mobi world[1]

MSC MALAYSIA – IHL BUSINESS PLAN COMPETITION 2009/10 CONFIDENTIAL

BUSINESS PLAN

[Version 2.1/020709/TED/MDeC]

Multimedia Development Corporation Sdn. Bhd. (389346.D) MSC Headquarters, 2360 Persiaran APEC, 63000 Cyberjaya, Selangor Darul Ehsan, Malaysia.Telephone: +603 8315 3000 Fax: 603 8318 7612 URL: www.mscmalaysia.my

Name of TeamMuhammad Hazmin WardiRosfatimah Abu TalibEdna BuyongDr Sazilah Salam

Universiti Teknikal Malaysia Melaka (UTeM)

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Contents

Section 1.0 EXECUTIVE SUMMARY…………………………………… 1

Section 2.0 INTRODUCTION TO THE COMPANY………………………

2.1 Company Background…………………………………………2.2 Business Intent……………………………………………….2.3 Growth Strategies……………………………………………….

2.3.1 Financial Strategies……………………………2.3.2 Technology and Product Development Strategies………2.3.3 Marketing Strategies to increase market or mind share

2.4 Target Markets………………………………………………..2.5 Revenue Model………………………………………………………2.6 Operational Setup………………………………………………2.7 Long Term Goals of company…………………………………2.8 Market & Competitors Information……………………………2.9 Strength & Weaknesses or SWOT (if possible)……………… …

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Section 3.0 EMPLOYMENT OF KNOWLEDGE WORKERS……………………

3.1 Management Team………………………………………………..3.2 Organizational Chart………………………………………………...3.3 Human Resource Plan……………………………………………….

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Section 4.0 PRODUCT OR SERVICE DEVELOPMENT…………………………

4.1 Product / Service / Technology Overview……………………………4.2 Research and Development (R&D)……………………………………4.3 Benefits & Customer Value……………………………………………

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Section 5.0 MARKETING PROGRAMS………………………………………..

5.1 Marketing Overview……………………………………………… 5.2 Marketing Programs…………………………………………….

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Section 6.0 FINANCIAL PROJECTIONS………………………………………

6.1 Financial Overview…………………………………………………….6.2 Financial Qs to consider……………………………………………….

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Section 7.0 CONCLUSION or APPENDICES…………………………………… 16

Multimedia Development Corporation Sdn. Bhd. (389346.D) MSC Headquarters, 2360 Persiaran APEC, 63000 Cyberjaya, Selangor Darul Ehsan, Malaysia.Telephone: +603 8315 3000 Fax: 603 8318 7612 URL: www.mscmalaysia.my

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Section 1.0 EXECUTIVE SUMMARY

Students spend an average of 11 hours a day engaged with media, are constantly on the go, and spend an average of 20 minutes a day sending & receiving text messages on their cell phones (Sept 2006, Harris Interactive College Explorer Study). Educators use mobile devices to enhance their personal productivity as well as to support teaching and learning.

MobiWorld exists to produce mobile devices applications for educational entertainment purposes (edutainment). Mobile learning or m-learning as it is often called, have become increasingly prominent tool in learning to assist students and educators. M-learning provides new advantages in expanding the world of distance learning. It offers an opportunity to further educational goals by leveraging and building upon the functions of technologies already adopted by and considered indispensable to a majority of students.

It is a challenging effort to develop and integrate lessons with entertainment. We develop edutainment applications which demonstrate and promote the use of various multimedia learning applications through supported mobile devices which are also inexpensive, portable and accessible to majority of Malaysian citizens. Elements of audios, graphics, animation and texts are applied into our products to make them more interesting and enjoyable to use. Research on the techniques to be applied, entertainment strategies to be integrated, and impact of the learning are continuously conducted to create the best products which can be used to help learners learn while playing games, thus creating interest and joy while using it. This interest and joy will increase the amount of time that the students use the product, thereby increasing the effectiveness of the program thus help us quickly gain market share.

According to BusinessWeek, while education sales account for only a small sliver of iPhone device sales now, they could reach 20 to 25 percent of the market in the coming years (Kharif, 2008). Apple’s App Store already offers more than 500 educational applications (Prabhu, 2008) that help teach a variety of skills such as telling time, reading, or learning foreign language

Current generations are born in the wireless world that offers wide variety of entertainment. We exist with the responsibility to develop education with useful edutainments that teach while at the same time entertain. We ensure that students learn their lessons even while enjoying playing games.

