The Application Development Opportunity (ADO) is the chance for MDP participants to create superb high-end mobile applications. Similar to a contest, only the most interesting, creative and innovative mobile applications will be selected for further development.

Through the ADO, developers are expected to push the boundaries of end-to-end mobile applications, which in-turns create new market opportunities within the industry. Only the best and brightest will be chosen for this endeavour, and through this meticulous selection, developers' will be motivated and inspired to push their creativity and their skills to the limit.

Naturally, for developers to achieve such milestones, they first need to have their own key products –mobile content, applications, or services, regardless if the products are commercialised with Maxis or other operators in Malaysia or globally as MDP maintains a non-exclusive policy. Developers are not only free to work and sell their products to other operators; they are even encouraged to do so in order to increase their own success rate.

The main operational concept of MDP is in leveraging Maxis' current knowledge, skills, info-structure, processes, and industry networks; where relevant, to assist local developers in developing commercial-ready content and applications. At the same time, MDP also purpose-builds several initiatives to further help accelerate the growth of developers. For example, utilising Maxis' internal and external resources, MDP provides local developers with the necessary skills and knowledge required for new business opportunity ventures in content development. This includes trainings, seminars, workshops, and advisory sessions for technical, technological and business sensitive areas. Other support initiatives include – application testing, support and marketing.