/ Posted on 25 May, 2021 15:55 KC Cheah, CEO and founder of Alpha Red Services, tapped his strong background in airline distribution and insights into travel agency operations to realise a new business opportunity in airline distribution which had traditionally relied heavily on global distribution systems. Over the years, the growth of the Internet and technology has made direct distribution more cost-effective for airlines. But while it works well in the home market, Cheah noticed that it is much more expensive in overseas markets due to marketing costs of the airline brand and the direct distribution channel. KC Cheah Thus was born Alpha Red Services, a B2B air travel content aggregator which Cheah set up in 2016. He described his company as “value-adding” to the air travel industry, where its cloud-based technology platform, T-Commerce Gateway (TCG), offers airlines easy access to overseas markets through OTA partners. He saw that their strong localisation features and customer stickiness were very good alternatives to distribution through the airline’s own direct channels.