EON Reality, the world's leading 3D software provider, has picked Singapore as its Asia-Pacific headquarters and research and development (R and D) centre for its business.

It will open the HQ by launching the EONExperience Lab, a R and D centre with a modern, three-dimensional and holographic display environment in Singapore's Fusionopolis facility.

The Economic Development Board (EDB) and the Media Development Authority are working closely with EON Reality to create a revolutionary rich media, visual experience platform for companies, industries, academia and the public sector to meet and exchange knowledge and ideas.

The company, based in Irvine, California, will hire up to 120 employees comprising mainly of Singaporeans by 2010.

The Lab will feature an on-line interactive 3D library with more than 30,000 three-dimensional company specific objects or applications. These will help users to generate their own content using a LEGO building approach.

The current library contains more than 12,000 objects and covers a variety of topics such as aerospace, medicine, astronomy and cultural heritage.

Airbus, Atlas Copco, Siemens, Kodak, Samsung and Toyota are among the large corporations, universities and colleges using EON's software and integrated systems solutions.

Mr Dan Lejerskar, chairman of EON Reality, says it selected Singapore as its HQ "because of the access to global talent, shared vision and passion for interactive digital media, and strategic business location.

"We believe that Singapore's reliability, pro-business environment and comprehensive IT infrastructure provides us with a great ecosystem to fuel our growth."

Mr Sridhar Sunkad, Vice President of EON Reality's business development, commended the Singapore government for its support.

EDB's managing director Ko Kheng Hwa, welcoming the software provider's presence here, said: "We are excited that EON Reality will be developing its next generation technology and growing its global business from Singapore. Its presence here is an endorsement of our efforts to develop Singapore into a digital media capital.

"Every year, Singapore produces highly skilled IT and media graduates eager to join the industry. We believe that the diversity and vibrancy of Singapore's talent pool are highly conducive to the generation of new ideas and inventions.

"Innovation driven companies like EON Reality can capitalise on the imagination of our people to meet the needs of their global customers."Mr Michael Yap, deputy CEO of MDA said having EONExperience Lab here will boost Singapore's reputation as the nexus of new media.

In conjunction with operations at Fusionopolis, EON Reality has established an Interactive Digital Centre (IDC) Asia, in a strategic partnership formed between EON Reality, Temasek Polytechnic and IM Innovations.

Supported by the Infocomm Development Authority of Singapore (IDA), IDC Asia will offer innovative interactive and digital media (IDM) technology solutions, training and professional services.

Located at the Temasek Polytechnic campus, IDC Asia will complement the EONExperience Lab by moving content, application and market development opportunities to industry to help businesses gain a competitive advantage.

The joint efforts of EONExperience Lab and IDC Asia will support the entire product life-cycle value chain and provide a powerful launch pad supporting Singapore's strategic thrust to become the digital media and entertainment capital by 2015.