PICOM

What PICOM does

PICOM is a Vietnamese consumer-electronics brand founded in 2012 that designs, sources, and distributes affordable smartwatches, USB storage devices, memory cards, and electronic accessories, primarily to consumers in Vietnam with claimed market presence in 10+ countries. The company's smartwatch portfolio is anchored in the kids' safety category, with models including the P60, P66, P68 Plus, P88 Ultra, P89 Ultra, P90, P92 Ultra, P93, and 5G Ultra, spanning entry-level to premium price tiers (roughly 700,000 to 2,900,000 VND, or approximately $28 to $115). Watches integrate with the SeTracker 2 companion app for parent-side remote management (GPS/WiFi positioning, geofenced safe zones, SOS alerts, study mode, voice/text messaging, and contact-list control) and support independent 4G/5G nano-SIM calling and video calling without requiring a paired smartphone.

The core technology stack centers on commodity smartwatch hardware platforms (MediaTek-class chipsets implied) with cellular and GNSS radios, Lithium-ion/Polymer batteries with MultiProtect safety technology, and IPX7-rated enclosures on select models. Differentiation is achieved through pricing rather than silicon: PICOM positions itself against premium incumbents (Apple, Samsung, Garmin) by offering comparable battery life (5–10 days) and core safety/communication features at a fraction of the price. The "AI 2026" marketing positioning is forward-looking content rather than a disclosed on-device AI capability.

Commercially, PICOM operates a hybrid go-to-market. Direct-to-consumer sales run through picom.vn and marketplaces (TikTok Shop, Shopee, Facebook Marketplace, Lazada) with active dropshipping support for online resellers. B2B distribution covers all six major Vietnamese electronics retail chains — Điện Máy Xanh, FPT Shop, Viettel Store, CellphoneS, Hoàng Hà Mobile, MediaMart — plus a wholesale/distributor network for smaller resellers. The company is privately held, discloses no institutional investors or funding rounds, lists 'Avent Team' as a rights holder (likely platform operator rather than corporate parent), and operates with a lean team of approximately 9 employees across offices in Hưng Yên (northern Vietnam) and Ho Chi Minh City (southern Vietnam).

Name

PICOM

Legal name

PICOM

Website

https://picom.vn

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

PICOM is a Vietnamese consumer-electronics brand, founded in 2012, that designs and distributes affordable GPS-equipped smartwatches (primarily for children) plus USB and memory products across Vietnam and 10+ countries via DTC e-commerce, marketplaces, and major retail chains.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Audio and Video Equipment Manufacturing (3343), Manufacturing and Reproducing Magnetic and Optical Media (334610)

SIC

Electronic Components & Accessories (3670), Computer Storage Devices (3572)

akta.pro primary industry

Smartwatches (CRACAIAA)

Keywords

• Children's smartwatches
• GPS tracking watches
• Wearable electronics
• Consumer electronics
• USB storage devices

Headquarters

HQ city

Hưng Yên

HQ country

Vietnam

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Smartwatch Hardware Sales: Direct retail sales of smartwatches to end consumers through e-commerce website and physical retail partners. Revenue generated from one-time hardware purchases across multiple product lines from entry-level to premium models.
2. Wholesale/B2B Distribution: Wholesale distribution of smartwatches to retailers, agents, and business partners at competitive pricing with volume discounts. Primary revenue stream for business growth and market expansion.
3. Kids Smartwatch Segment: Specialized GPS-enabled smartwatches for children with safety features targeting parents. Includes P60, P66, P68, P88, P90 models with positioning, calling, and monitoring capabilities.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

PICOM is a Vietnamese technology brand that designs, sources, and sells consumer electronics with a primary focus on GPS-enabled smartwatches for children (calling, video calling, SOS, geofencing, parent monitoring via the SeTracker 2 app). The portfolio also includes USB storage devices, memory cards, and electronic accessories sold through the company's own e-commerce site, online marketplaces, and a network of Vietnamese retail chains and wholesale distributors.

