Interview: Ms. Arlida Ariff, President & CEO, Iskandar Investment Berhad

Located in Johor, the southern gateway to Peninsular Malaysia, Iskandar Malaysia economic region is just six to eight hours flight radius from Asia's burgeoning growth centres such as Bangalore, Dubai, Hong Kong, Seoul, Shanghai, Taipei and Tokyo, and within reach of a global market of some 800 million people.
Accessible by air, land, rail and sea, it is flanked by three major ports, the Pasir Gudang Port, Port of Tanjung Pelepas and Tanjung Langsat Port. Because of its strategic location, accessibility to leading Asian cities, proximity to some of the world's most rapidly growing and important economies, and a range of attractive fiscal incentives, Iskandar Malaysia is poised to attract an exciting influx of foreign and high-level corporate investments as discerning investors look to benefit from its many advantages and high growth potential.
The special economic zone grew out of a 2005 government requested feasibility study by the Khazanah Nasional which found that the development of such a zone would be economically, socially and developmentally beneficial.
The National SJER Planning Committee (NSPC), hearing Khazanah's findings, put it in charge of developing a sustainable, holistic approach to development in the region. Iskandar Malaysia was singled out as among the high-impact developments of the Ninth Malaysia Plan, put into action by the Prime Minister of Malaysia in March 2006 to cover the period of 2006 to 2010. In November 2006, the Prime Minister, Chief Minister of Johor, Abdul Ghani Othman and Khazanah revealed the Comprehensive Development Plan (CDP).
Under the plan, five "Flagship Zones" in the 221,634.1 hectares (2,216.3 kmｲ) of land covered are identified as developmental focal points. Four of these Flagship Zones are found in the "Special Economic Corridor" (SEC) of Nusajaya-Johor Bahru-Pasir Gudang. The corridor謡hich includes the significant ports of Tanjung Pelepas, Pasir Gudang, and Tanjung Langsatis prioritized for development in the CDP, with particular focus on Nusajaya.
Johur Bahru City Centre is Flagship Zone A, including development of a new financial district, the central business district, the waterfront city of Danga Bay, a mixed development in Tebrau Plentong and the Malaysia/Singapore Causeway.
Flagship Zone B is Nusajaya, with planned development of the new Johor state administrative centre, a medical hub, an "educity", a resort for international tourism and an industrial logistic cluster and Residence Horizon Hills, Bukit Indah.
Flagship Zone C, the Western Gate Development, focuses on the Port of Tanjung Pelepas (PTP), providing a second transportation link for Malaysia/Singapore, a free trade zone, the RAMSAR World Heritage Park and the Tanjung Piai.
Flagship Zone D, the Eastern Gate Development, focuses on the Pasir Gudang Port and industrial zone, Tanjung Langsat Port, the Tanjung Langsat Technology Park and the Kim-Kim regional distribution centre. In the final Flagship Zone, Senai-Skudai, development is focused on the Senai International Airport, hubs for cargo and knowledge, a multimodal centre and the MSC Cyberport city.
Due for completion in 2025, the mega-development project has been in its planning and mobilization stages for the past two years and is now in its Catalytic Development stage.
Much of the kudos for its success goes to Iskandar Investment Berhad (IIB), an investment holding company working in close partnership with the Iskandar Regional Development Authority to drive investment into Iskandar Malaysia.
IIB promotes and coordinates development to support Iskandar Malaysia. As a catalytic player in part of Iskandar Malaysia's infrastructure projects, IIB's primary goal is to seek world-class investors to bring best practice to the development.

