Lessons from the road: open for business in Myanmar
Play
Starting a new business and entering a new market is challenging enough in itself. Doing so in a country where your entire industry is non-existent, is a mammoth task. But that's just what the company I work for, a mobile operator, is doing in Myanmar at
Launching commercial operations in Mandalay recently, I was there to meet customers, employees and trade partners – all crucial contributors to our future success in the country.
Driving into the city centre from the airport that morning, we could spot billboards and brand new outlets with our blue logo – and to my delight people lining up outside to get their hands on one of our SIM cards. It wasn’t the new iPhone or a rock concert – it was our products they were queuing up for.
Myanmar has less than 15-per-cent mobile penetration, and only a few per cent of the population has regular access to the internet. Launching affordable mobile telecom services – for the mass market, not the elite – was definitely compelling news in a market under-served for decades.
We know that mobile connectivity has a direct impact on gross domestic product growth and new business creation – that potential is now there for Myanmar to take.
“I’ve been waiting for the shop to be finished and have watched it every day to see when I could buy a SIM,” said Ko Ye Lin Myat, the very first customer to buy a new SIM card.
“I bought three SIM cards for my parents, who are 67 years old and live in a different township than us. Now they can call me instead of having to travel to see me if they have a problem, such as needing an ambulance.”
On a micro level it’s about being connected to your loved ones, to ensure they are safe and sound. On the community level it’s about being able to trade and do business locally and across towns and regions.
All this adds up to a significant positive impact on the nation. If mobile penetration increases from today’s lower-than 15 per cent to, say, 35 per cent, Myanmar can expect a 2.4-per-cent increase in GDP growth and new business creation. That’s improving the lives of the many, not just the few.
With affordable SIMs and data connections like ours now available, we will expect an explosion in data demand and social media usage – but also increased demand for essential services like mobile finance, mobile healthcare, mobile agriculture and mobile education. Smart local entrepreneurs are already seeing the opportunity.
On launch day, however, it was all about rallying our troops to make our name, our business and our products known, to meet customers face-to-face on the streets, and to continue building the culture of our own organisation. We were 300 employees on the streets of Mandalay this day – that’s more than half our current workforce – because staying close to where customers and trade partners operate on a daily basis is crucial in this business.
Entering a market with pent-up demand puts great expectations on us, and we must work hard to continue meeting them. Customers may not be very familiar with mobile services, but they know the potential and expect us to deliver. Staying close to the market and listening to customers and trade partners is essential to success.
