Dear clients and business partners,
Advanced ID Electronics – is the leading silicon distributor, focused on components for RFID transponders, chip cards and RFID readers and terminals. AdvanIDe has a proven long term track record in the Chip card Market since more than then years, established as a separate and independent brand within Assa Abloy in 2007 in order to focus on providing semiconductors to the RFID and smart card industry. The Chip card and RFID market is still dominated by a few players that have a high level of purchasing power and market influence all the way to end-users. By definition, customers who purchase through a distributor are regional or small-to medium – sized accounts that do not have a direct buying relationship with the major semiconductor companies. They need a partner like AdvanIDe that is independent from the influence of their major competitors and also gives them the freedom to choose silicon they may want to consider for their products and projects. AdvanIDe works with leading silicon suppliers and provides technical support, an extensive range of samples, tools and test cards/tags as well as source code and reference designs to support its clients. Experienced field application engineers (FAEs) are located in strategic locations to support customers globally. Yours truly, Holger Roessner, Managing Director
Joseph Lian serves as the Finance Director of AdvanIDe. Mr. Lian has a track record of more than 14 years in the finance industry. Having started his career as an auditor with Moores Rowland. Mr. Lian moved to join his client in the US as an Accountant for Glenmore Marine in the Oil & Gas Industry. Thereafter, he worked for Lifestyle Furnishings and moved to Schlumberger Industries, where he was responsible for the Group Consolidation in their Asia Pacific headquarters. In 2002, Mr. Lian Joined ACG as a Finance Manager and moved to AdvanIDe, when ACG Distribution was spun off. He Graduated from Nanyang Technological University of Singapore with a degree in Accountancy.
Regional Sales Director – P.R. China
Patrick, has more than twelve years experience in Smart Card and Identification industry. Before joining AdvanIDe, he worked with NXP Semiconductors (Philips Semiconductors), Schlumberger, Bull and China Great Wall Computer Group in various positions in sales, product marketing, application support and R&D. Patrick graduated from Beijing Polytechnic University with Degree in Electronic Engineering.
Segment Head – Secure ID & Transactions
Joe Lo holds the role of Segment Head for Secure ID & Transactions, focusing on eGovernment, M2M, Secure Authentication and Banking verticals. Joe has over 16 years in the chip card and RFID industry.Before joining AdvanIDe, he was Regional Business Development Manager with Matica Technologies and Regional Senior Sales Manager with NXP Semiconductors. He was involved in various activities including sales & marketing, business development, channel management, key account management and sales operations. Joe holds an Electronic Engineering Degree from University of Manchester & Graduate Diploma in Marketing Management.
Regional Sales Director – Americas
Ken Hutchins is responsible for Sales in the US region for AdvanIDe. Ken has several years of experience in semiconductor and systems development environments. He has managed direct, representative and distribution sales organizations in both start up and “big company” environments in the Americas and globally for over 25 years. He is a member of the board of technical advisors for the RFID Laboratory at Middlesex College, and has spoken publicly on the development of RFID as both a technology and a market at industry, government, and educational forums in that capacity. Ken is also a member of the MIT Enterprise forum of Cambridge and is an active member of the “RFID Special Interest Groups” organizing committee.
Regional Sales Director – Latin America
Alejandro Placitelli is responsible for the Sales in the Latin America region for AdvanIDe. Alejandro’s 14+ years of experience managing and developing international business in the ID market segments of his geography give him every advantage required to grow our business in Latin America. Along with a strong and successful history negotiating government contracts in South America, Alejandro’s years of channel development experience give him the network and contacts so important to our joint success. Alejandro graduated from the Catholic University of Uruguay with a B.A. in Business Administration and then went on to finish his post graduate course of management at I.E.E. Montevideo. He communicates in Portuguese and English in addition to his native Spanish.
