GlaxoSmithKline celebrates 40years in Singapore

Procter & Gamble opensnot-for-profit water purification plant

Industry tech leader FMC Technologiesexpands in Singapore

Global engineeringgroup Heraeuslaunches facility

December 2012

Singapore Business News_

AsiA’s new mediA buzzword

How 360-degree content is set to shake up Singapore’s media industry

GB_Frieze.indd 1 7/30/12 6:10 PM

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december 2012singaporebusiness.com

4 Procter & Gamble opens water purification plant

6 GlaxoSmithKline celebrates 40 years in Singapore

7 Heraeus opens new centre in Singapore

7 Singapore hosts MRO Asia 2012

8 FMC Technologies opens new facility

9 SDV chooses Singapore to launch first ‘green’ warehouse

INdUSTrY FOcUS OpINION leaderS

10 360-degree content is Asia’s new media buzzword

13 Star tours How Lucasfilm Singapore is tapping Asia’s talent pool

caSe STUdY

contents

10 “Simply put, it’s about sticking to the essence of your story and expanding and developing that for the different platforms – online, mobile, interactive games and so on – rather than simply rehashing existing content.”

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December 2012INdUSTrY FOcUS

consumer goods leader Procter & Gamble (P&G) has opened a not-for-profit water purification plant in Singapore.

The innovative technology produced at the new plant in Tuas comes in the form of four-gram powder sachets, each of which can make 10 litres of dirty water safe to drink.

P&G’s plant will produce 100 million ‘Purifier of Water’ sachets a year. That translates to one billion litres of clean drinking water, which P&G says is enough to save 5,000 lives.

The company aims to increase production to more than 200 million sachets a year by 2020. This target comes from its commitment to “save one life every hour” as part of its non-profit Children’s Safe Drinking Water (CSDW) programme.

When fully operational, the Singapore facility will produce close to 90 per cent of the sachets P&G needs to supply its CSDW scheme.

The company has sited its plant here because of the country’s strategic location and strong logistics capabilities, which would allow P&G to react quickly to disaster-prone nations in the region.

At the plant’s launch in November,

P&G’s President in Asia, Hatsunori Kiriyama, said: “In Asia, P&G has delivered more than 550 million litres of clean drinking water to disaster victims and communities, for example in the aftermath of last year’s floods in Thailand and Typhoon Sendong in the

Philippines. But more can be done. We are committed

to saving one life every hour by 2020 … we

are confident that Singapore can play a significant role in helping us achieve our goal.”

S Iswaran, Minister in

the Prime Minister’s Office

and Second Minister for Home

Affairs and Trade and Industry, said: “This

marks yet another milestone in P&G’s long-standing partnership with Singapore and demonstrates the critical role that consumer goods companies play in Singapore’s innovation-driven economy.”

Procter & Gamble opens water purification plantSingapore becomes P&G’s key manufacturing site for global relief scheme

“In Asia, P&G has delivered more than 550

million litres of clean drinking water to disaster

victims and communities, for example in the aftermath of last year’s floods in Thailand and Typhoon Sendong in the

Philippines”

P&G’s plant will produce 100 million ‘Purifier of Water’ sachets a year

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singaporebusiness.com INdUSTrY FOcUS

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November 2012INdUSTrY FOcUSINdUSTrY FOcUS December 2012

G laxoSmithKline (GSK) recently celebrated its long-standing relationship with Singapore by marking the 30th and 40th

anniversaries of its Jurong Road and Quality Road manufacturing sites respectively.

Prime Minister Lee Hsien Loong joined GSK CEO Sir Andrew Witty at a commemoration event held at GSK’s Jurong site in November.

One of the world’s leading research-based pharmaceutical and healthcare companies, GSK has invested S$1.6 billion in Singapore over the years and helped spur growth in the biomedical sciences industry. As well as producing active pharmaceutical ingredients (API) at Jurong and Quality Road, GSK’s operations on the island include a Stiefel manufacturing facility at Gul Circle, research and development at Biopolis, a vaccines manufacturing facility at Tuas, and both regional headquarters and marketing and sales operations at Gateway.

