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ABSTRACT
Indonesia as a nation has proven steady growth of ICT industry for last 5 years of more than 10% even though this number still behind other countries in the Asia more than 10% even though this number still behind other countries in the Asia Pacific Region. Indonesia must enhancing the growth in order to narrowing digital divide gaps. The ways to narrowing digital divide gaps we are having 3 priorities which are : Infrastructure (Access & Cost), Human Resources (Skill & Usage) and Application (Including content). All statistical indication showing us that potential growth of industry as well as user acceptance is already high, therefore since 2006 growth of industry as well as user acceptance is already high, therefore since 2006 until current condition operator is doing massive infrastructure roll-out and marketing activities to push out Mobile Broadband and Mobile Data to enhancing lack of Internet Access and Mobile Data Access in Indonesia.Strategy being choose by Indonesia and Indosat especially in order to fulfill user needs is by creating trend (lifestyle) then pushing different kind of new innovation needs is by creating trend (lifestyle) then pushing different kind of new innovation and services with lowering down entry barriers especially introducing low tariff for unlimited mobile broadband internet access, with this strategies all user which has mobile phone and in the nomadic situation can easily accessing internet using their on-hand device without using PC anymore or by using broadband modem connected to their laptop or PC.to their laptop or PC.Result of that activities are proven as follows : enhancing the take up growth of mobile broadband services by 600% annually , increasing internet access user significantly by 100% annually, increasing mobile user penetration by 70% therefore with this result digital divide for Indonesia for sure is getting narrow, especially huge increase for Digital Opportunity Index in Indonesia for 2009 onwards
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 20091
increase for Digital Opportunity Index in Indonesia for 2009 onwards.
ITU-D Regional Development Forum for the Asia Pacific Region the Asia Pacific Region
“NGN and Broadband, Opportunities and Challenges” Yogyakarta, Indonesia, 27 – 29 July 2009
Bridging the digital divide with Mobile Broadband
Teguh PrasetyaGroup Head Brand Marketing
PT.INDOSAT, Tbk.
InternationalTelecommunicationUnionYogyakarta, Indonesia, 27-29 July 2009
Background
Growth of ICT in Indonesia for last 5 years always exceed 10% annuallyyears always exceed 10% annually.Indonesia growth still lesser compare t M l i Si Th il d to Malaysia, Singapore, Thailand, Filipina & AustraliaIndonesia must be enhancing the growth towards narrowing digital divide and globalization era
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 20093
Priority of Narrowing Digital Divide
Prioritizes By 3 categories :1. Infrastructure (Access, Cost)2 Human Resources (Skill Usage)
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 20094
2. Human Resources (Skill, Usage)3. Application (Content)
Broadband Growth Opportunities
With Mobile penetration > 70% (2009) Possibility is widely open
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 20095
With Mobile penetration > 70% (2009) Possibility is widely open
Prospect of ICT in Indonesia
13- 14%
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 20096
Source : IDC - 2006
Indonesia at Glance
Source : IDC - 2006
Status on May 2009 has been increased by ~ 300 %• Internet user > 35 millions
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 20097
• Mobile Phone user > 151 millions
Prediction of IT/GDP Growth
IT Company will be increased by 4 %increased by 4 %IT workers will be increased by 10%Annual Growth of IT/GDP is around 6%6%
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 20098Source : IDC - 2006
ICT growth until 2010
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 20099
Indonesia position for expansion
Top 5 in the world for High-End & Low-End product
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200910
product
Indonesia DOI
Top 6 in the world(Growth Digital Opportunity Index (Growth Digital Opportunity Index - ITU 2006 report)
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200911
Wireless Industry Life cycle
Introduction Penetration Re-innovateMature
owth
Hong Kong Japan S. Korea
netr
atio
n G
ro
PhilippinesThailand
MalaysiaAustralia
Singaporeg g
Pen
Laos
Bangladesh
India
Indonesia
Indonesia on the penetration stage (huge room to growth)InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200912
p g ( g g )
Indonesian Market: Potential yet Highly Competitive
Data Revenue Share of Q3 2007 Data User Penetration as of Q1 2008
Data Revenue still very small penetration in total industry of cellular in Indonesia - 2007
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200913
Source: Global Matrix 3Q 2007, Media & Company Data
OUR VISION TOWARDS 2010
Fulfill Everybody needs with Services : Mobile, Broadband, Innovative &
Personalize
COMMUNICATIONAnytime, Everywhere & Anything
INNOVATIONServices , Application & Content
PERSONALIZATIONSmart & Adaptive
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200914
Era of Mobile IT
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200915
Variety of Broadband Access
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200916
Roadmap of Mobile Broadband
20-200 kbps 1.8-28 Mbps ~ 48 Mbps ~ 100 Mbps
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200917
The Facts
More than 60% of mobile user like to use internet café as their access to surf
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200918
More than 60% of mobile user like to use internet café as their access to surf
Mobile Data Trend
Portable & Handset Dominate The Market
From : Cisco - 2009
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200919
Where do we start ?