Regional Sales Director – India/Middle East
Rajesh Tawde, being Regional Sales Director for India/Middle East, is overall responsible for “Sales and Customer Relationship Management” in the South Asia and Middle East Region for AdvanIDe. Being an Engineering Graduate, Mr. Tawde has over 12 years of experience in strategy planning, profit centre operations, product development/ management, business development, sales & marketing, key account management and channel management in the Smart Card and RFID solutions/IT industry. Prior to joining AdvanIDe in 2006, Mr. Tawde has worked for some of the most reputed Smartcard / RFID focused companies like CMS Computers Ltd, iSmart International Ltd and Dyna Link Pvt Ltd in India at middle / senior level management level. With continuous experience in Smartcard and RFID since 1998, Mr. Tawde brings to AdvanIDe his passion about the Industry along with sound knowledge of the product and market segments.
Senior Regional Sales Director – Europe & Central Asia
Frank has more than 18 years experience in the Smart Card and Identification industry. He re-joined AdvanIDe in 2018 after working with NXP Semiconductors (formerly known as Philips Semiconductors) as Head of Global Alliances Payment interacting with Banks, Payment Network Operators and innovative System Integrators. Before joining NXP Frank had been with AdvanIDe already serving as Sales Director Europe from 2009 untill 2013. Before moving to AdvanIDe in 2009 he had been working as a Managing Director at BCDS, an Assa Abloy owned System Integrator in Sydney, Australia. Frank started his career in the Semiconductor industry in 2000 when he joined ACG in Wiesbaden, Germany holding various positions in Sales and Distribution. Frank holds a degree as Master of Management from Macquarie Graduate School for Management in Sydney, Australia and a degree in business administration from Verwaltungs- und Wirtschafts-Akademie Wiesbaden/Giessen.
Senior Regional Sales Director – APAC & Strategic Business
Mark joined AdvanIDe in 2008 as Sales Manager – ASEAN after working with Infineon Technologies as Regional Sales & Business Development Manager serving various key customers in SE Asia in the Smart Card & RFID segments. Prior to that, Mark held various sales & business development positions with companies in the Payment & Loyalty Program segment including setting up a Loyalty Program Management company with partners. Mark holds an Electrical & Electronic Engineering Degree from Nanyang Technological University & Graduate Diploma in Marketing Management.
Ling Ling Choo
Head of Customer Service
Ling Ling Choo holds the position as the Head of Customer Service for AdvanIDe. Ms.Choo has more than 10 years related experience in the semiconductors industry and has worked accounts personnel in Philips Singapore (now NXP Semiconductor) for almost 6 years before embarking in her customer service career within the Philips Semiconductors Division where she was employed for almost 7 years (serving mainly the Identification customers, such as ACG, Gemalto, others). With the experience at some of the major semiconductor companies, Ms. Choo brings a high level of product experience in this segment.
Segment Head Smart Mobility, Objects and Consumers
Jason joins AdvanIDe in the role of Segment Head for Smart Mobility, Objects, Consumers & Secure Infrastructure focusing on AFC, RFID, NFC, and IOT verticals. Jason has over 10 years’ experience in the chip card and RFID industry and 8 years in the medical industry. Before joining AdvanIDe, he was in Global Key Account Management and Business Development roles in the EMS industry with a focus on medical device OEM and ODM services. Before that he was at Philips Semiconductors/NXP from 2000 to 2011 in both Marketing and Business Development roles for Smart Mobility. He has been involved in various activities including marketing, business development, key account management and sales operations. Jason holds a marketing and finance degree from the University of Oklahoma.
Chief Operating Officer
Mr. Timothy Ngui is the Chief Operating Officer of AdvanIDe Holdings Pte Ltd, He is a certified Productivity and Innovation Manager and LEAN Six Sigma and Business Process Re-engineering Implementer. He has a depth of experience in Information Technology, Human Talent Management, Strategic Planning, Corporate Restructuring, Risk Management, Real Estate Management, Corporate Secretariat and Financial Analytics, Compliance and Audit. In his past career, Mr. Ngui was the Chief Information Officer and also the Senior Vice President of GLG CORP LTD, an Australian Listed Company (GLE.AX) providing global textile and apparel solutions to customers from Fortune 500 companies. In 2017, Mr. Ngui was headhunted to provide consultancy services to an arm of the Boston Consulting Group for Corporate Finance matters for a regional bank. Timothy keeps abreast of emerging technology trends and was twice engaged by Microsoft as a Keynote speaker and has also given a lecture on the future of wearable technology. Timothy holds a Degree in Professional Communication from the Royal Melbourne Institute of Technology.