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X-mini reshuffles its C-suite with new CEO and COO

Former Group Chief Executive Officer (CEO) of Onwards Media Group, Hoong He Hin has been unveiled as the new CEO of the award-winning local audio brand, X-mini.

Announced today at the media event where X-mini showcased its latest audio products, He Hin will take over the position from the co-founder and former CEO, Ryan Lee, who will now serve as the brand’s Chief Technology Officer (CTO).

The new CEO of X-mini is no stranger in the technology sector. With more than 15 years of experience in the industry, he brings with him a wealth of knowledge in business development, which will prove vital to leading X-mini to new heights.

He Hin said:

“X-mini became a success story for Singapore consumer technology and innovation when it launched its groundbreaking capsule speaker in 2007. We look forward to taking X-mini to new heights by expanding into new product categories, as well as providing more digital content to our customers in the future. We also plan to double total staff strength from 20 to 40 to build our engineering, product management and sales and marketing teams, in order to meet market demand for new product offerings.”

The reshuffling also saw another new face, Keith Wong, who will take on the role of Chief Operations Officer (COO) to manage X-mini’s day-to-day operations and drive product sales. Keith shared that the appointment of He Hin will see X-mini expand into a new direction and the new role for Ryan will help drive product innovation.

He said:

“His (He Hin) experience in opening distribution channels worldwide, streamlining production processes and securing strong collaborations with large organisations will see a positive step in our growth. Not only will he lead the brand as we look at expanding into the digital content arena, but his appointment will also allow Ryan to focus on what he does best – product innovation.”

The new changes to the management could mean a new era for X-mini as they plan to explore the use of artificial intelligence (AI) in its future products.

The company had recently secured its second series of funding of S$5 million from private individuals and corporate investors.

X-mini shared that the “latest round of funds will see the audio brand expand its product range into earbuds for the first time, as well as move beyond hardware and into the digital arena.”

Without giving much away, Ryan said:

“AI and the Internet of Things (IoT) provide a treasure trove of opportunities for the brand, as we continue to innovate by leveraging on our expertise in audio engineering and delivering great sound to consumers moving forward.”

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Mark Ko

Hi there! I am the Founder of Tech Coffee House. I love how technology changes the world and how it is used to improve people's lives. I review almost everything that the tech world has to offer. If you have something for me to review, media invites and news that you think will benefit my readers, drop us an email. I'm very friendly. Look at my photo. Tell me I'm not. Haha!

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