As noted by Ms. Arlida Ariff, President & CEO, IIB develops residential, commercial, and mixed projects in Iskandar Malaysia. It also develops waterfront projects, including residences, resorts, entertainment venues, waterfront amenities, shopping centers, hotels, office suites, and multi-modal and mixed-use ferry terminals.
Formerly known as South Joho Investment Corporation Berhad, the company was founded in 2006 and is based in Johor Bahru, Malaysia with additional offices in Kuala Lumpur and Singapore.
“Our vision is to be the catalytic driver of the mega-project and achieve this by investing in selected strategic initiatives as well as through the contribution of land through sale, lease, granting of concessions or development rights.”
She noted that since the end of 2006, IIB has lured over 60 billion ringgit worth of investment from local and foreign investors, exceeding its own target of 47 billion. The region has nearly met its overall foreign direct invest target of $13bn for the phase ending in 2010. To date, collectively amongst all players in Iskandar Malaysia, more than $11bn, or 92%, has been invested.
Iskandar Investment began 2010 by announcing a feasibility study with Raffles Education Corporation Limited ('RafflesEducationCorp') to develop Raffles University Iskandar, a multiinstitutional education campus in EduCity, Iskandar Malaysia. RafflesEducationCorp is the largest private education provider in Asia Pacific.
#Other recent key milestones include:
- Construction of a 21.5-acre Stadium and Sports Complex which began in February will provide first-class sporting facilities for students and the community in Iskandar Malaysia.
- Construction will be completed in September 2011 in time for the opening of the Newcastle University Medical Malaysia (NUMed) campus.
- Agreement to establish Marlborough College Malaysia, the first international venture for the leading British independent, coeducational boarding school catering to the schooling needs of local and international students between the ages of five and 18. The campus is scheduled to open in September 2012
- Collaboration with WCT, a leading Malaysian construction and property development company, to jointly develop and co-own 1Medini, the first residential development in Medini. The condominium will be launched in mid-2010 with its first phase of 300 units ready by 2013
- Additionally, EduCity and Iskandar, the integrated education hub for Iskandar Malaysia, has also recently tied up with a world-class partner, Newcastle University of Medicine from the UK, to build its first branch campus by May 2011. The university has pledged more than $100m over 30 years to the development.
Ms. Ariff noted that IIB is looking for both foreign and local investors to contribute to the success of Iskandar.
As for the plans for this year, she said that the focus will be countries in Southeast Asia Singapore. Indonesia, China and India. Investors from these countries could become our partners in development projects or they could be buyers of our residential and commercial properties, or tenants for the retail project. We are keeping our options open.
We will still look at investors from Europe and the Middle East. Money can come from everywhere. We are a strategic developer and our main role is to drive commercial initiatives within the 2,217 sq km in Iskandar via joint venture or contribution of land. But, whatever investments we bring into Iskandar have to benefit the state and country.
She noted that the prospects are good in education, leisure, tourism and health services, especially education and health, as these are two segments that are least affected during an economic crisis.
“We have EduCity with institutions to cater for education needs from primary up to university level in the fields of medicine, hospitality, engineering and maritime. For leisure and tourism, there are Legoland in Medini and the Indoor Theme Park @ Puteri Harbour opening in 2012.
We hope to bring in new retail brands.”
“Apart from the property development, we are going to set up a unit this year to provide ancillary support services for property management, IT services, educational, tourism and environmental. We don稚 just want to develop a piece of land and hand over the project on completion. We want to ensure our projects are well maintained and managed in years to come, especially in 2012 when Legoland and NUMed @ EduCity are completed and operational.”
Iskandar Malaysia is fully supported by the federal government of Malaysia which will be offering special incentives to investors such as tax breaks, ease of talent recruitment, lifted foreign ownership restrictions and business facilitated though a regulatory authority.
The largest foreign investor so far has been Acerinox, of Spain, which is building a steel plant for 4.18 billion ringgit. Singaporean and Japanese investors have put up 3.03 billion ringgit and 2.98 billion ringgit respectively.
She attributed the increased investments to the infrastructure that have been developed as well as the strengthening economy and fiscal incentives such as a 10-year tax exemption in Medini in Iskandar Malaysia, besides the flexibility to recruit foreign talents.
To encourage early investment, the government is offering a range of incentives, including a 10-year exemption from corporate and withholding taxes and an indefinite suspension of Real Property Gains Tax, a levy on real estate capital gains imposed in January. The suspension alone could save investors between 5 percent to 20 percent of the chargeable gains from disposal of properties which would have been taxed otherwise.

