Community Marketing - Telkomsel Perspective June 2009
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Community Marketing - Telkomsel Perspective June 2009

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Community Marketing. The convergence of devices to engage audience more into experience based marketing activities.

Community Marketing. The convergence of devices to engage audience more into experience based marketing activities.
Presented in Telkomsel Event together with Tomi Ahonnen in June 2009.

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  • Shrinking the world to a small screen, Opening up “the door” to a new world, new experiences!
  • As broadband and user created content expands, the power dynamics in Hollywood, and throughout media, will change. In the past, artists within every medium needed traditional media outlets to produce, package, distribute and market their content. The integration between the Internet world and the Mobile world is now proceeding at a rapid pace and is driven not just by companies like Apple and Google, but more importantly by the customers themselves.
  • The integration between the Internet world and the Mobile world is now proceeding at a rapid pace and is driven not just by companies like Apple and Google, but more importantly by the customers themselves. Customers expect the same flexibility that they take for granted on the Internet to be also present on Mobile devices. They also expect media to span all their platforms. Customers are not mere consumers; they are also creators of content. They are also participating in social networks; which means they want to contact anyone, anywhere. Social Networking Ingredients: - Data portability (ownership of your data) - Social network APIs (open API) - Social media content (user generated content and consumption based content (books, video, music etc)) Social networks (community) Out-of-Ads Business models: Low reliance on advertising • Over-dependence on advertising usually influences the service structure and content themselves. • Eventually, who is the customer of the service? Sustainable business models at work • Personal customization (page, avatar, room, music, gifts, mobile service) • Branded content
  • Telkomsel has started MyPulau in Nov 2007 HOWTO: Channel: SMS, MMS, WAP/WEB (mypulau.com), 3G Video circuit switch Register: Send REG to 7700
  • Besides other regular mobile delivery channels like SMS, WAP and MMS, this is another sample of ubiquitous service channel offered by MyPulau – 3G video submission. HOWTO: Video call to 7700
  • Thanks Not a conclusive presentation – problem statement. MyPulau condition

Community Marketing - Telkomsel Perspective June 2009 Community Marketing - Telkomsel Perspective June 2009 Presentation Transcript

  • Industry ConvergenceWeb 2.0 Broadcaster 2.0 •• ABC within 11year, ABC within year, 24 hour nonstop in 24 hour nonstop in 33networks in 60 networks in 60 years : :1.5 Mio years 1.5 Mio hours of hours of programming programming •• YouTube produced YouTube produced the same number the same number on 1H2008 only on 1H2008 only YouOperator 2.0 Feels like free Services Feels like free Services Content are often FREE Content are often FREE Context is NOT Context is NOT Experience is NOT Experience is NOT Packaging is NOT Packaging is NOT
  • 3 Billion devices vs. 1 Billion PCs•• Nowadays you can be aafamous artist in Matt Harding — funny dance video trip, he traveled Nowadays you can be famous artist in around 42 countries within 14 months and he became minutes: someone found the content minutes: someone found the content quasy-famous. 50 million views and passed it to someone else, who and passed it to someone else, who passed it to someone else, and so on. passed it to someone else, and so on. Magibon — A young woman that attained celebrity status on YouTube by doing nothing but stare at the camera. 50 million views Moymoy Palaboy — A Filipino comic and singing duo known for their uploaded lip synch videos in YouTube. 40 million views Amber Lee Ettinger — also known as Obama Girl, is famous for her YouTube videos about Barack Obama called "I Got a Crush... on Obama". 14 million viewsCustomers THE INTEGRATION THE INTEGRATIONexpect the sameflexibility thatthey take forgranted on theInternet to bealso present onMobile devices. Customers are not mere consumers; Customers are not mere consumers;They also they are also creators of content. they are also creators of content.expect media to They are also participating in social They are also participating in socialspan all their networks; which means they want to networks; which means they want toplatforms. contact anyone, anywhere. contact anyone, anywhere. Mobile Lifestyle
  • Challenges, Opportunities and Barriers mobile lifestyle Challenges Challenges Non-SMS data revenue to be a quarter of the total mobile operator revenues by 2012• How to build a community? One of the highest in the region.• How to monetize it? SOURCE: Yankee, June 2008• What is it users value in the service? Opportunities• How to keep them interested? Mobile Social Networking: Mobile Social Networking: Enhancing traditional Internet Social Networking with maximizing all Mobile Delivery Channels, and in additional including G P S, L B S and Cell broadcast. E.g.: -Sending sale notices, coupons and other offers to someone nearby -Find friends, locate movie Barriers trailers for nearby shows Mobile ecosystem and the network: Mobile ecosystem and the network: and prime eats- The relationship between the Network and the Device - Mobile and digital- The evolution of the network (LTE, IMS, Net contents . E.g.: brandedneutrality, Cellular networks, Radio Frequency avatar, accessoriesNetworks: such as Bluetooth, WiFi, WiMAx & Mesh,HSUPA and HSDPA) “Social networking sites are helping the mobile Internet reach its tipping point. We are now seeing an increasing number of people- Impact of open source on the device stack (Android, taking a real multi-channel approach to their communications withSymbian, Linux and others) the growth in the use of email, Facebook and Twitter on the mobile,..” Abid Warsi – Webcredible May 2009- The impact of the iPhone and App stores
  • Telkomsel MyPulau SENSE, FEEL and RELATEData may 2009
  • WEB Features Perspective and Comparison Myspace Multiply Facebook 12Frenz MyPulauRefer new friends 1 1 1 1 1Personalize profile 1 1 1 1 1Upload pictures 1 1 1 1 1Add music 1 1 - 1 -Upload video - 1 1 1 1Calendar - 1 1 - 1Unique user web address 1 1 1 1 1Community/groups 1 1 1 1 1Sharing portal 1 1 1 1 1Blogs 1 1 1 1 1Forums 1 - - 1 1Mobile application 1 - 1 1 1IM/ Chatting 1 - 1 1 1Send bulletins 1 - - - -Friends update notification 1 1 1 1 1Newsfeed 1 - 1 - -Import contacts 1 1 1 - 1 Total 15 12 14 13 14
  • Additional Mobile Feature Mobile 3G VIDEO SUBMISSION 7700 7700 7700 7700 Recording Confirmation Video SentVideo Call Disclaimer Submitted video will be shown on the WEB
  • courtesy fubuki – flickr.comTerima Kasih Telkomsel - June 2009