GSK has also played an important role in talent development. It employs more than 1,000 staff in Singapore and its regional headquarters here currently manages some 40 per cent of GSK’s global revenue.

The company has announced plans to invest S$40-60 million to enhance its manufacturing capabilities at its Quality Road plant. Currently, GSK manufactures 14 drugs out of Singapore for global markets.

GSK is also investing an additional S$50 million into its ‘Factory of the

Future’ initiative, which seeks to reduce the company’s carbon footprint through sustainable processes and green

technology. In addition, a joint GSK-Economic Development

Board (EDB) S$50 million fund has been established to help Singapore become a leader in sustainability research in pharmaceuticals and fine chemicals manufacturing.

Sir Andrew said: “GSK and Singapore have enjoyed a highly productive

partnership for more than 50 years and, with

the continued support of the Economic Development Board and our shared vision of improving

the technical capabilities within the Singaporean biomedical science sector, this partnership has a very bright future.”

EDB Chairman Leo Yip said: “GSK’s pioneering spirit and strong partnership with Singapore have been pivotal to the growth of the biomedical sciences sector in Singapore. Over the years, GSK has developed a deep pool of talent across different functions and pioneered new capabilities including sustainable manufacturing.

“Our heartiest congratulations to GSK on this significant milestone in the GSK-Singapore partnership and we look forward to building on this strong foundation. We are proud to be GSK’s home in Asia.”

GSK is the world’s fourth-largest pharmaceutical company measured by prescription drug sales.

GlaxosmithKline celebrates 40 years in singaporePharmaceutical manufacturing giant marks successful relationship at commemoration event

In addition, a joint GSK-EDB

fund has been established to help Singapore become a

leader in sustainability research in pharmaceuticals and fine chemicals manufacturing

S$50m

Sir Andrew Witty, CEO of GSK, presents Prime Minister Lee Hsien Loong with its Partner in Progress commemorative book

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singaporebusiness.com INdUSTrY FOcUS

sinGAPore hosts mro AsiA 2012Singapore’s role as Asia’s most vibrant civil aviation maintenance, repair and overhaul (MRO) hub was highlighted in November when it hosted the 2012 MRO Asia conference at Marina Bay Sands Singapore. It was the fifth time that Aviation Week – the largest information and services provider for the global commercial, defence

heraeus opens medical wire Competency CentreGlobal engineering group supports expansion of its medical components division with new site

The Germany-based precious metals and technology group Heraeus opened a new Singapore facility in November

2012. The company’s latest addition here, the Medical Wire Competency Centre, will undertake manufacturing, and research and development, of a range of medical wires, coils and cables. The site is its 20th manufacturing facility in Asia, a burgeoning market for medical devices.

Since 2006, Heraeus Singapore has been involved in manufacturing bonding wires, conducive pastes and powders, sputtering targets for the electronics industry and, more recently, solar pastes.

Heraeus said Singapore was selected as the location for the new facility because of its unique position as a premier high-tech hub, providing access to a technical and well-educated workforce that could support its development efforts.

and MRO communities – chose Singapore as a location to host the event.

Held every two years, MRO Asia is part of Aviation Week’s global series of MRO conferences taking place in major cities in the US, Europe, Eastern Europe and the Middle East. Themed ‘Accelerating Innovation and Collaboration in Asia-Pacific,’ the forum aims to deliver integrated content that addresses the full suite of nose-to-tail MRO capabilities. The event is also a common platform for OEMs, airlines, MROs, suppliers and buyers to build contacts and exchange ideas, and found business partnerships.

ParticipationThis year’s event drew more than 80 exhibitors and 2,500 participants from 35 countries.

The guest of honour, Minister of State Josephine Teo, spoke about the potential for the aerospace industry in Asia Pacific, which is expected to account for more than a third of global deliveries within 20 years.

“Singapore, in the heart of Asia, provides a business environment that is conducive for companies to grow their operations and enhance their capabilities,” she said.

