Pico (Thailand) Plc, the global event organiser, will focus heavily on the knowledge communication segment next year to reduce risks from the global recession and national economic downturn.

Chief executive Silchai Kiatpapan said the company saw knowledge as the fifth essential element of life and added that many governments - including Thailand's - regarded it as a priority.

The company forecasts the knowledge communication segment will provide one-third of its total revenue next year, slightly above this year's contribution.

The MAI-listed Pico will approach all events and exhibitions relating to knowledge. Most customers in this segment are state agencies. It has already worked with the Bangkok Metropolitan Administration on "Bangkok Children's Museum Sciences of Humankind: The Sphere of Knowledge of Our Changing World" last August. In has also organised an architecture and design exhibition for the Museum of Siam (National Discovery Museum).

Mr Silchai predicted that 2009 would be another tough year. Automobile events - which have been Pico's key customers - are expected to show zero or modest growth. "Today, the event market obviously slows down. However, I believe that there will be an opportunity in the crisis. If local political problems improve in the next six months, we may see the event market boom again," he said.

He forecast that the company would be hit by the global recession but was confident it would meet the challenge due to strong global networks.

At end of this month, the company will organise BioAsia 2008, an international conference and trade exhibition in biotechnology held by the National Center for Genetic Engineering and Biotechnology.

PICO shares were last traded on Nov 3, at at 2.56 baht.

Source: bangkokpost.com/131108_Business/13Nov2008_biz53.php