Paddyfield.com Ltd. is part of the Image Alpha (Holdings) Group. Image Alpha has been active in Hong Kong and Asia's technology industry since 1989. The Group's activities include technology transfer, business development and R&D in e-commerce, semiconductors and product localisation.
In 1999, Image Alpha began developing e-commerce businesses; Paddyfield.com Ltd. was the first of these to be spun off as an independent operating company.

also offers children's and travel books.