Maimunah Jaffar, Director, Strategic Driver Division, Iskandar Regional Development Authority (IRDA), Malaysia

1. How do you use technology/policy to improve citizens’ lives? Tell us about your role or organisation. 

In 2012, at the request of the Prime Minister of Malaysia at the time, the Iskandar Regional Development Authority (IRDA) initiated the Smart City agenda by introducing six smart city domains and designating Iskandar Malaysia as the pilot region for a smart city. 

Between 2014 and 2018, I embarked on a training programme to assist the five local authorities in Iskandar Malaysia in adopting the Smart City components as tools to make their cities more sustainable. 

Through the partnership programme, various technologies were introduced by the cities to enhance the quality of life for local communities. One of the earliest initiatives was the implementation of Smart Traffic Lights by Majlis Perbandaran Kulai at 10 junctions along Jalan Skudai.

This system successfully reduced driving times by 15 to 30 minutes. The direct benefits to users included more time to spend with their families and reduced fuel costs. For the environment, it significantly lowered carbon emissions. 

In 2019, PlanMalaysia launched the National Smart City Blueprint, and Johor Bahru was selected as one of the 26 cities in the ASEAN Smart City Network. I was honoured to be nominated by the State of Johor as the Smart City Officer for Johor Bahru. 

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2. What was the most impactful project you worked on this year? 

In the Iskandar Malaysia Smart City framework, we have identified four enablers to drive the smart city agenda. These include: 

(i) ICT infrastructure, 

(ii) Big Data platform, 

(iii) Local Authorities as drivers, and 

(iv) The private sector as implementation partners. 

Over the past 12 years of promoting Smart City initiatives, the domain of Smart Economy has been the least emphasised.

Taking this into consideration, and with PlanMalaysia continuing to support local authorities, IRDA is now focused on driving the Smart Economy by supporting start-ups, innovation sandboxes, and districts in Iskandar Malaysia. 

In 2023 and 2024, IRDA has successfully bridged our local start-ups to access finance by participating in

The Singapore Week of Innovation and Technology (SWITCH). SWITCH brings together leaders, entrepreneurs, creators, accelerators, and investors from the Global-Asia innovation ecosystem. Through this participation, we have been able to showcase Malaysia's start-up programmes and companies on an international platform. 

Another notable project has been the realisation of the Iskandar Malaysia Urban Observatory, now known as the Iskandar Malaysia Analytical Centre (IMAC). This involved securing funding, procuring equipment, and developing Big Data Analytics (BDA) pilot projects for IMAC.

Currently, IMAC serves as the IM Dashboard platform, and further developments are planned once the analytic systems are fully completed. 

3. What was one unexpected learning from 2024? 

In 2024, as I am tasked with exploring incentives for the upcoming Johor-Singapore Special Economic Zone (JSSEZ), my learning includes the following: 

(i) Talent for technology, innovation, and creativity may not necessarily come through mainstream higher education, as many individuals acquire the necessary skills through work experience. Therefore, it is important to support such knowledge workers by including work experience as a criterion for knowledge worker incentives. 

(ii) There is a mismatch between industry requirements and the available talent to support Industry 4.0 (IR4.0). 

(iii) To further accelerate technology, innovation, and Industry 4.0, it is necessary to motivate companies through the right tax incentives and ecosystem facilitation. 

4. What’s a tool or technique you’re excited to explore in 2025? 

AI can be utilised as a tool to evaluate eligible companies for incentives, requiring them to meet certain parameters and minimum criteria imposed through a fast-track facilitation platform. 

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5. Everybody’s talking about AI today – give us your hot take on AI and what it means for the public sector.

For the public sector, AI can help improve the efficiency of operations and the effectiveness of government services, including responsiveness and policymaking.

AI should also assist in accurate decision-making and enable more informed choices.

6. What are your priorities for 2025? 

(i) To establish more sandbox locations in Iskandar Malaysia to support the growth of technology and innovation. 

(ii) To support the start-up ecosystem and facilitate their market access. 

(iii) To promote the use of technology in the establishment of manufacturing and services sectors in the JSSEZ area. 

7. What advice do you have for public sector innovators? 

Change is one of the challenges in optimising technology in the public sector; patience and perseverance are key to advancing the innovation agenda.  

8. Who inspires you today? 

Not WHO but rather WHAT. As I approach my 60th birthday and retirement next year, I find it necessary to complete the facilitation circle of the Smart City framework.

By focusing on the Smart Economy, the ecosystem for the Iskandar Malaysia Smart City Framework will be complete.