Broadband & Digital Lifestyle - Telkomsel Perspective - December 2010
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Broadband & Digital Lifestyle - Telkomsel Perspective - December 2010



Telkomsel on the Broadband & Digital Lifestyle Industry & Business Perspective.

Telkomsel on the Broadband & Digital Lifestyle Industry & Business Perspective.
December, 2010.



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Broadband & Digital Lifestyle - Telkomsel Perspective - December 2010 Broadband & Digital Lifestyle - Telkomsel Perspective - December 2010 Presentation Transcript

  • BroadbandDigital LifestyleIndustry & Business Perspective December, 2010 TELKOMSEL
  • • Don’t focus on your customer – Engage them to co-innovate your services• Don’t create products & services – Create consumer experiences, enrich them by adding value
  • The facts• Mobile broadband growth has exceeded expectations, but comparable profits have yet to emerge.• Data usage is extremely high (2 petabyte / month) – huge cost and 82.51% data payload is coming through unlimited package• Mobile netters are mainly Browsing, Gaming, Downloading, Social Networking and Chatting – Internet jungle offers everything mostly for free or piracy• Customer choose affordable data enabled handsets (one available for Rp. 600k and GRPS ready) – 80% of new handset sold are already data ready• Content & Application has becoming more popular than ever - 15% contributing from TELKOMSEL operating revenue• Broadband has becoming a commodity to fulfill people needs in digital lifestyle culture – customer demand increases, but with low willingness to pay
  • INDONESIA in a glance… 80% mobile ownership within age Indonesians are the most prolific users of social 8-24 year old group. The highest media: level in the region. • 31 million facebook users – 2nd largest after US • Highest Twitter penetration rate worldwide (20.8% or 1-to-5) • 2nd largest total users of Opera mobile browser • World highest mobile browsing intensity, 661 pages per month/person • The largest BlackBerry Users in the region (1.3 million) • 5th Largest Internet Market in Asia (after China, Japan, India and South Korea) Data ComScore, Opera, Fixed Fixed Cellular Wireline Wireless Broadband ± 8.7 mn ± 29 mn ± 2.5 mn ± 170 mn Total Industry Penetration Penetration Penetration Prepaid cards 97.5% 16% 2% 71% Postpaid cards 2.5%Note :Indonesia population around 238 million Source: Telkom Internal market research - as of September 30, 2009 `
  • TELKOMSEL dynamics 25 Million Unique Users download & subscribe to MOBILE GAMES, MUSIC, INFO..etcsubscriber base 95mio 7 million active 500 Million P2P SMSes transacted DAILYPsst: More than our next two competitors added up.. visitors 2 Petabyte data usage / month 7 Million chargeable CONTENT-SMSes purchased DAILY 500k BlackBerry Active Users 16 Million high-end 3G Devices 600k downloads daily NSP RBT is 87% of total music Industry 15 Million Data Users The most complete Social Networking Service and Device Manufacture Access Share 100% Chatting product line ups 90% 1,000 Games on deck 80% Mobile WEB usage 70% 56% 57% 55% 52% 6% 2% 19% Nokia 60% 20% SonyEricsson 50% Nexian <18 40% Samsung 18-27 20% 20% RIM 28-37 23% 21% 30% 3% Other 38-47 3% 20% 3% 3% >48 10% 18% 21% 15% 16% 0% 53% Feb Mar Apr May Data from – June 2010 Data from AdMob Mobile Metrics – May 2010
  • The monetization modelPricing Strategy and New Business Models Reverses the Decline in ProfitabilityWe need to identify the winning value proposition for each market segment Devices Corporate M-Ads Content New models: •Broadband Content Subscription/Purchase Model • Video, Games, Music, etc •Feature Phone with a set of application • Video, Game, Soccer phone •Mobile Advertising Fair-use schemes have been applied. In •Ad-funded mobile news paper Telkomsel 82.51% of data payload is •Mobile Data Premium consumed within Unlimited Package. • Video Premium Data • Personal Tools (part of cloud computing) • Secure storage, Address Book, Calendar “Mobile data traffic is derived by digitization, personalization, and virtualization. Mobile technology in the future will be user-centric and integrated, not application-centric, people will store data centrally and access it through multiple screens” Obermann – CEO Deutsche Telecom (CTIA – March 2010)
  • Lessons Learnt and Strategic Paces must be taken The pyramidFocus in 2011Building Blocks – 3 Strategic Focuses Enlarge the Industry Service Leadership Commercial ViabilityBasic PrinciplesGoing to the bottom of the pyramid Business Pricing Marketing Model Niche & Sachet Market Evolvement of Multiparties Effective Marketing
  • The organization Resources focus towards new businessesJohn Kotter – Our Iceberg Is Melting:“We believe strongly that the world need much more We need to transform…action from a broader range of people – action that isinformed, committed and inspired – to help us all in Discipline and Competency focuses arean era of increasing change.” transforming into End-to-End perspective. TRIGGERS CHALLENGES RESULTS New Perception New Business Processes New Product & Services New Description New Competencies New Pricing Scheme New Re-Action New Job Descriptions New Profitability Rate New Expectation New Target New Competition New Levels of Achievement New Audit & Compliance levels New Quality of Services New Core and Mediation Technology New Marketing and Promotion New Legal & IPR aspects
  • kiitosLet’s google that