In comments to Marketing Magazine regarding SMRT’s private car business move, Lawrence Chong, CEO of Consulus thinks that leading brands Grab and Uber have already established themselves in the market in terms of the number of drivers, usage and brand awareness so SMRT’s move is late on the bandwagon.

“It is late but it does not mean that SMRT cannot offer an option for customers. So I believe they are not aiming to carve out a leadership position but more as a value-added service,” Chong said.

Chong adds that the challenges faced do not lie in attracting customers but rather how many drivers SMRT can recruit within the year to really be a game changer.

“If it does not have enough drivers then it will not be able to compete well for customers. The idea is good but the challenge is how do you come up with an attractive programme for the drivers?” he said.

Read the full article on Marketing Magazine here.