Tony Cher

Tony Cher currently serves as the Senior Business Development Manager at Excelpoint Systems (Pte) Ltd, a leading distributor and solutions provider in the semiconductor and electronics industry across Asia Pacific. In this strategic role, Tony leverages his extensive cross-continental experience in sales, marketing, product management, and innovation to drive growth and expand the company’s footprint in emerging technology sectors such as IoT, AI, and ML. His deep understanding of semiconductor brands like ADi, Samsung, Qualcomm, Xilinx, and Microchip enables him to forge strong partnerships and deliver tailored system solutions that meet the unique needs of clients across diverse industries.

At Excelpoint, Tony focuses on developing and executing go-to-market strategies for cutting-edge IoT applications within the smart city ecosystem. He collaborates closely with IDH (Independent Design Houses) to co-develop customized solutions that address complex problem statements, integrating traditional appliances with hybrid IoT technologies. His expertise in product marketing, competitive analysis, and process improvement allows him to identify new business opportunities and optimize supply chain efficiencies.

Tony’s leadership extends to managing cross-functional teams, aligning sales and technical resources to deliver innovative solutions that enhance end-user experiences. His ability to navigate the high-volume, fast-paced semiconductor distribution landscape—ranging from high-volume moving boxes to sophisticated IoT modules—demonstrates his versatility and strategic vision. With a focus on customer-centric solutions and a keen understanding of industry trends, Tony Cher continues to position Excelpoint as a key enabler in the digital transformation of smart cities and connected systems across the Asia Pacific region.