PHOENIX: It is a picture of calm at the Gila Bend Air Force Auxiliary Field in Arizona. Night has fallen and all is quiet, save for a few Republic of Singapore Air Force personnel milling about with mini torchlights.

In a modified trailer beside a dark, empty stretch of runway, Second Lieutenant (2LT) Luis Lo is calm too, but focused. The Heron-1 unmanned aerial vehicle (UAV) pilot, on his first overseas exercise, is readying his craft for take-off.

There are three Heron-1 UAVs involved in this year’s Exercise Forging Sabre, which the Singapore Armed Forces has been conducting in the US. The drones provide eyes on a target, giving a clear picture for air and land shooters to finish it off.

2LT Lo is a full-time national serviceman (NSF) – the only NSF who can operationally fly the Heron-1 UAV. But the 21-year-old is far from being a novice, as he confidently rattled off flight jargon to his pilot-in-command, who was seated to his right.

In front of him were multiple screens showing a real-time view from the drone, its fight parameters and radar information. His hands lingered on a joystick and a mouse.

It might sound like a gaming set-up, but flying a UAV is serious stuff, 2LT Lo said earlier. “It’s a vocation where mistakes are not easily forgiven.” Every stage of flight is a slip-up waiting to happen.

So, every stage completed is celebrated. “The time that we actually do take off – that’s the first milestone,” he added. “That means you did your job well. You managed to get the aircraft airborne on time.”

Now that the craft is in the air, it is a case of multi-tasking with both hands and eyes. Flying is “more of a click and drag type of thing”, 2LT Lo said. “But we give manual inputs to the aircraft as well.”

This means that the pilot has to ensure that flight parameters like airspeed and altitude are consistently optimal, something that counts as the “bread and butter” of the job.

“Flying a UAV, we are stuck in the station, so it’s not like driving a car, where you can feel the reaction of the car,” he added. “The only part we can breathe is when the aircraft has established a flying altitude.”

Next up is actually seeing a target on the screen, which 2LT Lo said brings a wave of relief, because it shows he studied the terrain properly and now has eyes on the enemy. But this quickly changes to the anxiety of “I better not lose this target”.

“So, it’s a roller-coaster of emotions,” he added. “But the word focus comes back again because you would try to stabilise your hands and maintain your course on the target.” This is done while listening for instructions from commanders.

It is a taxing job, but 2LT Lo is not alone. The pilot-in-command can operate the drone’s camera during crucial missions.

What’s next? “It depends on whether they want us to strike or observe,” 2LT Lo replied. 

2LT Lo said the most satisfying thing is seeing a bomb go off on a target he successfully located and observed. “The moment is a bit surreal, that actually as an NSF, you get to do that.”

Still, with great power comes great responsibility, and 2LT Lo is fully aware of this.

“I understand the magnitude of the tasks at hand,” he said. Simple things like noting down information must be done carefully too, he added. “If the wrong details are broadcast, the whole mission will turn upside down.”

TOUGH TRAINING

The fact that success is so crucial for UAV missions means training is “pretty stringent”. When 2LT Lo was still a trainee at Officer Cadet School (OCS), a fellow trainee – and buddy – dropped out.

“Not everyone makes it through training,” he said. “This vocation demands a certain level of character and skill set. I guess it requires more determination and psychological cognitive skills.”

His buddy could not graduate because he failed to complete a specific number of sorties, something 2LT Lo compared to driving tests.

“Immediate failures include flying outside the boundaries or flying in an unsafe manner,” he said. “If you rack up enough minor failures like lights not being configured properly, you would fail the sortie as well.”

Naturally, 2LT Lo was sad about his buddy. After all, they were the only two in their batch to be posted to become UAV pilots. “He dropped out almost three-quarters of the way through, so it affected morale a bit.”

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2LT Lo started questioning his ability, but family and friends pushed him on. His commanding officer told him to have faith because he was picked by a system that had “run you through its matrix”.

After a week, 2LT Lo and his buddy were already laughing it off. His friend told him to do his best. “After a while, you realise that you still have to go on,” he said.

MOVING FORWARD

It has been nearly three months since 2LT Lo became operational, and he has about eight months to go before he completes his NS.

But 2LT Lo has decided against signing on so that he can pursue an economics degree at Nanyang Technological University. While he had considered becoming a regular, he wants to complete full-time studies first.

After that, who knows? 2LT Lo has not ruled out returning to the force, or working in the commercial drone industry back home.

“Singapore has a lot of talk about it, but things need to be firmed up first,” he said. “When more solid frameworks come into mind and there’s a need for such a skillset, I might consider it.”

