Company profile update February 25,2008
	Company profile update January 1,2008
	Annual Report 2006
	Company Highlights

	A publisher with sales volume through local bookstores across the country stays in the early top rank emphasizing in engineering, science, management, business, juvenile-youth supplement and substantial general knowledge.
	A distributor with largest sales volume who distributes books to local bookstores and also has a distributing system deemed to be the best of the country in books business by develop the system called  Standing Order Distributing System for Thailand.
	A bookstore chain owner with highest number of branches and highest sales since 1999.  Moreover, SE-ED had been conferred from the books distributing promotion club (books distributors club) under the publishers and booksellers association of Thailand “Outstanding Bookstore Chain 2002 and 2003  Award” and “Outstanding Bookstore of the decade (2004)”

One of 200 small companies outside the U.S. which are the Best under $1 billion in revenue for 2002 (200 Companies for 2002, Best under a Billion), declared on October 28, 2002, FORBES Magazine Global edition, a world class business magazine, selected from 20,000 companies all over the world outside the U.S.

A registered company listed in the Stock Exchange of Thailand being:-

	The company's has been ranked in the 98rd highest in the Total Return Index of 515 listed companies in the stock market from the last twelve months investment as of December 2007. SE-ED's Total Return Index was 42.06 The Total Return Index has been provided by the Stock Exchange of Thailand to be the investors' reference, representing monthly total return for each security over the last twelve months, and calculated from the stock value's variation, the stockholders' rights to buy stocks and stock dividends, where all granted dividends have been spent on buying additional stocks.
	A company with the highest Average Revenue Growth Rate among those in the publishing sector about 32.3 times within 15 years or the annually growth average at  26.1 % since the first year listed in the Stock Exchange of Thailand up to the year 2006.
	Received the "Board of The Year for Distinctive Practices" award, 2006/2007 from Thai Institute of Director or IOD co-operated with The Stock Exchange of Thailand, Board of Trade of Thailand, Federation of Thai Industries, The Thai Bankers' Association, Thai Listed Companies Association, and Federation of Thai Capital Market Organizations. The awards were granted to 19 companiese for 2006/2007 (14 companies with distinctive practices award and 5 companies for Exemplary Practices award) from more than 400 listed companies. SE-ED was one of the two middle market capital (less than 5,000 million Baht) companies that took home the award this year. Others were large market capital companies, most of them have been in the energy and banking business sector.
	The company was rated as "Excellent" with over 100 scored in the 2007 th valuation in the Annual General Meeting (AGM) of the shareholders by the Securities and Exchange Commission in cooperate with the Listed Companies Association and the Thai Investors Association to increase awareness of stockholder's rights and good corporate governance principles. Additionally, the company has been 1 in 19 good example company of 460 listed company.
	The company war rated as "Excellent" for the second consecutive in year the Opportunity Day activity provided by the Stock Exchange of Thailand for Q4/2006 and Q4/2005. Furthermore, the company has also been rated as the highest outstanding in three aspects namely , the usefulness of information, the method, and appropriateness of presentation's time, compared with the other 48 and 68 listed companies in which participated.
	Appraised from the Thai of Directors Association with supported from the Stock Exchange of Thailand (SET) which is rate as "Very Good" to be one of publishing listed company rated as "Very Good-Excellent" and to be one of the top 71 listed companies of 402 listed company with best corporate governance rated as "Very Good-Excellent for the year 2006.
	The company war rated as "Good" with 81.24% in the first valuation in the Annual General Meeting (AGM) of the Shareholders by the Securities and Exchange Commission in cooperate with the Listed Companies Association and the Thai Investors Association to increase awareness of stockholder's rights and good corporate governance principles. Additionally, the company has also received 95.87% in the meeting management part, which was considered as "Excellent". The meetings were organized with good corporate governance principles,transparency, and gave stockholders full opportunities to ask question.
	Appraised from the Thai Institute of Directors Association with supported from the Stock Exchange of Thailand (SET) and the Office of Securities Exchange Commission (SEC) to be one of the top 85 listed companies with best corporate governance (Top Quartile Companies) for the year 2003.
	Appraised from Thai Institute of Directors Association to be one of top 20 companies with best corporate governance for the year 2003 which survey from 234 companies listed in the Stock Exchange of Thailand.
	Declared and conferred from the Office of Securities and Exchange Commission the “Disclosure Report Award 2002 and Disclosure Report Award 2003”  as  “a listed company that should be commended for disclosure data to investors”. The SEC set up this award in order to promote good corporate governance in Thailand.
	Nowadays SE-ED share has been recognized as one of the Value Stock of Stock Exchange of Thailand.

