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MSC MALAYSIA – IHL BUSINESS PLAN COMPETITION 2009/10 CONFIDENTIAL

BUSINESS IDEA[Version 2.1/010609/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

Mobile Congkak

Asfarayani Binti Mohamad ZakiWahidah Binti Bakar

Contact Details:Dr. Sazilah Salam

Universiti Teknikal Malaysia Melaka

Tel : 06 3316738Fax : 06 3316500Mobile : 012 7356811E-mail: [email protected]

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Contents

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

Section 2.0 PRODUCT AND SERVICE DESCRIPTION ……………..

2.1 Product Overview ………………………………………….2.2 Product Flow ……………………………………………….2.3 Product Layout ……………………………………………..2.4 Product Elements ………………………………………….

Section 3.0 TECHNOLOGY DESCRIPTION …………………………..

3.1 API and Programming Language ………………………..3.2 Software …………………………………………………….3.3 Platform ……………………………………………………..3.4 Future Platform….. …………………………………………3.5 Intellectual Properties………………………………………

Section 4.0 MARKET AND COMPETITION ……………………………

4.1 Commercialization …………………………………………4.2 Market Opportunity…………………………………………4.3 Industry Analysis.……………………………………………4.4 Competitive Analysis.………………………………………4.5 Target Market………..………………………………………4.6 Customer Value Proposition………………………………..

Section 5.0 BUSINESS MODEL …………………………………………

5.1 Revenue Model……………………………………………...5.2 Sales and Marketing Strategy …………………………….5.3 Strength and Weaknesses or SWOT Analysis…..………

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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

This business idea presents the commercial viability for the Mobile Congkak which represents mobile Malay traditional games aimed at preserving Malay heritages and upgrading Malay traditional games innovatively. This will promote Malay traditional games to all over the world.

Nowadays, the young generation are keen to play digital games (on-line, PC-based, or on mobile). None of the traditional games are available in digital version. Children are more familiar with other kind of games compared to our own traditional games. We foresee that, our traditional games will gradually be forgotten if we do not take appropriate actions. Our initiative is an effort to ensure that the traditional games are preserved and suited to the new generation.

Our effort starts with creative and innovatively converting traditional Congkak games into interesting mobile games on iPhone and iPod Touch platform. The product is developed by a team trained in multimedia content development whose research focuses on creating creative and innovative multimedia content-based products.

The mobile game series can be considered as family/friends entertainment as it is also meant for families and friends that allow them to spend quality time together via new technological means.

The developers expect that this product will do well in the market by offering it at a minimal price and for various mobile platforms, designing it with creative and innovative touches, marketing it through strategic aggressive e-marketing channels, and distributing it through various mobile application stores/channels. With the new design, the product is suitable for all ages. We plan also to convert the games for other popular mobile platform such as Symbian to widen the product accessibility and availability. All these, together with the team’s expertise

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

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in multimedia content development, will be the basis for the product’s success. ___________________________________________________

Section 2.0 PRODUCT AND SERVICE DESCRIPTION

2.1 Product Overview

2.2 Product Flow

Mobile Congkak games are developed for the purpose of preserving Malay heritages, upgrading Malay traditional games innovatively, and promoting Malay traditional games to worldwide.

The idea and the creativity in the creation of our traditional games by our old folks have its art value and its own beauty that need to be preserved and inherited in the new era. Such values of their efforts do not deserve to be forgotten by the new generation or dissolved as the time goes by. Although there are efforts to preserve it such as on Wikipedia, Thinkquest Library or by our ministry, it will remain as museum artifacts, or history materials if we do not develop and adapt it into the new technology.

The first product in our game series is to preserve our traditional Congkak games. In Malaysia, we believe that it is a Malay traditional game. But, according to Wikipedia, Congkak is a family board games played in South East Asia which includes Peninsular Malaysia, Singapore and the Island of Borneo. It is also known as Tchonka, Naranj, Congklak, Dakon and Sungka, which is played in Indonesia, Sri Lanka, Thailand, the Maldives, the Philipines and the Marianas. The word “congkak” is believed to be originated from the Malay word “congak” which means “counting using memory”. The game is believed also to be originated from Malacca Kingdom and became spread to South East Asia by travelers who visited the popular trading city.

According to Wikipedia, Congkak is a mancala or “count-and-capture” game types. Players start by placing seeds, counting their seeds to plot the game, and taking turns to sow and capture based on the state of the Congkak board.