“The Singapore government strongly supports the growth and development of the MRO industry given its integral role in the aviation eco-system. We are committed to partner existing and prospective aerospace players to foster an environment that promotes business success.”

“With the strong Asian investment in local start-ups, a strong base of new Asian medical device companies is growing in the region, which makes for a powerful mix of companies and innovation,” said Dr Nicolas Guggenheim, President of Heraeus’ medical components division.

“Singapore’s ideal location between Malaysia and Indonesia

provides both Heraeus and our customers with

nearby lower cost manufacturing and production options.”

Julian Ho, Assistant Managing Director of Singapore Economic Development Board,

said: “Heraeus’ decision to place

its first Medical Wire Competency Centre in

Singapore is a testament to our strong talent pool and research and development ecosystem, as well as our unique position as a global-Asia hub from which companies can serve and manage the Asian market.”

MOS Josephine Teo delivers a

keynote speech at the opening

ceremony of MRO Asia 2012

“Singapore’s ideal location between

Malaysia and Indonesia provides both Heraeus

and our customers with nearby lower cost

manufacturing and production options”

Executives from Heraeus Holdings and the Singapore Economic Development Board at the opening ceremony

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INdUSTrY FOcUS December 2012

“Singapore is a key global hub for the

oil and gas industry and FMC Technologies’ new facility is designed to enable us to meet the

growing demand”

FMC Technologies has opened a 11,500-square-metre factory at Benoi Sector in western Singapore.

The facility represents a S$30-million investment by the company to expand its technical and manufacturing capacity to better serve regional and global customers.

FMC Technologies designs, manufactures and services systems and products for the oil and gas industry such as subsea production and processing systems, surface wellhead systems, high-pressure fluid control equipment, measurement solutions and marine loading systems.

A special feature of the new site is an advanced Subsea Systems Integration Test (SIT) site. The company intends to bring in key leaders in technology

and operators from major international and national oil companies to perform the final testing and integration of subsea systems here, prior to installation subsea.

“FMC Technologies is pleased to be opening our new Benoi Sector facility,” said John Gremp, FMC Technologies’ Chairman and Chief Executive Officer. “Singapore is a key global hub for the oil and gas industry and FMC Technologies’ new facility

is designed to enable us to meet the growing demand for higher-specification surface wellheads and trees that address the challenges of gas and high-pressure/high-temperature developments in the region.”

Leo Yip, Chairman of the Singapore Economic Development Board, said: “We congratulate FMC Technologies on the opening of its new Benoi Sector Facility, which will be a strong addition to Singapore’s vibrant oil and gas industry.

“This expansion is an endorsement of our favourable business environment and also reflects the company’s confidence in the

manufacturing and engineering talent available here. We

are proud that FMC Technologies has made

Singapore its hub to grow and expand in the region.”

FMC Technologies has been involved in Singapore for

over 37 years. The company employs

approximately 1,500 personnel in Singapore,

300 of whom will work at the new facility.

FmC technologies opens new facilityLeading global provider of technology solutions for the energy industry expands in Singapore

(Left to right) GM Doug Moody, EDB Chairman Leo Yip, Chairman and CEO John Gremp and VP & COO Doug Pferdehirt during FMC Technologies’ ribbon cutting ceremony

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INdUSTrY FOcUSsingaporebusiness.com

SDV, the French freight forwarding and logistics provider, has opened the doors to its first ‘green’ warehouse

in Singapore boasting eco-friendly materials and equipment.

The office measures 42,000 square metres and features a four-storey ramp-up warehouse and nine-storey production areas, as well as energy-saving fixtures such as innovative lighting technologies, sensors for controlling fresh air supply and an eco-efficient air-conditioning system.

The facility is the first warehouse in Singapore to clinch the Green Mark Platinum Award and the biggest logistics centre in Asia to obtain the LEED Gold certification, an internationally recognised certification for green buildings awarded by the US Green Building Council.

SDV is a unit of France’s Bolloré Group. As well as building on its historical strengths in aerospace, oil and gas and healthcare, the company has more recently leveraged on its French roots to develop a luxury retail sector in Asia, focusing on fashion, perfumes and cosmetics brands.