MobiWorld also offers short courses to train edutainment developers to create edutainment experts. In general, we provide our customers with our best services in idea concept, design, development and marketing strategy for each product

1Multimedia Development Corporation Sdn. Bhd. (389346.D) MSC Headquarters, 2360 Persiaran APEC, 63000 Cyberjaya, Selangor Darul Ehsan, Malaysia.Telephone: +603 8315 3000 Fax: 603 8318 7612 URL: www.mscmalaysia.my

http://www.harrisinteractive.com/news/newsletters/clientnews/2006_alloy2.pdf

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we produce and training that we offer.

The primary target users for our company are parents with children ranging from 6 to 17 years old. The idea is to provide edutainment applications for students in both the primary and secondary schools. Other target customers include young developers such as fresh graduates, or school leavers who aspire to become entrepreneurs in the edutainment businesses.

Our latest products are: i) Times Master that allows children to memorize multiplication tables, and ii) Geo Fun! – a monopoly-like mobile educational game for learning Geography. Times Master is an exploratory-based mobile edutainment that integrates exploration, story-telling and game-based mobile learning techniques to assist children between the age of 5 to 12 years, in memorizing multiplication tables in an interesting way and with fun. Characters are introduced to represent numbers in the stories of multiplication tables. As for Geo Fun!, it is developed based on the latest Secondary Geography curriculum designed by the Ministry of Education, Malaysia. The target users are teenagers between the age of 10 to 17 years. Our aim is to assist students in remembering geographical locations in Malaysia which are rich in resources. This game in turn, will facilitate the students in answering questions in their exams. The game is also designed to educate players manage geographical resources effectively and efficiently. Players also learn how to conduct business successfully because they are required to make intelligent investments which also determine whether they win or lose the game, With the availability of mobile phones anytime and anywhere, the game will complement what students learn in schools, in an exciting way!

MobiWorld provides an e-commerce Website (www.mobiworld.webs.com) where users can access free downloadable mobile edutainment applications, drivers, wall papers, forum, Web Store, members’ special promotions, and affiliate programs. Users can also access information on our products and services through the website. We can also be accessed through various e-auction portals such as e-Bay, lelong.com.my, and mudah.com.my. For smart phone users, our Mobile Web can be captured through Nokia Ovi Store, Handango, Maxis Apps Store, and Apple Apps Store.

We aim to penetrate 2% of the market in Year 1, which will generate RM 80,000. For the next 3 years, we are confident to achieve RM 250,000 revenue based on ,current world market trend with the introduction of potential revenue models and aggressive execution of the Internet marketing strategies. MobiWorld also plans to produce more mobile edutainment applications to fill the gaps in the edutainment services

MobiWorld which is a start-up company, is established by professionals with diverse background and experiences in


http://www.mobiworld.webs.com/

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multimedia, management, finance and marketing. For initial funding, the 4 shareholders of this company contributed RM 10, 000 each, to start up the company. The total start-up capital is RM 40, 000.___________________________________________________

Section 2.0 INTRODUCTION TO THE COMPANY

2.1 Company Background

The establishment of MobiWorld is based on mobile multimedia and design. The company is a start-up company with an initial capital of RM40,000. We are located at 32, Jalan TU 17, Taman Tasik Utama, Ayer Keroh, Melaka. The management team is made up of a General Manager, a Sales & Marketing Manager, A Financial Manager and two Multimedia Developers cum Trainers.

Our niche area is mobile multimedia educational games. We develop products and services based on customer needs which incorporates both educational research and technology advances. We will have a better understanding of customers’ changing needs and respond quickly in real time., build long-term relationships that drive revenues and stimulate service usage.

We want to continuously promote m-learning to public. Mobile applications offer convenience to all where they can be accessed anytime and anywhere irrespective of factors governing and impacting learning and teaching such as physical location, resources, people and tools that are available. As most of us concur, the traditional way of teaching and learning through books is not as attractive as it used to be. This is attributed to the fact that this mode of learning is not interactive and to a certain extent fails attract and engages users especially inquisitive-minded kids and adventurous teenagers who enjoy learning by exploring and experiencing in an enjoyable way. And MobiWorld is set to spearhead this learning by incorporating games into learning through the products and the services the company introduce.

MobiWorld presence in the edutainment business is not merely for profit, but to enhance education, spearhead business growth and fulfill our social and economic responsibilities to the community at large.

