PERSONAL GLIMPSE TEN years  back she was in the music industry, promoting record sales and dealing with new trends affecting  the consumer and distribution markets.

The heydays of the giant corporations then were coming to an end with independent companies - the indies -  challenging established names  with more innovative artistes and music.

Joyce Lai Lih Yin worked in two of the companies that dominated the scene then – Warner and BMG Music – and she understands what it's like when the market is dealing with new products.

“The challenge, when introducing a new product, is to educate the public on its virtues compared to the existing product," said Joyce, who worked in various marketing positions in the two companies from 1994 to 2001.

At around that  time entrepreneur Tony Fernandes was also making waves in the industry as the Southeast Asian regional vice-president for the Warner Music group;  bringing ethnic music, nasyid and dangdut into the mainstream of contemporary Malaysian music.

Sometime in 2001, he called Joyce and asked if she'd like to join an airline.

'A plane is a plane, big or small'

"I was intrigued by the possibilities although I don’t have a single idea how the airline system works.

"For me a plane is a plane, whether it’s a big or a small plane. It is just a plane," she said, recalling the early days of AirAsia, which started without even a single craft.

The company started with a staff of 10 in June 2001 and had a room as an office at the 17th floor of the MUI Plaza in Kuala Lumpur.

"Starting off, we were just a bunch of squatters, with only one computer for all to share.

"Everybody will take turns to use it and, of course, since I was doing  mostly the public relations and marketing, I get to hog the PC," added Joyce, who joined the budget airline as a senior manager for media relations.

She has since moved up to chief communiations officer and then to regional director, marketing and communications.

The growth of AirAsia also marked the expansion of its parent Tune Group, which has  conceived several other successful entities, including Tune hotels and Tune phones.

Since last December, Tony, also the founder of Asia's first online financial service, offered her to be the chief executive officer of  the company, Tune Money Sdn Bhd.

"AirAsia has grown so big now, why not Tune Money?" she asked with a twinkle in her eyes.

"The pace may be slower here, but many people are already accustomed to the brand," she said.

'Where did we get our energy?'

Tune Money, apart from online insurance products, offers prepaid credit and debit cards.

On Monday, Joyce introduced Tune Money's latest product, the Tune Travel insurance plan for air, sea and land travel.

The scheme covers a Single Trip plan for short-term travellers and the Annual Trip plan for frequent travellers.

The Penang-born lass recalls during the formative years of AirAsia - which carries the tagline 'Now, Everyone Can Fly' - she had to literally beg the media to interview her boss, Tony.

"I will call and ask if they's interview Tony Fernandes and I will get the reply, 'Tony who?'

"But he's a charming person and makes my job easier," she said, adding that the pioneering team had no airline experience and had to do things by trial and error.

"It was crazy. Everybody was rolling up their sleeves and was determined that one day we will succeed.

"Looking back now, I wonder where we got our energy to do everything and anything all at once."

In 2002 AirAsia got its first two planes. "It was so thrilling to be able to at last operate an airline," said Joyce, adding that they started off with four destinations besides KL -  Kuching, Kota Kinabalu, Labuan and Langkawi.

Cheap tickets sell

There were a lot of hurdles in trying to get people to use the airline and some ticketing agents also refused to sell tickets for AirAsia.

"We noticed there were only five to 10 people usng our flights to Langkawi. This should not be happening since Langkawi is one of the best-loved tourism destinations," she said.

The company then began to take drastic measures, such as reducinh the number of agents from 80 to 20 and then charging cheap fares, such as RM128 to Langkawi.

"Never was flying so cheap at that time. It was never heard of.

"We had throngs of people coming to our Glenmarie office and telephone lines too went 'kaboom!'

"A thousand people were queuing at our ticket counters. Many were upset, there was tension and it was madeness!"

She added that the sitiation at the Subang airport was also getting to be chaotic and some of the staff had to be there to control the crowd.

"That exerience taught us that cheap tickets sell - and the rest is history."

The lure of (Tune) Money

On her new 'baby', Joyce said Tune Money is like a 'wallet' that can keep up to RM10,000.

"There is no need to worry about debts and interest; not to mention the sense of security of having that much amount to spend," she said.

Relating her own experience and a passion for shopping, said Joycesaid:  “I am a very prudent shopper and, yet, sometimes I do get carried away.

"I try to make my product, Tune Money, the solution to my problem. In which, I believe, is the most common problem of women and even men.  It limits the spending power, thus control the impulse shopping."

Tune Money aims to target the young market, especially the universities students.

“Parents are more open and are willing to give privileges to their children who are furthering their studies.  

Parents approval for the Under -18s

"Cars and telephones are among the things parents are willing to provide. At least, by having Tune Money, parents can monitor the spending of their kids and make them more responsible.”

"Furthermore, it is also easier for the students to buy an Air Asia ticket to fly back home without having to ask for their parents' credit card number or stand in line to purchase tickets at counters."

Tune Money now has about  55,000 card holders, mostly in their 20s to mid-40s.

Joyce said for those below 18, parents must be a Tune Money card holder to give their approval.

Quoting a famous line, Joyce has this advice to young Malaysians:  "When the going gets tough, the tough gets going." — Malaysian Mirror