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   26
Music   Animation   2008
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Providing Relationship Platform For Content Creation And Delivery By Saiful Hidayat For Imoca 25 26 11 2008

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Providing Relationship Platform For Content Creation And Delivery By Saiful Hidayat For Imoca 25 26 11 2008

  1. 1. Providing Relationship Platform for Content Creation and Content Delivery By : Saiful Hidayat Asst Vice President IT Service Strategy IT Directorate PT. Telekomunikasi Indonesia IMOCA Conference and Exhibition 2008 quot;Creative Business On The Next Generation Networkquot; 26 - 28 November 2008, Discovery Kartika Plaza - Bali... Games Education G E M A Music Animation 2008
  2. 2. Content $ %# & ! quot;# Games Education G E M A Music Animation 2008
  3. 3. Broadband is a major Driver of the Economy Source: Gerd Leonhard, (www.mediafuturist.com) Open is King Games Education G E M A Music Animation 2008
  4. 4. A New Game for Everyone Source: Gerd Leonhard, (www.mediafuturist.com) Open is King Games Education G E M A Music Animation 2008
  5. 5. Evolution towards Converged Network Source : Fokus Fraunhofer Games Education G E M A Music Animation 2008
  6. 6. The Traditional Telco Value Chain is Changing Source : Fokus Fraunhofer Key Point : • The Industry Structure was changed • New Players have successfully entered the scene • Equipment and Handset manufactures additionally drive the market Games Education G E M A Music Animation 2008
  7. 7. Service Application Trend The Past: The Future: ) * + , , Was Is ' ( # Personal lifestyle branding #- # Communication Information Entertainment Evolution towards branding & lifestyle services Games Education G E M A Music Animation 2008
  8. 8. Industry & Service Transition… New Type of Provider Internet Entertainment (Information) (Broadcasting) Experience Provider Telecommunication (Communication) Games Education G E M A Music Animation 2008
  9. 9. Content $ %# & ! quot;# Games Education G E M A Music Animation 2008
  10. 10. Seamless Mobility - TIME Location, Time and Device Agnostic Find Child’s GPS Location on TV Watch Shows on Demand, Download the Answer Video Latest Tunes Call on TV Work Watch TV on from Home Train, Program DVR for Tonight Make Wait Time Schedule a Meeting Productive Conference Conduct Telepresence Face-to-Face Meeting Games Education G EInformed, Keep YOU M A Connected, Entertained and Secure as You Move Music Animation 2008 Through Life - at Home, at Work, and on the Go
  11. 11. Emerging Cultural Practice Peering Sharing Open Power of Us Make the world better through collaboration Games Education G E M A Music Animation 2008
  12. 12. Customer Transition Rise of the Empowered Consumer Passive Watch Broadcast TV Pick Video On Demand Participate Community Produce Services Create/Remix Content User to Provider Experience Provider to User Empower Interact Complete Personalization, Customization Transact Socialization Broadcast Network One Service Responsiveness Fits All Games Education G E M A Music Animation 2008
  13. 13. Customer Expectations Transition New Cultural Practices What When Where How They Want They Want It They Want It They Want It Broad Choice On Demand Flexible Everywhere No Platform, Personalized Available Always “Follow Me” Access or Bundle Simple Restrictions Games Education G E M A Music Animation 2008
  14. 14. Lifestyle Service Segmentation 2003 Number 2006 of subs per service General lifestyle markets Branded lifestyle markets Specialized lifestyle markets Segmentation Encyclopedia Broadcasting Mp3.com Games Education G E M A Music Animation 2008
  15. 15. New Digital Native Will Grow Games Education G E M A Music Animation 2008
  16. 16. Content $ % #. & / ! quot;# Games Education G E M A Music Animation 2008
  17. 17. A New Definition of Content: Content must now be defined much broader A lot of Content Producers will expand into becoming Context Providers, Curators, Aggregators, Packagers… Source : Games Education G E M A Music Animation 2008
  18. 18. Customers See Services Through Their Device Content consumption is becoming Device Agnostic Games Education G E M A Music Animation 2008
  19. 19. VAS (Content) : Rethink Strategy from Technology based to Consumer Need Based SMS LBS Communication IVR MMS Entertainment P2A A2P Information Mobile TV Productivity Mobile Ads Participation etc etc Saving as Value Added Service as Value Added to Subscriber Adopted from : Frost & Sullivan Games Education G E M A Music Animation 2008
  20. 20. Understanding Service Stimulus Usage Usage Motivation Motivation Why should consumer Fun while waiting, personality use this service ? Service Service Attributes Attributes What parameters Easy to subscribe, catchy Value Added to Should delivery on ? RBT Subscriber Comparison Comparison To alternatives To alternatives What the alternatives None and transparent in pricing And relative pricing ? Usage Comparison Experience To alternatives How easy is the service very easy To use ? , Just send sms Adopted from : Frost & Sullivan Games Education G E M A Music Animation 2008
