Why running an e-commerce business is similar to growing wheatgrass (handout)
by Edward Ling, Chief Executive Office, Easy Pha-max International

Edward is known for his wheatgrass business, Easy Pha-max, and later on decided to venture into the creation of SMILDS. His constant interaction with entrepreneurs inspired him to expand using the model that worked for his other businesses.


Moving Towards 4th Generation E-Commerce (handout)
by Eddie Lee, Chief Information Officer, Platform2U

Eddie believes that we are moving towards 4th generation e-commerce where social networking and e-commerce is integrating into one that inspired the design of SMILDS. The site aims to provide an end-to-end e-commerce architecture making it easy for SMEs to get into e-commerce. It is one of the few solutions available today that has an e-commerce engine, online payment, and courier system all integrated in one site.

Speaker profile:

Edward Ling

Edward Ling is the Chief Executive Officer of Easy Pha-max Int'l for English and Spanish markets including the Philippines, USA and Americas and Trinidad & Tobago. Easy Pha-max is one of the fastest growing young companies in the country pioneering in the distribution of Wheatgrass Powder and Wheatgrass-based health products in the country. Leveraging on bio-technology and Blue Ocean platforms, Easy Pha-max Philippines with the acclaimed leadership of Mr. Ling, was able to create a notable business model that is second to none in the health and wellness industry.

He is also the Chief Executive officer of Platform2u.com Philippines Inc., one of the upcoming e-commerce platform companies in Asia first to be recognized with a Multimedia Super Corridor (MSC) status by the Malaysian Government. An avid aspirant of crafting the extraordinary out of the commonplace, Mr. Ling has trod the road of entrepreneurship for 15 distinguished years, started as a director of an import and export company in Malaysia, Joterapo Sdn. Bhd.

Prior to Easy Pha-max Philippines and Platform2u.com, he assumed the position of Chief Executive Officer for 3 years for INS USA, a subsidiary of INS Bioscience Berhad (INSBio) the first listed bioscience technology company in Malaysia that specializes in the scientific research and development (R&D) as well as commercialization of bioscience products. Edward is one of the most notable products of the Methodist College in Penang, Malaysia. He also took an Advance Diploma in Business Management at West Glamorgan United Kingdom.

He is a member of the internationally acclaimed Full Gospel Businessmen Meeting International – both in Kuala Lumpur, and Los Angeles California dating back from 2003 to present. A strong believer in the potential success of the Philippine e-commerce industry, Mr. Ling, with a rock solid team to back his remarkable headship, now envisions expanding the English and Spanish markets for Platform2u.com and strategically projects a success path for its flagship product, Smilds.com.

Eddie Lee

As the Chief Information Officer, Eddie oversees the overall growth of Platform2u.com information system division. With more than 8 years experience in the IT sector, his responsibilities include the development of the entire Platform2u.com B2B2C2C platform systems, IT infrastructure implementation and enforcing a Service Level Agreement (SLA) in the company operation.

Eddie is also part of the Technology Steering Committee for Platform2u.com in creating and driving the company overall technology and growth strategy.

Prior to joining Platform2u.com, Eddie was the Service Delivery Director with Privisia Sdn Bhd, a leading Malaysian IT Outsourcing Solution Provider with MSC Status. He led a group of 25 FTEs to provide IT support to Westports Malaysia Sdn. Bhd., which includes IT Infrastructure comprises of IBM Mainframe, Sun Solaris Servers, Cisco Network, and IT Security System. For two years in Privisia, Eddie successfully delivered a high uptime of 99.95% SLA on the overall IT Infrastructure to the client.

Prior to that, Eddie held the position of a Senior Operations Manager and Head of Outsourcing Division in Intradeco Sdn Bhd, an IT Outsourcing solution provider in Penang. During the four years service with Intradeco, Eddie led more than 80 IT engineers to provide IT support role and Onsite IT Support services to Intel (M) Bhd. He works closely with the counterparts from the global Intel divisions from Malaysia, China, Philippines, India, US, Ireland, Isreal, Costa Rica and Singapore to ensure high level of service quality delivered to the global sites. Eddie also assisted in several key projects of transition of Intel Service Desk from Intel Folsom, US and St. Jose, Costa Rica campuses to Intel Penang campus. Eddie also led the company to complete the MSC Status application (SSO sector) under its initial start-up, Resoft Synergy Sdn. Bhd. in Year 2006. Eddie holds a MBA in e-Business from University of Southern Queensland and a higher diploma in Computer Science from Penang Skill Development Centre, Malaysia.