Eubiq

Design Business Case Study

Eubiq Design Business Case Study June 2009

CONTENTS

1.

Innovations and Technology: The Eubiq Story .................................... 1 1.1 The Design Oriented Organisation ..................................................... 2 1.2 Eubiqs Design Philosophy ................................................................. 3 GSSTM System: A Highly Flexible Power Outlet System ...................... 4 2.1 Key Elements of the Innovation ......................................................... 4 2.2 The Road to Design ........................................................................... 5 Building Eubiqs Global Presence ......................................................... 7 3.1 Awards and Recognition .................................................................... 7 Design as Sustainable Business Strategy ............................................ 9 4.1 Keeping the Ideas Flowing ................................................................. 9 4.2 Development of Design Talents ....................................................... 10

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Eubiq Design Business Case Study June 2009

1. Innovations and Technology: The Eubiq Story The Singapore consumer electronics market generated total revenue of US$510.8 million (S$746.5 million) in 2007, growing at an annualised rate of 5.2% for the period spanning 2003 - 20071. As the performance of the market is expected to witness continued growth in the upcoming years, power outlet makers see the increasing need to create supporting accessories for these gadgets and appliances so as to meet the needs of todays technology-savvy users.

Since American Harvey Hubbell invented the electrical plug and socket in 1904, the conventional power strip has been the only type of power outlet that can provide the additional power-points. However, due to its structural design, the power strip continues to have its limitations, as it lacks flexibility and expandability. This hence presented an opportunity to Eubiqs Chairman, Mr. Yong Choon, who was inspired to emulate an alternative for power outlets that could meet the demands of the rapid changing developments in consumer electronics, and at the same time, being comparable in terms of safety, flexibility and elegance.

Consumer Electronics in Singapore, Datamonitor, 2008

Eubiq Design Business Case Study June 2009

1.1

The Design Oriented Organisation

With the vision of becoming the world leader in power outlet systems and revolutionising the way the world draws power, Mr. Yong founded Eubiq in 2000. The companys name, which aptly describes the unique feature of its products, was coined together from E for energy, electricity and electronic, and ubiq, a shortened form of the word ubiquitous. With the different types of products developed, Mr. Yong hopes that electricity can be found everywhere soon.

The GSSTM System

Headquartered in Singapore, Eubiq has regional offices in the Middle East and Australia. Eubiqs global network of distributors spans across more than 30 countries and its products are now widely used in residential, commercial and industrial sectors. In its initial years, the team at Eubiq had spent much effort in researching and steadily perfecting the systems, aggregating investments and designing ideas in the process. Mr. Ng Joo Kok, the Chief Designer, also the CEO of Eubiq, considers this seeding investing into the future. In 2006, the company started a new plant in Singapore to meet increasing global demand,

Eubiq Design Business Case Study June 2009

and maintains its in-house R&D capability in order to facilitate customers needs with shorter response time.

1.2

Eubiqs Design Philosophy

Todays modern buildings have outlets fixed onto the wall at the time of building and provide its residents with its sources of electrical power. These outlets, however, lack style and are likely to stick out like a sore thumb, especially in any home interior design masterpieces unless well-hidden. Also, the conventional power outlet accessories, e.g. extension cords and multiplugs, invented to address the shortage of power outlets in some infrastructures are usually bulky and inflexible, and can cause short-circuits when overloaded.

Power outlets which are fixed and rigid

It is hence the lack of flexibility and safety of the power outlet systems which eventually motivated Mr. Yong to develop a power outlet system which is designed for users who are looking for alternatives to messy and unsightly extension cords and power sockets.

Eubiq Design Business Case Study June 2009

To achieve its aim of transforming how the world draws power, it is essential for Eubiq to design a product, which meets global standards and, at the same time, is adaptable to the needs of different profiles of consumers, ranging from residential, to commercial, to industrial. In addition, to meet the demands of the ever fast-changing developments in technology, Eubiq also had to design a power outlet system which was highly flexible and could be easily customised to meet individuals needs. Consequently, two key factors flexibility and modularity form the guiding principles for Eubiqs product design.

2. GSSTM System: A Highly Flexible Power Outlet System 2.1 Key Elements of the Innovation

As the inventor of the Ground Sentry Shutter (GSS TM) System, one of Eubiqs key goals is to establish the system as an international standard. As such, the foundation for Eubiqs design is to build on the GSSTM System, and create different ranges of products to meet the needs of customers. The GSSTM System is a patented safety feature, which incorporates a spring that acts as both a safety shutter and an earth wire, effectively grounding all conductive objects in contact with it, thus making it safe and user-friendly. Once the system is recognised as a global platform, the company can then bring its products beyond the Singapore market.

Eubiq Design Business Case Study June 2009

Specifically, because as many as 12 adaptors or 16 plugs can tap on a onemetre Eubiq Power Track, users no longer need to worry about unsightly wires trailing all over the place as the appliances and gadgets can now be slotted directly onto the track. Also, as the product has been extensively tested and refined, to make it a safe power track which can be handled by both the young and elderly, said Mr. Ng. With the systems international compatibility, it is set to be well-received globally.