Singapore is the regional headquarters for SDV’s Asia Pacific operations. The company said its new hub would help it serve “a limited number” of premium brands in the cosmetics and luxury fashion industries with both regional distribution needs and sustainable development strategies.

Herbert de Saint Simon, CEO of

SDV, said: “Thanks to its unique geographical location, political stability, quality infrastructure and workforce,

Singapore has become the hub of our regional

distribution strategy.“To this end, SDV has invested S$60

million in this Green Hub, which will further strengthen our commitment to Singapore for the next 30 years.”

Teo Ser Luck, Singapore’s Minister of State for Trade and Industry, added: “Singapore’s excellent physical and trade connectivity, coupled with its trusted hub status, makes it a natural choice for high-value and time-sensitive regional distribution activities. Singapore also has one of

the most extensive trade agreements globally, having concluded bilateral and multilateral FTAs with 24 trading nations.

“I am delighted to note that Singapore continues to be the global showcase hub for SDV in terms of excellence in service delivery, productivity and innovation.”

A major component of the Bolloré Group’s transport, forwarding and logistics division, SDV has grown into a network of more than 32,000 professionals in 540 offices, spread across 93 countries.

With clients in diverse sectors including luxury goods, aerospace, healthcare, oil and gas and telecommunications, SDV develops customised solutions to fit each customer’s needs.

sdV chooses singapore to launch first ‘green’ warehouseFacility aims to tap Asia’s luxury retail market

“SDV has invested

in this Green Hub, which will further strengthen our

commitment to Singapore for the next 30 years”

S$60m

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OpINION leaderS December 2012

T he next few years are likely to see more change for the media industry than happened in the previous 50.

The blistering pace of technological innovation, along with increasingly empowered consumers, is redefining how content is created, delivered, consumed and tracked. Key to industry growth is 360-degree content – programmes that cut across media platforms such as TV, smartphones and the web to engage audiences and provide them with a holistic experience.

Today’s increasingly mobile and technologically savvy consumers want the option of choosing where and when they can engage with media content. This new kind of immersive audience moves quickly and unpredictably between devices and media environments throughout the day and wants online interaction, regardless of what is being watched, played or listened to.

The opportunities for two-way engagement made possible by multiplatform distribution are increasingly expected as standard. As a result, traditional industry players – broadcasters, distributors and advertising agencies – around

the globe are looking to capitalise on multiplatform strategies to improve the reach of their programmes. Like it or not, we now live in a non-linear media universe and, for the broadcasting

incumbents, these new forms of engagement allow them to innovate content and take it to wider audiences.

opening up the conversationHere in Asia, a wealth of opportunity awaits those who engage in new ways of reaching the public.

First, 360-degree content allows content creators to forge deeper relationships with audiences than ever before. It’s not about simply delivering the story any more – now, there’s the potential for a real conversation with a dynamic audience. With 360-degree content, creators gain a clearer insight into what viewers and listeners want, as instant feedback can be given online.

Perhaps an indicator is that signalled by the popularity of the 2011 Asia Television Forum (ATF), at which premium content was bought, sold, funded and distributed. Organisers saw an 18 per cent increase in overall market participation and a 15 per cent increase in buyers, of whom a significant segment represented digital platforms, including IPTV and mobile devices, than in 2010.

But that’s not the only advantage. Traditionally, television programmes are made for a domestic audience before attempts to find an overseas

Asia’s new media buzzwordSmartphones and tablets have transformed the way we watch television, making this once-linear format immersive and interactive. Yeo Chun Cheng eplores the exciting world of 360-degree content

About the writerYeo Chun Cheng is Chief Information Officer and Director of Broadcast, Animation, Film and Music for the Media Development Authority (MDA) of Singapore. He is concurrently an adjunct associate professor at the National University of Singapore.

