Read more about the Management of our company.

Joseph Lian


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.

Patrick Hu

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.

Joe Lo

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.

Ken Hutchins

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.

Alejandro Placitelli

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.

Rajesh Tawde

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.

Erik Steger

Regional Sales Director – Europe & R.S.A

Erik Steger has 15 years of experience in the security solutions industry, working for various companies focusing on ID solutions, cards and payment. After graduation from University (Degree in Business Communications) Erik worked with Oberthur Technologies in project management and account management and finally headed Business Development in the Benelux focusing on financial institutions. This was followed by a role at Bundesdruckerei (German Federal State Printing House / Credential and Banknote production) where he was responsible for Business Development in the Middle East and Asia and a further Business Development role covering Europe at L-1 Identity Solutions. Erik joined AdvanIDe from Optaglio where he was a director and member of the board.

Mark Goh

Director Sales ASEAN & 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.

Alex Mak

Regional Sales Director – North Asia & ANZ

Alex joined AdvanIDe in January 2015 as Regional Sales for North Asia & ANZ; Prior to that, Alex have spent 10 years with NXP Semiconductors, Business Unit Security & Connectivity, as a Senior Business Development Manager for South APAC region.
During the employment with NXP, Alex has gained good exposure & built relationship with many leading supply chain partners, including transport operators, financial service providers, government bodies, system integrators, consultants, reader and card manufacturers within APAC. Prior NXP Semiconductors, Alex worked for Silicone Storage Technology & Philips Semiconductors as an Area Sales Manager & Regional Account Manager (Motorola Asia Pacific & GEMPLUS) respectively.
Alex currently holds a Bachelor of Business Administration Degree from the RMIT University in Australia and a Double Diploma in Electronics & Communication Engineering & Strategic Marketing from the Singapore Polytechnic.

Joris Jourdain

Segment Head Secure Access Management

Mr. Jourdain has 17 years of engineering, product management and marketing experience, most recently with NXP where he was senior product manager for the company’s reader offering, in charge of open controller solutions focused on the company’s eID, access control and payment business lines. He also managed NXP’s Independent Design House (IDH) initiative, and was responsible for launching the company’s first five IDHs. Prior to NXP, he was senior product manager for Identiv’s eID, USB and Access Control reader product lines. He joined Identiv from Fasver, now part of the ITW Security Division, where he was RFID product line manager in charge of product and marketing strategy proposal development for the company’s ePassport inlays, and product management for its ID and anti-tampering tag product lines. He has a physics engineering degree from the Ecole Nationale Supérieure de Physique de Marseille, and speaks English, French and German.

Timothy Ngui

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.