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Malaysia: Commercial and Social Mobile Applications
 | In this section: Overview 1. Receiving and Sending Real-Time Updates 2. Social Networking 3. Mobile TV 4. Initiatives for Social Mobile Media 5. Business Applications using Mobile Phones 6. References 7. External Links Other pages in this section: |
| Overview |
The mobile phone has been considered one of the most personal item in people’s lives, and according to industry analyst Manoj Menon, a Frost & Sullivan Malaysia partner, the mobile phone has become an ideal channel for better targeted advertisements in Malaysia. Telekom is Malaysia's largest telecommunications company (has monopoly over the fixed line network) while Maxis is the the country's biggest mobile service provider.
| OPERATOR NAME | NO. OF SUBSCRIBERS |
With the increased adoption of 3G across Asia-Pacific and the changing landscape of mobility, there have also been changes in consumer communications.
Based on Frost & Sullivan’s research, mobile data services are projected to grow at a compounded annual growth rate (CAGR) of 12.4% from RM 5 billion in 2008 to RM 7.9 bil in 2012. This means that with time, more and more users will be using data services and and there will be greater subscriber uptake of mobile data services. Consumers in Malaysia are also focusing much of their efforts on data heavy phones. From tracking the market, IDC notes a shift in consumer preference among Malaysian mobile phone users towards more data-centric converged devices offering multiple e-mail functions and wi-fi capabilities,” said Chua. “In 2008, 21 per cent of converged devices shipped to Malaysia were data-centric, as compared to 12 per cent in 2007.”
Analyst firm Springboard Research’s senior research analyst, connectivity, Nupur Singh Andley, said: “Mobile e-mail will remain the undisputed leader of the Asia-Pacific enterprise mobility market, estimated to grow to US$3.7 billion in 2012, according to the company’s latest report, Staying Connected: The Next Wave in Asia Pacific Enterprise Mobility.” For more information on mobile email in Malaysia, click here.
| 1. Receiving and Sending Real-Time Updates |
Now, more than ever, users are using their cell phones to interact online and receive updates. It is important to know how they are using cell phones in order to best utilize the Malaysian market. With mobile penetration expected to reach 96.8% in 2010, sale of 3G phones are expected to increase accordingly.
| 1.1. Muslim Prayer Alerts |
Religion has also embraced technology. Being an Islamic State with many Muslims mobile users, there is a high demand for to receive alerts on prayer times. Muslims are required to perform prayers five times a day. A few internet sites, namely Pray In Time.ORG, has devised a mobile application that enable users worldwide, including those in Malaysia, to receive real-time alerts on prayer timings based on the user's exact location.
| 2. Social Networking |
Mobile phones in Malaysia can also double up as a personal socializing tool with which users can find chat and dating partners, with the help of social networking sites and local mobile operators. Some sites, including Friendster, FriendX, Just Mobile, Faceboook, and others have created mobile applications so that members can stay connected no matter where they are. With these social networking sites being especially well-received in the country, it is not wonder that mobile phones that allow users to access these sites on the gadget is experiencing growing popularity.
| 3. Mobile TV |
Maxis, in partnership with the cable Astro provider, Measat Broadcast Network Systems have combined efforts to broadcast real-time streaming videos of the satellite TV's CNBC and hitz.tv channels on their mobile phones in 2004. Subscribers can also check out pre-recorded clips from channels such as AXN, National Geographic and popular Astro shows. Malaysian users have given such positive response to the service that the number of subcribers exceeded expectations. However, the service provider, Maxis still had to face several obstacles and challenges including the ability to "provide clear transmission for better picture and sound clarity, building awareness, educating the market and laying the groundwork for a generation of people who would watch news clips on the phone" (Lee, 2004).
