Saiful hidayat strengthening cooperation in ict research & development best practice of market research in the convergence era - asem forum, golden flower hotel bandung, 20-21 juli 2010

The world in your hand Strengthening Cooperation in ICT Research & Development AVP IT Service Strategy SM R&D of Service and Product PT. Telekomunikasi Indonesia, Tbk. PT. Telekomunikasi Indonesia, Tbk. ASEM FORUM, Golden Flower Hotel Bandung, 20-21 Juli 2010

The world in your hand Content Driver of the ICT R & D Market Trend in Convergence Era Area of ICT Research & Development New Approach of Market Research Telkom R & D Best Practices

The world in your hand The phrase research and development (also R and D or, more often, R&D), according to the Organization for Economic Co-operation and Development, refers to "creative work undertaken on a systematic basis in order to , including knowledge of man, culture and society, and the use of this stock of knowledge . Usually basic & longer R & D is done by university or corporate lab.” Wikipedia

The world in your hand Output of innovative good and services Layer 4 4 Player Global trade Layer 3 Financial Markets Layer 2 Regulation Global trade Layer 1 Standardisation Source : Innovation in New ICT Ecosystem

The world in your hand

The world in your hand Source : Cisco

The world in your hand Content Driver of the ICT R & D Market Trend in Convergence Era Area of ICT Research & Development New Approach of Market Research Telkom Best Practices

The world in your hand example : We can get digital TV service at any where and any device 9 Source : “ a telco road to OTT-TV” , Antonio Pavolini, Senior Strategic Analyst, Media Industry Strategy and Innovation – Telecom Italia

The world in your hand Electronics will become fully embedded in people’s environments (‘ambient’) and capable of responding to their needs and desires (intelligent, responsive, adaptive) People to the foreground, Technology is embedded (hidden in the background) Computers everywhere Source: Philips 14

The world in your hand We are now “inevitably” living in digital environment 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

The world in your hand Source : www.mediafuturist.com

The world in your hand Video Sport Game put people @the centre around content and application services Source : Vodafone 360 (adopted), Telco 2.0 Conference, 2009

The world in your hand Last Mile Last 100 Meters Last Meter: 3 (or more) Screens fixed Mobile cable FTTC PDA wireless FTTH satellite wireless TV other iPad PC Desktop

The world in your hand Content Driver of the ICT R & D Market Trend in Convergence Era Areas of ICT Research & Development New Approach of Market Research Telkom R & D Best Practices

The world in your hand Collaborative innovation among the players to create sustainable ecosystem Device Network Application & Content Services & Apps Portal Distribution Cloud Users UI OSS-BSS-SDP OS & Devices (Enabler) Content (Game, Music, Education, Sport) Source: Amdocs Telco 2.0 Conference, 2009

The world in your hand • Business Model : “Device + Connected Services” • Devices: iPod, iPhone, iPad • Application & Software Platform: Apple Store • Program dowloaded: 60 million programs • Sales: U$ 30 Millions (1 Million/day) • iPhone sold: 6.9 Millions. • Handset Maker Rank: 3rd (Nokia 1st, Samsung 2nd). • Model of handset: only 2 • Usage: mostly mobile internet services • Strength: eco-system & consumption pattern

The world in your hand Source: Telco 2.0, RIM financials

The world in your hand Chasm Innovators Early Early Late Laggards Adopters Majority Majority Geoffrey Moore, Chasm Group

The world in your hand Content Driver of the ICT R & D Market Trend in Convergence Era Area of ICT Research & Development New Approach of Market Research Telkom R&D Best Practices

The world in your hand The role of market research is to help organizations themselves , and changing Policy Market Customers Environment Goals Alignment Market Research Function Descriptive Diagnostic Predictive Measure awareness Explain behaviour Predict outcomes / trends Source: Intercedent Asia

