Bondee names new head of public policy

Next-generation social platform Bondee has named Roy Tan as its new head of public policy, according to the platform when MARKETING-INTERACTIVE reached out.

In his new role, Tan will spearhead Bondee's efforts to fortify its relationship with local government bodies. He will be collaborating with regulatory authorities and policymakers and implementing robust programs to enhance user safety measures on the platform while delivering on its mission of inspiring real-world discovery and bringing joy through exploration.

Additionally, Tan will also lead the formation of an advisory board dedicated to enhancing Bondee's user safety measures. This esteemed panel will include scholars and experts from Japan, Hong Kong, South Korea, and Thailand as its inaugural members, bringing a wealth of expertise to the table.

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With over 18 years of extensive experience in public and government relations, Tan has a proven track record in developing and executing key outreach programs and building strategic partnerships across the Asia-Pacific region.

Prior to joining Bondee, Tan served as the head of politics and government outreach in the Asia-Pacific region. During his tenure, he successfully collaborated with governments, politicians, and non-governmental organizations to promote the effective application of Meta products in the government sector.

Before his time at Meta, Roy also served in the Singapore government, showcasing his commitment to public service at the Ministry of Culture, Community and Youth (MCCY). He has also held roles in Intercontinental Hotels Group, National Heritage Board and Saatchi Lab, Saatchi & Saatchi. 

"Bondee is more than just a platform, it's a catalyst for inspiring users to step out, explore their surroundings, and express themselves creatively," said Fei Yu, CEO of Bondee who was appointed last August. 

"We are delighted to welcome Tan to Bondee. His wealth of experience and profound understanding of government affairs will be instrumental as we actively collaborate with local stakeholders and policymakers to ensure Bondee remains a trusted space for all,” she added.

Bondee, while no longer top of mind, has been pushing forward consistently in 2023.

With the addition of a new CEO, Bondee saw growth in its offices in Seoul, Tokyo, and Beijing with the inclusion of new talent. Additionally, it now has employees working remotely in Bangkok, Jakarta and Taipei.

With its growing talent, Bondee managed to successfully beta launch a new version of its app. This new version adds a completely innovative use of augmented reality (AR) technology, not yet seen in the mobile space, said Lionel Sim, head of commercial at Bondee in a conversation with MARKETING-INTERACTIVE early this year.

"This advancement is there to drive our concept of what AR should be, giving an online-to-offline experience for users and allowing Bondee users to express themselves through their avatars. This gives them the means to be completely creative," said Sim. "This is in stark contrast to how AR is currently being used in mobile apps, which usually sees a pre-rendered object put into the real world for shopping or marketing purposes – and can lack user engagement and stickiness."

The new version in beta has since rolled out in Singapore and Thailand and Bondee said that for 2024, plans to roll it out in the APAC region are in progress. 

"I'm excited to lead public policy at Bondee. My goal is to team up with government bodies as well as scholars and experts, tapping into the collective wisdom of experts to deliver a safer and more enriching experience for our users," said Tan.

"As we cultivate a trusted online environment, our users will gain the tools to navigate the digital realm intelligently, fostering a digitally literate and secure community. I want to ensure Bondee continues to lead the transformation of real-world interaction through our innovative use of augmented reality (AR)," he added.

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