The first product in our game series is called the Magnificent Congkak. The game offers two game modes: (1) Classic Mode, and (2) Revolution Mode. As the names imply, the classic mode follows the original


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2.3 Product Layout

2.4 Product Elements

Congkak rules with an option to choose from 5 to 9 holes for the game board. The revolution mode is an advance Congkak game with special compensations. Some of the seeds are given magic power with certain ‘power-up’. For example, if a player gets a seed that has the seed of love power, the seed has the ability to duplicate itself into two seeds. It is up to the player to decide where and when to use the power of the seed. This means, players need to play with strategies and calculation skills to win the game.

The Product Layout for this game is a simulation of the traditional Congkak game. The following Figure shows the layout for the product using 7 holes for each player on the iPhone’s interface.

In the Revolution game mode, players will gain the ability to use Magical Seeds by stages. The higher stage you go, the higher chance you have to use these Magical Seeds.


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Type of Seeds Usage

Seed of Love The drop of Seed of Love will duplicate itself into two seeds of love. Then, it can duplicate again and again till end of the game.

Seed of Revenge If the opponent picks seeds in your house that contains Seed of Revenge, it will distribute normally, but in the end of his turn, you may take three seeds from his house to your storehouse. Seed of Revenge will become normal seed after this reaction.

Seed of Envy Seed of Envy will make the quantity of current house and the opposite house to be same if the opposite house seeds larger than current house. One of them will deduct the opposite house to current storehouse until the quantity is same. Seed of Envy will become normal seed after this reaction.

Seed of Bitter This seed will sacrifice one of your seed to opponent’s storehouse, but you gain three continuous round. Seed of Bitter will become normal seed after this reaction.

Seed of Share Sharing is caring. Once triggered the opposite house and current house will distribute the seeds until they have the same quantity. If the number of both seeds is odd, the last one will drop into current house. Seed of Share will become normal seed after this reaction.

Seed of Happiness This seed can be activated during the third turn of this seed’s move. Each available house in congkak board will receive one normal seeds. Seed of Bitter will become normal seed after this reaction.

Seed of Darkness Active during the third turn of this

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Section 3.0 TECHNOLOGY DESCRIPTION

3.1 API and Programming Language

3.2 Software

3.3 Platform

3.4 Future Platform

3.5 Intellectual Properties

Mobile Congkak for the iPhone and iPod Touch platforms will be developed using Cocoa API. Cocoa is one of Apple Inc.’s native object-oriented application program environments for the Mac OS X operating system. It is one of the five major APIs available for Mac OS X besides others are Carbon, POSIX (for the BSD environment), X11 and Java. Other programming knowledge such as OOP, JAVA, NET, C and Visual Studio is also important as familiarity to Cocoa API. Cocoa framework will be developed using Objective-C language.

Software Development Kit (SDK) is a set of development tools that allows a software engineer to create applications for Mobile Phones or Computers. The iPhone SDK is software that allows developers to make application for iPhone and iPod Touch. The environment development is Xcode and iPhone simulator. Xcode is a complete development environment provides project management, a powerful source editor, and a graphical debugger. iPhone simulator used to run, test, and debug your application locally on your Mac using a simulated iPhone.

Mobile Congkak will be developed using Intel Macintosh or Mac OS X. The platform must be installed with Xcode or Objective-C and iPhone SDK. Testing environment is through Apple iPhone and Apple iPod Touch that must be installed with iPhone Simulator in it.

Mobile Congkak is also targeting other mobile platform as well. The game will be developed for other Smart phone OS as well such as Symbian OS, Windows Mobile, Blackberry and Palm OS.

As the product is developed under the supervision of the Faculty of Information and Communication Technology, Universiti Teknikal Malaysia Melaka, all the intellectual property rights belong to the University. However, upon the potential of commercialization, the university has agreed to share the intellectual property rights with the developers, in an agreement that will see both the University and original developers receive due royalties and recognition. Product design and innovative features will be filed for Patent, while the game engine will be filed


Type of Seeds Usage

Seed of Love The drop of Seed of Love will duplicate itself into two seeds of love. Then, it can duplicate again and again till end of the game.

Seed of Revenge If the opponent picks seeds in your house that contains Seed of Revenge, it will distribute normally, but in the end of his turn, you may take three seeds from his house to your storehouse. Seed of Revenge will become normal seed after this reaction.

Seed of Envy Seed of Envy will make the quantity of current house and the opposite house to be same if the opposite house seeds larger than current house. One of them will deduct the opposite house to current storehouse until the quantity is same. Seed of Envy will become normal seed after this reaction.

Seed of Bitter This seed will sacrifice one of your seed to opponent’s storehouse, but you gain three continuous round. Seed of Bitter will become normal seed after this reaction.

Seed of Share Sharing is caring. Once triggered the opposite house and current house will distribute the seeds until they have the same quantity. If the number of both seeds is odd, the last one will drop into current house. Seed of Share will become normal seed after this reaction.

