DIGITALISATION is not just a buzzword, but it is an important aspect in the evolution of society. Digital skills have never been more relevant, acting
as a driver of social inclusion in today's lifestyle.
Recognising its potential and to create a long-lasting impact, telecommunications provider Maxis has launched a digital marketing programme called eKelas Usahawan for the underprivileged.
The programme first began as a pilot project in cities early last year. Although its classes were open to male and female entrepreneurs, the team of facilitators observed that women shied away and kept quiet in their classes.
When it was time to launch the programme full scale, the facilitators were convinced that they needed to focus on helping women entrepreneurs to develop a stronger digital presence.
"At Maxis, our community initiatives are underlined by our passion for education and our purpose to bring together the best of technologies to enable the nation to 'Always be Ahead' in a changing world," said chief executive officer Gokhan Ogut.
Held online, the eKelas Usahawan workshops comprise a series of digital marketing sessions with practical and hands-on approach to equip small-time entrepreneurs with digital tools and skills to help them grow their businesses.
The telco company has collaborated with local non-governmental organisations (NGOs) in different states to identify entrepreneurs from the underprivileged group who can benefit from the workshop.
One year on since its launch, eKelas Usahawan has trained more than 1,000 entrepreneurs, each time with specialised contents, training partners and modules developed not only on the basics in entrepreneurship, but also in online marketing, advertising and digital payments.
"We built upon what we learnt in a challenging pandemic year, to continue supporting communities and helping to drive digital adoption, especially among entrepreneurs and micro-SMEs.
"We are excited to see them leveraging the power of digitalisation. Hopefully, their success will create a ripple effect and inspire more women entrepreneurs whom we believe have an important role to play in the economy," said Ogut.
CHALLENGE ACCEPTED
The pandemic poses many challenges and being digital-savvy is key to survival.
To provide learning avenues to people, Maxis has currently extended its eKelas Usahawan to Persons with Disability (PwD), where sessions are conducted physically to cater to the participants.
The modules are tailored for 25 special needs people, including six wheelchair users and 10 visual-impaired people.
Coming from Kelantan to join the workshop is Anis Adilah Amlaki, 25, who suffers from spinal muscular atrophy (SMA) — a genetic condition that weakens her muscles. She had difficulties in moving since she was a year old.
Although she has been using a wheelchair since age 6, this does not hinder her enthusiasm to learn.
"When I heard about the programme Maxis and OKU Sentral are organising, I told myself that I must attend it. I love learning and this is an opportunity I know I mustn't let go. So, together with my family, we drove from Kelantan yesterday morning so I can join this programme today.
"We learned how to take impactful photos, edit them using designing apps and copywriting, as well as the importance of understanding our target customers to come up with effective marketing strategies for our products — something that usually costs a lot and is difficult to follow.
"Not many programmes are tailored for us. And learning new entrepreneurial skills with friends from different parts of the country, besides sharing our experiences and learning from each other, is very inspiring," said the psychology student.
Anis Adilah will graduate from Universiti Pendidikan Sultan Idris this year.
KEEPING THE MOMENTUM
The collaboration is a continuation of its Raya campaign, where Maxis brought to life its "Rangkaian Kita, Rangkaian Malaysia" commitment, which enabled Malaysians to come together to unlock new possibilities through technology.
"At Maxis, we believe that everyone, no matter what his background or abilities are, can benefit from technology and digitalisation," said Maxis chief corporate affairs officer Mariam Bevi Batcha.
With the similar goal to enable and inspire all communities in Rangkaian Malaysia to embrace digitalisation, the three-hour eKelas Usahawan workshop provided PwD participants with knowledge on digital marketing basics, including photography and basic design tools, copywriting and tips on how to plan and measure campaign impact.
"We are really excited to work with OKU Sentral to bring a tailored workshop of our eKelas Usahawan programme to special needs participants, and hope that they will not only benefit from basic digital marketing skills, but importantly, have fun during the workshop!" said Mariam, who attended the programme at Menara Maxis in Kuala Lumpur.
The workshop was also conducted by 13 Maxis volunteers known as the mSquad, who were on site to support and guide the PwD participants.
OKU Sentral president Senator Datuk Ras Adiba Radzi commended Maxis on its efforts in closing the digital gap among the underserved communities.
"As the nation embraces digitalisation, it is important that we do our best to ensure all communities benefit from technology.
"It is especially important that we do not leave out Persons with Disabilities, especially since they have so much potential. Kudos to Maxis for enabling this community with skill sets to have an opportunity to thrive in the digital economy," said Ras Adiba.