Why the partnership between CP Group and NTT DOCOMO GLOBAL, which acquired a 20% stake in Ascend Commerce (Ascend Commerce Co., Ltd.), is a deal that the Thai marketing industry—especially those in CRM (Customer Relationship Management)—should closely watch.
Although Loyalty Programs are not new, this collaboration expands the value of the "massive data" from users by a major player like CP Group, which is now developing backend marketing solutions for over 3,500 partner stores and restaurants.
Under this collaboration framework, NTT DOCOMO GLOBAL and Ascend Commerce will jointly launch a marketing solutions business in Thailand, leveraging DOCOMO Group's marketing solutions and the "Amaze" platform to deliver a more convenient and valuable shopping experience to customers.
NTT DOCOMO GLOBAL is one of Japan's major telecommunications providers with expertise in regional marketing solutions and data analytics. Beyond developing membership systems, "d POINT CLUB" which has over 100 million members in Japan, it also works closely with partners in each region.
This deal followed formal shareholder agreements signed in March 2026, with NTT DOCOMO GLOBAL acquiring about 20% of Ascend Commerce, making it the sole foreign investor in this structure, while the remaining shares remain with existing shareholders.
This joint venture did not establish a new company but embedded itself within CP Group's existing ecosystem to accelerate the development of the "Amaze" app, which consolidates points from all group companies, allowing transfer, exchange, and cash-equivalent usage. The goal is to become Thailand's largest Loyalty Commerce Platform, with the collaboration divided into two main areas:
Marketing solutions for businesses. Both companies will combine DOCOMO Group's marketing expertise from Japan with CP Group's customer base and ecosystem in Thailand to develop "Marketing Solutions" for Thai organizations, enabling brands to precisely reach customers and market more effectively.
Enhancing data utilization. DOCOMO Group will bring expertise in integrating and analyzing data from multiple sources to help develop the "Amaze" platform, enabling the use of data such as member profiles and purchasing behavior to design highly targeted marketing campaigns.
Overall, what makes this deal noteworthy is that a major player with a vast nationwide user base is building the infrastructure for digital-age marketing centered on "data," using "loyalty programs" as the ecosystem's connecting element. With DOCOMO Group's expertise, the outcome could be the creation of more profound and precise "Customer Intelligence" than ever before in Thailand.
The core of this strategy is not merely distributing points to increase user benefits but creating a continuous data circulation cycle. Every platform activity—spending, accumulating and redeeming points, or even responding to surveys—is converted into valuable business insights.
Tharin Thaniyawan, CEO of Ascend Commerce Co., Ltd. and Executive Director of CP Group's e-commerce division, revealed that after one year of operation, the platform has grown to about 4 million members as of April 2026. Currently, Amaze has approximately 9.6 million downloads and continues to grow, with around 1 million users redeeming points and about 3 million total redemptions.
Initially, Amaze focused on developing a system to connect and exchange points across various services, addressing the problem of fragmented point accumulation across different apps. Amaze was designed as a central hub for points and a mediator for cross-platform spending.
Currently, Amaze's main revenue streams come from commission fees on point usage and transactions, data service and marketing solutions fees, as well as income from the points exchange ecosystem. Revenue proportions are currently balanced and the platform is in an investment phase to expand the market.
The concept driving future operations is integrating the points system into daily life by enabling points to be used as real cash substitutes for goods and services. The plan is to rapidly connect points with major nationwide retail chains, including restaurants and e-commerce platforms, aiming to make points usable throughout the country and increase downloads to 15 million in the next phase.
. Tharin added that compared to Japan, Thailand's loyalty market is still in its early stages but benefits from a large consumer base, a strong retail system, and increasing digital adoption. Combined with foreign investment and know-how, there is an opportunity to quickly build a large-scale "Loyalty Economy."
"By partnering with DOCOMO Group, we will jointly develop Amaze into a more connected consumer platform and build a robust CRM and Loyalty infrastructure, unlocking new business opportunities and collaborations among brands on the platform. This will enable partners to access over 40 million unique users across CP Group's service ecosystem, utilizing customizable digital tools without needing significant infrastructure investments."
Meanwhile, Supachai Chearavanont, Senior Vice Chairman of CP Group, stated that Loyalty e-Commerce is still new in Thailand. While point accumulation is familiar, in the future, points will evolve beyond scores to become "tokens" fully integrated into digital systems and apps.
“This collaboration is not just an investment but a fusion of technology, data, and AI to elevate Thailand's consumer experience system-wide. Initially, more Japanese products and services will meet Thai consumer needs, and subsequently, Thai products and services will enter the Japanese market similarly.”
With NTT's extensive network in Japan connected to True Corporation, a leading Thai digital company, massive data flows between the two countries will generate significant new economic value. In the future, these tokens or points might develop into "one of the major digital currencies," not only in Thailand but across the region. Supachai said,
the first service launched under this collaboration is the "Amaze Survey" feature, where users answering surveys receive "Amaze Points" as rewards. Unlike traditional random sampling, this feature surveys actual users on the Amaze platform, providing businesses with accurate data reflecting real behavior, which can be leveraged for more effective marketing strategies and growth plans.
Additionally, both companies plan to deliver personalized coupons and benefits using shared data and to launch an "Amazing Japan" zone on Amaze Mall, bringing leading Japanese brands and products for Thai consumers. This will link Thai and Japanese markets, with brands like MITSUKOSHI DEPACHIKA, aiwa, Bigen, IRIS OHYAMA, LION, and SHARP considering participation.
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