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					3rd Asia Pacific
Mobile Learning & Edutainment Conference 2009




 Nurturing Compelling Edutainment Content

                Moving forward together to
              Create Content for the World.
                                     By
                          Abdullah Sani Alwi
                     Mobile Content Specialist
                   Multimedia Development Corporation
Global Trend 1: Social Networks are increasingly the
  major reason why people log on to the internet

              • Today, more than 70 % of US adult population is
 Global         online.
              • Of this, more than 43% of adult online users visit
                Social Networks.
 Trend        • A proliferation of Social Networking sites.



              • Higher proportion of females and teenagers /
                youths use Social Networks.
  Local       • Convenience is key:
              • Malaysians are looking for one-touch
 Impact         communication apps and apps that manage their
                status across different sites.
    Global Trend 2: “Hey Check This Out!”
Consumers don’t want to just look, they want to
                 contribute
           • One third of consumers contribute content to the

Global      internet weekly (upload status and photos to SN,
            participating in forums)
           • Percentage for internet contributors goes up to 70%
Trend        for 18-24 group.
           • Consumers trust other consumers more when making
             purchasing decisions (2-3x more effective than ads
             and sites)

           •   Consumer contribution to the internet is even

 Local         more pronounced in Malaysia, with more than
               50% of users participating in sites every day.

Impact
Global Trend 3: “Can I Get That ‘To Go’ Please?”
 Increasing PC to Mobile Internet Substitution
MDeC’s view of the
Creative Industries
 Creative Industry : Wide Range of Outputs
                         DIGITAL CONTENT FOR
                         CONVERGING ENVIRONMENT
                          Films & TV
                          Mobile
                          Interactive & Edutainment
                          Internet/High Speed Broadband
                          On-Line Publishing
                          Multimedia Exhibits
                         ANALOGUE CONTENT FOR
 CREATIVE                Films & TV
                         Print Media
INDUSTRY                 DESIGN
                         Merchandising
                         Fashion
                         Accessories
                         Architecture
                         Manufacturing Design
                         TRADITIONAL ARTS & CRAFTS
                         Theatre & Performing Arts
                         Art Galleries/Museums
            MDEC’s       Handicraft
            Parameters   Sculptures
           -Multimedia platforms
                                                       Global & Local
           -Consumption points
                                                          Demand
           (takes care of who &
                                                        Environment
           Where to deliver)
                                                                                                  - Merchandising
                                                                                                  - Licensing
                             -Tap Demand                                                          - Marketing Capacity
                             -Create Demand                                                       - Pre-sales




  Creative                   Pre                                      Post                                 Delivery
Environment                                     Production                       Outputs
                          Production                               Production                              Supply



                                        Production Delivery                      Marketing               Multimedia &
Creative Capacity                            capacity                            Capacity                Multi formats

  - IP Creation                                                                 - Catalogue
                                    Trained               Facilities            - Joint Venture
                                   resources               & tools
                                                                                - Co production
   Skills
                                             Marketable
Development
                                     Skills
-Nurture skills                                                                 Co production
                                  development                                       Treaty
-Re –skilling
-Talent hunt
- Curriculum redesign               Skills
                                   tapping
          Creative Multimedia Industry



          CREATIVE ENVIRONMENT
           PROVIDING INPUTS TO


        Film &      Animation                      Virtual
Games                                 VFX                    Mobile
          TV                                       Reality


                          Entertainment
                          Edutainment
                Industries in Applied Sciences
            Industries in Engineering & Architecture
                  Industries in Arts & Fashion
              Government Services (eg Tourism)
       Converging Environment
  One Source = Multiple Uses (OSMU)
                        Games

