UnrealMind to spend RM3.6m on A&P


Mobile content and service provider, UnrealMind Interactive Bhd, which is en-route to be listed in July, is allocating RM3.60 million from its listing proceeds of RM10 million for advertising, promotions and branding in Malaysia and overseas.

The RM3.60 million A&P expenditure would be over the next 15 months, said chief executive officer Tan Swee Yeong on May 20 after the underwriting agreement.

Users currently can access the company’s entertainment and lifestyle content and services via DiGi Telecommunications Sdn Bhd, Celcom (M) Bhd, TM Cellular Sdn Bhd and Maxis Mobile Sdn Bhd.

The company has another 60,000 registered and 1.6 million non-registered users of its own mobile lifestyle portal, ‘Shabox’, which can access similar content provided by UnrealMind.

Tan said the company’s strategy was to establish and maintain recognition of its lifestyle “Shabox” and its products. He said it would require extensive marketing and promotional efforts to penetrate Indonesia, Vietnam, Brunei and other new potential markets.

UnrealMind’s listing exercise includes 12.5 million new shares at an offer price of 80 sen per share to individuals, companies, societies, cooperatives, and institutions by way of private placement and public offer.

Of the 12.5 million new shares, about three million would be offered to the public, 7.5 million to be placed out while two million shares would be available for application by eligible directors, employees and business associates of UnrealMind.

Tan said of the remaining RM6.40 million from the listing proceeds, RM2.5 million would be working capital and capital expenditure, while the remaining amount would be for overseas expansion and listing expenses.