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szdaily -> Advertorial
REINVENTING THE FUTURE: the transformation of a modern day company
     2014-September-12  08:53    Shenzhen Daily

    Soaring high above the bustling and thriving Bao’an Road in Shenzhen is the awe-inspiring Hua Feng International Commercial Building. The 21st Floor is home to the equally fast-paced and flourishing China office of Measurement Limited and associate company Pressure Sensor Limited.

    Just over two years ago, Measurement Ltd. and Pressure Sensor Ltd. were among the first tenants of the soon-to-be completed state-of-the-art building. Today, every floor in this professional office complex is occupied by companies of the highest caliber. Envisioning the potential to grow required insight and imagination and the CEO of Measurement Ltd., Dr. Steven Petrucelli, saw the wisdom of relocating to this building and location.

    This ideology, timely recognition of potential and opportunities is the very ethos of Measurement Ltd. and Pressure Sensor Ltd. is laying the foundation for the company’s achievement of international success.

    The company’s story is a fascinating one as Measurement Ltd. was once viewed as a minor division of a larger parent company. Despite the challenges, Measurement Ltd. demonstrated its potential by re-structuring itself into a global leader in consumer-based products. Guided by astute management, focused direction and combining the best of contemporary talent with long standing international expertise, this company designs and manufactures innovative consumer sensor based electronics sold worldwide.

    Measurement Ltd. emerged in Hong Kong in the mid 1980’s and quickly established itself as a leading-edge company in sensor and ASIC technology upon the production of its innovative “Thinner” bath scale, powered by a lifetime Lithium Coin cell. The company grew and moved to the mainland during the mid-1990’s and continued as the consumer division of a major U.S. industrial sensor company. As a small cog in a large wheel, this division existed with limited flexibility as the significance of the industrial sector always took precedence. At the end of 2005, a Hong Kong Investment Group acquired Measurement Ltd., the US$30 million-consumer products division of Measurement Specialties, including staff, intellectual property and branding.

    Measurement Ltd. took full advantage of the newfound opportunities to develop, manufacture and market consumer products in the most effective ways. Product lines consist of bathroom, kitchen, body fat scales, innovative tire pressure gauges with tread depth and other safety features under their ACCUTIRE brand and some of the most well-known global OEM brands.

    In 2010 Pressure Sensor Ltd. was launched offering a wide array of industrial pressure sensors for key applications. The company structure allows Pressure Sensor Ltd. to provide flexible and one-on-one service, affording customers specialized configurations not always available from larger companies.

    From its inception, Measurement Ltd./Pressure Sensor Ltd. has had the continued support of the factory, River Display Limited, part of the HK Investment Group, and the team led by General Manager Leo Chan. RDL is a vertically integrated factory in Songgang with more than 50,000 sqm of manufacturing space with a newly designed state-of-the-art sensor manufacturing operation, which provides the underpinning for the expansion and growth of the new business.

    The unique success of Measurement Ltd./Pressure Sensor Ltd. is the combination of old and new, depth of experience and fresh ideas, a constant blending of the East and West, and renewed alliances and relationships from previous ventures. Staff members come from the United States, Europe and Asia, contributing a wealth of experiences and backgrounds. Dr. Steven Petrucelli has been designing sensor-based instrumentation for medical, consumer and industrial products for nearly four decades. He began in Hong Kong in 1986 and then in Shenzhen in 1988. Other significant endeavors of Dr. Petrucelli include professor of electrical and biomedical engineering at Rutgers University in the U.S.A., chief technology officer and director at measurement specialties, director of R&D at Mettler Instrument Corporation, and entrepreneur, founder, and financier responsible for several high tech startups.

    To start high-tech Pressure Sensor Ltd. Dr., Petrucelli brought in a strong R&D and Management team with a rich history in sensor development and expertise in transferring technology and manufacturing knowledge to China. A. J. M. S. Fernando, founder of Sensetronics, Dongguan, joined the team in 2009. In 2011, AXEPT, VA, Sensors were acquired from a Silicon Valley pioneer in MEMS technology. The AXEPT acquisition reunited Petrucelli with his former colleagues Tim Worst and Chris Gross who established the Transducer Engineering Center for Measurement Specialties Inc. where they perfected the technology of glass bonding silicon strain gauges to pressure ports and load cell beams, thereby creating a hermetically sealed device. This technology is in widespread use today in Chinese factories that produce sensors used in a vast array of products from bathroom scales to automobiles. Chris Gross serves as technical adviser to Pressure Sensor Ltd. and has an accomplished career in sensor development and innovation. As a former manager and researcher at NASA for many years, he developed sensors for aircraft wind tunnel measurements. Tim Worst has over 35 years of experience in electronic, sensor, development and manufacturing design, manufacturing engineering and new venture start-ups. He is an expert in low cost MEMS based pressure products and ran the sensor development and manufacturing facility for MEMS pressure sensors products in the Virginia, U.S.-based AXEPT division. The sales and marketing team is led by U.K.-based Christine Anderson, who has a distinguished career in International Marketing. The team is complemented by talented young, enthusiastic local Chinese staff in Shenzhen with strong academic credentials and excellent work experience. The wireless Bluetooth 4.0 Connectivity program for Sensors with iOS and Android Apps was developed in house by our China Engineering team. To address the rapid expansion of digital, mobile and social media new employees with experience working in local companies based in Shenzhen High-Tech Industrial Park have joined our team.

    Effective communication is the key to continued success of daily operations at Measurement Ltd./Pressure Sensor Ltd., and is maintained by utilizing Skype calls between several continents, the U.S.A. and European staff on site in the Shenzhen office and constant WeChat contact. A mix of experiences and cultures together with positive attitudes and strong work ethics combine to make the company so dynamic.

    Pressure Sensor Ltd. is now poised for rapid growth and is focused on designing, developing, and manufacturing sensor based products for the local Chinese market.

    At the upcoming Beijing Miconex Show for Industrial Sensors, Sept. 23 – 26, distributors and partners will have a unique opportunity to benefit from Dr. Petrucelli’s expertise, inquire about the products and the company as he holds a forum at the booth.

    At the upcoming China International Hi-tech Fair, to be held from Nov. 16-20, new consumer products will be launched, including a Bluetooth battery control system. This will send vital information about the battery status of key vehicles and mobility aids to a paired mobile device whereby potential inconvenience can be averted and the battery charged. Consumers will be able to view this application in action on Android and iOS platforms.

    Measurement Ltd. and Pressure Sensor Ltd. are proud to be in Shenzhen, a dynamic and evolving city reflecting the values of our company. Looking out the 21st floor of the towering Hua Feng building, the sounds and activities of our enthusiastic team in the background, the view is one of endless opportunities and limitless skies for the company’s bright future.

    Meet/contact us to learn more: www.measurement-ltd.com, www.pressure-sensor.com.

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