“Like it or not, we now live in a non-linear

media universe and, for the broadcasting

incumbents, these new forms of engagement

allow them to innovate content and take it to

wider audiences”

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singaporebusiness.com OpINION leaderS

December 2012

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OpINION leaderS

distributor are sought. Very often, they don’t travel too well due to language and cultural barriers. But with the new, multiplatform model, the focus is increasingly on developing a rich kind of content that isn’t bound to a domestic audience. Here’s where the opportunity lies – create the right kind of 360-degree content and you can simply design new distribution models.

Pioneering Asian contentA reality show about aspiring models of Asian heritage, Supermodel Me, pioneered the use of social media tools here in Singapore. The brainchild of Refinery Media’s Karen Seah, the show first aired online, but the

producers also turned the show’s website into a social media

platform on which

consumers could extend

their relationship with the series

by reading blogs by participants or viewing exclusive videos of behind-the-scenes action. Original ‘mobisodes’ for smartphones were also produced. The series was extremely successful. It was eventually picked up by a cable TV channel and aired in 27 countries.

Other forward-thinking Singapore companies are also tapping into a demand for fresh 360-degree content from Asia. A good example is Angel’s Gate, Asia’s first reality TV series

on business and entrepreneurship. This MDA-supported product, co-produced by Interactive SG and regional broadcaster Channel NewsAsia, enables viewers to simultaneously watch videos, participate in online crowdsource funding activities and connect with a network of entrepreneurs while on the move.

opportunities for online successIt’s now easier for content producers to get funding support for projects that cut across various media sectors. In 2011, MDA streamlined its funding schemes to better facilitate the production of innovative quality content, including that with a 360 component.

Indeed, opportunities for online distribution for businesses producing 360-degree content are growing in Singapore. MediaCorp has started exploring the potential for xin-MSN, a MediaCorp-Microsoft collaboration providing ‘catch-up’ TV offerings online, to act as a distribution platform outside the region. Others are considering building an Asian equivalent of Hulu, an online video service run by NBC, News Corporation and Disney which allows viewers to stream television shows from the major networks. But, as yet, there is no clear model.

It is obvious, however, that the key to commercial success is compelling content, as is the case with linear TV.

From the earliest stages of conceptualisation, 360-degree content decisions need to be shaped by their potential to generate consumer value and returns via the various distribution outlets. Simply put, it’s about sticking to the essence of your story and expanding and developing that for the different platforms – online, mobile, interactive games and so on – rather than simply rehashing existing content. Technology may have come up with a host of cutting-edge new ways to engage audiences, but success  in this new arena, it seems, comes down to something pretty traditional  – memorable characters and a really good hook.

“Simply put, it’s about sticking to the essence of your story and expanding

and developing that for the different platforms – online, mobile, interactive games

and so on – rather than simply rehashing existing content”

singaporebusiness.com

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caSe STUdY

l ucasfilm Ltd is one of the world’s largest and most successful independent entertainment companies.

Founded by George Lucas in 1971, it is responsible for some of the most iconic films of our time, from American

star toursGraffiti to the Star Wars franchise and the Indiana Jones trilogy.

Lucas’ passion for progress has created a culture in which

entertainment and technology intersect, resulting in some of

the film industry’s greatest innovations. Breakthroughs in

visual effects, digital editing

and digital film presentation were made as it strove to find new ways to tell stories. Now it is tapping the country’s talent to produce world-class digital animation for film and television, as well as visual effects for movies and multiplatform games.

Motion picture and television production, animation, games, merchandising, digital media, sound and world-class visual effects are integrated.

Founded by George Lucas in 1971, Lucasfilm Ltd is responsible for some of the most iconic films of all time. Now its subsidiary Lucasfilm Singapore is tapping into Asia’s diverse talent pool, with exciting results

December 2012caSe STUdY

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A new chapterLucasfilm Singapore has more than 500 employees. Established in 2005, its divisions include Industrial Light & Magic (ILM), LucasArts and Lucasfilm Animation.

Each group shares technology, processes, resources and talent – a unique format that enables artists working in a variety of disciplines to collaborate under one roof on international productions, in partnership with Lucasfilm’s US-based teams.

The TV spin-off series Star Wars: The Clone Wars was the most-watched premiere in Cartoon Network history.