Our company will generate sufficient revenue and profits and gain financial resources needed to defray the expenses of the project we undertake. For long-term gain, we will set aside the necessary financial resources needed for growth, expand our networks, improve quality of service as the key strategy to secure customers loyalty. This approach is in line with the concept of entrepreneurship development as the country moves forward to accelerate the creation of more entrepreneurs.


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The company also focuses on growing the business by leading the target market with innovation and flexibility. ‘Science Year 1 – Using Our Senses’ has high potential for profits as it offers exciting new way of learning.. MobiWorld will always offer the best quality of our products. We exist not just to make money but to achieve some positive societal and positive impacts in Malaysian education system and well-known as the best in providing such services. _________________________________________________

2.2 Business Intent & Clear indication of intended business activities.

1. Our main goal is to develop educational mobile applications by providing new way of learning using mobile devices. We want to promote the applications to all types of users ranging from kids to adults. As there are many mobile applications for teenagers available in our market today, we take a step forward by introducing exciting new mobile devices where the target users are kids aged between 5 to 7 years , known as ‘Science Year 1 – Using Our Senses’. Since children nowadays are more attracted with gadgets., parents can use the applications to help them learn and understand science better in an exciting way at their own pace, time and convenience. A better way for parents to spend quality time by engaging and exploring the lessons and topics together with their children. This method of learning, we believe will make our products useful now and also the future, thereby increase our revenue.

2. We provide training based on client needs to meet customer’s satisfaction. To meet customer’ changing needs, we offer to provide training by going places, either at their homes or our training centre. Building customers’ long-term loyalty is our vision. In order to maintain our performance, attract more users, we will create more innovative products in the future.The training session provided will bring Mobiworld closer to their customers. The company plays a vital role in increasing technical skills among employees in Malaysia.

3. Mobiworld is moving forward to fulfill the market needs with different types of learning pedagogies as m-learning has begun to attract many users around the world. Learning using mobile devices is not impossible anymore because mobile phones have almost become a necessity in today’s life. They are carried everywhere and the applications can be accessed anytime around the world.

4. The innovation in this product is to transform e-learning to m-learning. It provides convenience and based on our research, the application is effective and kids enjoy it. This mode of learning is most suitable with modern lifestyle and gives a new exciting experience for kids learning science using mobile technologies. Athabasca University, Denmark for example applies mobile learning in their teaching and learning. It offers learning without borders to more than


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100,000 students across the world.

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2.3 Growth Strategies The growth strategies are divided into three (3) categories: i. Financial strategiesii. Technology and product development strategiesiii. Marketing strategies

2.3.1 Financial Strategies

Each of five shareholders contributed RM 10, 000 making the total capital RM 40, 000. We will also secure a bank loan of RM200, 000 as a working capital from CIMB to inject funds into our business.

Capital :Total Capital = RM 40,000 + RM 200,000

= RM 240,000

First-round Financing RM 128,000

Marketing & Advertising RM 25,000

Salary Expense RM 23,000

Office rent and renovation

RM 30,000

Office Equipment RM 50,000

Other expenses RM 10,000

Total RM 128,000

As for long term growth strategy, we are seeking a listing in Bursa Malaysia Second Board in MESDAQ, after achieving a turnover of RM 2, 000, 000, net profit before tax in year 2012.

2.3.2 Technology and Product Development Strategies

1. ‘Science Year 1 – Using Our Senses’ is developed using Flash Lite application and suitable for all Symbian OS mobile phone. It is the most popular and widely used application in today’s market.

2. In the development stage, we use a suitable format file such as mp3. for audios and vector image for graphics. The animation is designed in simplest way in order to minimize the size. The developer also must aware about color preference for any graphic designed.

3. The content is developed based on the latest curriculum designed by the Ministry of Education and results from


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the learner’s profile ( brief survey with the learners themselves ). The selected chapter is ‘Using our Senses’ which is the fourth chapter in the scheme. There are eight units in this chapter, which are further divided into sub-units. Students will learn: about colours, shapes, sizes, sounds, smells, tastes, and touching and feeling of objects. The design phase continues afterwards with creativity construct, storyboard and course map design of the applications.

4. To enhance business development, we provide services according to the customer’s needs. We will continue to come up with innovative solutions to meet customer demands.

5. In order to become a prominent provider in education, we establish a good network and relationship with Ministry of Education for our future product in learning.