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After all, the Temasek Polytechnic graduate, who has a Diploma in Aviation Management and Services, has always had a passion for flying. This started young when he travelled a fair bit with his parents, who are long-time cabin crew.

When he got posted to become a UAV pilot, they were delighted for him. “My mum’s mentality was like, good for you – no need to go outfield,” he said with a laugh.

2LT Lo might belong to a pretty exclusive group of NSFs who can fly UAVs, but he said this is never the focus.

“I have very close friends from all the other services and vocations, so I feel that as long as we are all doing our part, it doesn’t make a difference because we are all serving our nation.”

SINGAPORE: An international outlook has always been key to Singapore’s success, but never has it been more critical than it is today. The internet has lowered the barriers to entrepreneurship, allowing more businesses to punch above their weight and go global more quickly.

Singapore’s Finance Minister Heng Swee Keat noted as much in a recent speech, remarking on the need for businesses here to leverage technological advancements and trade liberalisation that have reduced distances and extended companies’ reach to international resources and customers.

For businesses in Singapore keen to experiment in new markets, China presents a massive opportunity. 

China has over 731 million internet users today – about the same as the entire population of Europe. Young, affluent and mobile-savvy consumers in China will power its economy for some time to come.

Chinese shoppers also spent 5.16 trillion yuan (S$1.05 trillion) online in 2016 – almost double the amount spent in the US (S$535 billion). And these purchases are increasingly made from businesses overseas – Chinese consumers are expected to spend over S$204 billion on foreign goods by 2020.

Yet China is also one of the world’s most complex markets, so it’s worth examining some of the challenges of navigating its unique internet ecosystem before getting started. 

Over the past year, we’ve had a chance to learn a lot from our users and partners about selling cross-border to Chinese consumers. Here are some of those lessons.

1. FACTOR IN THE CHINESE DIASPORA

Before you start out, consider how you can learn from the estimated 50 million Chinese citizens living overseas – as this is a powerful community of influencers to friends and family back in China. Many businesses find that the take-up rate among Chinese consumers grows organically through this diaspora community, as well as through social networks like WeChat.

Similarly, consider the influence of Chinese education networks among Chinese students and alumni who may be living or studying overseas. Making a good impression on a handful of customers could spark interest across their friends and social media contacts, at home and abroad.

2. LEARN FROM BUSINESSES THAT TRIED, FAILED OR SUCCEEDED IN CHINA

Get some candid advice by speaking with other companies who have gradually experimented with serving different Chinese consumer segments. 

Also, a lot can be learned by speaking with investors who have invested in Chinese companies, or by speaking to international companies who have succeeded or failed in China – the failures teach just as much, if not more.

Leading Chinese companies like Alibaba and Tencent have a wealth of knowledge about Chinese consumers and share some consumer insights publicly.

3. OPTIMISE FOR MOBILE

It may sound obvious, but it’s especially critical to get mobile right in China. 95 per cent of China’s internet users are on mobile, and mobile commerce accounts for 71 per cent of Chinese e-commerce.

When Chinese consumers are accustomed to ordering groceries, meals and even pet-grooming services via mobile, businesses need to meet consumer expectations, from responsive design to seamless checkout experiences.

4. OFFER FAMILIAR PAYMENT METHODS

Offering payment methods that Chinese consumers use daily is essential. Alipay and WeChat Pay represent two of China’s most widely used payment methods and dominate the US$5.5 trillion mobile payments market in China, with 92 per cent market share between them. 

Since many Chinese consumers value convenience and familiarity when shopping cross-border, offering these payment methods will help you serve your customers better.

5. OPTIMISE FOR DISCOVERY

Getting your product discovered in China is extremely challenging if you’re an overseas business. 

Leveraging powerful Chinese e-commerce ecosystems, like Tmall, can be a relatively low cost way to both get discovered and learn about the Chinese market before making a larger investment. Alternatively, deal sites like DealMoon or 55Haitao in China can also help generate early traction.

Similarly, optimising for Chinese search engines like Baidu and Soso, which are far more popular in China, is also important. Local technology vendors can help restructure website content so it’s more compatible with the Chinese internet infrastructure on things that impact the consumer experience like load times and keywords.

6. UNDERSTAND CULTURAL NUANCES

As demonstrated with Alibaba’s numerous e-commerce platforms, customers in China like to see the products from many different angles. Consider increasing the number of product photos on your website as part of the shopping experience to better meet expectations.

Further, Chinese consumers often expect to build a relationship with the seller before a purchase. The widespread popularity of WeChat and availability of other real-time tools in Alibaba’s e-commerce ecosystem mean Chinese consumers have come to expect near real-time responses from businesses when buying goods and services.

