Creative Industry Perspective and Trend in
INDONESIA
Andi S. Boediman
Creative Industry Evangelist
andisboediman@gmail.com
www.ideonomics.com

Creative Industry
in Indonesia

Creative Industry in Indonesia
US$ 8.7 billion
9th biggest in Indonesia
4.5 million worker
7th biggest in Indonesia
1.5 million companies
6th biggest in Indonesia
Source: Ministry of Trade

Source: Ministry of Trade
Creative Industry in Indonesia

Indonesia is a
Distribution
Nation

Indonesia is a nation of about 17,500 islands in South East Asia, and the
world’s largest archipelagic state. With a population of 237 million, it is the
world’s fourth most populous country and the most populous Muslim-
majority nation.
Thus, Indonesian challenge and strength is: population & geography.
Distribution is a major factor to successful business.

Distribution Model
Media Distribution Biggest Player Numbers
Book Bookstore Chain Gramedia 100 stores
Music Music Store Chain Disctarra, KFC
Film Cinema Chain Cineplex, Blitz Megaplex 30 cities
10 - 12
Internet Internet Cafe (Warnet) thousands
120 million
Mobile Telco Telkomsel, Indosat, XL users
2.5 - 3 million
Game Game Center players

Comic & Manga

Manga Market in Indonesia
1.5 million comic/month
about 100 titles

Manga has become one of fastest growing consumer industries, and Indonesia is
now one of the biggest manga markets outside of Japan. Manga in Indonesia
is published by Elex Media Komputindo, Acolyte, Level Comic, M&C and
Gramedia, and has greatly influenced Indonesia's original comic industry.

Music

Ring Back Tone
Music Industry
CD sales slump

Ring Back Tone (RBT) lagu-
lagu Samson by Universal is
the best selling RBT in the
world with 11 million users.
Kenangan Terindah songs
from the album contribute 4
million RBT users, followed
by Disusul Bukan Diriku with
2 million RBT users.

Not just Chicken!
It’s Music Distribution
KFC release KFC Music Hit
List that is offered in all KFC
Outlet. Juliette is one of the
best selling music.

Film

Indonesia Film Industry
Source: Interview with
Shanty - Jiffest Director

Blitz Megaplex is a
new player targeting
the higher end market
21 Cineplex is at 30 major cities
and dominates imported film

some of the most
successful film in
Indonesia, with 1 - 4
million viewers

Mobile
Graphics, Wallpaper,
Rich Content Comics
Advertising
TV Series, film,
Tv commercials
comic, etc
Real Estate Toys, Merchandise
Animation &
Architectural TV Series, film,
Visualization comic, etc
Content Industry
NO POTENTIAL
IP Commercialization IP Commercialization
Movie
Industrial
Feature film
Rapid Prototyping,
Merchandise
CAD
Outsourcing
Television
CAD, games,
TV Series
Games
TV Series
Arcade, Java,
Console, PC Game

Internet

Internet User
Subscriber User (in thousands)
Source: APJII

kaskus.us is community detik.com is a news portal
kompas.com is a news portal kapanlagi.com is an entertainment portal
the most visited site in Indonesia are community & news

Kaskus Ticket
goods &
community merchandising
Friendster Facebook Book
Retail
US $5-8 Advertising as Ecommerce as
Business Model Business Model
million epayment
platform
Images,
Kompas Kapanlagi Classified Music
digital content
news
Detik Games

Mobile

Source: Postel
Mobile Phone User approximately 127 million subscribers
106 million GSM + 11 million CDMA

Mobile
• 90% is a prepaid user, about US $ 1 billion/year
• Mobile content including quiz, SMS subscription, chat,
religious content
• Some of the biggest player is Kode Jawa, Infokom,
Kapanlagi, Elasitas
• Ring Back Tone is a US $ 200 million/year
• Mobile Channel is popular in Indonesia:
– More than 220,000,000 SMS traffic/day
– More than 150,000 MMS traffic/day
– More than 32,000,000 mobile content download/day

Case Study :
Nutrifood – HiLo Campaign
Who have higher risk to get Osteoporosis? Audrey, the secretary?
Or Felly, the air stewardess? Audience can answer via SMS.
Most audience answered that Audrey will have higher chance of
osteoporosis by stereotyping that secretary are mostly sitting in
desk and answer telephones, while stewardess will live an active
live by serving in the airplane.
While actually, air stewardess have higher chance of osteoporosis
due to the exposure to air pressure in higher altitude.
Call for action from a Billboard or
Print Ads :
• Audience can send SMS to get
more information about the
product
• Can be enhanced with short
quiz (questions related to
product knowledge) and data
mining

Customer Loyalty & Retention Program
Cwex Corner
A cross media communication campaign
combining TV, Web & Mobile to built community
and loyalty of Kotex customers.
Activities initiated , includes :
- SMS Quiz
- SMS Voting
- SMS Club (Subscription / News Alert)
- SMS Tips / Horoscope
- Mobile content download (ringtone/wallpaper/
games., etc.)

Mobile Content Transition
Low Value High Value
Content Content
Community
Quiz
Music
SMS subscription
Games
etc.

Games &
Animation

Ragnarok was a major trend in MMORPG. Audition is the leading games, published
In Indonesia, published by LYTO. by Megaxus in Indonesia.

Advertising
source: Bullit Sesariza

Arcade Game
source: Bullit Sesariza

Outsourcing
source: Bullit Sesariza

PC Game
Mythic Perspective
Indonesia focus on
developing Inspirit
Arena as MMOG
with their own 3D
engine.

Mobile
source: Bullit Sesariza

Television
Castle animation's newest 3D animation
project is : Grandpa Jake. The 11 minute
TV series is based on a successful
children book published by Aurora,
Switzerland. In this project Castle is
working together with an award winning
director Robert Fernandez and a senior
3D animation director Phil Brathen.

Sing to the Dawn started as an award
winning books and adapted into
Computer Graphic Animated Feature
Film by Infinite Frameworks that is a
joint collaboration between Indonesia
and Singapore.
The story is happened when a girl wins
a scholarship competition, a young Thai
village girl faces the hostility of her
brother who places second and her
father who feels the city school is no
place for a girl.

Creative
Education &
Community

Creative Industry School in Indonesia
Graphic Design
60 schools, 12 thousand students
Product Design
30 schools, 2 thousand students
Interior
30 schools, 3 thousand students
Architecture
180 schools, 23 thousand students
Information Technology
900 schools, 200 thousand students
Source: Ministry of Education

Students Portfolio

Source: Herman Pratomo – FGD

Foto: Rico Halim – FGD

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STORYTELLER

Thank You
Andi S. Boediman
Creative Industry Evangelist
andisboediman@gmail.com
www.ideonomics.com