  21. 21. Clear Customer Target : Multi layer segmentation Device Based • Savants : Being knowledgeable about music is central to their identity (5-8% of base) • Enthusiasts : Music is a key part of life but is balanced by other interests (20-25% of Service Specific base) • Casuals : Music plays a welcome role but other things are more important (35-40% of base) • Indifferents : Would not lose sleep if music does not exist (20-25% of base) High Income Purchasing Power Mid Income Based Low Income Youth Pyscho-Demographic Migrants Plus usage Silver Adopted from : Frost & Sullivan Games Education G E M A Music Animation 2008
  22. 22. Smart Aggregation for new VAS (Content) Step 1 Revelation: understand connected consumption Discovering which content is valuable Information about customers and content Step 2 Smart Aggregation: rollout quickly Centralizing and storing the huge amounts of microcontent… Step 3 Plasticity: enable prosumer tweaking Creating value by modularizing, standardizing, or extending content So prosumers can remix, tweak, cut, merge, split it… …or cheaply produce complementary goods Games Education G E M A Music Animation 2008
  23. 23. Content $ %# & ! quot;# Games Education G E M A Music Animation 2008
  24. 24. Integrated initiatives of Telkom Group to enable and encourage healthy creative content industries and communities in Indonesia Indigo (Indonesian Digital Community) Encourage “Valuetainment Creativity” Games Education G E M A Music Animation 2008
  25. 25. Indigo Implementation Giving People Freedom to……. ! quot;# $ % & ' Pleasant2008 Environment Games Education G E M A MusicAnimation
  26. 26. Indigo Business Models Games Education G E M A 26 Music Animation 2008
  27. 27. Indigo : Prosumer Facilitating consumer community Increase participation, loyalty, advocacy Colaboration and co- creation of new products and services Online and offline activities merge Games Education G E M A Music Animation 2008
  28. 28. Indigo : Content Incubation Games Education G E M A Music Animation 2008
  29. 29. SDP Background : Challenge From Simple Voice to Innovative Services Platform Many Services, Fast TTM Many Services, Short TTM High Few Viable Business Model Viable service providers business models Besides advertisement The Prize Not necessarily limited to Advertisement Service Proliferation How to provide How to foster a “Carrier grade” “step-change in quality? innovation”? Low Few Services generating lots of (declining) Revenue. Lack of many new services BUT Low Service Revenues High Differentiators to achieve Viable business models (e.g. access to bill, relationship to subscriber, QoS, … Games Education G E M A Music Animation 2008
  30. 30. SDP : From Separate Networks to Converged Networks Games Education G E M A Music Animation 2008
  31. 31. What is a Service Delivery Platform ? &# . # 0 / 0 PORTAL - 0 0- IT/Applications Content Services – This layer allows Marketing, Network, and IT to create and implement new services faster, more efficiently and with SDP OSS lesser cost Service Delivery Platform BSS – Provides a unified service creation and control environment where integrated value added services can Wireline Broadband Wireless be defined, deployed and controlled SDP architecture provides an end-to-end control and enables Selection of a Product or a Service Placement of an Order Provisioning of a Service or a Product Activation of a Service or a Product Delivering a Service or a Product Billing for a Service or a Product Disconnecting a Service or a Product Benefit : New services can be rapidly added Meet business objectives for revenue growth Platform for service aggregation across networks and devices. Modular service-oriented architecture (SOA) allows for incremental investment as business grows. about the business drivers, about bundling services more efficiently Games Education G E M A Music Animation 2008
  32. 32. SDP as Mashup Orchestration Consumer Services 3rd Party Applications SERVICE DELIVERY PLATFORM ••Integrated single platform with open architecture for all services Integrated single platform with open architecture for all services ••Allows TELKOM to discover new business opportunities and models Allows TELKOM to discover new business opportunities and models OSS SERVICE DELIVERY PLATFORM Process Manager Service Bus ••Simplifies planning of network and services Simplifies planning of network and services SID SOA Tier SOA Tier ••Reduces urgency to move to all IP-core network Reduces urgency to move to all IP-core network BSS Network Tier Network Tier OCCS OCNG Games Education G E M A SMSC MMSC LBS Parlay GW Network Elements Music Animation 2008 Network Elements
  33. 33. TheDigital Content & Applications Infrastructure Digital Content & Applications Game Education Music Animation Schools Govt SMEs Digital Payment Digital Payment Service Platform SDP copyright Digital Asset media Management portal protection server Broadband & Broadcast Broadband & Broadcast Games Education G E M A Music Animation 2008
  34. 34. My Profile ) $ ! %& ! '(% # ! quot; : # 3 3 2; 4 ; # 3 9! %- (%-8(--- * + , -%%( . quot;/ 0 12 3& 445 , # ! /, -%%6 -%%(/ 7+ , -%%8 -%%6/ Games Education G E M A Music Animation 2008
  35. 35. Russian Spanish Japanese Brazilian Portuguese Terima Kasih Italian Merci French Danke German Thank You Arabic English Thai Traditional Chinese Games Education G E M A Music Animation 2008
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