Scenes of the recently ended Beijing Olympics still run vividly in my mind whenever I think of its spectacular choreography, especially the opening ceremony which had former Olympian Li Ning running around the Bird’s Nest in the air as images unfold. This is all thanks to ISDN Holdings (ISDN), which designed and provided the motion control systems for the event. The Olympics not only showcased China’s brilliance but also generated awareness on ISDN’s specialty and services.

Customers Well Diversified

ISDN is known for its specialization in motion control engineering, industrial computing solutions and other specialized engineering solutions. Utilizing its engineering skills in motion control, ISDN’s automation services are well received globally. The usage of its products and services span across various industries including the medical industry, oil & gas industry and the aviation industry. Currently, the biggest revenue generator is motion control engineering which contributes 70% of total revenue followed by industrial computing solutions (20%) and other specialized engineering solutions (10%).

ISDN has a strong supply base of more than 500 partners and some of these partners have even formed joint ventures with the Mainboard-listed company. ISDN’s business model is to understand customer requirements and bringing these ideas together to conceptualize the products suitable for the customer in terms of technology and price. Once everything is agreed, ISDN would ask its suppliers for quotations. Recurring business would occur as the developed products become successful, resulting in long-term business deals. An example would be an ATM machine where the identification of details input is managed by the human machine interface (HMI) and is sent to headquarters for verification and approval. HMI is a part of motion control process that is developed by ISDN.

Strategic JV And Acquisitions

ISDN’s foray into the aviation industry is supported by its joint venture product line Maxon Motors, a partnership that spans three collaborations between ISDN and Interelectric AG. Interelectric AG has a strong heritage in motor technology and products that have found their way into NASA’s space exploration missions. Early this year, ISDN acquired a 49%-stake in Germany-based Dirak Asia, which specializes in customer oriented designs and the production of mechanical and electronic hardware. Sales contributions from Dirak Asia crossed the million dollar mark to $1.2m from a mere $90k since 1H07 for 1H08.

Beijing Olympic 2008

ISDN’s involvement in the Beijing Olympics started from the time when the Bird’s Nest was being constructed. ISDN’s motors were used in the auto-welding equipment during construction and anti-vibration motors were provided to vehicles attached with cameras to capture athletes’ pictures while the vehicle is on the move. During Li Ning’s run in the air, projectors and sensors equipped with Maxon motors controlled the timing and angles which the images appear.

Future Prospects

With the semiconductor business fading away, ISDN has switched its focus to applications for offshore marine and energy sectors. Based on its knowledge and expertise, ISDN has embarked on the development of solar panels, which ISDN’s MD Teo Cher Koon explained would provide significant returns in time to come. Motion control systems are used to control the speed and positioning of lasers during which the lasers cut precisely on the solar panel in manufacturing.