CP, NTT Docomo Unite on Marketing

Why It Matters

The deal accelerates Thailand’s digital commerce evolution, giving brands a data‑rich, token‑enabled channel to reach consumers and positioning the market as a regional hub for cross‑border e‑commerce.

Key Takeaways

• Amaze reached 9.1 M installs, targeting 15 M by year‑end
• NTT Docomo provides data‑driven marketing expertise to Thailand’s loyalty platform
• Partnership includes a capital alliance and share‑subscription completed March 2026
• Over 1 M users exchanged points, generating 2.9 M transactions since 2025
• New Amaze Survey rewards points for consumer insights, boosting brand engagement

Pulse Analysis

Thailand’s digital landscape is undergoing rapid transformation, and the NTT Docomo‑CP Group alliance is a clear signal of that momentum. By leveraging Docomo’s deep telecom data analytics and Ascend Commerce’s Amaze platform, the partnership creates a sophisticated marketing engine that can segment consumers with precision and deliver personalized offers. This data‑driven approach not only enhances user experience but also opens new revenue streams for merchants seeking to capitalize on Thailand’s burgeoning mobile‑first consumer base.

Amaze’s loyalty commerce model—spanning everyday shopping, points exchange, and reward‑redemption partnerships—has already attracted 9.1 million users, with a target of 15 million installations by year‑end. Since 2025, more than one million users have exchanged points across 3,500 shops, generating 2.9 million transactions. The introduction of token‑style points and services like Amaze Survey further deepens engagement, allowing brands to collect high‑quality consumer insights while rewarding participants, a win‑win that drives repeat visits and higher basket values.

Beyond Thailand, the collaboration aims to lay the groundwork for a regional e‑commerce token that could serve as a common currency across ASEAN. By showcasing Japanese products through the upcoming “Amazing Japan” mall, the partnership also facilitates cross‑border brand penetration, aligning Thai consumer standards with those of Japan. This strategic move positions both firms to capture a share of the projected $200 billion Southeast Asian digital commerce market, while setting a template for future telecom‑retail alliances in the region.