By Yasmin Latif
GOMBAK, 25 October 2015: “To be successful in entrepreneurship we must think differently and look at the ways things have been done today. Be aware that the world has changed dramatically in technology, consumer and regulation. We must understand the problem that consumers face and we need to fit in with the development of technology. Figure it out and do experiment by trying in many ways although we might fail.”
This was the view shared by former CEO of AirAsia and currently CEO of iFlix Malaysia, Azran Osman Rani at the National Leadership Symposium recently on the theme “Innovation in Entrepreneurship: Rising Up to The Challenge.”
Azran told the audience we should not be afraid to fall because “failure comes out with expertise.” He said we need to keep observing the problem and define what the next problem is because from it we know what people want. The same thing when he came out with iFlix, he knew that there were some problems when it came out with paid TV service while consumers had to watch many advertisements.
“So iFlix came out with a different way that people can watch any kind of TV show, movies and drama without being disturbed by any advertisements,” he said.
Apart from that, to run a business, Azran stressed on factors that make business run successfully.
“Try and error must be in a business, then it would always have a risk, but we need to face any risk that can appear in many ways. Keep trying in order to keep growing without any doubt because the importance of risk is to encourage you to be more competitive by coming out with fresh ideas, without having to copy from others and moving out from your comfort zone.”
During his speech, Azran kept saying that we need to think differently and need to be different from others by trying out new things. We might have never achieved full success in all our trials, but “just imagine, up from one to ten, maybe only two will succeed but we need to counter back without giving up.”
When it comes to competitors, Azran said “never try to compete with giant companies that are already established in their own field because you will be drowned by them.” However, he said, it is possible to fight with them as long as we ensure that we would survive.
He stressed again to think differently from time to time which has always been his main point, because “our world would not remain the same, it would continue to change.”
“We need to be updated and fit in with the development of technology because it gives us so much opportunities in the business world. Like by using the internet we can promote our business in a number of multiple countries,” he added.
When he came out with iFlix, aside from making money, he wanted the company to become the most convenient service for people. Then iFlix introduced the portable service where people can bring only one tiny modem and just plug it in your TV or laptop, then you can enjoy watching any channel you want.
“So the point was to convenience your consumer and be their favourite in a most convenient way.”
During question and answer session there was a question about how he maintained his business, to which his response was the three principles: firstly, about the scale matter where “we must be number one”; secondly, execution by choosing ways that can save our expenses; and lastly, the need to have our own brand in order to be recognised by people.
When asked why local products especially from Asian countries are facing difficulty to compete with western products, he responded by using the words ˜jaguh kampung where we are known only by our own people.
Despite that, he said, trying the new market in a most unique way might help for the betterment.
“It does not matter whether small or big, it depends on our efforts to be able to move faster, longer and harder. Join a person who offers you the opportunity than just wait for the big company to look for you,” he added. ***