Offering a chat feature and using customer support tools to automate responses on your website could help meet these expectations and bridge gaps in time zones and cultures. With miles between businesses and their customers, coupled with potential cultural gaps and language barriers, spending a little extra time to set up your internal customer support platform can go a long way.

While the Chinese cross-border landscape is complex, it also presents a huge opportunity for Singaporean businesses, especially as the rising Chinese middle class continues to drive greater demand for authentic goods and international experiences online and overseas.

Piruze Sabuncu is head of Southeast Asia and Hong Kong at Stripe.

SINGAPORE: The President’s Star Charity raised S$7.66 million on Sunday evening (Dec 10).

In its 24th edition, the show – themed “It takes all of us” – aims to inspire the community to do their part to help the less fortunate. The proceeds will go to 52 charities under the President’s Challenge, including Community Chest, Association of Muslim Professionals, Singapore Red Cross Society and Alzheimer’s Disease Association.

The two-hour event took place at MES Theatre at Mediacorp, with President Halimah Yacob making her first appearance as guest-of-honour on the show.

“It really doesn’t matter how much you contribute, the most important thing is that it came from the heart,” said Madam Halimah in her opening speech.

“I’ve seen so many hearts coming together to support the President’s Challenge – people from all walks of life – who come together to give, contribute and do their best. We have professionals, corporate sponsors, foundations, religious groups – we also have children – kindergarten children that came together to bake cookies and to raise funds for the President’s Challenge. It’s really, really heartwarming.”

This is also the first time where the charity show has extended beyond the theatre – members of the public joined radio personalities like Joakim Gomez and Sonia Chew to pack and distribute goody bags to 336 senior citizens and low-income families living in HDB flats.

“On behalf on the 52 beneficiaries, I want to thank all of you. I want to thank everyone for your hard work and your effort in making this possible. I look forward to working closely with everyone for many more years to come so that we can come together and build an inclusive and caring society,” Mdm Halimah added.

Hosted by television personality Gurmit Singh, news presenter Glenda Chong, actor-host Paul Foster and radio host and actress Kimberly Wang, the show also featured a star-studded line-up that included and international celebrities like Grammy Award-winner Daniel Powter, best known for his chart-topping hit Bad Day.

Singapore’s veteran artiste, Rahimah Rahim, also made her fifth appearance on the show by performing an opening song with 22-member orchestra Orkestra Melayu Singapura.

Actress Rebecca Lim went on the piano and played alongside the TENG Ensemble, a group that blends traditional and contemporary tunes, to perform four childhood songs in Mandarin and Malay.

A repeat telecast of the show will be broadcast at 5pm on Dec 16 on Channel 5. Viewers may also catch the show via catchup on Toggle from Dec 16. 

The public may call in to make donations of S$10, S$50 and S$100 up till midnight on Dec 16 by calling the following numbers:

For a S$10 donation: 1900-112-8821

For a S$50 donation: 1900-112-8822

For a S$100 donation: 1900-112-8823

Members of the public can also donate online or use the Dash app to send in their donations.

SINGAPORE: President Halimah Yacob will make her maiden appearance as guest-of-honour at the 24th edition of the President’s Star Charity on Sunday (Dec 10) evening.

The charity show, set to take place at MES Theatre at Mediacorp, aims to inspire the community to do their part to help the less fortunate.

Proceeds from the event will go to 52 charities under the President’s Challenge, including the Community Chest, Association of Muslim Professionals, Autism Association, Singapore Red Cross Society and Alzheimer’s Disease Association.

Themed “It takes all of us”, this year’s show promises a star-studded line-up that includes local and international celebrities such as Rebecca Lim and Grammy Award-winner Daniel Powter, best known for his chart-topping hit Bad Day.

Veteran local singer Rahimah Rahim, who will make her fifth appearance on the show, will open the programme with a performance together with 22-member Orkestra Melayu Singapura.

Actress Rebecca Lim will go on the piano with the TENG Ensemble, a group that blends traditional and contemporary tunes, to perform four childhood songs in Mandarin and Malay.

This is also the first time the public can actively give back to the community by doing more than just donating during the event – members of the public are joining radio personalities such as Joakim Gomez and Sonia Chew to pack and distribute goody bags to 336 isolated elderlies and low income families living in HDB flats.

And in the name of charity, artistes will also team up with music groups and cultural organisations to perform a medley of multi-cultural numbers.

For example, artistes including Pierre Png, Paige Chua and Paul Foster will partner the Gunong Sayang Association to perform a dance while serving traditional Peranakan desserts to guests.

The public may call in to make donations of S$10, S$50 and S$100 up till 11.59pm on Dec 16 by calling the following numbers:

For a S$10 donation: 1900-112-8821

For a S$50 donation: 1900-112-8822

For a S$100 donation: 1900-112-8823

Members of the public can also donate online or use the Dash app to send in their donations.