Made in Singapore in October 2008, the hit series used computer-generated animation.

Lucasfilm Animation Singapore is working on a yet-to-be announced animated feature project.

Pioneering visualsILM has become synonymous with groundbreaking visual effects and

continues to be a recognised leader in the field. Headquartered in San Francisco, it also has operations in Singapore – the two facilities work hand in hand to produce cutting edge visual effects for feature films.

Since setting up operations in Singapore, the studio has worked on more than 25 feature film blockbusters including Star Trek, the Transformers franchise and Marvel Studio’s The

Avengers and Iron Man series. The team also contributed to Transformers the Ride, a theme park attraction at Universal Studios in Singapore and Los Angeles.

Rango, which won the 2012 Academy Award for Best Animated Feature, was partially produced in Singapore.

LucasArts Singapore is an extension of LucasArts in the US – a leading developer and publisher of interactive entertainment software worldwide for video game console systems, computers and the internet. The Singapore team focuses on multiplatform games such as The Force Unleashed II and casual gaming titles such as Pit Droids.

Lucasfilm’s Chief Operating Officer, Micheline Chau, said: “Singapore was our location of choice for so many reasons – it is a cosmopolitan city, has a growing talent base and is an attractive place in which to live.

“Our long-term partnership with the Singapore Economic Development

“Singapore was our location of choice for so many reasons – it

is a cosmopolitan city, has a growing

talent base and is an attractive place in

which to live”

The Force Unleashed II

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singaporebusiness.com

Board gave us the ability to begin work almost immediately in concert with our animation unit in California.”

Future-proofingLucas has extended his creativity through the design of the Lucasfilm campuses. The architecture and surroundings of each property provide a unique environment where employees can create, collaborate and innovate.

In 2011, Lucasfilm broke ground with

its Sandcrawler building. Located in Fusionopolis, this eight-storey structure will house a 100-seat theatre and

sophisticated production facilities

that will cater to the company’s long-term

global production needs. The building is Lucasfilm’s first purpose-built facility outside the US and is

expected to be completed in mid-2013.The interactive and digital media

industry looks set to make a significant impact on Singapore’s economy. It is targeted to generate 10,000 new jobs and create a value-add worth S$10 billion by 2018.

The city-state’s balance of Asian and Western cultural influences, together with excellent IT and telecommunications infrastructure, robust intellectual property legal framework and availability of a skilled workforce, all set the stage for Singapore to become the hub for talent, ideas and content.

caSe STUdY

The interactive and digital media industry is

set to generate

new jobs and create a value-add worth $10 billion in

Singapore by 2018

10,000

Top left to bottom right: The

Avengers, Star Wars: The Clone Wars, Rango and

The Avengers

Singapore Business News_

singapore business news is a monthly publication that updates readers on the latest industry trends in Asia from a uniquely Singaporean perspective. Highlights include Singaporean business stories and special opinion pieces on opportunities in Asia, how global companies are leveraging Singapore to tap into pan-Asian growth opportunities and how Asian enterprises are globalising via Singapore. Singapore Business News also provides case studies on how Singapore partners businesses to deliver future-ready solutions.

singapore business news is a publication of the Singapore Economic Development Board.

singapore: Future ready articulates the nation’s aspirations to be a partner for global businesses as they develop their ideas for tomorrow’s solutions. Singapore does so by recognising the value of long-term partnerships, adopting a forward-looking approach, taking on challenges with a can-do spirit.

About edbthe singapore economic development board (edb) is the lead government agency for planning and executing strategies to enhance Singapore’s position as a global business centre. EDB dreams, designs and delivers solutions that create value for investors and companies in Singapore. Our missions is to create for Singapore, sustainable economic growth with vibrant business and good job opportunities.

EDB’s ‘Host to Home’ strategy articulates how we are positioning Singapore for the future. It is about extending Singapore’s value proposition to businesses not just to help them improve their bottom line, but also to help them grow their top line through establishing and deepening strategic activities in Singapore to drive their business, innovation and talent objectives in Asia and globally.

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