Nurturing Digital Broadband Service and Lifestyle :
Building Successful Business Models for 3G in an Emerging Market


   ...
TELKOM in Brief
    TELKOM is an           TELKOM listed in the  Number of employees at
   InfoCom service      Indonesia ...
Content


!
Service Delivery Platform | Home



Business Context Shift
Telco Strategic Business Risks:
                  The Down Escalator……
                                                1. ...
Telco’s Business Environment Challenge :
  “Running Up on The Down Escalator”
Strategy to be the Winner : Telco vs Internet




                Service Control SDP & IMS




                          ...
TELCO 2.0 :
     Telco as Data, Service & Content Pipes, and Service & Content Platform

      Content
     Providers     ...
Content


!
Broadband as the Driver of Growth
A New Game for Everyone




Source: Gerd Leonhard, (www.mediafuturist.com) Open is King
Seamless Mobility - TIME
                 Location, Time and Device Agnostic
                                          Fin...
Customer Transition
                Rise of the Empowered Consumer

Passive
Watch
Broadcast TV   Pick
               Video...
corresponded
Market share
                       Towards Long Tail service revenues

                          Service
   ...
Content


!
Indonesia ICT Penetration
                                                                                  as of July 200...
Indonesia’s Wireless Market
        Indonesia is a Country with the Largest Number of Wireless
                          O...
However, competition in the future will be intensified as several new
 entrants supported by global players joined the ind...
From the most expensive to the cheapest

    Competition in the                      This has resulted in tariffs
Indonesi...
“Are 3G subscribers REALLY USING 3G?”

• 3G users are at about 6 millions
• Most of them are using HIGH SPEED INTERNET
• N...
3G Subscribers Expectation:
        Price, Quality and... CONTENT!

                                                      ...
Content


!




%12
Providing Platform for Content and Application
            is Must for Surviving !




                                   ...
TELKOM Approach for Providing Content and Application
        Platform : Nurturing Digital Life Style


                  ...
Roadmap to NGN-IMS and SDP

                                                             • 2014 – Full Convergence, Broadb...
SDP (Service Delivery Platform) :
For Service Exposure in the Long Tail Business Model




                               ...
Integrated Business Operation :
             From Reactive to Proactive Service



                                Service...
Indigo Implementation :
                     Community and Creativity Building

        #
                 $
             ...
Creative Content Incubation
Indigo : Content Incubation
                -   Band Community blog.
                -   Indie...
The Infrastructure
           Digital Content & Applications


         Digital Content & Applications
Game   Education   ...
A New Integrated Strategy NEEDED to SURVIVE!
 Broadband and 3G as ACCESS
 Life style of customer as SERVICE EXPERIENCE FOC...
Russian

                                                                                                 Spanish
        ...
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Saiful Hidayat Telkom Indonesia Vietnam Telecoms International Summit Nuturing Digital Broadband Service And Lifestyle : Building Successful Business Models for 3G in Emerging Market

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MY Presentation as one of The Keynote Speech On Vietnam Telecoms International Summit.

Melia Hotel, Hanoi
Mei 19st-21st 2009

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Saiful Hidayat Telkom Indonesia Vietnam Telecoms International Summit Nuturing Digital Broadband Service And Lifestyle : Building Successful Business Models for 3G in Emerging Market

