Leveraging 2nd Brand Associations Weekly Group Assignment: Yes 4G and Proton Group 4 : CGA 110040 Roy Martin

n : CGA 120005 - Saleh Ahmed Salem Alyafei : CGA 130006 - Alicia Wong Foong Vong Summary

Proton, founded in 30 years ago, is the first automobile manufacturer in Malaysia and it has maintained a majority market share in Malaysia until the establishment of Perodua. The market share of Proton has declined in recent years and Perodua now has overtaken Proton and it is now the prefered local automobile manufacturer with highest market share in Malaysia. In the past years, Proton focus fully in car

manufacturing and its partnership with Mitsubishi has also benefited Proton in its technologies and manufacturing knowledge transfer. While on the other hand, establised 3 years ago, Yes 4G is the first nationwide converged 4G WiMax service that offers data, calls and SMS in one simple plan and it is the brand name of YTL Corporation in Malaysia. As one of the new kid on the block, in mobile internet connectivity in Malaysia, its wireless network covers the entire stretch of 960 km North-South Highway which no other mobile netowork operators has.

Comments

The opportunity comes from the combination of the availibility of technology and the needs of people. The value of this collaboration, is where it gives people the flexibility to be connected to the internet while in travelling in a car. With the collaboration between Yes 4G and Proton, Yes 4G devices will be installed in future Proton cars. With that, it has empowered both in innovating ideas to create varies smart application and functionalities for the always-connected features of Proton cars such as remote control, real-time vehicles diagnostics, security, and location-based services which will make the driving experience safer, more convenient and of course, more enjoyable. It is also provides a good opportunity for Yes 4G to build a better profile in this segment by leveraging on Proton consumer based, as Yes is one of the newer brands in Malaysia.

The collaboration between Yes 4G and Proton has created synergy in between the both, where Yes 4G contributed the expertise in mobile internet connectivity while Proton contributed its expertise and technologies in automobile in making the alwaysconnected cars in order to meet the future needs of people. It is said that in todays word, the high-speed mobile connectivity is as vital as radio player and air conditioning in automobiles. This collaboration may also able to enhance Protons cars and its functionalities to be more competitive in future market. By leveraging Yes 4G, Proton has made itself to be the first Malaysian vehicle manufacturer to have cars which is always connected to the internet. While at the same time, by leveraging Proton, more people in Malaysia would able to enjoy the data processing speed of Yes 4G network and it will indirectly increase the brand awareness of Yes 4G. This leveraging process has created a win-win situation for both Proton and Yes 4G.

Conclusion

From reading the article and watching the video case for Yes 4G and Proton, it showed that collaboration is more than a solution or a product; it is the experience that integrates people, processes and technology. By having collaboration between Yes 4G and Proton, they believed that by working together, they could achieve extraordinary things. Besides, it could also give support to the other party. In the recent years, many leading companies have also evolve thier strategy to alliance strategy, which means an arrangement between two companies that have decided to share resources to undertake a specific, mutually beneficial project. The benefit of this strategy is: 1- Achieving synergy and competitive advantage. 2- Easier access to target markets. 3- Gaining capabilities