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Interview: Dr. Matthias Altmann, New Markets Manager, Fairtrade Labelling Organizations International

Established in 1997, Fairtrade Labelling Organizations International (FLO) is an association of 3 producer networks and 21 national labelling initiatives that promote and market the Fairtrade Certification Mark in their countries. Fairtrade labelling organizations exist in 15 European countries as well as in Canada, the United States, Japan, Australia and New Zealand.
To ensure the transparency and the independence of the Fairtrade certification and labelling system, Fairtrade Labelling Organizations International was divided in January 2004 into two independent organizations:
FLO International develops and reviews Fairtrade standards and assists producers in gaining and maintaining certification and in capitalizing on market opportunities on the Fairtrade market. To ensure the transparency of the system, the standards are developed and reviewed by the FLO Standards and Policy Committee, in which FLO members, producer organizations, traders and external experts participate.
FLO-CERT ensures that producers and traders comply with the FLO Fairtrade Standards and that producers invest the benefits received through Fairtrade in their development. Operating independently from any other interests, it follows the international ISO standards for certification bodies (ISO 65).

As noted by Dr. Matthias Altmann, New Markets Manager, Fairtrade Labelling Organizations International, Fairtrade is an alternative approach to conventional trade and is based on a partnership between producers and consumers. Fairtrade offers producers a better deal and improved terms of trade. This allows them the opportunity to improve their lives and plan for their future. Fairtrade offers consumers a powerful way to reduce poverty through their every day shopping.
“When a product carries the Fairtrade Mark it means the producers and traders have met Fairtrade standards. The standards are designed to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade,he said.
He noted that there are two distinct sets of Fairtrade standards, which acknowledge different types of disadvantaged producers. One set of standards applies to smallholders that are working together in co-operatives or other organizations with a democratic structure. The other set applies to workers, whose employers pay decent wages, guarantee the right to join trade unions, ensure health and safety standards and provide adequate housing where relevant.
Fairtrade standards also cover terms of trade. Most products have a Fairtrade price, which is the minimum that must be paid to the producers. In addition producers get an additional sum, the Fairtrade Premium, to invest in their communities.
“The minimum price paid to Fairtrade producers is determined by the Fairtrade standards. It applies to most Fairtrade certified products. This price aims to ensure that producers can cover their average costs of sustainable production. This means it can serve as a safety net for farmers when world markets fall below a sustainable level. Minimum price only sets the minimum trading price; producers and traders can also negotiate a higher price, for example on the basis of quality, and for some products, FLO also sets different prices for organic crops, or for particular grades of produce, Mr. Altmann said.
In addition to the Fairtrade price, there is an additional sum of money, called the Fairtrade Premium. This money goes into a communal fund for workers and farmers to use to improve their social, economic and environmental conditions.
This sum of money is paid on top of the agreed Fairtrade price. It is usually invested in social, environmental or economic development projects that are decided upon democratically by producers within the farmers organization or by workers on a plantation. For example, education and healthcare, farm improvements to increase yield and quality, or processing facilities to add more value to the products.
As many projects funded by the Premium are communal, the broader community, outside the producer organization often benefits from Fairtrade, he said.
There are now thousands of products that carry the Fairtrade Mark. Fairtrade standards exist for food products ranging from tea and coffee to fresh fruits and nuts. There are also standards for non-food products such as flowers and plants, sports balls and seed cotton.
For the first time in its history, FLO is revamping its standards. Better cost-benefit ratio, simplified compliance criteria and ensuring that FLO meets the needs of Fairtrade farmers, workers and traders: these are the key goals of the New Standards Framework. The new framework has three pillars: Production, Trade, and Business & Development which cover economic tools unique to Fairtrade and help to reinforce the Fairtrade Minimum Price and Premium.
“Our standards apply to producers and their buyers in the supply chain. They include producer standards for workers/ Hired Labour and small-scale farmers organized in Small Producer Organizations or who sell through external bodies, which is known as Contract Production. There are also standards for the importer, exporter or processor who buys directly from the producer group, he said.
Mr. Altmann noted that the Fairtrade Mark is now the most widely recognised social and development label in the world. The Mark is owned and protected by FLO on behalf of its members.
In this context he pointed out that Fairtrade Labelling Initiatives that founded FLO originally had different labels. In 2002, the International Fairtrade Certification Mark was created and since then it has gradually replaced the different national labels. Two of FLO's members are still using their own original labels. In Canada and the United States the Fair Trade Certified labels indicate that Fairtrade standards have been met.
2009 was another year of positive growth for Fairtrade, as sales continued to increase across all LI countries. It's estimated that roughly 27,000 Fairtrade products are now sold in over 70 countries. According to recent surveys, consumer awareness of the Fairtrade Mark has exceeded 80% in some countries. And, despite the economic downturn, Fairtrade has achieved a 15% increase in global retail value, with estimated sales amounting to 3.4 billion euro.
“Our ambition is to increase the number of producers in the Fairtrade system fivefold, while delivering ten times the Fairtrade Premium and increasing Fairtrade sales tenfold, by 2015,he said.
Mr. Altmann said that the best way consumers can support Fairtrade is to buy products that carry the Fairtrade Certification Mark. The Mark is now the most widely recognised ethical label in the world. When a consumer product bears the Mark it ensures that the product has been traded according to FLO's international Fairtrade Standards.
There are roughly 27,000 products on store shelves around the world bearing the Fairtrade Mark. When consumers choose to buy a product labelled with the Fairtrade Mark, they are helping to reduce poverty and encouraging companies around the world to trade fairly.