Other than Maxis, another leading network provider DiGi, also enable users in certain areas t0 watch live television service over local terrestrial channel, ntv7 on their EDGE (Enhanced Data Rates for GSM Evolution) enabled handsets. The programmes include pre-recorded highlights from Malaysia TV3's Misteri Nusantara, 8TV's 8 Live Chart Show, Flava and Latte @8, and Feng Shui from Nanyang Online (Lee, 2004).
| 4. Initiatives to promote Social Mobile Media |
Acknowledging the increasing market demand for social media in mobile phones, there are a number of initiatives in Malaysia that seek to promote the entrepreneurial spirit for designing social mobile applications, as well as increase the awareness of social mobile media in the country, especially within the corporate business industry. These intitiatives are largely supported by the government and well-known industry players. The objective of such awards is to bridge the digital divide amongst disadvantaged communities by utilizing the benefits of fixed and mobile communications. One of these initiatives is the MSC Malaysia - Ericsson CR Innovation Awards 2008.
| 4.1. The MSC Malaysia- Ericsson CR Innovation Awards |
The MSC Malaysia - Ericsson CR Innovation Awards is a competition for local application developers to challenge their boundaries in developing fixed and mobile communication applications to benefit the general community as well as communities with special needs. It is organised by the partnership between Ericsson Malaysia and the Multimedia Development Corporation (MDeC), and supported by Suruhanjaya Komunikasi & Multimedia Malaysia (SKMM).
The awards are divided into two categories, Professional and Student, with a grand prize that includes a cash award of MYR 20,000 (USD 5700) for each category. In 2008, the Awards competition kicked off on January 24 and received 44 entries from various educational institutions and companies. Besides Ericsson, SKMM and MDeC, the judging panels were also represented by industry partners such as Maxis, DiGi, Celcom, U Mobile, and TM Net.
In the 2008 Awards,the Best Application Award in the Professional category was went to Corpcom Services Sdn Bhd which uses a simple open-source, web-based system called “Distributed Work Management Application” (DWMA) to manage its network of single mothers who make products such as paper-based baskets from home. The system enables an administrative coordinator to send out an e-mail, which will be converted to SMS messages to the 500 women in its database, to help with the coordinating of these micro-businesses. The Best Application Award in the Student category went to a two-men team from Multimedia University who developed a prototype of a walking stick with a radio-frequency identification (RFID) sensor that reads RFID tags embedded in an enclosed space. The walking stick links to a mobile device which will “speak” out the directions to the blind user so that he or she knows where to go. This enables blind people to get around in a building by themselves without assistance from others.
| 5. Business Applications using Mobile Phones |
| 5.1 Mobile Advertising |
According to industry analyst Frost & Sullivan Malaysia, the future of advertising is in the mobile phone segment. As mobile data services are projected to grow and the market is expanding with more users coming on board demanding for mobile services, more channels for delivering advertisements over the mobile phone will be opened up. This, in turn will drive the adoption of mobile advertising in Malaysia.
Currently, advertisers in Malaysia are increasingly investing in mobile advertising to get their message across to customers. Spending on mobile advertising is expected to hit the US$12bil (RM39.6bil) mark by 2011.
However as the phone is considered one of the most personal items in people's life, advertising on mobile phones can problematic if perceived to be intrusive. Although advertising through mobile phones is the new trend, advertisers will need to be cautious about invading their customers private zone. Frost & Sullivan Malaysia recommends that companies engage in more creative ways to "make advertisements less obtrusive" on the mobile phones. It has been noted that mobile advertising would be a good investment if companies are able to make advertisements non-intrusive and creative.
| 5. 2 Creative Mobile Advertising |
To make advertisements less obtrusive and more creative over the mobile phones, some companies have suggested mixing media as a way to deliver advertisements in new forms. One of the examples was to convert commercial jingles that are catchy and popular into mobile ring tones. Another way was to ensure that elements of interactivity are being incorporated into the advertisements.
| 6. References |
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| 7. External Links |
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clarestalwj |
Latest page update: made by clarestalwj
, Mar 23 2010, 8:50 AM EDT
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| sashikala | Can the picture be bigger? | 2 | Nov 20 2008, 6:35 AM EST by sashikala | ||
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Thread started: Nov 15 2008, 9:29 PM EST
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julie dear, can the picture on 'how a text message alert will look like ona mobile phone' be made bigger so that it is clearer?
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