How Roy Combined Engineering Expertise with Financial Acumen for Success!
“I want to create technologies that have a real impact on people’s lives.” This drive to make a difference is what defines Roy Toh, the visionary Group CEO of Terra International. Under his exceptional leadership, the company has rapidly ascended to become one of the most innovative tech firms in the Asia-Pacific region.
Roy’s passion for merging engineering excellence with purposeful innovation was instilled during his days studying communications engineering at the prestigious National University of Singapore. He augmented his technical prowess with an MBA in finance and a Graduate Diploma in Taxation Law, giving him a unique cross-disciplinary perspective.
“The most impactful solutions come from seeing problems through multiple lenses,” Roy explains. “My diverse educational background allows me to approach challenges in an integrative way.”
That forward-thinking mindset has been the catalyst for many of Terra’s boundary-pushing innovations. The company’s smart city initiatives have redefined urban infrastructure through the Internet of Things. Its cutting-edge 5G and communications technologies have brought lightning-fast connectivity to underserved communities. And its renewable energy initiatives are paving the way for a greener, more sustainable future.
What truly sets Roy apart, however, is his selfless commitment to using Terra’s capabilities to support the greater good, especially during times of crisis. His tireless efforts throughout the COVID-19 pandemic earned him the prestigious Public Service Medal from the President of Singapore, who commended Terra for its “resolute dedication to the nation.”
Roy remains humbled by such accolades. “I was just doing what I thought was right to protect lives and livelihoods,” he says. “Technology’s purpose is to solve problems and empower people. That will always be Terra’s true north star.”
With principled leaders like Roy, Singapore’s standing as a global innovation hub has never looked brighter. As for what lies ahead, you can be sure his sights are set on changing the world for the better.
Let us explore his journey:
Inspiration to Embark on This Sector
Roy graduated from the National University of Singapore (NUS) with a degree in engineering, specializing in communications engineering. This educational background naturally guided him towards a career in the technology sector, focusing on Communications Technology.
Motivated by a pursuit of excellence, Roy has consistently pursued further academic and professional achievements. He obtained a Graduate Diploma in Taxation Law and an MBA in Finance to complement his engineering expertise. Professionally, Roy has earned certifications with leading technology providers such as Cisco, AWS, Avaya, and Samsung.
Roy’s primary objective is to continuously evolve solutions and technologies to contribute to the ongoing disruption and advancement of society. During the challenging times of the COVID-19 pandemic, Roy actively supported the government’s initiatives. His efforts were recognized when he was personally awarded the Public Service Medal (PBM) by the President of Singapore.
Furthermore, Roy’s company received a Commendation Letter from the President in acknowledgment of their team’s collective efforts. This recognition stands as a testament to Roy’s commitment and effort, and he feels both humbled and proud to have played a part in this achievement.
Insight into Terra and its Inception Story
Roy’s journey into entrepreneurship commenced on May 26, 2003, with the establishment of his first tech startup under Terra Systems. Motivated by a vision to revolutionize the tech industry, Terra Systems aimed to integrate cutting-edge solutions with a strong passion to environmental and social responsibility. This included offerings such as cloud hosting and advanced software development. Initially centered on website development, the company later expanded its focus to include cloud application development.
With the formation of the group holding company, Terra International, Roy’s entrepreneurial endeavors took a significant leap. Terra International diversified its portfolio to encompass various subsidiaries, each dedicated to addressing distinct market demands and societal challenges through innovative technological solutions.
As part of the Terra International Group, Roy’s ventures have expanded their presence across the entire APAC region, with operations in 12 cities and a workforce exceeding 500 employees worldwide. Their primary areas of focus include communications technology and services, AI/ML development, and cybersecurity solutions.
Integrate ESG Principles into the Technology Practices
Roy remains steadfast in his life mission of protecting Mother Earth. He was elected President of the Green Guards Club during his time at Junior College, where he spearheaded initiatives to promote environmental awareness, focusing on the 3Rs – “Reuse, Reduce, and Recycle.” These initiatives included tree-planting and paper recycling campaigns, among others.
Roy makes sure that environmental, social, and governance (ESG) concepts are integrated into every facet of the business’s operations at Terra International. Their technological pursuits incorporate sustainability issues through a variety of methods. This entails applying energy-efficient design principles, encouraging inclusivity and diversity in the workforce, and upholding ethical supply chain and sourcing procedures.
