Creativity, Innovation and Entrepreneurship in the 2.0 Era
By :
Saiful Hidayat
AVP IT Service Strategy
IT & Supply Directorate PT.
Telekomunikasi Indonesia
Mobile Monday
Jakarta , February 23rd 2009

Who am I ?
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We Are Now On Conceptual Age
ATG (affluence,
technology,
CONCEPTUAL AGE
globalization)
(creators & empathizers)
INFORMATION AGE
(knowledge workers)
INDUSTRIAL AGE
(factory workers)
AGRICULTURE AGE
(farmers)
19th century 20th century 21st century
18th century
Source: Daniel H. Pink, A Whole New Mind, New York, Riverhead Books, 2005

The Six Aptitudes for Conceptual Age
Not Just… But Also…
Function DESIGN
Argument STORY
Focus SYMPHONY
Logic EMPATHY
Seriousness PLAY
Accummulation MEANING

Gerd Leonhard Media Futurist
Creativity
is the
Currency of the Future

Broadband is a major Driver of the Economy
Source: Gerd Leonhard, (www.mediafuturist.com) Open is King

Indonesia Internet Users : # 5 in Asia
Source : internetworldstats.com
10.5% 1150%

A New Game for Everyone
Source: Gerd Leonhard, (www.mediafuturist.com) Open is King

Who are our Users ?
Will Grow
• Freedom
• Customize
• Scrutinizers
• Integrity and Openness
• Entertainment and play
• Collaboration and Relationship
• Speed
• Innovator

Welcome to Me-Era
New Cultural Practices
What Where
When How
They Want They Want It
They Want It They Want It
Flexible
Broad Choice On Demand
Everywhere
No Platform,
Available
Personalized
“Follow Me” Access or Bundle
Always Restrictions
Simple

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 :

Content Based VAS : Think this
From technology To consumer need
based contents based contents
SMS LBS IVR MMS Communication Information
P2A A2P M-TV M-Ads Entertainment Participation
… Productivity Saving
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Comparison to
Usage Motivation Service Attributes Usage Experience
Alternatives
Personality, Easy to subscribe, Very easy, just
None and transparent
Fun while waiting catchy send an SMS
In pricing
Source: Frost & Sullivan adaptation

Content Implementation Principles and Ecosystem
1
1 Free/
Getting Attention
Exposure
Feels Like Free/
Bundled
2
Discovery of
Discovery 2
service/product/contents
Subscribed/
via Flat-Rate
3
Community Community Building
3
4 Premium and
Up-Sells
Revenue
Generating Revenue
Adopted from : www.mediafuturist.com

A Web Native (Content 2.0) Business Model
Based on providing Access first – and then sell a Copy
Content 2.0
Based on Usage Rights, not (just) Copyright
Content 2.0
Bundled in other services, but basic access “feels like free”
Conetent 2.0
Based on dozen of revenue streams (Up selling, premium), not solely “selling copies“
Content 2.0
Powered partly by Advertising 2.0
Content 2.0
Driven by Fully legalized
Content 2.0
Driven by Syndication (i.e the users marketing what they like)
Content 2.0
Multi-platform access but mostly mobile
Content 2.0
Open and transparent business practice
Content 2.0
Give user control and freedom
Content 2.0
Adopted from : Wikinomics & www.mediafuturist.com

• Mobile Apps
(remixing music, Social Network, MMPOG, etc)
• Ad Network
• Apartment/home locator
(mashup maps and classified ads)
• Auction Site
• Auto Advice
• Banner Ad Designer
• Community Manager/consulting
• Beauty Product Consulting
• Virtual Make Over
• Blog Software/Blog Directory
• Business Opportunity Center
• Business Plan Writing Service/consulting
• Community Event Web Site
• Coupon site
• Restaurant and Dining Guide
• Music Center
• Web Radio
• Online Coach and Private Teacher
• etc

Indigo Business Models:
To Nurture Digital Broadband Content
16

Indigo : Content Incubation

Indigo : Indie “Speedytrek (beta)” Band

When The winds of change are blowing,
some people are building shelters,
and others are building windmills

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