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Ahead of the 2026 AGM, ROX Key (HOSE: TN1) is preparing for a new growth cycle with a clear strategy, with the annual general meeting scheduled for April 21, 2026.
In a global economy that remains volatile and a domestic market in cautious recovery, operations- and services-oriented firms are redefining their roles in the value chain. The company said operations are increasingly becoming a value-creating component that shapes customer experience and retention. This approach is presented as the starting point for ROX Key’s 2025–2026 strategy.
According to the disclosed direction, ROX Key is taking a foundation-building approach rather than rapid expansion. The company focuses on standardizing operations and integrating the ecosystem, centered on four strategic pillars: business growth, brand elevation, technology development, and standardizing services to achieve operating excellence.
One notable step in 2025 was implementing a synergy strategy among member units. Instead of operating in isolation, firms within the ecosystem are connected along the value chain—from operations and technology to human resources and communications. ROX Key said this helps optimize internal resources and enables cross-selling of services, supporting an increase in revenue per customer as customer needs become more complex and require holistic solutions.
ROX Key also intensified the application of technology to operations. Smart industrial park solutions implemented by TNTech and IMC were cited as delivering results including lower energy costs, reduced risk, and improved management efficiency.
In the resident services segment, the company highlighted TIMI, a 24/7 resident assistant app, which it said helps digitalize processes, increase transparency, shorten processing times, and improve customer autonomy. A representative from TNPM said TIMI improves resident satisfaction and provides a data foundation to optimize operations over the long term.
On human resources, ROX Key described a hands-on training model implemented by TNTalent. The company said the approach addresses internal needs while incrementally commercializing training capabilities, indicating an expansion of its operating frontier and a move to turn core competencies into marketable products.
In 2025, ROX Key increased investment in Popplife, described as a provider of marketing and communications solutions, to complete the ecosystem, enhance customer connectivity, and raise brand value. The company also invested in the electricity-energy sector, which it views as a promising area aligned with energy-transition trends.
Overall, ROX Key characterized 2025 as a period of “thickening the foundation,” focused on standardizing people, technology, and operating models. The company said this is a prerequisite for entering the next growth cycle at a larger scale.
With these steps, ROX Key is entering a new growth cycle on a foundation built through ecosystem integration. As a member of ROX Group, the company benefits from an ecosystem spanning urban development, industrial parks, and energy across group businesses.
ROX Group’s long-term “Create – Expand” development over three decades positions ROX Key as an operating component that bridges experience across the ecosystem—from urban areas to industrial models. ROX Key said this supports turning living and working space positioning and investment opportunities into tangible experiences for residents and customers.
As the ecosystem expands and the role of connectivity becomes clearer, ROX Key said operational pressure will increase. The company identified the challenge of maintaining growth while ensuring service quality, controlling risks, and optimizing costs in the new cycle.
In 2026, ROX Group is rolling out a sequence of activities marking a 30-year milestone of “Create – Expand.” ROX Key said the program not only commemorates the journey but also replays the development path and reinforces a long-term vision and innovation culture across the ecosystem. It is also described as an opportunity for member units, including ROX Key, to reinforce brand identity and increase engagement with customers and the community.
Against this backdrop, ROX Key’s 2026 AGM is expected to be a pivotal transition point, where the growth strategy is concretized and a new operating model for services in the real estate–industrial ecosystem is opened. If implemented successfully, ROX Key said it could become a hinge period, gradually transforming into a “service platform” with value created from the broader ecosystem it is building.
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