For instance, the company actively monitors greenhouse gas (GHG) emissions by prioritizing energy conservation measures. Internally, energy usage is optimized through measures such as regulating air conditioning settings and scheduling. Externally, efforts are made to minimize the carbon footprint through reduced global travel and partnerships with logistics providers that prioritize energy efficiency in their operations.
Roy personally engages in visits to clean energy production companies to explore and assess new technologies that could enhance Terra International’s energy sustainability efforts. By aligning technology initiatives with ESG principles, the company aims to deliver lasting value for clients while making positive contributions to society as a whole.
Strategies Implemented to Evolving Needs of the Market and Society
Roy leads the charge by consistently innovating to maintain a leading edge and meet the dynamic demands of both the market and society. The company’s subsidiaries leverage emerging technologies such as artificial intelligence, blockchain, and IoT to pioneer solutions that enhance operational efficiency, elevate productivity, and promote sustainability across various sectors.
With dedicated research and development (R&D) hubs strategically located in Singapore, Indonesia, India, and China, Terra International manages a wide spectrum of development projects and technologies, including AI, machine learning, blockchain, and IoT. This diversified approach enables the company to effectively address a range of industry needs and stay ahead of technological trends.
In the realm of cybersecurity, Terra International has witnessed significant evolution. While traditionally focusing on defensive “blue” solutions, the company has expanded its offerings to include offensive “red” and comprehensive “purple” solutions. This holistic approach enables Terra International to provide 360-degree defense strategies, safeguarding clients’ data and infrastructure against various threats.
Furthermore, Terra International has established Security Operations Centers (SOCs) in each country of operation, ensuring localized support and containment of sensitive data within respective territories. This strategic deployment enhances the company’s ability to promptly respond to threats and incidents while delivering tailored solutions to clients’ security needs.
Through strategic alliances, investments in R&D, and the establishment of local SOCs, Terra International remains committed to delivering innovative solutions that exceed clients’ expectations and position the company at the forefront of technological advancement.
Strategic Planning on Any Success Story
An exemplary achievement highlighting Terra International’s strategic acumen is the company’s partnership with top-tier technology providers to develop an advanced cybersecurity platform tailored specifically for Critical Information Infrastructure (CII). By integrating futuristic AI algorithms and robust communication protocols, Terra has revolutionized cybersecurity service delivery across the APAC region.
This initiative has resulted in significant revenue expansion for the company, as demonstrated by the closure of numerous substantial contracts with major CIIs across Singapore, Thailand, Indonesia, Malaysia, Vietnam and Australia in the past six months alone. These successes serve as tangible evidence of the outcomes derived from Terra International’s strategic foresight and approach under Roy’s leadership.
Capitalize on New Business Opportunities
Terra International adopts a proactive approach to identifying and seizing new business opportunities, facilitated by a comprehensive market research and analysis framework. By closely monitoring emerging trends, consumer preferences, and industry disruptions, the company anticipates market demands and strategically positions its subsidiaries to capitalize on unexplored opportunities.
A recent illustration of this proactive stance is Terra International’s collaboration with a US-based consumer brand specializing in health-tech, med-tech, and wellness-tech gadgets, serving as the exclusive distributor for the APAC region. Substantial investments were made in obtaining necessary licensing approvals, establishing efficient logistics and warehousing infrastructure, and executing comprehensive sales and marketing strategies across online and offline channels.
In online channels, Terra International leverages partnerships with prominent influencers for live sales events, while offline distribution extends through major retail outlets locally.
By harnessing the power of technology, Terra International enhances its ability to provide solutions that promote healthier lifestyles, improve overall well-being, and empower individuals to achieve their fitness goals. Whether through the development of smart devices, mobile applications, or digital platforms, Terra International remains at the forefront of leveraging technology to positively impact the health and wellness of its customers across the APAC region.
By staying abreast of the latest technological and business trends and taking proactive steps to leverage them, Terra International demonstrates agility and adaptability in identifying and capitalizing on new avenues for growth within its diverse focus areas.
Culture of Creativity and Innovation
Roy uses Terra International’s vast experience in cybersecurity to ensure the integrity and security of client data as well as internal systems. At Terra International, cybersecurity is a top priority. It employs a multifaceted strategy that combines encryption techniques, access restrictions, threat monitoring, and regular audits to strengthen defenses against cyber threats and successfully manage risks.
The company has proactively embraced leading-edge technologies and established Security Operations Centers (SOCs) in each subsidiary country to further fortify systems and protect client data. Additionally, Terra International achieved ISO27001 certification in March 2024, ensuring that its systems and processes adhere to the highest cybersecurity standards.