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Interview: Mr. Michael Breen, Founder & Chairman, Insight Communications

In what should certainly come as a big shock to Koreans, but has been royally ignored by the local media, the latest Nation Branding Index produced by East West Communications ranked South Korea in 167th place globally in its second-quarter results, which is down from the 3rd place in the first quarter of this year.
The East West Nation Brand Perception Index is based on analyzing millions of mentions of countries in hundreds of thousands of news articles, every quarter. As pointed out by the agency, it is difficult for countries to address their branding and communications problems if they don't know where their strengths and weaknesses lie. Until now, it has been possible to make only an educated guess as to how a country is viewed by the world, based on news clippings, surveys, focus groups and the like. That is why East West Communications has teamed up with Perception Metrics to create a scientific basis for analyzing international perceptions of a country's brand.
So, what this research shows is that South Korea's perception within international media , in recent times has been pretty bad. Korea's international image is less than clear and by and large very narrowly defined by its ties with North Korea. For this reason, it can be easily assumed that the 'Cheonan' distaster is largely to blame for this slip in the rankings!
While that may well be the case, it is certainly not very inspiring for the government officials, who have for several years now been trying to improve the country's international reputation with overseas investors and tourists by adopting various branding strategies.
As any long-time observer of the country will tell you, so far, they have failed to come up with anything that seems to work.

