DAG Electrophonic Thrives on New Inventions and Solutions
by Kang Siew Li
New Straits Times
(October 9, 2002)
What makes an entrepreneur - and a good one at that? Darren Aster Gunasekera,
the founder, chief executive officer and chief research officer of one of
the country's leading and most innovative research and development (R and D)
companies DAG Electrophonic Sdn Bhd has the attributes.
While still in secondary school, Gunasekera was already inventing his own audio
and speaker systems while his peers ponder on their future goals. At that age,
this enterprising and creative teenager has decided to use his talents to
create products that would benefir all consumers. His goal then and today
is , 'To create goodwill by giving the customers the best value for their money".
In August 1998, after much experience-gathering and learning, Gunasekera fulfilled
the first-stage of his dream by setting up DAG Electrophonic.
Over a period of two years, he fulfilled his main goal of giving customers
the best value when he signed a contract making EON Trading Sdn Bhd the national
distributor for his invention "Vibramat", sold under the name "Acoustic Shield".
The Vibramat Acoustic Shield is a semi-synthetic elastomer-based sheet,
developed to reduce the transfer of engine heat and vibration as well as
reduce interior noise. It was the result of the company's initial R and D
work on vibration and acoustic dampening material for use in bass reinforcement systems.
The Vibramat range of products consists of bonnet liners, trunk-lid liners,
roof liners, trunk-bed liners and firewall shields.
Today, this product is seen on most national cars and response from other
carmakers and international distributors has been very positive. In fact,
Vibramat was awarded the Bronze Medal by the Science, Technology and Environment
Ministry during the 2001 Invention and Innovation Competition.
In 2000, Gunasekera included his second invention called "Vibramat Acoustic Tile",
which is a new generation multi-laminated noise and vibration dampening
system that allows for minimal material use and weight additions into a
vehicle based on its truly unique "fork" design.
The Acoustic Tile was recently recognised by the international community
for its breakthrough benefits and features as it was awarded Bronze Medal
at the 30th International Exhibition of Inventions, Techniques and Products held in Geneva.
The beginning of the new century also saw Gunasekera begin work on developing
new intelligent electronic solutions for the car sector. In 2001, he successfully
showcasted two patent protected electronic inventions known as "e-Cool" and "e-Light"
at the local Science & Technology Exposition.
e-Cool is an affordable, pure intelligent electronic cooling and safety solution
designed to keep a vehicle's interior cooler by up to a 15 degrees Celsius
when parked under the hot sun. A world's first, e-Cool is designed to keep
the cabin fresh without using an ioniser and it can lenghten a battery life-span
by actively reminding the driver to properly maintain the battery when fluid levels are low.
The company has received tremendous resonse for this invention from the US,
West Asia, Singapore and other countries.
Meanwhile, e-Light is an automatic light controller that will upgrade a vehicle's
existing lighting system to equal those found on luxury cars, but at a lower cost.
It is the first Malaysian design using digital technology, which has an automatic
and intelligent control of the vehicle's evening lights and headlights in
all situations. This invention is expexted to be launched by early next year.
Both e-Cool and e-Light have been developed, tested and refined and have
sucessfully passed stringent seven-year life-cycle reliability tests by the
Malaysian standards rating agency, SIRIM Bhd.
For the first time in 2002, Gunasekera also showcased his latest invention
"Virtual Speaker" to an international audience at the international exhibition in
Geneva. The Virtual Speaker is designed to create surround systen without additional
speakers and amplifiers. This innovative design won the Bronze Medal at the
Geneva exhibition and will be launched in the US for the mass market by the end of the year.
Today, DAG Electrophonic's products are sold abroad, especially in the US and
Latin America. In Malaysia, these products are sold by EON Trading and the other agents.
Gunasekera said the company's goal is to increase its export market share to more
than 60 per cent in the near term. DAG Electrophonic reported sales of RM3.2 million
last year. Its customers for the Vibramat products range include EON, KIA, Daihatsu
and the overseas market.
Aware of the importance of the customer service, DAG Electrophonic has recently
set up an after-sales support unit to handle queries or complains with regard to
technical and services issues.
"We also provide product knowledge training as well as on-site product installation
training to our distributors on a regular basis," said Gunasekera.
Gunasekera pointed out that DAG Electrophonic fully embraces Malaysia's call to develop a k-economy.
"Our goal is to develop, build, and direct our resources and efforts toward
this vision," he said.
In terms on knowledge expansion, Gunasekera said that the DAG group's ability
to invent new products and offer new solutions for the mass market is the key
indicator of its success.
"Many R and D companies lack the continous flow of creativity and innovation.
Similarly, many are unable to commercialise their inventions for the benefit
of the public as well as for financial gain.
But at DAG, we have successfully achieved all, and over a short period of time.
The company is still at a growth stage, and an average annual growth rate of
30 per cent over the next three to five years is realistically achievable,"
Gunasekera concluded.
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