Joseph is currently the Vice President of Digital Products & Services, Digitalization Customer Interface, BMW China. Responsible for digital products & services, digital point of sales for BMW products & services, as well as all consumer facing digital touch points. Also one of the key stakeholders on the digital transformation of the company. Before BMW, Joseph was the GM of Emerging Business Unit for Nokia Greater China region, responsible for mobile payment, mobile Internet services and e-Commerce, also responsible for the relationships with Internet companies such as Tencent, Alibaba, Baidu and Sina. Before Nokia, Joseph was the CEO of “Yi Pai”, an e-Commerce joint-venture between Yahoo and Sina. He was one of the pioneers in the e-Commerce market in China, built an e-Commerce company with 200 employees, helped to develop the first generation of online stores and online shopping community in China together with eBay China and Taobao. “Yi Pai” was merged with Taobao as part of Yahoo China/Alibaba merger. Prior to joining “Yi Pai”, Joseph was the Director of Online Services, for Intel Asia Pacific, responsible for developing the datacenter business for Intel in the Asia Pacific region. Joseph led the China market entry project and signed the datacenter hosting service agreement with China Telecom, Intel became the first major foreign company to provide datacenter services in China. Joseph was then appointed as the GM of datacenter business jointly operated by Intel and China Telecom. The datacenter provided managed hosting services for Internet companies such as Sina, Netease, Sohu and Baidu, also large companies such as CCTV, Lenovo and Haier.