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 The Story of SongBy Ellen Adams We were indeed an odd assembly gathered together at the Hahna Restaurant in Greensboro, seven Koreans and three Americans, filing into the dining area. Here we would soon enjoy the diverse flavors of Korean cuisine … to us a novelty, but to them a fundamental part of daily life. Three tables had been hurriedly pushed together and set. As we seated ourselves around them, it quickly became obvious that one of the tables was sorely out of kilter, swaying wildly at the slightest touch. Immediately, Brian Song scavenged an assortment of matchbooks, etc., stooped down, and propped up one end. So, the evening proceeded smoothly, unhindered by sliding plates or splashing drinks. No one was the least bit surprised by Brian's actions, but perhaps we should have been. Brian is not only president of Seoul Laser Dies Systems, but as the inventor of the EasyBender he also happens to be one of the most influential men in his industry in Korea, if not in the entire world. True to his character, when confronted with a problem he simply solved it, rather than complaining or demanding that someone else fix it. Like his father, D.S, Song, founder of Seoul Laser Die Systems (SDS) Korea, Brian is a true pioneer with a vision for progress through automation. D. S. Song had been director of operations at the Taeshin Printing Company for seven years. Running the 300+ employee packaging company involved frequent trips to Japan where he saw firsthand innovations in the diemaking industry, including the use of lasers. Compared to Japan, Korean diemakers were behind the times. Convinced of the need for laser technology in his country, he left his job in 1987 and struck out on his own. He invested all his savings in a 600W PRC laser and forged into the world of laser diemaking. Mr. Song knew he'd need help running his new business, so he enrolled his elder son, Brian, and soon appointed him president and plant manager. Educated in mechanical engineering, Brian had been working for a Swedish packaging company, Tetrapak,, installing and maintaining complex converting equipment. With no one in Korea to consult about this new technology, Brian had to teach himself the intricacies of laser diemaking. Almost immediately he also began working to improve the quality and productivity of his laser. First he designed a sensing system to regulate kerf quality. Then, together with staff programmers, was well along in the development of a CAD front-end, when his brother, Simon. who was at school in America, brought news of the numerous systems readily available here. With the laser running smoothly from his newly acquired CAD system, Brian attempted to devote himself to the day-to-day business of running a die shop. It did not take him long to discover he was not cut out to be a diemaker. Measuring, cutting and bending rule were too time consuming and repetitive for his tastes. But discontent people make great pioneers. He began to analyze these processes and realized that he could use his knowledge of machine automation to create a device that would substantially speed up this process. In 1990 he began work on a system whereby one could select segments of rule from a CAD drawing to be processed. Rule would be measured and fed into a processing module, which punched the appropriate straight or miter end cuts, and notched the rule. Completed in 1991 the first Easy Cutter was crude and bulky, but it performed the task well. Although it did not bend rule, it was the first machine of its kind to mark the bending location with a nick at the bottom of the rule. Colleagues of Brian who saw the machine in his shop asked him to build the same for them. So in 1991 Brian filed for patents and started an auxiliary operation, to sell to his associates in Korea. Because demand was greater than expected, with about 30 machines sold in Korea the first year, Brian decided to market his product worldwide. In 1992, he created a video of his invention, and flew to Elkhart, Indiana. Upon seeing the video, Herb Welsch of Atlas Dies, Inc., immediately ordered two machines, the first of their kind used in the U.S. Although the Easy Cutter was not aggressively marketed in Europe, the concept was well received. Rule processors incorporating many Brian innovations are now a common fixture in die shops throughout Europe. At the same time Brian had been automating the processing of rule in Korea, Japanese engineers had made great advances in rule bending systems. But there were no machines anywhere in the world that combined both functions adequately. Brian began to envision a revolutionary piece of equipment that, if successful, would radically change the diemaking industry. His objective was to build a machine that would straight or miter cut, notch, and bend rule in a single linear process. It also needed to be rugged and fast enough for high volume productivity. Existing machines could only bend about 90º, and often required two or three test pieces and adjustment of data before production pieces could be run off. Brian was determined to build a machine that could produce sharp angles, and require little or no file adjustment or hand finishing. Brian conceptualized a bending mechanism consisting of retractable bending fingers that rotated around a sharply angled nozzle. Like the Japanese shaft and sleeve machines it would bend the rule from one side or the other, but it would be able to produce much sharper bends. One by one he, worked out the details of feeding cut pieces of rule, measuring to insure accuracy, holding the rule in position to insure flatness of bend, and compensating for different rule characteristics. By late spring of 1994 he began assembly of the Easy Bender, and completed the first prototype by 1995. He also filed Korean patent for this new machine in June 1995. SDS Korea held an open house in February 1996 to introduce the new machine to the Korean market for the first time. The response was as expected; more than 30 machines were installed in Korea the first year. Realizing that successful marketing of the product in other countries would require personal oversight he persuaded his brother Simon to join SDS to supervise the international support and marketing of EasyBender. So, just as his father and brother had done before him, Simon gave up a promising career marketing database management software to join the family business. In 1996 Simon moved to New Jersey and established SDS, USA, Inc. The EasyBender was introduced in the U.S. early the following year, and within a year of the first installation, nearly fifty machines had been sold. By this time, SDS had all but ceased their diemaking operation, referring most of their clients to another diemaker in the same building. What D.S. Song had anticipated would be the premier die shop in Korea, had instead become Brian's laboratory. However, the change worked out for the best. During the Southeast Asian economic crisis that began in 1997, SDS Korea continued to experience growth, due to the number of machines sold outside the country. In addition, Korean diemakers who had purchased SDS equipment were better prepared to weather the storm, as they were able to cut personnel and still keep up production. In response to his contribution to the diemaking industry in Korea, Brian was appointed technical director of the Korean Diemakers Association. Recently Brian embarked on yet another project. The Easy Bender and Easy Cutter are so accurate that they perform best when used in conjunction with laser-burned boards. However, for some diemakers the price of a new laser can be prohibitive. Moreover, lasers involve considerable operating costs, and require strict climate control and frequent tuning for optimum results. Until this time, there were no automated saws offering the speed and accuracy to meet the task. Brian's newest creation, the Easy Jigsaw combines a precision ball screw driven gantry with a unique single-tool drill and saw blade. This provides a lower-cost, environmentally friendly alternative for die makers requiring high accuracy and speed, but for whom a laser is not really feasible. The Easy Jigsaw was introduced at the recent, DCS seminar in Greensboro. At the dinner table in Greensboro we discussed the effects of Brian's innovations in the diemaking industry. When asked what he thinks of all the products being developed throughout the world similar to the Easy Cutter and Easy Bender, his shy smile, which inevitably precedes a well-thought-out response, flashed across his face. Then he spoke softly into his brother Simon's ear. Simon translated. "He says he is honored." "How is that?" I asked. "That his ideas have had so great an impact in this industry." Indeed they have.
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