Case Study

Eubiq

Design Business Case Study

Eubiq


June 2009

i

CONTENTS

1. Innovations and Technology: The Eubiq Story .................................... 1 1.1 The Design Oriented Organisation ..................................................... 2 1.2 Eubiq’s Design Philosophy ................................................................. 3

2. GSSTM System: A Highly Flexible Power Outlet System ...................... 4

2.1 Key Elements of the Innovation ......................................................... 4 2.2 The Road to Design ........................................................................... 5

3. Building Eubiq’s Global Presence ......................................................... 7

3.1 Awards and Recognition .................................................................... 7 4. Design as Sustainable Business Strategy ............................................ 9

4.1 Keeping the Ideas Flowing ................................................................. 9 4.2 Development of Design Talents ....................................................... 10

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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 today’s 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 Eubiq’s 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.

1 “Consumer Electronics in Singapore”, Datamonitor, 2008

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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 company’s 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.

Headquartered in Singapore, Eubiq has regional offices in the Middle East and

Australia. Eubiq’s 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,

The GSSTM System

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and maintains its in-house R&D capability in order to facilitate customers’

needs with shorter response time.

1.2 Eubiq’s Design Philosophy

Today’s 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 multi-

plugs, invented to address the shortage of power outlets in some

infrastructures are usually bulky and inflexible, and can cause short-circuits

when overloaded.

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.

Power outlets which are fixed and rigid

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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 individual’s needs. Consequently, two key factors – flexibility and

modularity – form the guiding principles for Eubiq’s 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 (GSSTM) System”, one of

Eubiq’s key goals is to establish the system as an international standard. As

such, the foundation for Eubiq’s 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.

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Specifically, because as many as 12 adaptors or 16 plugs can tap on a one-

metre 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 system’s international compatibility, it

is set to be well-received globally.

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

Residential Industrial Commercial

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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, Eubiq’s

design process is handled solely by its in-

house 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

enable them to better visualise product

designs and specifications.

With Eubiq’s commitment to embark on design right from a product’s 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

Customers can now plug in as many electronic

gadgets as they want, wherever they sit.

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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 Eubiq’s Global Presence

3.1 Awards and Recognition

Eubiq’s 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 President’s 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.

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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 Eubiq’s 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 company’s ability to remain flexible in meeting client’s

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 President’s Design Award

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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.

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4.2 Development of Design Talents

In its commitment for continuous improvement and development, Eubiq’s in-

house 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, Eubiq’s 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 Eubiq’s 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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