The producer of “Book Variety” TV program on air every Saturday from 9.00-9.30 a.m.at Nation Channel, TTV1

Industrial Technology”, the country’s greatest annual Electronics and Industrial Trade Fair

One of the great free home page and email (you’re your name@se-ed.net) service providers with the highest total hard disk space in Thailand and own www.se-ed.com, the company’s official URL, providing for exchanging knowledge and searching books.


Establishment

         A group of electrical engineers graduated from Chulalongkorn University, who used to be active in varsity activities during their study, joined hands in setting up this publishing firm called Science, Engineering and Education Company Limited  in 1974, and later it evolved to become  SE-EDUCATION Public Company Limited,  a public company listed on the Stock Exchange of Thailand in late 1991.

Company Name Origin

        The name “SE-EDUCATION” is obviously a shorter version of “Science, Engineering and Education”, the original company name. (The“SE” is simply pronounced  “see”.)  The name is to reaffirm the company’s commitment, formulated three decades ago, to doing business in knowledge dissemination, with a view to developing the full potential of Thai people in areas essential to national development. Such areas are science, engineering and education.
        The company is fondly known by its nickname “SE-ED” (pronounced “see-eth”) among booksellers and readers alike.

Objective / Mission / Business / Vision

• Establishment Objective : SE-ED does business in knowledge dissemination, with a view to
   developing the full potential of Thai people in areas essential to national development.
• Mission : SE-ED’s strength lies in its policy to focus on publishing only those books in fields essential
   to national development, namely to better Thai people. The business will be stable and strong whereas
   be the good example of company with widely acceptable products and service. The employees work
   happily and as a result there is a long term pleasant investing profitability.
• Business Type : Knowledge Provider
• Vision : SE-ED will be the leader in providing knowledge sources for Thai people with an easier and
   more convenient access

Company Logo and Colour

        Since the company founders were engineers, they naturally opted for the existing logo, an image of electric wave in the red background, signifying state-of-the-art technology and uninterrupted, efficient operation.
         The logo is a plain view of the oscilloscope screen. The image is the result of feeding two electric waves of different frequency : one horizontally, the other vertically. One frequency is 1.5 times higher than the other. The circle surrounding the wave image is plainly the outline of the screen.
         The main colour of  the logo is red. The colour of the wave line is white. The letters of   the company name are of purplish blue colour or plain black, subject to change depending on the  immediate background colour. Consequently the preferable colours for general artwork consist mainly of red, white, and purplish blue.

Registered Capital

        On  October 24, 2007 with authorized share capital at 328.35 million Baht.  The issued and paid-up share capital was 323.77 million Baht. 

History

        SE-EDUCATION Public Company Limited (SE-ED) was established as a  registered company on October 10, 1974 with a registered capital of THB 99,000. Their objective is to do business in knowledge dissemination, with a view to developing the full potential of Thai people in areas essential to national development. The company founders were ten electrical engineering graduates from Chulalongkorn University, who used to be active in varsity activities during their study and realized that Thailand still lacks of technical and academic books.
        The company has been listed on the Stock Exchange of Thailand (SET) in the Service Industry, Public Relations Main Business, and Printed Matter Minor Business, since 1991. The company went public on April 29, 1993. Nowadays the company is fondly known by its nickname “SE-ED” which comes from Science, Engineering and Education among booksellers and reader alike.
        At the beginning, the company published the monthly magazine“Semicondutor Electronics” and was the distributor of electronic parts and equipment from abroad.
         In 1978, the company published the monthly magazine “Taksa, Science and Technology Edition” for the general and young readers who are interested in science and technology.
         In 1979, the company launched the monthly magazine “Miti Tee See” that aimed at the creativity and imagination and, particularly, for those who don't like the heavy science, hoping to gain readers attention in science.
         In 1980, the company started to publish the engineering and scientific textbooks which were later became the textbook and academic books division.
         In 1983, published the monthly magazine “Microcomputer” and began to publish the books about microcomputer. At the same time, the company set the management book Division for the purpose of publishing the books that can help people work more efficiently rather than publishing books that can only be sold in a short moment.