Continuously enhancing the workforce, refining systems, and pursuing new international certifications are integral components of the company’s strategy, ensuring that its cybersecurity posture remains at the forefront according to international benchmarks.
This proactive stance underscores Terra International’s dedication to cybersecurity excellence, instilling confidence in clients and reaffirming the company’s passion to upholding the utmost standards of data protection.
Approach to Ensuring Customer Satisfaction
Roy ensures that customer satisfaction serves as the cornerstone of operations. The company prioritizes gaining insight into clients’ requirements and delivering customized solutions that exceed expectations throughout their journey with Terra.
Initially, Terra International implemented AI chatbots to provide instant online assistance for frequently asked questions. Additionally, a range of communication channels is offered to connect clients with human staff for technical and advisory support. Furthermore, Terra International’s dedication to customer-centricity was acknowledged when the company showcased its projects at the Contact Center Association of Singapore Annual Awards, securing four prestigious awards. This recognition underscores Terra International’s commitment to excellence in serving clients.
Moreover, Terra International tailors service level agreements (SLAs) and key performance indicators (KPIs) to meet the unique needs of each client separately. Through ongoing communication, feedback mechanisms, and proactive customer support, the company ensures a seamless experience from project inception to completion. Terra International’s proven track record of delivering innovative solutions that generate tangible value for clients attests to its dedication to excellence in customer service.
Strategies for Enhancing Terra International
Investments and merger and acquisition (M&A) strategies play a crucial role in bolstering Terra International’s global influence and market presence under Roy’s leadership. The company strategically allocates resources to invest in promising startups, technology ventures, and emerging markets, thereby diversifying its portfolio and expanding its global reach.
Terra International has made significant investments in key global markets, establishing subsidiaries equipped to provide technology services and distribute consumer tech products. Additionally, the company forms consortia and enters into various partnerships to deliver collaborative services and solutions tailored to the specific needs of each market.
Through targeted acquisitions and strategic partnerships, Terra International gains entry into new markets, access to talent pools, and innovative technologies. This strategic approach accelerates the company’s growth trajectory and enables it to deliver enhanced value to stakeholders.
Embody Commitment to Collaboration, Diversity, and Excellence
Roy embodies a devotion to collaboration, diversity, and excellence within his leadership style. Recognizing the significance of teamwork, he cultivates an environment where diverse viewpoints are valued and ideas are freely exchanged.
In his role overseeing hundreds of Terra members spanning from baby boomers to Gen Z, Roy adapts his leadership approach accordingly, focusing on fostering effective leadership through a transformational leadership style. He articulates a compelling vision for the future, energizing and engaging team members. Additionally, Roy empowers team leaders and members, cultivating a culture of innovation, creativity, and personal and professional development.
Moreover, he acknowledges failure as a leader. When innovative ventures encounter setbacks, he takes full ownership of failures, including significant losses, rather than assigning blame. This approach fosters a culture where leaders and team members are unafraid to take risks in pursuit of innovation and creativity.
By championing inclusivity, celebrating diversity, and nurturing talent, Roy empowers individuals to unleash their full potential and contribute to collective success. Grounded in integrity, accountability, and a commitment to brilliance, his leadership guides Terra International toward ongoing growth and innovation.
Overcoming Challenges in Tech-startup
One memorable experience in business coaching and mentorship involved guiding a tech startup through a period of rapid growth and expansion in the cybersecurity consulting services sector, commencing in 2021.
Directing the sector of a tech startup filled with exciting solutions and potential projects demanded a focus on the fundamentals. Roy facilitated discussions centered on the startup’s core purpose, emphasizing the importance of understanding the “why” behind their business.
Subsequently, they explored into strategic implementation strategies, aiming for excellence in execution and value creation that resonated with potential clients. Lastly, they meticulously examined the services offered, ensuring alignment with market needs and pricing strategies tailored to target markets.
Through personalized coaching sessions, strategic planning workshops, and hands-on mentorship, he assisted the startup in managing challenges, seizing opportunities, and scaling its operations efficiently. By instilling confidence, providing actionable guidance, and fostering a culture of continual learning and resilience, the company achieved significant milestones, experiencing year-on-year growth multiples of at least 5x. These efforts propelled the startup towards sustainable growth and success in the competitive cybersecurity consulting services arena.
Terra International’s journey is defined by a zeal to ingenuity, sustainability, and societal impact. By integrating ESG principles into its technology practices, adopting innovative strategies, ensuring cybersecurity, cultivating a culture of creativity and collaboration, and prioritizing customer satisfaction, they continue to drive growth and superiority in the versatile tech domain.
