In 2007, Maxis launched its Mobile Content Challenge (MCC), a competition geared towards creating a generation of innovative and creative techno-preneurs who will spur the nation forward in the field of information, communication and multimedia services. MCC has been designed along the strategic thrust of ‘inspire – innovate – enterprise’.
First, students are exposed to industry technology and mobile content development knowledge and trends at regional workshops held throughout the country. Here, industry partners share their knowledge and experience with the students. At the end of the workshops, entry submissions are made to a panel of judges comprising representatives from the telecommunications industry.
Entries that display innovation, marketability and commercial viability are shortlisted. The individuals behind these entries are required to pitch their mobile content application concept to a panel of judges for final selection.
Twelve finalists move on to the second phase of the programme – the development stage – when they attend a three-day camp aimed at encouraging interactivity, developing entrepreneurship and creative thinking skills. Talks and networking sessions with industry partners and mentors as well as site visits are organised to assist the finalists to refine their mobile content application concepts as well as their technical quality. A dedicated mentor is assigned to each finalist to guide him or her through the prototype development process.
The finalists then present their working prototypes to a judging panel who select the winners based on innovation, marketability, usability, technical viability and presentation skills. The winners are given the opportunity to commercially launch their applications with continued support and assistance from Maxis and its panel of content developers under the Maxis Develop Programme.
Inspired by the students’ interest in venturing into the mobile content industry, and to further assist past MCC finalists enhance their concepts and prototypes into commercial-ready states, Maxis in 2009 initiated the Nurturing Programme and Commercialisation Support Programme. Led by Maxis’ Product and Business Managers, these programmes aim to make the content of MCC participants available to Maxis customers through the Maxis 1Store, where customers can explore, discover and purchase mobile content applications. The Maxis 1Store focuses specifically on content and applications developed by Malaysians.
In 2007, MCC received 96 submissions from 35 institutes of higher learning (IHLs) while in 2008 the number almost doubled to 185 submissions from 59 IHLs. One application has already been successfully launched commercially while other winning applications are in the process of being commercialised. Maxis has invested RM1.4 million in the MCC programme over the last three years, and RM1 million in just the 2008-2009 period.
This CSR initiative supports the Government’s MyICMS886 Strategy to promote creativity and awareness of local content development – one of the key growth areas identified to propel Malaysia into the global information, communication and multimedia arena. Maxis seeks to continuously enhance this programme to realise the potential of Malaysian students to produce cutting edge applications and content through education, exposure and coaching.
The Prime Minister’s CSR Awards, launched by the Ministry of Women, Family and Community Development in 2007, aims to recognise companies that have made a difference to the communities in which they operate through their Corporate Social Responsibility (CSR) programmes. Download the Official Entry Form.
