CEO Insights Magazine

In Singapore, the startup ecosystem has seen a surge in companies focusing on AI that blends machine learning, data science, and Generative AI and Multimodal AI to solve industry’s problems, create content and draw new insights in new ways. Many of these startups have begun developing AI solutions aimed at revolutionizing various sectors, from finance and healthcare to retail and entertainment. Among these trailblazers is Otonoco AI, led by Jong Hang Siong. Jong Hang began his career in 2000 as a software developer, spending over a decade building enterprise applications using Java. By 2012, he had relocated to Singapore, transitioning into Big Data, data science and AI roles. He kickstarted his Big Data career in Singapore at a small company to support its entry into Big Data, alongside with his role as a certified Hadoop trainer, where he trained hundreds of professionals across sectors from various countries. He’s also an avid learner having obtained academic and professional credentials through online learning platforms in AI, Data Science, Engineering, Mathematics and Medicine.

In May 2023, Jong Hang launched Otonoco AI in Singapore, where he now leads as Chief AI Architect and Fullstack Developer, focusing on AI-enabled SaaS and mobile application development that capitalizes on the advent of Generative AI. His technical stack includes Google GPC tools such as Vertex AI and Firebase, Next. js, Typescript, AI agents and more. Facing challenges in funding and co-founder selection, Jong attributes his startup’s success to his network of experienced colleagues and support from his family, essential for navigating the 24/7 demands of startup life. Let’s hear more from Jong Hang Siong in this one on one interaction.

Tell us about the strategic insights & governance expertise you lead the company with today.
In leading Otonoco AI, strategic insights and a commitment to effective governance guide my approach. Selecting the right co-founders was key to establishing a robust leadership team. Each brings essential and unique expertise. My co-founder Danial Hui, who was the Head of Technology at AirAsia, brings with him an extensive experience and leadership in managing large mission critical systems. Crystal Saw, our Chief Revenue Officer, brings deep insights into regulatory challenges from her finance background whom I met at a startup accelerator program. Byunghee Kwon, my former colleague, adds extensive AI business development experience by leveraging on the global presence of Korean companies.

In coping with various challenges building a startup, I abide by 3 principles. The first, inspired by Mark 9:35, emphasizes humility and service, recognizing the importance of learning from everyone, regardless of their statuses roles. The second, from Matthew 7:7, is about constant inquiry, seeking truth and basing decisions on thorough analysis and team insights. The third, from an ancient Greek philosopher, reminds us of the importance of deliberate action, that the choice to act or refrain is a powerful tool in leadership and integrity. 

How do you drive a culture of innovation among your team?
Addressing the unmet needs of the industry has been a powerful driving force to cultivate innovation culture for our team. It encourages, motivates and inspires problem solving so that the team can develop novel solutions to overcome obstacles not previously possible. In addition, it fosters user and problem-centric approach to make useful, usable, practical and costeffective solutions while opening up new markets and niches.

Another important factor in cultivating innovation culture is encouraging experimentations using new tools such as code-assistant, new machine learning and Generative AI techniques to find optimal and cost effective approach. These experimentations often led to serendipities that subsequently led to new ideas and novel techniques with the most recent one culminated in Nakhoda, our SaaS solution to address the complexity of regulatory monitoring and compliance for the Capital Market. It also allows us to create an environment where innovation is both accessible and impactful, inspiring team members to think beyond traditional boundaries and make tangible contributions.

How do you keep the company at the forefront as a leading AI solutions developer in a competitive market?​
My co-founders are the most valuable resources because of their unique perspective, experience, professional network, knowledge and insights in helping to keep the company at the forefront in making AI-enabled products. Actively engaging in constructive discussions to gain industry insights is essential to meet shifting market demands in order to stay relevant. Additionally, engage in debates and analyse arguments from various perspectives, followed by applying first-principles thinking to distill these viewpoints to their core. This allows us to reassess whether our solutions effectively address current challenges, identify potential gaps, anticipating threat to ensure our platform remains adaptable to emerging needs and ready to be repurposed to address other problems. The same goes to talents so that we are ready to adapt and learn new knowledge and skills to tackle new challenges.

What excites you for the next chapter of your journey, moving forward?
At Otonoco AI, there is a strong focus on advancing AI in education to redefine its purpose, moving beyond traditional pathways. We aspire to make AI more proactive in guiding the learners to realize their potential which in turn make the learners more proactive. Additionally, we’re embarking on Embedded AI, which brings machine learning models directly onto mobile devices. The benefits of it is far reaching. For example, Medical professionals can use it to assess patients and medical images quickly out in the field and patients can use it to stay informed better to make decision when nobody else is around.

Could you share advice for aspiring leaders in this industry, based on your experience?
Building a startup can be one of the most challenging paths you can take. It will demand your time and could impact relationships with family, and even take a toll on mental health. If you have something, built, begin by interrogating yourself with a lot of “so what” questions to determine if your solution matters, is useful, usable, meaningful, impactful and valuable to the users. In choosing your co-founders, consider also traits like integrity, humility and tenacity. Finally, maintaining good relationships with your co-founders and others can be as easy as listening more.

Jong Hang Siong, Founder & Chairman, Otonoco AI
Jong Hang Siong is the visionary Founder, Chairman, and CEO of Otonoco AI, a pioneering firm in AI driven automation solutions. With expertise spanning AI, machine learning, and digital transformation, he drives innovation that empowers businesses to streamline operations, enhance efficiency, and achieve strategic growth through cutting-edge, data-driven technologies.