As Mr. Michael Breen, a public relations consultant who has lived in Seoul for 28 years, points out: We have seen slogans and logos attached to the Korea 'brand' in the same way as taglines and imagery are linked to commercial products. However, none of them have clicked.”
A former correspondent for The Washington Times and The Guardian newspapers, he is currently the chairman of Insight Communications, a public relations firm.
Since entering public relations in 1999, he has been engaged in a number of large projects in Korea, including the World Cup in 2002, and promotional programs for Seoul City, Incheon International Airport and the Korea Exchange, as well as for numerous multinationals. He is the author of The Koreans (1999) and Kim Jong-il: North Korea's Dear Leader (2004) and was made an honorary citizen of Seoul in 2001.
He said, one of the main problems of the 'Korea brand image' is that there is no unique message about Korea that is sent out to visitors. Different government departments have their own promotions and the message often lacks consistency. Each organization seems to try to promote itself, with its own objectives, egos and stakes.
“Instead of having different organizations bringing their own expertise and skills to the National Branding effort in a coordinated manner, independent initiatives are taken, often adding confusion and difficulty to the already extremely complex debate.”
Starting this year, Korea's tourism attractions are being promoted through a new English slogan, "Korea Be Inspired" which emphasizes the hope that foreign tourists will gain new inspiration by visiting the country. The Korea Tourism Organization is aiming to attract 8.5 million foreign tourists in 2010. This year also marks the beginning of the 2010-2012 "Visit Korea Campaign," aimed at generating $10 billion in annual tourism revenue and advancing Korea's stature as a tourism power.
Previously, the slogan "Korea Sparkling" was used in various promotional materials at home and abroad since 2007. However, it had been criticized for lacking identity and relevance to tourism.
The country is also sold to investors as Dynamic Korea and the Hub of Asia, or a combined version. We've also had the less familiar Korea's IT.
“These brands are not bad or wrong, but they do not appear to have lifted the country or made an impact in the way that was hoped,Mr. Breen said.
Not that this disappointment has stopped provinces and cities from following suit. Many of the different local governments have their own promotion campaigns and logos, which are equally confusing and at cross-purposes.
They include- Hi Seoul: Soul of Asia; Dynamic Busan: City of Tomorrow; Fly Incheon; Colorful Daegu; Beautiful Gyeongju; Happy Suwon; Jeonju City: City of Culture; Cheongju, the happy city worth living in; It's Daejeon; Green Land JeollaNamdo; and GyeongGi-Do: Global Inspiration.
Busan's 'dynamic' is a straight copy of Dynamic Korea, which was developed in the Kim Dae-jung administration. A smaller city could get away with hitching its wagon to the national brand, but Busan is a very important place and, with four million people, is bigger than a lot of countries. It needs something original, he said.
Of all of the various brands, the one that does sound apt is ``Fly Incheon.'' Although it sounds like ``Fly United,'' whatever else Incheon wants to be, it is now identified with the airport. As such, the logo fits the brand.
All the examples do represent an effort in the right direction, which is to find a way to boost the economy. It suggests that the branding effort is part of a broader effort to promote and communicate, which is appreciated, but more though needs to go into the process, he said.
What government needs to do is recognize that the design and the tagline should come at the end of a process of research and strategizing that may take some time and cost some money, especially if international opinion surveys are required.
“At the heart of the process is a decision as to how to ``position'' the country or city, in other words, exactly how we want investors, tourists and other audiences, including citizens themselves, to think about us.
They also need to be extremely careful not to copy others because the whole point is to identify what is special and fitting about their place. For this reason he thinks that the new slogan- 'Korea, Be Inspired' is unique and sends the right message.
“Some say that you cant really brand a country of South Korea's size. However, a lot of us can relate to the new slogan. You find yourself walkign faster here, the shamanism, gi, feng- shui, all make up for an inspiring stay.”
'Dynamic Korea' didn't work because it sounded like a copy of 'Incredible India' and 'Amazing Thailand'. But with adjective and noun reversed, 'Korea, Sparkling' sounded original, wlthough it did not last.
The goal of making the logo fit the brand involves describing a place in a way that is acceptable and which highlights something distinct, or in a way that captures an aspiration, how the city or country would like to be.
He also noted that as awareness of South Korea spreads around the world with the country's growing importance, so too do negative perceptions. The problem arises when the negative associations outweigh the good. In this case, the dangerous antics of the North Korean rulers.
There is much more to South Korea and this has be highlighted in the various campaigns.
The country is good at knowing what physical infrastructure is needed, but what needs improvement is communicating about what they have acquired. People who are responsible for the communication side need to be alert. There is also a need to have thorough audit of the communication system.
As an example, he pointed out that the story telling at various temples and palaces need to be more interesting. What one gets told now is the most boring version.
Mr. Breen also mentioned that So much that the officials could learn about tourism, identifyign and developing tourism attractions and promotions from EU countries. The key is not to oversell oneself.

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