Product overview

PICOM is a Vietnamese technology brand specializing in smartwatches, USB storage devices, memory cards, and electronic accessories. The product portfolio centers on three smartwatch lines: (1) the entry-level P60 and P66 basic models for children with calling and GPS tracking; (2) the mid-range P68 Plus, P88 Ultra, and P89 Ultra children's watches with enhanced SIM calling, video calling, GPS, and app support; and (3) the flagship P89 Ultra, P92 Ultra, and 5G Ultra models featuring independent SIM operation, Android OS, WiFi, and advanced connectivity. All watches integrate with the SeTracker 2 companion app for remote parental management. The company serves both B2C retail and B2B wholesale/dealer channels.

Differentiator

Problem solved

Functional benefit

Products and services

• PICOM P90 Smartwatch for Children
• PICOM P68 Plus Smartwatch for Children
• PICOM P89 Ultra Smartwatch
• PICOM P92 Ultra Smartwatch
• PICOM P93 Smartwatch for Children
• PICOM P88 Ultra Smartwatch for Children
• PICOM P60 Smartwatch for Children
• PICOM 5G Ultra Smartwatch for Children
• USB Storage Devices and Memory Cards

Quantifiable outcome

• 5-10 day battery life
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Điện Máy XanhcoreChannel Partner/ Reseller/ DistributorMajor electronics retail chain and one of the largest electronics retailers in Vietnam, distributing PICOM smartwatches through their extensive store network across the country.
• FPT ShopcoreChannel Partner/ Reseller/ DistributorTechnology retail chain with strong presence in Vietnam, partnering with PICOM for smartwatch distribution and market expansion.
• Viettel StorecoreChannel Partner/ Reseller/ DistributorMobile retail chain operated by Viettel, distributing PICOM smartwatches leveraging their widespread retail network.
• CellphoneScoreChannel Partner/ Reseller/ DistributorLeading consumer electronics retail chain in Vietnam, distributing PICOM smartwatch products through their retail locations.
• Hoàng Hà MobilecoreChannel Partner/ Reseller/ DistributorConsumer electronics retail chain partner for PICOM smartwatch distribution across Vietnam.
• MediaMartminorChannel Partner/ Reseller/ DistributorElectronics retail partner in Vietnam distributing PICOM smartwatches and accessories.
• SeTracker 2coreTechnology or IntegrationThird-party mobile application platform integrated with PICOM kids smartwatches for remote device management, location tracking, safe zone setup, messaging, and parent monitoring features.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Huawei: Sells Huawei Watch line for adults and kids smartwatches (e.g., Kids Watch series) with 4G calling and GPS. Comparable on technology stack and overlapping customer base in Asia.
• Fitbit (Google): Health-and-fitness focused smartwatches and trackers. Competes with PICOM's adult/fitness-oriented models on health tracking features at a moderate price point.
• Xiaomi: Global smart wearable leader (Mi Band, Redmi Watch) with aggressive pricing and massive distribution. Competes with PICOM on adult fitness smartwatches and increasingly on kids models in Southeast Asia.
• Garmin: Premium fitness/health smartwatch maker referenced by PICOM as a price comparison. Competes for the higher end of PICOM's premium Ultra line buyers.
• Apple: Apple Watch sets the premium benchmark for smartwatches globally, including in Vietnam. PICOM explicitly benchmarks itself against Apple on price/feature, defining the upper bound of the competitive set.
• Samsung: Galaxy Watch line competes in the broader smartwatch category and is widely distributed in Vietnam through the same retail chains carrying PICOM.

Direct peers

• Masstel: Vietnamese consumer electronics brand offering affordable smartwatches, smartphones and accessories. Direct domestic peer targeting the same budget-conscious Vietnamese consumer with overlapping retail channels.
• Imoo: Kids-focused smartwatch brand offering 4G calling, GPS and parental controls. Closely comparable product feature set and target segment to PICOM's kids line.
• Wonlex: Chinese OEM/brand specializing in GPS-enabled kids smartwatches with parental app control. Direct competitor in the same kids-safety-watch category, often sold at lower price points via global marketplaces.
• MyKi: Kids GPS smartwatch brand with parental app, two-way calling and geofencing — a closely comparable feature set to PICOM's kids line, distributed internationally via online channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/picom

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PICOM