Tuesday, 14 February 2017

Asia Pacific Top Excellence Brand Recognition article on Obsnap Instruments (English-Version) by 商天下 Global Business Magazine.

An article snapshot of Asia Pacific Top Excellence Brand Recognition article on Obsnap Instrument Sdn Bhd by 商天下 Global Business Magazine, in Mandarin.

Obsnap Instrument Sdn Bhd was awarded with ASIA PACIFIC TOP EXCELLENCE BRAND by 商天下 Global Business Magazine.

Measurement - Testing with Extreme Precision

A Strict Requirement for an Enterprise’s Reputation


To maintain a high-level of quality management, not only to keep up with the enterprise's professional image but it also plays an important part in the development of an enterprise.

Quality control and management of a product is very important. If it is not closely monitored, even the slightest mishap can affect a customer’s confidence or worse, create a safety hazard. 

As a result, we must not be careless. This is exactly what Obsnap Instruments Sdn Bhd (from here on referred to as Obsnap) pays extra attention to. Because they provide customers with professional and accurate test and testing equipment.

Ng Shone Fone, founder of Obsnap, has a certificate in electronics studies. Upon graduation, he managed to secure work in Singapore and Malaysia.

In the year of 1997, he started his business with Obsnap, where he initially worked as a dealer for a range of portable test equipment that came from countries such as Germany, (under) Europe, Japan, America, China and Taiwan.

“In the beginning, we focused mostly on distribution. It was not until recent years (later), we started manufacturing our own products. Providing quality management and test equipment, this includes: material-testing & analysis, 3D measurement system, metal testing, coat & paint testing, water & fluid analysis, climate & environment testing, etc. In total, it can be separated into 12 major categories, providing customers with a more diversified range of services."

Professional Accuracy – Across all sectors.


Ng Shone Fone said enthusiastically, “Using the environment index, for example, we can measure the temperature in the air, its humidity, sound decibel (noise) level, or even the density of the haze. 

"As for paint, similarly, we can also test its thickness and its contents. In addition to rust-prevention (paint/coating), if used properly (e.g. with the help of coat/paint-inspection gauge), it can also prevent wastage.” 

Also, on the production line, Obsnap will be able to provide an accurate reading for the crudeness of the friction, roundness, angle, and arc, of a product.

Ng Shone Fone also shared that, may it be as large as a car, or small like a telephone, the naked eye usually cannot see the colours that have been mixed inside (of a paint). 

"You can do this through the use of precision equipment provided by Obsnap. The role we play can be described as an all-rounded business consultant. Because, if a defect is detected on an item, the enterprise would have to deal with business losses, or more severely, the negative impact towards their brand name." 

He added proudly, that even a piece of chocolate can contain a piece of wire or bits of broken glass; the metal detection equipment provided by Obsnap(are renowned to) detect it. With a tight defense like that, why wouldn't manufacturers grant Obsnap with a high-level of trust?

Production Line Test Equipment – Approved by many countries.


With the gradual stabilization of business in the recent years, Obsnap has started to provide services for the production line, and act as a proxy for larger test equipment. 

"As a result of the foundation we have set over many years, we are now selling our portable test equipment all over the world. As for larger equipment, they have been sold to Australia, Saudi Arabia, Tunisia, and other places."

In short, it can be seen that the accuracy and professionalism in Obsnap's products have earned the trust of many countries around the globe.

“Aside from serving manufacturers and contractors, Obsnap also provides services for government agencies, as well as universities with engineering & technological departments. Over the years, our steadfast and professional testing and measurement services were able to help customers monitor their product quality, build a positive image for their companies, and also effectively shorten the production-time and lower production-cost.

"For example, our Reverse Engineering instruments, uses a laser-scanning system to quickly assist, transform (the scanned object into data) and help the relevant businesses to save cost from the design and production process. 

"We also place great importance on customers' needs. If customers have specific requests, we would even 'tailor-make' the relevant test-equipment."

One of Ng's most impressive projects was the Meridian Walk-in Chamber, a custom-made, high-tech accelerated simulation environment testing facility that, when brought into Malaysia, he and his team spent two weeks working tirelessly day & night to reassemble it. 

