As a National University of Singapore lecturer, Yeow Shin We helped set up a computer graphics laboratory to develop 3D graphics. Realising the opportunity and practical applications it can offer to the corporate world, he soon put down his chalk and set up G Element Pte Ltd in 2000. He felt that his knowledge and expertise could make a difference in the development and marketing of 3D applications.

According to Yeow, times were tough when they started out in 2000. There was uncertainty in the market and finding a receptive audience was difficult. "Potential customers often misunderstood the solutions we offered and what 3D visualisation could do for them," he said. "Recent events have increased awareness but ongoing education is still important." Today, understanding of G Element's solutions has grown but customer requirements have grown more diverse.

In 2003, G Element first met NEC to discuss how to incorporate some of its solutions into theirs. In 2004, NEC encouraged them to join the Infocomm Local Industry Upgrading Programme (iLIUP) by the Infocomm Development Authority of Singapore (IDA). Their first project together was a visualisation project for the National Library Board (NLB). NEC was already involved in the NLB project but they believed that G Element's visualisation tools could add value to their proposed solutions.

According to Yeow, there were extensive synergies in their partnership with NEC - NEC already had established and proven solutions needed to run G Element's offerings.

Right: Yeow Shin We, Business Director of G Element

"NEC was able to help us in the area of project management by overseeing the projects that we are jointly involved in. They had the manpower and expertise needed as well as a proven consultancy record," Yeow said. "As a small company, while we have the knowledge, it was hard for us to find the resources to both do the work and manage the workflow at the same time."

The National Library Board project took a total of eight months to implement. Currently, G Element and NEC are also looking at other projects in Singapore, Hong Kong, Thailand, China and Laos. "By moving forward together, we complemented each other going into these markets and this helped us meet our customers' needs and requirements," Yeow explained.

Yeow advises budding entrepreneurs that it is important to recognise who is receptive to your message, "At times, understanding only comes following a presentation, so always have your answers prepared. Sometimes, customers might not be too comfortable trusting you with large scale projects from the start. With these customers, you need to do something on a small scale with them to prove yourself first before they'll trust you with bigger things."

He also added that it is important for companies moving overseas to be adaptive. "Business and legal requirements are often different, so are the local business customs," Yeow said. "It is important to find the right partner to help you with these difficulties. By leveraging each other's strengths and experience, you should be able to create a win-win situation."