                        Musical

                          Toys

                      Publications
ASSET
                        Comics

                     Mobile Content

                      Theme Parks

                        Apparel

                       Stationery

                        Learning
    Convergence : Content & Screens

                 SCREENS

                  Personal

                  Fixed

CONTENT
                  Interactive

                 Mobile



                 Ubiquitous
Supporting The Pathway From Environment to
Markets
                                           Funding (3)
                                                                     C
                                                               Marketing &
                                                               Broadcasting
                                                                of Creative
              A
                                                                  Goods
          Creative
        Environment               B
                              Producing            IP Protection (4)
                               Creative
                                Goods

 Cultural &
  Heritage                                Funding (4)
Elements (2)                                                  Consumption
                      Skills (3)                                of Goods


                                            Multimedia
                                            Platforms
     MSC Malaysia Creative
 Multimedia Content Initiative
            (M-CMCI)
                                       Launched in April 10th 2006

                                       Key Features
                                       • Focusing on synergizing industry
                                       building blocks.

                                       • Creative Multimedia Content as a key
 5 Key Areas                           economic driver under 9th Malaysia
                                       Plan moving forward to 10th Malaysia
      Funding          Skills          Plan
1.    for I.P
                  4.   Development
                                       • Addressing the demands of the local
      Market           Digital Media
2.                5.                   and global content market in the areas
      Access           Zones
                                       of animation, games and visual effects.
      Strategic
3.    Alliances                        • Developing I.P, Talent and Companies
                                       of global standards
    Creative Multimedia Content Industry
      Development in the MSC Malaysia
   MDeC supports the creation of an infrastructure and info-
    structure that supports, nurtures and sustains the
    development of a world class creative content industry in
    Malaysia

   MDeC promotes MSC Malaysia as a regional hub for creative
    content activities and businesses

   MDeC facilitates market access domestically and globally for
    MSC Malaysia Status Creative Multimedia Content companies

   MDeC fosters the development of home grown content distilled
    from Malaysia’s rich historical and cultural background
    (“melting pot of Asia”)

   MDeC supports the utilization of high-end digital
    technologies for the industry
Creating International Networking & Affiliati
  MDeC has an MOU and collaboration with the Korean
   Culture & Content Agency (KOCCA), Japanese Ministry of
   Economy, Trade and Industry (METI) and Software
   Industry Promotion Industry (SIPA), Thailand.
   MDeC is an Associate Members of Mobile Entertainment
   Forum (MEF).
  MDeC facilitates digital content submissions (Mobile
   Content) to Global Mobile Content Awards, MobileMonday
   Peer Awards, Barcelona, MIPCOM, France & MEFFYS Award
   UK.
   MDeC also participates in markets such as GSMA Mobile
    World Congress (Barcelona), GSMA Mobile Asia Congress
    (Hong Kong), Mobile Entertainment Market(UK), Com
    South Asia (Kuala Lumpur), GoMobile (Kuala Lumpur) &
    Mobile Content Conference (Korea)
       Existing Initiatives
For Mobile Content & Applications
 • INTEGRATED CONTENT DEVELOPMENT TASKFORCE (ICON)

 •MOBILE CONTENT DEVELOPERS DIALOGUE

 •MSC MALAYSIA IPCC SERIES   (Mobile Games), CERAMY

 • PROGRAMS & INITIATIVES UNDER KWD

 • E-CONTENT GRANT (MOSTI)

 • MSC MALAYSIA ANIMATION & CREATIVE CONTENT CENTER   (MAC3)

 • NATIONAL CONTENT POLICY

 • CUSTOMISED INCENTIVES

 • MARKETING SUPPORT PROGRAMS

 •Malaysia Mobile Content Industry Benchmarking Studies
                                                               15
                 Contact of Presenter

Abdullah Sani Alwi
Mobile Content Specialist
Creative Multimedia Strategy & Policy Department
Multimedia Development Corporation


T : +601-8315-3311
E : sanialwi@mdec.com,my
URL : www.mscmalaysia.my
BLACKBERRY ID: 2154DBB6
FACEBOOK : www.facebook.com/sanialwi
TWITTER :http://twitter.com/sanial




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