Subscriber
High-End 5 % Businessman Information,email
Medium 35% Internet surfer,Instant Messenger
College student,First jobber
Low-End 60% High school student, Mobile cosmetics
download
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200920
The Challenge to get ‘real’ mobile-user
Expensive terminal L ti f d t & b db d Low perception of data & broadband benefitKnotty subscription process
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200921
Trident Strategy
PremiumImage & Lifestyle Building Premium Image & Lifestyle Building
Cle Diffe e ti ti Medium
Low
Clear Differentiation
L E t B iLow
Channel Dist ib ti
Lower Entry Barrier
DistributionCommunityEmpowered
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200922
The Changing Face Of Mobile Broadband Consumer
Luxury ExpensiveLuxury Expensive
LifestyleLifestyle
T h lT h ly py p
Technology Technology IntimacyIntimacy
Mobile DataMobile DataServicesServices
Always ONAlways ONServicesServices
Allowing others Allowing others connectivity with meconnectivity with me Emotional dependentEmotional dependentThe Catalyst The Catalyst
Image & Lifestyle buildingImage & Lifestyle building Mobile data service is transformed from a luxury needs belongs to
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200923
Clear DifferentiationClear Differentiation
Lower Entry BarrierLower Entry Barrier
from a luxury needs belongs to business segment to emotional
dependent as being maintain relationship to all human aspect
Image building : grabbing behaviorPremium
Medium
Image Building
Clear Differentiation
Low
Channel Distribution
CommunityEmpowered
Lower Entry Barrier
Co-branding with RIM Blackberry as the well
Co-branding with Yahoo! As aligned to grab
existing ‘PC’ user of
Blackberry as the well-known dependable data
service. The join cooperation is not only
based on terminal
Indosat build its own brand stated the
leadership of innovation and
existing PC user of Yahoo! To move to
mobile device.
based on terminal procurement, but also to
strengthen image of dependable
sophisticated services
ownership of good quality services
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200924
sophisticated services
Clear differentiationDifferent Segment Different Approach
Premium
Medium
Low
Image Building
Clear Differentiation
Different Segment – Different ApproachLow
Channel Distribution
CommunityEmpowered
Lower Entry Barrier
Gambar iklanGambar iklanIsat bb - matrix
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200925
Communication to Youth SegmentCommunication to Business Segment
Lower Entry Barrier : tariff & innovations
Diff t P d t li t t t diff t
Premium
Medium
Image Building
Clear Differentiation
Unlimited Broadband 3 5G AccessUnlimited Broadband 3 5G Access
Different Product-line to penetrate different target market
Low
Channel Distribution
CommunityEmpowered
Lower Entry Barrier
Premium
Unlimited Broadband 3.5G AccessUnlimited Broadband 3.5G Access
Prepaid Broadband AccessPrepaid Broadband Access
Launch as Postpaid broadband with highest speed positioning (2007) & Introducing Unlimited package (2008)
Prepaid Broadband AccessPrepaid Broadband Access
Postpaid & Prepaid Blackberry® ONPostpaid & Prepaid Blackberry® ON DEMAND DEMAND
Was launch by IM2 as Indosat’s subsidiary company. Which was 1st broadband prepaid in Indonesia.Positioned for business & medium-high internet user with no hassle of registration mechanism
Postpaid & Prepaid Blackberry® ONPostpaid & Prepaid Blackberry® ON--DEMAND DEMAND
II G ! M b & S M llG ! M b & S M ll
Prepaid & Post paid BB scheme for weekly & monthly was launch in August 2008 as the 1st blackberry on-demand services in the world
II--Go! Menu browser & Super MallGo! Menu browser & Super Mall
Ch b i d /GPRS iff R Ch b i d /GPRS iff R /kb/kb
Customized menu browser powered by Java application. It is hassle free of various short code.Contains of 360 degree of customer needs. From stock price to artist-gossips. From ringtones download to dictionary
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200926
Cheap basic data/GPRS tariff Rp 0,5Cheap basic data/GPRS tariff Rp 0,5--1/kb1/kb
Low End
Design as cheapest basic tariff for internet access via GSM mobile. It provides instant benefitFor customer with very low behavior of data usage.
