Interview with: Pattaravadee Khongcharoenniwat, Partner

1) What do you see as the main points that differentiate JBJB International Lawyers Co., Ltd. (JTJB) from your competitors?

PK’s reply: In the legal industry, the core theories remain fundamentally the same, but the differences lie in skills, perspectives, attention to detail, and the courage to speak the truth directly to clients. For my part, I am responsible for intellectual property (IP) practice. What sets us apart from other IP law firms is that we approach each task as if tailoring a custom-made suit. While the work may appear similar in nature across many IP firms, we ensure our solutions are uniquely crafted to meet the specific needs of our clients.

 

2) Which practices do you see growing in the next 12 months? What are the drivers behind that?

PK’s reply: In the next 12 months, I anticipate significant growth in intellectual property (IP) practices focused on digital innovation, sustainability, and brand protection in the global marketplace. This growth is being driven by several key factors:

1. Technology and AI Integration

The increasing adoption of artificial intelligence (AI) and machine learning across industries has prompted companies to invest heavily in safeguarding their technological innovations, algorithms, and data. This trend is fueling demand for various types of IP protection, including copyrights, trademarks, patents, and trade secrets.

2. Sustainability and Green Technology

As governments and industries prioritize environmentally friendly solutions, there is a surge in innovation around green technologies. This presents opportunities for protecting eco-friendly inventions, trademarks, and industrial designs.

3. Global Brand Expansion and E-commerce

The continuous expansion of businesses into international markets, particularly through e-commerce platforms, has heightened the need for trademark registrations and the enforcement of IP rights to protect brands in the digital economy.

4. IP Enforcement and Anti-counterfeiting

The rise in counterfeiting, especially in the realm of digital goods and services, has increased demand for litigation and enforcement measures. Many clients seek effective strategies to safeguard their market share and reputation.

To remain competitive and responsive to these shifts, law firms must provide specialized expertise, streamlined processes, and proactive strategies that address the evolving needs of clients in this dynamic landscape.

 

3) What’s the main change you’ve made in the firm that will benefit clients?

PK’s reply: In our IP practice, we set up the computer program for our trademark record monitoring program to address inefficiencies in tracking and responding to critical trademark due dates. Previously, our manual system was time-consuming, and it occasionally led to missed opportunities for clients. With the implementation of the new system, we can now provide real-time alerts about important trademark deadlines, enabling our clients to take quicker, more decisive actions to protect their brands. As a result, our clients have reported a 30% improvement in the speed of our responses, and they feel more secure knowing that their intellectual property is being proactively managed and safeguarded.

 

4) Is technology changing the way you interact with your clients, and the services you can provide them?

PK’s reply: Yes, technology is significantly transforming the way we interact with our clients and the services we provide. While English is not a native language in Thailand, we have embraced AI-driven research tools to assist with translations and research tasks. These tools enable us to deliver faster turnaround times and more accurate information, enhancing our efficiency and reducing costs for clients.

Looking ahead, the integration of technology allows us to provide better, faster, and more cost-effective services, ensuring our clients receive exceptional support in every aspect of their intellectual property needs.

 

5) Can you give us a practical example of how you have helped a client to add value to their business?

PK’s reply: In the field of intellectual property, many entrepreneurs who are just starting out produce and sell products without any knowledge of intellectual property. In practice, when I meet with such entrepreneurs, it is necessary for me to explain to them that the products they produce, and sell can increase in value and credibility by building a brand. This allows customers to recognize that the products are under their brand. For example, one of my clients runs a beauty salon business and conducted research on hair-related products until they developed a quality product that customers have tried and found effective. Therefore, when I provided advice on trademarks and assisted them in registering their trademark, the products they sell increased in value, both in terms of price and the image of their business.

 

6) Are clients looking for stability and strategic direction from their law firms – where do you see the firm in three years’ time?

PK’s reply: Yes, clients today are certainly looking for both stability and strategic direction from their law firms. In an unpredictable legal and business landscape, they want firms that not only offer reliable, consistent advice but also guide them with innovative, forward-looking strategies. At our firm, we focus on fostering long-term relationships with our clients, understanding their goals, and anticipating potential risks and opportunities.

Looking ahead to the next three years, I envision our firm as even more agile and tech-enabled, using advanced legal technology to provide quicker, more efficient solutions. We’ll continue expanding our sector-specific expertise, delivering deeper strategic insights tailored to clients’ industries. Our firm will be a trusted advisor, offering both stability and innovative direction to clients as they navigate future challenges and opportunities.