Cover How Lih Ren, chief business officer of U Mobile (Photo: Ravin Shanmugarajan)
How Lih Ren, chief business officer of U Mobile (Photo: Ravin Shanmugarajan)
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Chief business officer of U Mobile, How Lih Ren shares his vision for helping businesses use technology to grow, adapt and stay ahead in an age of rapid advancement
How Lih Ren, chief business officer of U Mobile, understands the next chapter of enterprise connectivity goes beyond catering for speed, data or network coverage. Instead, the focus is how effectively technology can help businesses solve problems, respond to change and pursue growth.
It starts with a fundamental shift in how connectivity itself is understood. “Connectivity will remain the foundation of our business, but it no longer stands alone,” How says. As businesses become increasingly reliant on business-critical applications, artificial intelligence and digital tools, they need a partner that can support their ambitions. How believes U Business can address this market gap, starting with changing customers’ perception of connectivity from a commodity to a business enabler.
“Our vision is to transition from a product-led to a solution-led organisation. We understand what business’ challenges are and aim to cater to that,” he explains. “We have the opportunity to bring world-class infrastructure, dependable networks and connect technology partners, curating seamless enterprise solutions for them.”
Above How's vision for U Business is to transition from a product-led to a solution-led organisation
How's vision for U Business is to transition from a product-led to a solution-led organisation
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U Mobile recently earned recognition as Malaysia’s Fastest 5G Network by Ookla while rolling out Malaysia’s second independent 5G network. Now branded ULTRA5G, the next-generation network is designed to support the evolving connectivity needs of both consumers and enterprises.
Having joined U Mobile in 2025, How was attracted by the opportunity to challenge what enterprise customers should expect from a technology partner. Over a decade of experience as a strategic consultant and 15 years working with telecommunications operators across different markets have given him what he describes as a “360-degree” perspective.
“I have a lot of empathy around what businesses and customers are looking for. It has shaped my thinking around staying ahead,” How shares. “My work at U Business is not about making incremental improvements but building a legacy that will be sustainable.”
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That thinking also informs how U Business approaches the diversity of businesses it serves. How is clear that an enterprise cannot be treated as simply a “larger version” of the consumer market. A small coffee business, an SME manufacturer, a financial institution and a high-tech manufacturer have fundamentally different requirements. “You can’t apply a one-size-fits-all common product to them, and this is why a product-led approach will not work for serving enterprises.”
Instead, the mission is to make advanced technology and infrastructure more accessible to businesses of different sizes. For SMEs in particular, the challenge is often not failing to recognise the importance of technology, but having limited resources and specialist expertise to navigate it. “We want to see how we can democratise access to advanced solutions that can resolve their pain points and embrace new technology. They shouldn’t be stuck just surviving tomorrow,” says How.
Above The ULTRA Business Reserve Plans provide postpaid mobile and multi-line connectivity with dedicated business connectivity
The ULTRA Business Reserve Plans provide postpaid mobile and multi-line connectivity with dedicated business connectivity
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That philosophy is already reflected in U Business’ expanding portfolio. The ULTRA Business Reserve Plans provide postpaid mobile and multi-line connectivity with dedicated business connectivity, while the ULTRA Business WiFi provides business broadband through U Mobile’s 5G network and compatible routers. For retail and F&B businesses, ULTRA Business Merchant 360 brings connectivity together with POS hardware and business software in an integrated solution.
For How, the real value of technology lies in what it enables a business to do. “Growth, profitability, sustainability. Navigating technology should be the least of a business’ worries,” he says. “We should play our part to make it more manageable for enterprises.”
U Business is consequently looking beyond basic connectivity to create solutions that anticipate these challenges. One example is ULTRA5G Reserve, which gives enterprise customers dedicated business connectivity on the network, helping to provide more reliable performance when demand increases. It also supports seamless connectivity in over 60 destinations, enabling businesses to stay reliably connected as they move forward in scaling internationally.
“We should strive toward affordability and making complex technology into something simpler for people to adopt. And more importantly, we need to build trust so that this relationship with our enterprise customers is not a one-off transaction, but a symbiotic one,” How says.
Businesses are expecting partners who can potentially anticipate and advise on risks. My hope is they will look to U Business as a trusted partner who can deliver pragmatic business solutions with simplicity toward the outcomes they seek
That focus on outcomes extends to understanding that as consumer expectations rise, businesses must respond more quickly across everything from enquiries and transactions to post-sales support. “Businesses are expecting partners who can potentially anticipate and advise on risks. My hope is they will look to U Business as a trusted partner who can deliver pragmatic business solutions with simplicity toward the outcomes they seek.”
The culture required to deliver this vision is equally important to How. At U Business, he strongly believes in giving people room to experiment. “As we strive for growth, the psychological safety net is important. Celebrate wins, but learn fast from what doesn’t work. We collectively own mistakes and give people the grace to make future attempts.” How also places particular value on ownership and curiosity, recognising that the pace of technological change makes independent passion and continuous learning essential.
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His own leadership has evolved alongside this thinking. Having begun his career with a strongly performance-led mindset, he came to recognise that sustainable performance also depends on people and collaboration. “No one leader knows everything, which is why it’s essential to embrace diversity in teams; beyond thinking, gender, age and culture. Different perspectives enable stronger critical thinking in questioning systems and developing unconventional solutions for tomorrow.”
For How, it is ultimately about changing the role connectivity plays in a business. Rather than viewing it as another service to purchase, he sees it as the foundation on which businesses can build, adapt and stay competitive. “With U Business, my mission is to translate connectivity as a foundational right to adopt digital transformation and make sure your business stays ahead.”
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Photography: Ravin Shanmugarajan
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