Industry experts on what it will take for a Malaysian social media app to fly

Earlier this week, it was reported that the Malaysian government is considering developing a social media application specifically for Malaysians.

This is especially since some social media application providers are profiting off Malaysians but fail to ensure user safety, communications minister Fahmi Fadzil reportedly said. The minister reportedly added that Facebook earned US$600 million (RM2.66 billion) from Malaysia and questioned what the platform has done to ensure that the condition and use of their platform in Malaysia are safe. 

The minister reportedly added that it is not easy to develop Malaysia's own social media platform, but notes that some countries have attempted it. The effort, according to Fahmi, has also attracted the attention of several countries that have expressed interest in following the move, reported Bernama.

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Fahmi reportedly added that the UK communications regulatory body, Ofcom, and Singapore were among those which contacted the Malaysian Communications and Multimedia Commission (MCMC) to find out more about the implementation of the initiative. 

He reportedly added that this is the first time a western regulatory body had contacted the government and asked about licenses as it is a struggle to solve the issue. The minister also reportedly said that Malaysia might be the first mover on this issue as many governments around the world feel that these big technology companies can no longer do as they please and not follow rules and laws, reported Bernama. 

A bold move or doomed decision? 

Speaking to industry leaders in the Malaysian social media space, the decision to create a social media app for Malaysians has been noted as a bold initiative by some. "The initiative to create a Malaysian social media app is a bold and innovative step towards digital sovereignty and data privacy," said Nizwani Shahar, chief executive officer, Havas Malaysia.

"It demonstrates the government's commitment to ensuring user safety and addresses concerns about the influence and control exerted by foreign social media platforms," added Nizwani.

However, not all industry leaders feel the same. Shanker Joyrama, founder and CEO or Orion Digital compared developing a social media app to building a startup. "First and foremost, it's trying to understand why the need for our social media app and what objectives they are trying to solve?" said Joyrama, adding:

If there’s no long-term vision of what success is, then I would reckon that it’s doomed to fail right from the start.

That said, if the government is taking a leaf of inspiration from Estonia and develops an app that is packed with innovative features whilst still ensuring security and privacy, Joyrama thinks that "there might be a shot of success." 

Thorough research should be done to ensure the app is exciting and is able to capture and change the habits of fellow Malaysians to switch to it, said Joyrama. 

Should a Malaysian app come to fruition, he stresses that a balance needs to be made between governance and being a censored state versus a respectful freedom of opinions. "If the app is just meant to be an echo chamber, once again, it would not be solving its initial objectives," he added. 

Joyrama also argued that setting up local billing offices in Malaysia so that advertisers and agencies are not liable for foreign taxes will be a better move for the Malaysian government, agencies and advertisers alike. 

"This then creates income for the Malaysian government and would be a more sustainable route as compared to setting up our own social media network," said Joyrama. 

Interestingly, just a few days after minister Fahmi announced the possible development of a Malaysian social media app, the minister said that it isn't a current priority of the government. 

He added that creating such a social media app is costly and that the government is focused on other pressing matters such as dilapidated schools and clinics. However, if there are any private companies that intend to develop their own social media platforms, the government will not stop them, added Fahmi. 

Possible challenges 

While considered a bold move, it also poses significant challenges in terms of adoption and sustainability, said Nizwani. "The success of the platform will heavily depend on its ability to offer unique value propositions that distinguish it from established global platforms." 

She added that the development of a local social media is "promising" but "convincing users to switch from established platforms will be challenging". Established platforms such as Facebook, Instagram, TikTok and X have deeply entrenched user bases due to their extensive features and global reach, said Nizwani.

According to a recent study by We Are Social and Meltwater, today's online world currently boasts 5.07 unique social media identities, with 37 million users created in the last quarter. 

In Southeast Asia, 73.7% of the region's total population are on the Internet. The region also sees more social media users active than the global average, particularly in the Philippines, Indonesia, Malaysia, Thailand and Vietnam.

TikTok, especially, has proved to be a popular social media app throughout the region, with countries in Southeast Asia once again prevailing over the global average (31 hours 47 minutes). In Southeast Asia, Indonesia takes the top spot (38 hours 24 minutes), followed by Malaysia (38 hours 7 minutes), Thailand (37 hours 18 minutes), the Philippines (36 hours 49 minutes), Vietnam (36 hours 16 minutes), and Singapore (32 hours 59 minutes).

That said, if the Malaysian app can offer significant advantages in terms of user safety, data privacy and relevant local content it might attract a segment of the population, especially those concerned about data security and local representation, said Nizwani, adding: 

"Ultimately, the app's success will depend on its ability to deliver a superior and distinctive user experience."

What is needed for it to succeed? 

In order for the app to succeed, Nizwani is of the opinion that it has to address factors including an app that provides a seamless, intuitive and engaging user experience, offers unique features and content that cater to Malaysian users and has strong data protection measures. 

The app must also encourage a sense of community to drive engagement and loyalty, have partnerships with local influencers, content creators and businesses to enhance the app's appeal and finally, receive continuous government support in terms of regulation and funding in order to sustain development and operations, added Nizwani. 

In addition, Conrad Bateman, regional director of communications strategy and integration at Mad Hat Asia said that the app needs to balance content regulation and self-expression. 

"Social media, at its core, is a platform for self-expression and community building. People use social media to express themselves, share their opinions, showcase their creativity, and participate in communities of like-minded individuals, fostering a sense of belonging and support," said Bateman. 

"Balancing content regulation with allowing self-expression is a fine line that requires proper consideration and an unbiased team of regulators, especially in a multicultural society such as Malaysia."

"If the government can successfully navigate these challenges, this platform could become a welcomed addition alongside other global social media platforms," said Bateman.

"It's worth mentioning that the appeal of platforms such as Facebook, Instagram, X, TikTok and decentralised platforms such as Farcaster largely lie in their access to diverse opinions, content and global communities. Interesting times ahead," he said.  

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