2.3.3 Marketing Strategies to increase market or mind share.

The focus will be on satisfying the customers’ needs in an effort to increase company's revenue and profits. We employ the ‘4 Ps’ of product, price, place and promotion to influence customers’ decisions and make purchases on our products and services. Marketing campaign will be done through automated marketing technology.

1. Product

a. QualityQuality is our main priority. in order to satisfy customers’ needs and wants. ‘Science Year 1 – Using Our Senses’, was developed based on our end-users requirements. Kids are attracted to colourful images and animation. We incorporated the elements of audio, graphic, animation and texts to make it more exciting, interesting and enjoyable to use. We also employ the right use of colours, suitable font and easy grammars which are appropriate with kids. These are the right essentials in developing kids’ product.The most important feature is that: ‘Science Year 1 – Using Our Senses’ is designed to work with mobile devices using user-friendly interfaces and at the same time provide easy instructions for kids to operate. It is developed in the minimum size which enables it to run smoothly through mobile phones.

b. DesignProducts design or service package plays a vital role in satisfying the users. ‘Science Year 1 – Using Our Senses’ is created according to our customers’ specifications. The product’s designs include; Story scripts, design of characters,

storyboard designs, content creation and media integration, navigation designs, and user interface designs.


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Also included is comprehensive consultancy services for customers based on their needs.

2. PriceOur prices are reasonable and affordable by end-users’. ‘Science Year 1 – Using Our Senses’ are priced at RM5.00.

3. Place Located at K-Economy Incubator, MITC City, Melaka.it is a strategic place where educational institutions such as UTeM, Multi Media University (MMU), Kolej Komuniti and both primary and secondary schools are located within the vicinity. This area has many advantages as many Multimedia & IT specialists are there because it is the second cybercentre to be given the MSC status after KL Sentral. A cybercentre is one that provides the benefits of global connectivity and accessibility to companies in the area. MITC, on the hand is the first phase of a two-phase MSC project in the state. The location is the most relevant to place our products and be the training centre due its connectivity and accessibility to all the facilities and infrastructure.

Figure 1.0: Location ofMedia Resources House

4. PromotionAggressive promotions will be carried out to attract customers in buying our products, which are:a. Advertising

Printed media such as newspapers, magazines and yellow pages. For ‘Science Year 1 – Using Our Senses’, we plan to advertise it through school magazines or any reading materials, pamphlets, and brochures

Media broadcast like the radios Internet

Advertisement through internet will be done through banner and interstitial ads from any education or edutainment websites that are related


MediaResources House atInkubator, K-Ekonomi

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to kids and Science to promote ‘Science Year 1 – Using Our Senses’.

Outdoor advertisements such as billboards and banners.

Educational or technology exhibitions, seminars or conferences of educators

b. Sales promotion Mobiworld will carry out special offers and incentives to encourage product and service usage. Sales promotion on the specific occasions such as school holidays and giving promotions to existing customers. The promotions will be held at selected schools during special events like annual sports, teachers’ day celebration, entrepreneurship events and activities which involve the participation of both the schools and parents. We will also hold activities which are related to the topics learnt in schools to attract their interest besides promoting our product. The application will be one of the activities carried out o promote it to the schools, parents and students. Products related to our services such as bookmarks, stationary and mobile wallpapers will be distributed free during the marketing campaigns

c. Public relations and publicityGiving the best services and creates good relationship with the customers.

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2.4 Target Markets Our target market is focused on small home businesses, students, educators and parents.

For ‘Science Year 1 – Using Our Senses’, we are promoting our application to parents, teachers and kids. The target users will be kids aged between 5 to 7 years old as children today are more attracted with gadgets. Parents can use the applications to assist their children in understanding science better at their own pace, time and convenience.

2.5 Revenue ModelOur company’s revenue is derived from financial measure of products and services provided, such as sale of mobile applications, charges of any mobile content designed and training fees. To illustrate this, ‘Science Year 1 – Using Our Senses’ can be downloaded by users through our website with RM5.00 charge per download. Our prices are affordable to all end-users as they are based on current market prices. Table 1.0 illustrates the package price for our services.

Table 1.0: Price List of Products and Services

Description Price


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1 Development: Mobile Content Applications.