The President’s Star Charity will be broadcast live on Channel 5 and Toggle from 7.30pm to 9.30pm on Sunday.

A repeat telecast of the show will be broadcast at 5pm on Dec 16 on Channel 5.

SINGAPORE: In 2011, the Danish government became one of the first governments in the world to levy a tax that targeted unhealthy food.

Hailed as a progressive move, the Danish fat tax was supposed to be a prime example of how governments used policy to help people, who are notoriously irrational, make better decisions.

But the tax on foods that had elevated levels of saturated fat turned out to be an experiment that went horribly wrong.

Instead of switching away from unhealthy foods, Danes hoarded items such as butter to prepare to avoid paying the tax. And when the tax came, they simply crossed the borders to Germany to buy the foods that were being taxed.

It hurt retailers and led to the loss of thousands of jobs. The situation got so bad that just a year after it was implemented, the Danish tax ministry withdrew the tax.

A tax on sugar here in Singapore has been discussed as a serious option for the government as it looks for a way to not just address public health concerns, but potentially meet rising spending pressures.

Just last month, at the People’s Action Party annual convention, Prime Minister Lee Hsien Loong suggested that a tax hike was on its way.

“(Finance Minister) Heng Swee Keat is right when he said that raising taxes is not a matter of whether but when,” said PM Lee.

His speech sparked frenzied speculation about what, when and how much taxes will be raised.

But while raising taxes on goods such as sugar, alcohol and cigarettes may seem tempting, the Danish experience shows sin taxes can lead to unintended consequences.

THE CASE FOR SIN TAXES

The rationale behind these “sin taxes” is an appealing one. It achieves two aims with one move: Reduce consumption of undesirable goods while boosting government coffers.

Excessive gambling, for instance, can destroy families, result in broken homes and lead to many other social ills. Smoking and drinking are also linked to a host of health problems which eventually result in higher health costs for the state. Sugary drinks are also a big factor in health problems such as Type 2 diabetes and obesity.

To this end, there is a body of growing evidence to show taxes do work to reduce consumption.

Take taxes on soda for instance. In 2014, Berkeley in California became the first US city to pass a tax on sugar-sweetened drinks.

According to a new report in the journal PLOS Medicine, researchers found that one year after the tax was implemented, sales of sugar-sweetened drinks in the city plunged by almost 10 per cent.

Similarly, a sugar tax in Mexico seems to have done the trick. A study showed that there was a 5.5 per cent drop in the sales of sugary drinks the year after the tax was introduced. In the second year, sales declined by a further 9.7 per cent.

TAXING THE SINNER, NOT THE SINS

But such taxes are not without its flaws and any move to impose new or raise current taxes should be made with some caution.

For one thing, these taxes are regressive. Studies have shown lower-income groups tend to suffer the brunt of sin taxes, especially on tobacco and sugar.

According to the 2013 Singapore Household Expenditure Survey, the bottom 20 per cent of households spend 9.7 per cent of their income on food. The figure for the highest earning households was just 4.8 per cent.

Given that sugar is a common ingredient in many of the cheaper options for food, the tax places an unnecessary burden on lower-income groups, National University of Singapore economist Euston Quah has argued in an editorial.

Second, implementation can potentially be messy.

Some countries such as Mexico have introduced taxes that target soft drinks. But it is difficult to distinguish what exactly is an undesirable drink.

For instance, are bottled fruit juices considered soft drinks? Many companies market them as being health drinks but they are equally unhealthy. A study by the journal Nutrition showed that the amount of sugar in some of these fruit juices are close to the levels in soft drinks.

One alternative is to target sugar levels but this leads to another problem: What about processed food, which contains high levels of sugar?

There is also the question of white rice and other local foods such as noodles, gula melaka desserts and teh tarik. Such food items are also big contributors to the risk of diabetes. Should these foods also be taxed?

Third, people may simply avoid such taxes altogether. In the Denmark case, the Danes simply went to Germany and Sweden to get their butter fix. It would not be unthinkable for Singaporeans to drive to Johor Bahru to buy their sugar in large quantities, as some do now with infant milk powder.

The rise of e-commerce also means individuals may end up buying sugar and sugary products directly from retailers overseas. It may be difficult to enforce the tax on thousands of such parcels moving through the borders every day.

These pitfalls show that raising taxes on sinful goods is fraught with challenges and can result in unintended consequences.

Taxes that target the sin may end up punishing the sinner instead.

Aaron Low was the former deputy business editor with the Straits Times and is currently a partner with content marketing agency The Nutgraf.