The leader of magazine in the fields of computer, electronics , science and industrial

         In 1985, the company adapted and introduced the Standing Order Distribution System and merged the magazine “Taksa , Science and Technology Edition” with "Miti Tee See" which resulted in the new magazine called "Rou-Rorb-Tua" magazine which was later transformed and changed its name into what is today called "Update" magazine. In the meantime, the company's Children Book division was born in 1986 and "wittayasat Arn Sanook" - the first finest set of cartoon books airming at teaching young learners - was published and warmly welcomed by general public.
         The company continues to take its lead in publication of magazines and educational books, becoming the forefront in knowledge publishing firm in the country with the best distribution system in the book business. The company also became the book distributor for other publishers producing books in the same fields.
         Although, compared to the average publishing industry, SE–ED had satisfied the expectation of both sales volume and sales growth, as the publishing firm with highest sales volume through bookstores channels and the largest books distributor at that time, the company found that there were still limitations due to that fact there were a few good quality bookstores existed in the market. Consequently, the company’s books could not be effectively circulated. This resulted in the inability to increase sales volume of each book sold at the desirable level.
         Following an extensive research into the retail industry, the company realized that the pre –existing bookstores could not be expanded or improved much further. At that time, many new shopping centers had been opened, and the company believed that they would be good venues for the bookshop business. As the company had confident in those malls that they are attractive and able to bring in large communities and would likely change the buying behavior of Thais. Therefore, the strategy of providing more convenient purchasing channel for Thais which was to allow access to reading materials was to set up well –thought –out bookstores in those malls. But as the investment cost was high and no one has seriously venture in this area of business before, the company decided to start the bookstore business in leading shopping centers to avoid affecting the previously existing bookstores which were mostly located in commercial buildings.
          In the third quarter of 1990 the company was permitted to be listed on the Stock Exchange of Thailand and started the SE–ED Book Center project that allows Thai people to get access to book and to support the future growth of overall book market by focusing on opening branches in various leading shopping centers. SE–ED Book Centers will sell both books from its publications and also from the others. The first branch of book centers for family and working people opened in late 1991 at Fortune Town Shopping Center.
          In the third quarter of 1996, SE–ED opened SE–ED Book Center in super centers. The first branch was at Lotus Super Center, Pattaya with strong belief that super centers would be the new trend going forward and also suitable locations for long –term business. The company further improved its image to be more modern, by using bright and vivid colors. Newly designed bookshelves were installed so that it could be manufactured more easily and more cost –effective. Consequently, SE–ED could put new bookstore branches in operation faster and more convenient. It also focused on developing the distribution centers to accommodate more books for more than 600 branches. In 2006, the company expanded distribution center area from 7,400 sq.m. up to 10,000 sq.m., or 35% increase. SE–ED also developed and tested business model that is suitable for the company’s competitiveness and business sustainability. All these developments have enabled SE–ED to be ready for future growth and to expand with confident. As it expanded, SE–ED was able to operate the new branches more conveniently with less capital and at reduced costs and, for this reason, made it possible for bookstore to be successful in the business.
           Furthermore, SE–ED Book Center has developed the relationships with several shopping centers and super centers, being recognized as an important business alliance. This has enabled SE–ED to develop its business format continuously. Nowadays SE–ED Book Center is a chain of book center evolving and expanding very fast, resulting in the highest selling bookstore in Thailand and also serving as the very heart of company’s business growth since 1997.
           SE–ED’s business performance continued to be at the satisfactory level. In 1997, when Thailand encountered serious economic crisis leading to business collapse and widespread unemployment as the result of lower purchasing power, the publishing business was affected in many ways. Several of SE–ED’s major book suppliers encountered the severe loss and liquidity problems, to the point that SE–ED had to allocate asset as bad debt account, largely due to the lower purchasing power and decreasing of sales orders from bookstores. SE–ED was seriously aware of granting credit to customers to keep control of the possible bad debt. The competition also became tougher than before. As a result, the sales figure that came from both SE–ED own published book and other non –SE–ED published books was not as it is hoped to be. It was considered the first time that SE–ED faced accounting loss in 1997, since listed in the Stock Exchange of Thailand.
            However, after the economic meltdown, the company began to revive its business structure for the long –term strength. The company started to diversify risk at the suitable level and, at the same time, tried to improve financial structure, increased more capital for unforeseeable economic problem in 1998 and set the reliable financial standard for paying up the long –term loan from financial institutes and for incoming expansion. Finally, SE–ED can recoup from the almost fatal slump and came back to profitability with adequate liquidity and continuous expansion in 1999.
            All company’s offices were then completely relocated from Soi Trakunsuk, Asoke –Din Daeng Road – the place where SE–ED offices have been located since 1983 – to the new location situated at the Nation Tower building in 2001, whereby SE–ED Book Center department was first to move since the middle of 1998. With this relocation effort, the company could have bigger working space, enabling more convenient coordination and management for future business expansion.
The company has pioneered the magazine and textbook industry continuously and became the knowledge publisher that has the strongest distribution system so that many publishers can rely on and enjoy dealing business with.
            In 2003, the distribution center has been moved to 99 Moo 1 King Kaeo Road, Ratchathewa, Bang Phli, Samut Prakan for larger area, enough to support the company’s long term growth.