±RM13,000

Sub

ject

to c

han

ge

2 Short Course Training: in house training customers premise

(based on locations)

±RM400±RM500

3 Graphics design: Poster (A4, A3, A1) /

min50pc Bunting & Banner

(standard size)

±RM5±RM35

4 Consultation (max 6hours/season)

±RM500

5 Mobile Content Downloading charge

RM5.00

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2.6 Operational Setup MobiWorld operates at Inkubator K-Ekonomi and enjoys the facilities and infrastructure provided at the premise.Our operation hours are from Monday untill Saturday, 10.00 am to 6.00 pm. Our focus is on developing mobile learning content not only for students but also for those who need it as supplementary in learning process.

Figure 2.0 below shows the operational process of our online sale. Each customer has to register through our website, www.mobiworld.com.my to obtain a free membership in order to get privileges from our company such as 10% discount and special birthday gifts. We also plan to develop SMS gateway in the future to provide customers an easier way to buy any of our products. The message will also carry special offers and incentives to encourage service usage

Figure 2.0: Operational Process___________________________________________________

2.7 Long Term Goals of company

A strong team and strategic management will provide direction, determines decisions and motivates all the members of MobiWorld to perform.

VisionTo become a top IT company in providing innovative products


http://www.mobiworld.com.my/

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and services in idea concept, design, development and marketing strategy to each product that we produce especially in mobile content design.

Mission1. To develop the best quality products and services.2. To produce high skill multimedia personnel.3. To promote mobility in lifestyle.4. To be a good advisor and consultant for innovative

multimedia solutions.

MottoMultimedia is the best solution

MobiWorld also aspires to achieve the following goals :

1. To be a prominent and established multimedia companyOnly a small number Bumiputras are involved in multimedia businesses. Our main goal is to be actively involved in a high performing multimedia industry. We will collaborate with local and international telco companies to cater for increasing market demands

2. Playing a vital role and an important part of educational fieldEducational fields offers new range of business if developed systematically. Networks and collaboration with educational institutions like the Ministry of Education to develop supplementary for learning provide exciting new phase for mobile market.

3. To create an online business and support mobile education Through our website, customers can download any of our online products by ordering and purchasing our products via internet which is more convenient, fast and easy. We also plan to develop SMS gateway to improve our customers’ convenience.

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2.8 Market & Competitors Information

Besides creating designs, development and marketing, MobiWorld has our own Research & Development (R&D) team. We do research and analysis on each of our products before we embark to the next phases which are design and development. R&D is important to identify the end-users’ requirements and to ensure that our products and services have the best quality. We carried out research for ‘Science Year 1 – Using Our Senses’ to check for colour preferences, suitable characters, and metaphor for end-users. We also conduct surveys by distributing questionnaires and carry out face-to-face interviews with selected students and teachers, to ensure that the best services are provided to our customers.


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Stiff competitions in business has an impact in motivating entrepreneurs like us in striving to producing better quality products and services. By doing so, we believe that we will be one of the top multimedia companies in Malaysia within the next few years..

Our competitor, Aspati Sdn Bhd offers similar type of business where their focus is mainly on e-learning courseware products. Even though they have been established many years, they are still using electronic learning support as their main product. Besides, they employ a third party to market their products which limits their market information and access and exposure. DesignMaster Enterprise on the other hand is our indirect competitor especially in creative design and courseware development. Established since 2003,this company is led by a young CEO and had a small number of skill and trained employees. Informed sources have indicated that DesignMaster does not have strong management team and its marketing strategy is lacking. MobiWorld has a strong management team and a sound and effective business plan to move forward and compete favorably with the two existing competitors.

Table : Comparison MatrixOthers Publications Electronic Mobile

Company Pusat Tuisyen

Bakti Jaya

Gaya Pos Pelangi Sdn. Bhd

MediaSources

Just Mobile Sdn. Bhd

Device Book Book Computer & CD

Mobile Phone

Mobile Phone

Interactive Yes No Yes Yes YesAudio/sound Yes No Yes Yes YesAccessibility Fix Fix Fix Flexible FlexibleGuide Need Self Self Self SelfFocus Learning Learning Learning Edutainment Entertainment

Cost/price < RM50/per month

RM52 – RM406

< RM40 RM5

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2.9 Strength & Weaknesses or SWOT (if possible)

In order to improve performance, MobiWorld continuously strives to elevate its productivity from time to time by exploring every opportunity that is available. Table 2.0 represents the strengths and weaknesses of our company

Table 2.0: Strength and Weaknesses of MobiWorld

Strengths Weaknesses

i. Quality Products & Services

ii. Exciting and Attractive Learning Approach

iii. Reasonable Priceiv. Advisor/Consultant v. Training Provider

i. New in the business

ii. Compettition from existing companies in terms of price


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vi. Large customer base with 50,000,000 iPhone and iPod Touch users from all over the world

Opportunities Threats

i. Exploring new market segments

ii. International markets

i. Obsolescence due to the emergence of new technology

The greatest challenge is for the company is to engage users in using the applications as the culture of downloading is not as widespread in Malaysia as compared with developed countries like Europe, America or Japan. However, with good support, awareness assistance as well as training and education we believe this culture will naturally be instilled among Malaysians in due time.

