.3% to 4.06 billion baht, according to the company’s financial results. These gains came amid challenging economic conditions, highlighting the importance of operational discipline and the continued development of its core retail business.

His journey illustrates that successful transformation is not simply about adopting new technology or entering new markets. It also requires the willingness to reassess established business models, allocate resources more effectively and develop new capabilities without losing sight of the core business. Under Mr Sura’s leadership, Com7 continues to pursue that balance as it prepares for the next stage of its development.