Seed of Happiness This seed can be activated during the third turn of this seed’s move. Each available house in congkak board will receive one normal seeds. Seed of Bitter will become normal seed after this reaction.

Seed of Darkness Active during the third turn of this

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for Copyright.

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Section 4.0 MARKET AND COMPETITION

4.1 Commercialization

4.2 Market Opportunity

4.3 Industry Analysis

The product will be downloadable from the associated mobile devices’ on-line application stores. As for the Mobile Congkak for iPhone and iPod Touch platform, the product will be sold on the Apple Apps Store. The proposed price for this game is at USD $1.00. For each product download, we will be getting USD $0.70 with 70:30 profits sharing with Apple.

As of September 2009, there are 50,000,000 iPhone and iPod Touch users from all over the world. If the product manages to attract at least 0.001% of these users to buy this product, that would translate to 50,000 downloads and the profits can be as high as USD $35,000 or RM 122,500.

As of September 2009, there were 85 millions applications available at the Apple Apps Store, and there were 2 billions downloads from the Apps Store. Although iPhone and iPod Touch are new in the market compared to other smart phones, but as of September 2009 the devices have captured 50% of the smart phone market shares.

As of 13 December 2009, Bejeweled 2 (a classic/traditional puzzle game) is the top paid apps at the Apple iTunes App being sold at US$ 2.99. This shown that traditional games have the opportunity/potential to be marketable worldwide.

There are several companies that have developed games for iPhone and iPod Touch platform. As indicated on the 2008 Best App Ever Awards website, there are game developers for casual, long-play, arcade, puzzle, traditional, racing, kids, strategy, and word games. The following are the 10 games that were short listed as the Awards nominees for traditional games category:

Games Publisher Category Price (US$)


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4.4 Competitive Analysis

Solebon Solitaire

Smallware Card Games 1.99

Burning Monkey Casino

Free Verse Inc.

Casino Games

0.99

Monopoly Here & Now: The World Ed.

Electronic Arts

Board Games

4.99

Five Dice Pelted Soft Board Games

3.99

Aki Mahjong

Ambrosia Soft Inc.

Puzzle Games

4.99

Hexy Fifth Ace Productions

Puzzle Games

0.99

Deep Green Chess

Cocoa Stuff Strategy Games

7.99

MotionX Power

MotionX Casino Games

2.99

Texas Hold’em

Apple Inc. Card Games 4.99

UNO Gameloft Card Games 4.99With creative and innovative design plus strategic positioning of the Mobile Congkak products, we believe that there are still places for traditional ‘count-and-capture’ game types, since this will offer variety of traditional games on the traditional games market which is currently monopolized by Card, Board, Puzzle, Casino, and Strategy Games.

The following are among the companies that are direct competitors to Mobile Congkak products, currently heading the top ten traditional games


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developers/publishers: Apple Inc. – This company is the developer for

iPhone OS (operating system). Starting from Sept. 2006, Apple has released several iPhone games. Texas Hold’em is the Awards winner for traditional games category, selling at US$4.99. Other games produced by Apple include Chinese Checkers, Solitaire, Brick, Parachute, and Reversi.

Smallware – This Company has been producing solitaire games since 1997 (over a decade of solitaire experience) and recently has converted their games to iPhone platform. Solebon Solitaire is one of the top 10 finalists for the 2008 Traditional Games Awards.

Freeverse Inc. – This Company develops software for Mac and iPhone platforms. They have received 6 Apple Design Awards with 2 of the top 10 paid iPhone Apps. Burning Monkey Casino (that offers 7 different games e.g Blackjack, video poker & Scratch-N-Win) is their Casino game that was nominated for the 2008 Traditional Games Awards.

Gameloft – Gameloft is a leading international publisher and developer of video games for mobile phones and consoles. Established in 1999, it has emerged as one of the top innovators in its field. The company creates games for mobile handsets equipped with Java, Brew or Symbian technology. Gameloft games are also available to players on WiiWare and DS, Microsoft’s Xbox LIVE Arcade, Apple’s iPhone and PCs. UNO is their Card game nominated for the 2008 Traditional Games Awards. Other games include Chess, Backgammon, and Wonder Blocks.

Electronic Arts (EA) – EA is a developer, marketer, publisher, and distributor of video games. The company was a pioneer of the early PC games industry. EA Mobile develops a wide variety of game genres such as fighting games, puzzle games and sport titles. These include Scrabble, Monopoly, Mahjong, Tetris, and JAMDAT Bowling.