Section 3.0 Employment of Knowledge Workers

3.1 Management Team Please refer to Appendix A___________________________________________________

3.2 Organizational Chart Please refer to Appendix B_________________________________________________

3.3 Human Resource Plan

Currently we have 16 staff and are still looking candidates as general workers. We plan conduct short courses in design to train our new designers and programmers in developing good quality products. We will continue participating in any marketing training to improve our marketing techniques and strategies. Table 3.0 shows our 3- year projected human resource plan:

Table 3.0: Projected Human Resource Plan

Position/Role Y1 Y2 Y3

Managers General Manager 1 1 1 Operational Manager 1 1 1 Marketing Manager 1 1 1 Position/Role Y1 Y2 Y3 Multimedia Division Senior Designers 1 1 1 Designers 2 3


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Software Division Programmer 1 2 2

Marketing Division Marketing Assistant 1 1 2

R&D Division R&D Generalist 1 1 2

Finance and Admin. HR Generalist 1 1 Financial & Admin. Assistant 1 1 2 Total No. Of Worker Total Knowledge Workers 9 12 16 Total Foreign Knowledge Workers 0 0 0 % Of Knowledge workers

Besides offering competitive salary, our employees make mandatory contributions to EPF and SOCSO. Incentives in the form of cash allowances and other fringe benefits such as bonuses, paid vacation and personal accident policy are provided.

Table 4.0 shows benefits granted by our company to our employees.

Table 4.0: Benefits of employees in MobiWorld

Benefits1 Fee medical treatment and yearly medical check-up 2 Insurance coverage3 Paid maternity leave up to 100days 4 Annual bonus 5 Performance incentives6 Paid vacation

Section 4.0 PRODUCT OR SERVICE DEVELOPMENT

4.1 Product / Service / Technology Overview

MobiWorld is a mobile application consultant company which provides the following services: mobile application design and development, mobile application consultation, mobile application


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training, m-learning and mobile games applications. Our main aim is to promote a new exciting way in learning using mobile devices to be used by all types of users ranging from kids to adults.

Realizing that there are already many mobile applications for teenagers available in our market today, we take a step forward to create something new where the target users are kids between the ages of 5 to 7, which is ‘Science Year 1 – Using Our Senses’. Since children are more attracted to gadgets, we believe that this mode of learning will engage them to use the device continuously and thus increase our average revenue.

Science for standard 1 is a new subject taught in all schools. It is delivered in English. The Malay students, especially have difficulty in understanding the subject. Also, the subject is known to be boring and difficult to teach or learn. It is even more difficult to teach this subject to pre-school children aged between 3 to 6. The fact is, the interest in Science subject should be inculcated in their early ages. ‘Science Year 1 – Using Our Senses’ is based on latest curriculum set by Ministry of Education where the target users are kids aged from 5 to 7. The selected chapter is ‘Using Our Senses’ which is the fourth chapter in the scheme. There are eight units in this chapter, which are further divided into sub-units. Students will learn: about colours, shapes, sizes, sounds, smells, tastes, and touching and feeling of objects. Elements of audio, graphic, animation and text are applied to make it more exciting, interesting and enjoyable. We take into account the appropriate use of colors, suitable font and grammar in developing the prototype. Students can improve or complement what they have learnt in class through mobile technologies anytime, anywhere within the inter-connected world. We are promoting our application to parents, teachers and kids. The target users will be kids aged between 5 to 7 years. Parents can use it to help their children understand science better at their own pace, time and convenience. This provide a good way to explore the topic together with their children. This method of learning, we believe will make our products useful now and also the future, thereby increase our revenueTo protect our Intellectual Property (IP):

The product design and innovative features will be filed for patenting

When creating the mobile edutainment developers, we will protect our Game Engine by filing for Copyright

We may also apply for MSC Malaysia IP Grant Scheme to protect our IP

4.2 Research and Development (R&D)

MobiWorld has wide knowledge and experiences in research and development of mobile applications. Almost all of our staff


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have a research background and actively doing research in the mobile technical areas, mobile application market and its trends and users’ needs. We are currently carrying out R&D program with UTeM which allows us access to additional information about mobile learning and mobile devices technical updates.

