The threat of potential new entrants (High)
High capital required to enter into mobile industry which needed large investment on technology, distribution, service outlets and plant. Difficulty for customers in switching cost, when they are satisfied with their current product as well as difficultly for new entrants to have product differentiation because customers had already familiar with those established mobile companies, therefore new entrants have to spend a lot on branding and customer knowledge. It is difficult to obtain a telecommunication license; successful applicant has to undergo through a form of competitive evaluation, such as a comparative evaluation process.