  1. 1. Nurturing Digital Broadband Service and Lifestyle : Building Successful Business Models for 3G in an Emerging Market By : Saiful Hidayat Head of IT Service Policy PT. Telekomunikasi Indonesia Ha Noi , May 20th 2009
  2. 2. TELKOM in Brief TELKOM is an TELKOM listed in the Number of employees at InfoCom service Indonesia Stock Exchange the Group approximately provider in Indonesia, (ISE), London Stock 30,000 owned by the Exchange (LSE) and New government of York Stock Exchange Indonesia (51.2%) and (NYSE) in November 14, Main Subsidiaries : public shareholders 1995. (48.8%). The largest publicly listed company Market Capitalization as in Indonesia (+15 of Dec 2007 is USD 20 % market bn and aimed to achieve capitalization at ISE). USD 30 bn by 2010 2
  3. 3. Content !
  4. 4. Service Delivery Platform | Home Business Context Shift
  5. 5. Telco Strategic Business Risks: The Down Escalator…… 1. Decline ARPU 2. Failure to generate New Business model 5. Regulatory risk 6. Competition from Internet Companies 7 4 2 10 5 1 8 3 6 9 Source: E&Y
  6. 6. Telco’s Business Environment Challenge : “Running Up on The Down Escalator”
  7. 7. Strategy to be the Winner : Telco vs Internet Service Control SDP & IMS Source : Fokus Fraunhofer
  8. 8. TELCO 2.0 : Telco as Data, Service & Content Pipes, and Service & Content Platform Content Providers OTT Products Retailers Protected Products Millions of $$ Government Customers $$ Packets Google Thousands PLATFORM: of Segments E-Commerce ASPs IT & SDP Wholesale Access Telco (Retail) Source : Telco 2.0 Forum www.Telco2.Net
  9. 9. Content !
  10. 10. Broadband as the Driver of Growth
  11. 11. A New Game for Everyone Source: Gerd Leonhard, (www.mediafuturist.com) Open is King
  12. 12. 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 Keep YOU Informed, Connected, Entertained and Secure as You Move Through Life - at Home, at Work, and on the Go
  13. 13. 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
  14. 14. corresponded Market share Towards Long Tail service revenues Service Reduce cost Exposure and reuse Create profitable Mission Critical Services new business Situational Services models Capture revenue and participate to long tail Opening to 3rd party service revenues Number of services Core Services Open Cooperation Web 2.0 Core Services Open Cooperation Web 2.0 Performance, reliability, Best Effort QoS, ... Service Life-Cycle Rapid development In house – specific skill Communities – no specific skill
  15. 15. Content !
  16. 16. Indonesia ICT Penetration as of July 2008 8,6 M 14,96 M 120,46 M 35 M 6M TELKOM 99% TelkomFlexi 51% Telkomsel 46% Internet Kiosk 43% Speedy 65% (600K) BBT <1% Esia 41% Indosat 28% Campuses 3% Wireless BB StarOne 6% XL 20% Schools 1% (Telkomsel 70%) Mobile-8 2% Mobile-8 3% Offices 41% Others Hutch-3 3% Households 12% Note : Indonesia population around 230 million 2009 ~ 80%
  17. 17. Indonesia’s Wireless Market Indonesia is a Country with the Largest Number of Wireless Operators in the World (11 Operators with 23 brands/products) Sumber : Mobile World
  18. 18. However, competition in the future will be intensified as several new entrants supported by global players joined the industry and have been in the market (Data: Oct 2008)
  19. 19. From the most expensive to the cheapest Competition in the This has resulted in tariffs Indonesian mobile business moving from being one of has driven down prices Impact the most expensive in the considerably in past 24 region to one of the months cheapest RPM Comparison in 2005 RPM Comparison today
  20. 20. “Are 3G subscribers REALLY USING 3G?” • 3G users are at about 6 millions • Most of them are using HIGH SPEED INTERNET • No other killer application! Problem : Lack of LOCAL CONTENT! Sources: detikinet.com, 2008 and SHARING VISION 2009
  21. 21. 3G Subscribers Expectation: Price, Quality and... CONTENT! Total Jakarta Bandung & '$ # & -$ . & ( ) *$ # & ( ) /$ 0 + , #$ - + , #$ / % quot;$ # % #$ . Source: SHARING VISIONTM, 3G Market Survey, n = 100 Responden, April 2008 ource: Responden,
  22. 22. Content ! %12
  23. 23. Providing Platform for Content and Application is Must for Surviving ! Source : Fokus Fraunhofer
  24. 24. TELKOM Approach for Providing Content and Application Platform : Nurturing Digital Life Style Community Customer Experience & Empowerment Thru Rich Content Integrated Business Operation SDP NGN-IMS Converged Service Infrastructure Mashup Orchestration
  25. 25. Roadmap to NGN-IMS and SDP • 2014 – Full Convergence, Broadband and rich Application, The Future Lifestyle • 2013 – Data Connectivity, dominant revenue and the best player data provider in the Region • 2012 - Fixed and Mobile Convergence , a technology to shift the operator paradigm to serve competitive services • 2011 – Development of Content Biz Model, Step to Full Network and Service Provider • 2010 - Deliver IPTV via Triple Play network, one step to Digital Entertainment Era at home. • 2009 – Flexible Services and mobility, Flexi a Wireless Connectivity as a priority solution. • BW Internet : Global 40 Gb, Domestik 40 GB • SDP Readiness • 2008 – Platform Consolidation to NGN in order to support broadband and network simplification, One Platform to fit for all access and services • 2007 – TDM for BB & NB Acces Connectivity • BW Internet : Global 5 Gb, Domestik 5 GB
  26. 26. SDP (Service Delivery Platform) : For Service Exposure in the Long Tail Business Model PORTAL IT/Applications Content Services SDP OSS Service Delivery Platform BSS Wireline Broadband Wireless Benefit of SDP : • Integrated single platform with open architecture for all services • Allows TELKOM to discover new business opportunities and models at “Internet Speed” • Simplifies planning of network and services • Reduces urgency to move to all IP-core network • Platform for service aggregation across networks and devices
  27. 27. Integrated Business Operation : From Reactive to Proactive Service Service Operations Service Operations Customer Service Customer Service & Quality & Quality Network Operations Network Operations r 360r view Standardized & Integrated INFUSION Application ! quot; #$ quot; # % &
  28. 28. Indigo Implementation : Community and Creativity Building # $ ! % & ' () * + , quot; % % ! Pleasant Environment
  29. 29. Creative Content Incubation Indigo : Content Incubation - Band Community blog. - Indie & Music News. - Review album. - Music distro.[music webstore]. - Chart musik & rating. - Interactive discussion. - Music Fashion. - E Magazine download. - Band of the month. - Music program content. - Music Collaboration - “FREE” Download and Streaming - Widget and Links
  30. 30. The Infrastructure Digital Content & Applications Digital Content & Applications Game Education Music Animation Schools Govt SMEs Digital Payment Digital Payment Service Platform copyright SDP media Digital Asset Management portal protection server Broadband & Broadcast Broadband & Broadcast
  31. 31. A New Integrated Strategy NEEDED to SURVIVE! Broadband and 3G as ACCESS Life style of customer as SERVICE EXPERIENCE FOCUS PROSUMER or CROWDSOURCING as paradigm SDP as Orchestrating Plattform NGN-IMS as Backbone Network People CREATIVITY and INNOVATION as main objectives Which will create INNOVATION ECONOMY! ECONOMY Through Supported by and !
  32. 32. Russian Spanish Japanese Brazilian Portuguese Terima Kasih Italian Merci French Danke German Thank You Arabic English Thai Traditional Chinese

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