The world in your hand Is there sufficient time before managerial decision must be made? Conduct Is on-hand Information Market Research sufficient to support Yes Managerial decision making? No •Research expenditures Abandon •Delay of marketing Is the decision strategic Market Research •Decreased certainty decision and possible or tactical? •Increased likelihood disclosure of of a correct decision information to rivals •Improved marketing •Possible erroneous Is it valuable to gather performance and research results new information? resulting higher profits “Perceived Value Should Exceeds Perceived Costs” (Dr. Michael R. Hyman)

The world in your hand Technology Changes New Mechanism of Market The behavior on Indonesia society Research Shy to say “No” to such statement Market Think in short term Behavior Technology adoption is very high Segmented Big in coverage and population as well as segmentation, so the cost Personalized of market research is very expensive Demanding

The world in your hand New Mechanism of Market Research Centered on User and Personalized IT enabled • Ethnography • “Netnography” • Put ourselves in customer’s shoes • Online survey • Observation • Capture traffic data/behavior • It needs less cost • Speed up the process, so the provider can respond the market more rapidly

The world in your hand Content Role & Driver of the ICT R & D Market Trend in Convergence Era Area of ICT Research & Development New Approach of Market Research Telkom R & D Best Practices

The world in your hand • The idea of FlexiExtendMe came when the innovator felt that it was not convenient to recharge prepaid number while the balance was still • Complexity in getting content & VAS much enough. • We provide FlexiBROWSER which • FlexiExtendMe may enables user to access various kind enable prepaid of content & VAS easily by just subscribers to extend ‘browsing & clicking’. the expiration date. Others : Static Menu Dynamic Menu • FlexiCOMBO • FlexiTONE • FlexiMILIS • FlexiSTORE: • FlexiTRANSFER Ringtone, • FlexiExtendMe Wallpaper, • FlexiCASH Dictionary, Jajal • Voice Messaging Kota, Soulmate, • VoIP (01017) etc.

The world in your hand • The idea of FlexiCHATTING • The idea of FlexiMuslim came from the observation came from the of user lifestyle and the fact observation of user that most of Flexi lifestyle and the need to subscribers were using low- get the religious content s end handset. • Enables users to get • FlexiCHATTING enables updated religious users to have chatting contents including service even by using low updated pray times base end handset. on location • The idea of FlexiMILIS came Others : from the observation of user lifestyle and the trend of email mailing list. • It is very interesting to bring mailing list solution into SMS platform which will bring 3 benefits: mobility, connectivity, and efficiency.

The world in your hand To answer the disables needs , R&D conducted base on the discussion with the disables, their families and their communities

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The world in your hand Tsunami Early Warning System (TEWS) with VIPO (Virtual Phone) Trial VIPO Transmitter VIPO 33 Receiver VIPO

The world in your hand Technology : Research femtocell is a small cellular base station, typically designed for use in a home or small business. It connects to the service provider’s network via broadband (such as DSL or cable) Trigger of Femtocell : 60% traffic of wireless voice and data traffic 70% done at home [Source: AnRes08] The low indoor coverage, because 70% service coverage in the 2 GHz system (3G, 4G) for outdoor Fixed Mobile Convergence Benefit of Femtocell : Macro cell 3G/4G spectrum efficiency Utilization of wire line broadband Research Milestone (xDSL, Ethernet) as a backhaul Requirement Business New Technique Femtocell Economics Proof of & Standard Case MAC Layer Concept

The world in your hand Russian Gracias Spanish Japanese Obrigado Terima Kasih Brazilian Portuguese Grazie Merci Italian French Danke German Thank You Arabic English Thai Traditional Chinese

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Saiful hidayat strengthening cooperation in ict research & development best practice of market research in the convergence era - asem forum, golden flower hotel bandung, 20-21 juli 2010

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Saiful hidayat strengthening cooperation in ict research & development best practice of market research in the convergence era - asem forum, golden flower hotel bandung, 20-21 juli 2010 — Presentation Transcript