Commercial

Industrial

Residential

2.2

The Road to Design

During the entire design process from conceptualising, to manufacturing, to sales, and finally utilisation - adoption of design is a key consideration. As part of the process, various areas were re-assessed and re-examined to keep the system as flexible as possible. These areas included:

Strengths and weaknesses of the current system Lifestyles of the 21st century masses Needs and problems faced by architects and designers - to better understand feasibility of designs

Eubiq Design Business Case Study June 2009

Integration of products into living space Production techniques Business model for revenues, branding and reputation

Taking into account the above considerations, the modular product design concept then promotes easy customisation to suit different markets and needs, and also possesses the flexibility for the creation of new products.

With staff strength of 100, of which about one-third form the design team, Eubiqs design process is handled solely by its inhouse team. The dynamic and innovative in-house team of graphic, animation and industrial designers and engineers not only creates innovative product design, they also provide customers with simulations to
Customers can now plug in as many electronic gadgets as they want, wherever they sit.

enable them to better visualise product designs and specifications.

With Eubiqs commitment to embark on design right from a products infancy stage, the company ensures that the design for each part of the products, ranging from the small plastic studs to aluminum housings, is thoroughly considered. According to Mr. Ng, it is by producing these parts in-house that

Eubiq Design Business Case Study June 2009

the company can then appreciate the implications of its design concept and be able to learn from their experiences. At the same time, this also helps to ensure quality assurance of the end products.

As it continues to strive for product design excellence, Eubiq eventually set up a manufacturing plant at Joo Koon Crescent, which is also now its centre of excellence for design.

3. Building Eubiqs Global Presence 3.1 Awards and Recognition

Eubiqs revolutionary re-design of the common household power socket has gained recognition, both locally and overseas, and had won several prestigious design awards including the Presidents Design Award Singapore and International Design Excellence Award (IDEA).

Compared to the conventional power outlet systems, the GSSTM System has definitely gained much attention from end-users in recent years with its increasing adoption across the application spectrum. To this end, some of the commercial and public institutions such as universities, hospitals, hotels and airports, which would have otherwise adopted the traditional power outlet systems, have now integrated this technology into their operations. Some of the major clients which have adopted the GSSTM System include the Ascott Group, Concorde Hotel, Dubai International Airport and the Ascendas Group.

Eubiq Design Business Case Study June 2009

Moreover, with the unique features offered by the GSSTM System, architects and interior designers can now leverage on these special tracks to include them as part of their unique design applications with customised profiles, colours and finishes. In this regard, the versatility of Eubiqs products thus provides itself the competitive advantage as it differentiates itself from its competitors.

Besides offering a well-designed product with uncompromised quality, other critical success factors for Eubiq to compete effectively in the global marketplace include the companys ability to remain flexible in meeting clients requirements, and quick turnaround of orders. In addition, the company also offers value-added services such as distributing customised sample products, to allow their potential customers to test the product before confirming their order. To further build the Eubiq brand, the company now plans to extend into the retail business for greater visibility.

Singapore Presidents Design Award

Eubiq Design Business Case Study June 2009

4. Design as Sustainable Business Strategy Currently, competition in the power outlet systems industry, particularly in the GSSTM System category, is still limited. However, as the product continues to gain popularity and recognition by the mass consumer market, increasing competition is expected. In this respect, Eubiq has made efforts to ensure that design continues to be a sustainable business strategy, in order to continue to innovate and lead technological development in this industry.

4.1

Keeping the Ideas Flowing

Rather than direct competition, Eubiq has adopted an inclusive strategy as part of its business model working together and forming strategic alliances with key partners (e.g. top designers or multi-national corporations) to research and develop new product ranges, including the installation of new applications for the GSSTM System. In this pursuit, Eubiq has embarked on its partnership plan with Panasonic for powering and planting of its Power Line Communication (PLC) technologies.

Eubiq believes that in design work, it is important for ideas to keep flowing. It is through such exchanges of ideas that the company is able to develop new ones, and build on and improve on conventional concepts.

Shaping the Power Outlet Systems of Tomorrow.

Eubiq Design Business Case Study June 2009

4.2

Development of Design Talents

In its commitment for continuous improvement and development, Eubiqs inhouse designers and engineers who are involved in the design process attend development workshops on a regular basis. External professionals and experts in the field, covering various topics including design safety, software development, and design trends, conduct these workshops. Additionally, with the vision of building a global GSSTM System, Eubiqs team of designers is always encouraged to understand international trends through regular monitoring of design trends globally, as well as to anticipate potential competition.

In leveraging on design as a business strategy, Mr. Ng shared that it is critical to design right from the start, not from the end. Aesthetic outlook is not the only selling point in Eubiqs business; the chief designer believes that the way-to-go long term-term business strategy will be for enterprises to adopt a comprehensive and holistic approach when applying design in their business model.

Design

from the start, not from the end - Ng Joo Kok, CEO of Eubiq

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