Our marketing research team conducts surveys and observations on the movement of mobile application trends, determines and analyzes the users needs, the target users behaviors and marketing strategies. Data from the research will are reviewed, discussion held between our marketing and development team and decisions made to develop the best product and execute go-to-market strategy.

Research on Malaysia mobile application trends was conducted before we develop our product. From the research, our marketing team found that there is a need for m-learning applications especially for kids. The research also indicated that the Ministry of Education and MSC are looking for new and innovative ideas and supports to promote m-learning and create a mobile content like MCC.

After a complete and thorough discussion among the development team, our product rolled out into the development phase. Factors such as target users, current and future trends and the technology capability are taken into consideration. It is also important to ensure that the graphics used are suitable and compatible not only to the users but also to the mobile devices.

The value propositions of our latest product, ‘Science Year 1 – Using Our Senses’ are as follows:

Why science?Science is an important and interesting subject to learn as it can create and brings children’s curiosity about the nature and the activities or happening in our everyday lives. It helps children in so many ways as they get to learn many things at a time. However, for many school kids , Science may be tough and boring to learn. In addition, difficulties in teaching and learning Science subject for primary schools became one of the main problems in today’s education. The main issues are students’ perception, behavior and accessibility for learning material of Science subject (Maznah, 2006). It is one of the compulsory subjects taught in schools including sekolah kebangsaan and sekolah jenis kebangsaan. As this product does not focus on any specific factors such as ethnics groups, races, religions or gender, students can use the application and gain new experience in learning science by using mobile technology.

Why primary school students?Children usually start their primary education at the age of 7. At this age, it is vital to develop the necessary skills and knowledge required to prepare them for the next level of their tertiary


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education . Learning Science is an endless going process and will continue even when they leave the primary schools. They have started playing with gadgets and became interested in interactive applications. Surveys too, have indicated that most of the children in urban families know how to use and apply the basic functions in mobile phones. This can encourage them to use it for good reasons rather that engage in unhealthy and unproductive activities.

Why mobile?Mobile phones has become our culture. Its ubiquity has made it possible for almost all of our young generation and non-ICT literates use mobile phones easily, but the devices have little applications available for learning purposes. Our young generation is so used to play games using mobile phones at the clicks of their hands. Wagner (2006) reported that about 6 million people download games to their mobile devices each month.

We use mobile phones regularly and bring them along anywhere we go, thus the application can be accessed anytime and anywhere without limits. Users can use the application for learning and enhance their understanding of the topics they learnt in school using mobile devices. Parents can explore the subject together with their kids thus bringing them closer by spending quality time as a family. ___________________________________________________

4. 3 Benefits & Customer Value

‘Science Year 1 – Using Our Senses’ s is designed to work with mobile devices using user-friendly interfaces and provide easy instructions for kids to understand. It provides new exciting and entertaining ways as well as effective experience in learning science where they can access the rich media resources including animation, sounds, pictures and texts. The colourful elements of multimedia will generate more interests in this subject. The co-ordination of the various elements can stimulate students concentration while learning the subject ___________________________________________________

Section 5.0 MARKETING PROGRAMS

5.1 Marketing Overview Today, mobile devices are indispensable of the young generations. Available at affordable price and with the advance of technology, we are able to bring users to the future by providing mobile content to our customers. Research conducted by us shows that businesses in education can provide ample opportunities for revenue and profits. Organisations from kindergartens to primary and secondary schools, colleges and higher learning institutions and corporations, government and private sectors are always looking for alternative ways to train, develop and educate their students or employees. M-learning through mobile devices is therefore the solution provider.


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Using flash technology, the applications can easily be installed to our mobile devices. We believe that the current technology can bring enough profit to our company and expand our customer base to the Philippines, Thailand, Indonesia, Brunei and India in the near future and continue to come out with innovative solutions to meet customer demands. While many mobile applications for teenagers available in our market nowadays, ‘Science Year 1 – Using Our Senses’ is a new exciting device that aim to attract young mobile users to the colorful and animated graphical user interface, easy- to- use functions, clear and understandable navigation that make them different from applications. ___________________________________________________

5.2 Marketing Programs MobiWorld plans to implement the marketing programs for ‘Science Year 1 – Using Our Senses’ by stages:

i. development stage ii. product release stage and

iii. support stages.