PopCap Games Inc. – This Company, founded in 2000 with 3 people, starts with creating good-


http://148apps.com/app/299110947

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4.5 Target Market

4.6 Customer Value Proposition

looking, simple games that people could play on the Web. Their flagship game called Bejeweled was awarded Computer Gaming World's Puzzle Game of the Year award in 2001. As of 13 Dec 2009, their iPhone based games called Bejeweled 2, a simple puzzle game priced at US$2.99, is the top paid apps on Apple iTunes. They have developed 35 games and 24 games won awards.

This game is suitable for all ages especially 9 – 35 years old. Although the traditional Congkak was originally created for the king & family and the palace residents in the Malacca Kingdom, it became spread to the general population of the kingdom. This shown that the game is playable by all ages. In Malaysia, we believe that the Congkak games are played by Malay only, but history shown that the games are played in South East Asia with minor variants and different names. Even the wooden Congkak board was found in West Africa. All these shown that the product has the potential to be played by any races from all over the world.

We are just targeting a humble percentage of 0.001% of the current total 50,000,000 users of iPhone and iPod Touch users.

This game will entertain players with traditional games but using new approaches. It preserves traditional games innovatively and has the potential to be promoted and spread to all over the world. Other than classic mode game, the product also offers a new revolution of congkak where the Revolution Mode will challenge the players’ cognitive skills to plot strategies to win the game. The product is not just any game, but it has educational value as well. To win the game, players need to have Mathematics skills in their strategy.


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Our product offers ensure that the customers feel very convenience. By offering it at a minimal cost of USD1.00 at the Apple Apps Store, the product is affordable and downloadable anytime anywhere 24/7 accessible worldwide. Having implemented on touch screens of iPhone/iPod Touch devices, the interface is user friendly and players will have a real experience in playing the Congkak games. They can have a similar experience as playing the game on real congkak board.

Multimedia offerings are standardize and controlled at high quality standards by Apple. So, we can guarantee that the multimedia quality is at high quality compared to other products on mobile devices. Quality of Service (QoS) is also guaranteed.

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Section 5.0 BUSINESS MODEL

5.1 Revenue Model

Today, mobile devices are part of the life style of the young generation. Mobiles are not used only for calling and messaging, but they are also used for other tasks as well such as gaming, internet surfing, video conferencing, music listening and many more. Each mobile has its games and this is one of the major attractions to attract people to have a mobile.

For a start, the revenue model is Download Sales Model. The Mobile Congkak products are offered as downloadable games at the associated mobile Apps Store: e.g Apple iTunes Apps Store for iPhone platform, or Nokia Ovi Store for Nokia/Symbian platform. The price offered will start at a minimal price e.g. US$1.00. The profit will be shared with the mobile Apps Store e.g. 70:30 with Apple iTunes where we get US$0.70 per download sales.

Based on the current market analysis, there are 50,000,000 iPhone and iPod Touch users from all over the world. As a start, the product is targeting to attract at least 0.001% of these users to buy it. These would translate to 50,000 downloads and the profits can be as high as USD $35,000 or RM 122,500. iPhone has been chosen as the game platform as the ability of the phone that has multi touch screen function where players will have alike experiences as playing the game on real congkak.


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5.2 Sales and Marketing Strategy

The types of promotional strategies that will be used include:

a) Internet and Mobile AdvertisingOther than normal advertising efforts through broadcast and printed media, we will do aggressive e-advertisement efforts for Mobile Congkak products. E-advertisements will be placed on strategic on-line forums, social networking, viral (e-mail and mobile) marketing, Google AdSense, and article marketing. This strategy is our effort mainly to attract and penetrate the worldwide markets.

b) Joint-Venture Advertisement with Mobile Operators/Government Agencies

Since we will be developing traditional games originated from South East Asian (SEA) countries, it will ease the penetration to Malaysia and SEA region, if we have the help of local SEA mobile operators or the related government agencies.

5.3 Strength & Weaknesses or SWOT (if possible)

Every business carried out already doubtless have his competition distinctive.

The following is the SWOT analysis for our product:

Strengths Weaknesses

Introducing new game category (count-and-capture) to the mobile games users

Enhancing & upgrading traditional games to go worldwide

Developers have good knowledge regarding multimedia games content development as well as software development

Usage of touch screen on mobile devices gives users real game-play experience

Have large base of

New in the business compared to existing big companies that have a lot of experience in the worldwide games market

Limited resources to move quickly to support all types of mobile platforms


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50,000,000 iPhone and iPod Touch users from all over the world

Help to promote traditional games

Opportunities Threats

Penetrate international market

Develop the traditional games for other Smart phone OS

To further enhance the game technology into augmented reality interfaces to enhance the immersive experience

Perception problem

Many experience competitors in the worldwide markets

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