Yoma Fleet is a vehicle-operating lease and rental company in the Myanmar market. The industry is capital-intensive, the key barrier to entry. In mature markets vehicle operating leases and rental are commodity products where competitiveness is driven by the price of financing. Developing markets offer a window of opportunity to be first to market with world class fleet management practices to gain critical mass for high profitability and market domination. Operating leases allow organizations to use their capital for core business, and to outsource fleet management as a non-core activity, so the product can be expected to be in demand in a developing market.