1. In the development stage, the application was developed according to the target users and based on the technology that is acceptable by most of the users. Therefore, we choose Flash Lite as the authorised tool to develop the application. Flash enables us to design the application which is rich in colour and animated graphics. This will definitely attract the kids’ interests to use it.

2. Product release stage is where we start our product’s promotion and out-door advertising and visit potential customers such as schools, universities, libraries, shopping complexes and others public places. We also plan to collaborate and cooperate with few organizations such as GoMobile, UTeM, XfreshFM and Ministry of Education, Malaysia (MOE ) to promote our ‘Science Year 1 – Using Our Senses’ products). We will joint also GoMobile exhibition to promote and sell our product. UTeM will provide us with the online promotion supports using website, blogs and forums. ‘Science Year 1 – Using Our Senses’ will also embark on organized tours to selected schools in Malaysia to promote and sell our product with the assistance from MOE. We will hold related activities and organize events related to the topics students learn in school to create students’ interest beside promoting our product. The application will be introduced as one of activities in schools as part of our promotion campaign. We will distribute bookmarks, stationeries and mobile wallpapers that depict our company and the product. We will also distribute brochures to inform the public. Advertisement in school magazines or any reading materials will be done a few months before ‘Science Year 1 – Using Our Senses is officially be launched to the market. Announcements and advertisement will be made through the radio station, XFM.


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3. Support stages are our third marketing program. We offer free download on similar applications with ‘Science Year 1 – Using Our Senses’ to promote it. All details can be accessed through our official website www.mobiworld.com.my. Users can leave comments or exchange information with other users in the forum section. Other promotions will be announced and posted in the website later. Besides that, the advertisement through internet will also be done through banner and interstitial ads from any education or edutainment websites that are related to kids and Science. MobiWorld also plans to cooperate with UTeM in the near future. UTeM is one of the universities in Malaysia that has knowledge and interest towards m-learning research and development. Also included in the support stage is the publication of tutorial books on how to develop simple mobile applications. They will be used and sold at book stores and during training programs that our company conduct.___________________________________________________

Section 6.0 FINANCIAL PROJECTIONS

6.1 Financial Overview Refer to Appendix C___________________________________________________

6.2 Financial Qs to consider

In order to sustain our business today’s volatile market, MobiWorld will ensure constomers’ needs and wants are met in real time and we will continue to treat our customers as valued individuals, build long-term relationship that will drive up our revenues and stimulate usage. The following key questions are addressed:

1. How will our revenues and expenses develop? Based on our projected revenues, expenses will increase by 10% for the next three years.

2. What assumptions underlie our financial planning? Statistics on SMEs indicate that small businesses are the second largest and fastest growing segments in Malaysia. Hence, our assumption is that we can gain profits by targeting small companies as our client besides educational institutions..

3. What sources of capital are available to sustain our operations?

Our sources of capital are from the venture-funding and profits generated through sales. These can be readily obtained as the telecommunications industry is expected to continue recording moderate growth as it is recession-proof. 4. How will the company realize its profits?Profits will be realized selli9ng our products through aggressive marketing strategies and the services that we provide. By giving only the best and enjoying the first-mover advantage, MobiWorld profit will gradually increase.


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5. What can investors expect from our company?Investors can expect high returns by investing in our company With larger clientele in the education industry, the company through its profits will be able to return the higher value to our investors. This is because in Malaysia there are not many multimedia companies specializing in mobile education, besides promoting small businesses as target user.

By embarking on the above project, it is expected that the usage m-learning will continue to accelerate in the next few years The provision of the gateways and the services provided by our company will accelerate the development of mobile commerce and e-business in various economic and business environments in Malaysia that will in turn contribute to the development of multimedia and IT businesses. ___________________________________________________

Section 7.0 CONCLUSION

The business plan clearly indicates the market potentials and provides guidelines on how we can bring success to MobiWorld. It is a step forward in becoming a prominent m-learning provider in the market, thus meeting the changing demand of customers. Learning through mobile devices is a new trend that is starting to gain popularity among the public. The government initiative to promote m-learning in our educational systems and the limited availability of applications for mobile devices for learning and teaching, will make it possible for MobiWorld to achieve its goal of becoming the top most successful mobile learning provider in Malaysia. MobiWorld will continue to promote and provide a wide range of innovative educational applications and solutions for mobile technologies.___________________________________________________


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