Regional Broadband Tariff 2008
INDOSAT i VERY AGGRESSIVEInternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200927
INDOSAT is VERY AGGRESSIVE
Community EmpoweredPremium
Medium
Image Building
Clear Differentiation
Low
Channel Distribution
CommunityEmpowered
Lower Entry Barrier
Yahoo! Group : isat.bb
WEB & Mailing List• WEB & Mailing – List• Social Networking (Facebook, Yahoogroups)• Gathering • Blogging
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200928
Blogging• Word of Mouth Experience Sharing
RESULT Blackberry user : Growth more than 450%
Blackberry
7000080000
400005000060000
200003000040000
010000
Dec-07
Jan-08
Feb-08
Mar-08
Apr-08
May-
Jun-08
Jul-08
Aug-08
Sep-08
Oct-08
Nov-08
Dec-08
Jan-09
Feb-09
Mar-09
Blackberry®On-Demand & BB
BOLD Introduced
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200929
07 08 08 08 08 ay08
08 08 08 08 08 08 08 09 09 09
RESULT Indosat 3.5G Broadband : Growth more than 600%
Broadband
400000
300000
350000
200000
250000
100000
150000
0
50000
Broadband Unlimited
Introduced
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 2009
0Q1-2007 Q2-2007 Q3-2007 Q4-2007 Q1-2008 Q2-2008 Q3-2008 Q4-2008 Q1-2009
RESULT 3rd largest customer for Yahoo!
Indosat Yahoo! Go 3,500,000
4,000,000
4,500,000
200,000
250,000
new searches unique devices
60% of Yahoo! Traffic in South East Asia Region
1,500,000
2,000,000
2,500,000
3,000,000
50,000
100,000
150,000
0
500,000
1,000,000
,500,000
Oct-08Sep-08Aug-08Jul-08Jun-08May-08Apr-08Mar-08Feb-08-50,000
0
50,000
WAP & I-Go YahooSearch
I t d d 26%Data Usage growing to more than 4 million hits per day (110 million hits per months)
Introduced
60%
14%
(110 million hits per months)
INDOSAT Mobile data user is growing to more than 9 million user
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200931
(30% from total subscriber)
RESULTS
2009 : 70% Population Covered by Mobile Phone Internet Access Tariff is the cheapest in RegionM bil C ll l T iff i th h t i R iMobile Cellular Tariff is the cheapest in RegionInternet User is increasing significantly (35 millions)
Digital Opportunity Index will be increased significantly
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200932
Final Frontier of Mobile Data Access
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200933
Conclusion
Trident Strategy to penetrate lower market of gy pMobile Broadband & Data services as well as to narrowing digital divide access gap.T h l H R & i ti f Technology, Human Resources & innovation of content as well as application are ways to lead our journey.Changes is a must to stimulate the strategy impact, which are technology, distribution & community developmentcommunity development.Digital Campaign and Word of Mouth Tools is proven to be an alternative channel to penetrate
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200934
p psophisticated services.
Thank You – Terima KasihThank You Terima Kasih
teguh.prasetya@indosat.com
InternationalTelecommunicationUnionYogyakarta, Indonesia, 27-29 July 2009
Curriculum VitaeName : Teguh PrasetyaName : Teguh PrasetyaBorn : Surabaya, 6 January 1968Status : Married with 3 (three) childrenEducation : Under graduated from ITS (Telecommunication Engineering), Graduated from UI (Management of
Telecommunication)Expert Areas : Telecommunication, Internet, Multimedia & Value Added Services (Marketing, Business, Operation &
Engineering)Engineering)Working Experience: (Join with PT.INDOSAT since 1990)
Project Manager Multimedia PT.INDOSAT : 1998-2000
Executive Secretary Board of Commissioner PT. Sisindosat : 1998-2000
Director of Business Development PT.INDOSATM2 : 2000-2001
Director of Sales & Marketing PT.INDOSATM2 : 2001-2002
Director of Planning & Development PT.INDOSATM2 : 2002-2006
Group Head Mail & Messaging PT INDOSAT : 2006 2008 Group Head Mail & Messaging PT. INDOSAT : 2006-2008
Group Head Value Added Services PT. INDOSAT : 2006-2008
Group Head Brand Marketing PT.INDOSAT : 2008-now(achievement : Developing & Managing Indosat Mobile Core Services : Matrix, Mentari, IM3 as well as Starone Brand,
Getting 3 (three) top brand awards for Matrix, Mentari, IM3 2008 & 2009 , Best GSM Operator 2009 & Best Blackberry Services 2009 D l i A i t th k t i f I d t Wi l B d C t ib ti th 75% f t t l f 2009, Developing Aggressive go to the market services for Indosat Wireless Brand, Contributing more than 75% from total of Indosat Revenue)
Organization : KADIN, APJII, MASTEL, APMI, ORARI, PII.Professional Activities : Speaker for various conferences, seminars, lecturers on domestic and international Founder member :
I d i IN & ISDN U F
InternationalTelecommunicationUnion
Yogyakarta, Indonesia, 27-29 July 200936
Indonesia IN & ISDN User ForumIndonesia Wimax ForumIndonesian Multimedia Provider Association
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