Meet the Team

The team comprises a group of professionals with backgrounds and years of work experience in industries spanning the software, gaming and construction businesses. We believe we are well placed to take the company forward from the R&D phase, through prototyping and on to the commercialization of our products within a number of industries. Our particular strengths and alignments within the construction industry will provide a good launch platform for a number of our initially planned products.

We have included below a snapshot of selected members of the team behind Objective World. Get to know them better through our recent video interview by Microsoft Innovation Center. If you feel like being one of them, we invite you to join us. Our doors are always open.

Dr. Peter Key, CEO

Picture of Peter Key Peter has more than 25 years of experience in the construction industry, focusing on structural engineering, technology research and development, marketing and business development. His frustrations with the construction process, its inefficiencies and the continual necessity to "reinvent the wheel" due to loss of business knowledge in the usual cyclical ups and downs of the construction industry caused him to turn his attention to innovative ways of stemming this loss. His early attempts at C++ programming convinced him he had better not give up his day job. Instead Peter laid the foundations and assembled the professional team for Objective World, for which he now offers his domain expertise, product vision and direction.

Peter received PhD in Structural Engineering from University of Sydney. In both his personal and business capacities, he has also written and presented numerous papers in refereed journals. He enjoys swimming (previously competitive level), surfing, fishing, reading about technology and wondering how to abuse it.

Thomas Cheah, CTO

Picture of Thomas Cheah Thomas started software programming when he was 13 on his first Intel 80286 PC with 1 Megabyte of RAM. He enjoyed developing games, realizing it was the most exciting way of learning various hardcore technologies. Unfortunately, as he never had the talents in artwork creation, most of his early games never make public appearance, until he co-founded a game company with a talented computer artist. At Objective World, he spends most of his time with the team solving difficult computational algorithms, providing sage like programming wisdom, and jumpstarting the team with new ideas and perspectives when they get stuck.

Thomas graduated with honors in software engineering from Multimedia University of Malaysia and University of Alberta, Canada. He aspired to be a magician when he was a young kid, and now still practices as a hobby. Instead, he now brings his magic to software development, helping him to "Think Outside the Box".

Boon-Siang, Software Architect

Picture of Boon-Siang Boon-Siang believes that software development is not merely about logical thinking, but is also an art. He has been programming for more than 10 years, bringing the understanding that a "beautiful" software architecture design will make both the programmer's life easier, and the customer happy. Boon-Siang had previously architected and developed a highly extensible plug-in based RFID system, and represented Malaysia for Imagine Cup competition organized by Microsoft in Japan. At Objective World, he frequently cleans out the bad "smells" in code to ensure that the software structure is easy to understand and communicate. He is also adept at keeping the CPU and memory utilization meter of our software within "safe" levels as we develop.

Boon-Siang has a degree with honors in software engineering from Multimedia University of Malaysia. In his spare time, he enjoys reading and research in Chinese Metaphysics.

Siew-Mai, Software R&D Engineer

Picture of Siew-Mai Siew-Mai thinks that intellect is her representation of beauty, elegance and grace. She is gifted with the mind of a thinker that has strong analytical skills of doing research and solving challenging technical problems. Siew-Mai is extremely passionate about artificial intelligence, neural network, search and optimization algorithms. At Objective World, she applies her creativity and specialized knowledge to create powerful functionality that that gives our software that special edge.

Siew-Mai holds a degree in Computer Science from University of Tunku Abdul Rahman, Malaysia. When she is not working, she spends her time studying psychology, philosophy, meditation, and spirituality.