PETALING JAYA: Singapore-based PRISM+ is stepping up its Malaysia push as part of its regional growth strategy, betting on the market’s “outsized opportunity” with plans to expand its product range, retail footprint and reach over the next three to five years.
The consumer electronics company’s CEO, Jonathan Wong, said while Singapore remains a larger contributor to the group’s overall business, Malaysia is emerging as a critical growth engine due to its expanding digital economy, rising incomes and increasingly sophisticated consumer base.
“Malaysia and Singapore are both equally important in our growth strategy going forward. Singapore today is still a more significant proportion of the total business, but Malaysia represents an outsized opportunity to grow,” he told SunBiz in an interview recently.
PRISM+ currently operates across both Peninsular and East Malaysia through a direct-to-consumer model, supported by an omnichannel strategy that combines its proprietary online platform, partnerships with regional marketplaces such as Shopee, Lazada and TikTok, as well as 10 dedicated retail outlets across Kuala Lumpur, Johor Bahru and Penang.
Wong said the company’s expansion strategy in Malaysia is anchored on two key pillars – broadening and deepening its presence. This includes widening its product offerings across more categories and models to give consumers greater choice, while simultaneously increasing accessibility beyond core urban centres into suburban and rural areas.
“We want to broaden the categories and depth of products we offer, while deepening our penetration not just in Klang Valley but in suburban and more rural parts of Malaysia where we see immense opportunity.”
Wong said Malaysia’s strong e-commerce fundamentals are a key driver behind this strategy. The market is expected to exceed US$12 billion (RM48.75 billion) this year, supported by double-digit growth and high mobile penetration, with about 73% of transactions conducted via smartphones.
At the same time, a growing middle-income segment is fuelling demand for first-time purchases of household appliances such as smart TVs, air conditioners and robot vacuums, a trend PRISM+ is positioning itself to capture.
“Malaysians are savvy and cost-conscious. They research, compare and know when they’re being overcharged for a brand name. That’s precisely the gap we aim to fill,” Wong said.
A central priority under Wong’s leadership is repositioning PRISM+ from a display-centric brand into a broader smart home player.
While the company built its reputation on TVs and monitors, these categories now account for less than half of its business.
“More than 50% of our business today comes from other categories. That’s something we want to reflect more clearly in how consumers perceive us,” Wong said.
In Malaysia, PRISM+ has already expanded into air conditioners, ceiling fans and air purifiers, with plans to roll out additional products including vacuum cleaners and smart home devices such as digital door locks.
The company aims to establish itself as a “smart home super brand”, offering a comprehensive ecosystem of affordable, premium home technology.
Wong dispelled misconceptions that PRISM+ operates purely as an original equipment manufacturer brand.
“We are not just relabelling standardised products. We have in-house research and development capabilities and design products specifically for markets like Malaysia,” he said.
Rather than investing in manufacturing facilities, PRISM+ is directing its capital expenditure towards strengthening operational capabilities in Malaysia. This includes investments in team expansion, customer service, fulfilment, logistics and physical retail presence.
Between 2022 and 2025, Wong said, the company’s capital expenditure in Malaysia grew about tenfold, reflecting its commitment to scaling its operations sustainably.
A key focus of these investments is improving accessibility, particularly in underserved areas where consumers currently have limited access to such products.
“Customers in rural areas don’t have the same access as those in Kuala Lumpur. Expanding access is not just a growth strategy, it’s about solving real, everyday problems and improving lives,“ Wong said.
Despite ongoing geopolitical tensions, including conflicts in West Asia, PRISM+ does not expect significant disruption to its expansion plans.
Wong said the company has invested heavily in building resilient supply chains and mitigating risks, including maintaining diversified sourcing and sufficient inventory buffers. “Supply chains are always exposed to risk, so we spend a lot of time derisking them upfront. While freight costs may be the first area to see pressure, our model allows us to manage those impacts effectively.”
As a direct-to-consumer player, PRISM+ eliminates intermediaries, enabling it to maintain competitive pricing while preserving margins.
However, Wong emphasised that the company’s competitive strategy is evolving beyond price alone.
“It’s not just about having the lowest price. It’s about delivering a strong overall proposition – product quality, customer service, warranty, delivery and the entire ownership experience,“ he said.
While rooted in e-commerce, PRISM+ views physical retail as a complementary channel that enhances customer experience rather than a competing one.
“As our product range expands, consumers want to see and experience products physically. Our retail stores play a key role in building trust and enhancing the overall experience,“ Wong said.
Looking ahead, the company is confident that its combination of affordability, product innovation and customer-centric service will underpin its growth in Malaysia.
“Our mission is to provide premium technology and an exceptional experience to all. That combination, strong products and best-in-class service, is what will drive our growth journey in Malaysia,” Wong said.