“(Most of) Our customers are world-renowned automotive manufacturers, Obsnap was able to learn how to communicate and coordinate with these well-known manufacturers, in spite of the large amount of stress and challenge, we have faced.”

Emphasis on Training - Making use of the CRM system.


Ng laughed gently when recalling the year of the company's start-up. "We were only a start-up business in the beginning, and had to face many challenges. Thankfully, I was able to work through the plight with the support of my family."

It turns out, in the very beginning of the business, he personally handled everything; that included, dealing with administrative work, and (updating himself with) the market in the morning.

Other than that, he also had to maintain contact with his overseas manufacturers, and had to work till midnight or 1.00am for several years! Amazingly, he also obtained a MBA in Business Administration along the way too. His dedication to business management is indeed impressive. 

What made Ng felt the most accomplishment is the fact that he was able to train some of his staff into business partners. “Training is very important, even a top-notch salesperson can still be trained.”

As a result, Ng places great emphasis and importance on training, especially to those with potential.

"Of course, as our business advanced, our products are successfully being sold overseas. These things gave me a sense of accomplishment."

In terms of staff management, Ng would also spend time communicating with staff members, in order to determine one’s work progress and aid on improving work efficiency.

Obsnap also places great emphasis on after-sales service. Customer feedback is important. In order to take good care of every customer, Obsnap made use of a CRM (Customer Relationship Management) system. It organised the company's operations and it enables one to follow-up on a project's progress at any time. This solution helped and encompassed the need for additional technical-support, manpower-arrangement and other details.

Be Vigilant During Peaceful Times - Being Proactive.


Many years of experience in the market has enabled Ng to cultivate the attitude of being "vigilant in times of peace". 

"The competitiveness of the market is always on the rise, as a result, there needs to be changes in terms of the business model. Now, we will take the initiative to be pro-active, and actively explore the overseas’ markets."

Additionally, Obsnap also launched Victor, a Material-Testing brand as an experiment within the overseas market. 

"The highlights of Victor is in its ability to evaluate material properties and its strength; for example, testing for its toughness, durability, compression-ability, and wear-resistance. Clients are also able to use it (Victor's Products) accordingly to the safety index of the production line.

"In the future, as long as the business is booming, especially in the areas of the production and project segment, Obsnap would certainly have a bright prospect.” Ng revealed a smile filled with confidence.

At this stage, Obsnap has already set their short-term, middle-term and long-term plans. The short-term plan is for it to gain a firm foothold in Southeast-Asia (SEA), their medium-term plan is to enter the Asia-Pacific market, and their long-term plan is to expand their brand to cover the entire world, providing our metrological service to everyone! 


Digital Photograph the 商天下 Global Business Magazine - Issue #71 (November to December 2015) cover page; where our article can be found in hard-copy.

Digital Photograph the 商天下 Global Business Magazine - Issue #71 (November to December 2015) cover page; page 58 and 59, where Obsnap's story can be found in hard-copy.
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For more information on our Obsnap's Group of Companies & Products, read on...

Obsnap Instruments Sdn Bhd (599642-A) specialises in providing total solution with distributing Metrological, Material Testing & Analytical instruments, locally and abroad. (http://www.obsnapinstrument.com/)
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Victor Equipment Resources Sdn Bhd (1021443-H) specialises in sample preparation and providing various material testing equipment for industries that work with: metals, plastics, rubber & elastics, leather, textile, paper and electronics. To measure, evaluated and investigate a material’s characteristics such as: tensile strength, compression strength, wear-resistance, fatigue test, etc. (http://www.victormaterial.com/)
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Meridian Instruments specialized on Accelerated Weathering and Environmental test simulation equipment. Besides providing a wide range of Climatic Test Chambers like temperature and humidity test chamber, ozone test chamber, etc. Meridian also provides equipment like: salt spray machine, UV chamber, xenon test chamber, vibration test simulator, etc. (http://www.meridianinstruments.com)
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JS Analytical Sdn Bhd (1094207-V) specialises in supplying detection, analytical and inspection equipment to industries that requires: metal detection & separation, element analysis in materials, X-ray inspection and colour, detection, matching & formulation. (http://www.jsanalytikal.com/)

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