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Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Surat Kabar                                                           ...
Indonesian Telco Penetration andTELKOMSEL Dynamics                                                 Fixed                  ...
Content is a Serious Business for TELKOMSELDigital Music, Games, Entertainment, Religious Contents, and other Cultural Her...
TELKOMSEL Technology RoadmapEvolutionary step through GPRS, EDGE, W-CDMA/HSDPA and LTE 1 - 21 Mbps                        ...
Transforming from Telecommunication Company to Lifestyle CompanyDigital Music, Content and Application Focus          1. F...
Services for Future Mobile BroadbandCommunication to Lifestyle Assistance                                   Broadband Serv...
Indonesian teens rules!Now drive Indonesias mobile phone marketDemand on smartphones is very high                         ...
Youth and young adults, age of below 27, are contributingmore than 70% of Mobile WEB usage in Indonesia                   ...
Attitude of Net Generation:           Freedom                                               Collaboration           Give M...
Customer wants moreShifting from NEED to LIFESTYLE   Changing from Traditional phone types into:   • Lifestyle Mobile Phon...
Tour of the last 210 years of information (+5 years)Time for Social Media Distribution and Rich Content targeted Segments ...
What’s beyond print?          Traditional printing                                     ePaper               Interactive an...
26% apps developed for iPad go into Books or News category                                                                ...
In general, most mobile apps are paidShare of paid apps on different platforms and their average price                    ...
Social Media Networks: Explosive uptake     Participatory Journalism / We Media / Citizen Journalism            The act of...
Making digital content payTo charge or not to charge?                                      Three-step process to create a ...
Summary: Key Points                                                                 •   Don’t focus on your customer – Eng...
Terima KasihBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
Indonesia, the next big thing in digital mediaExtensive activities among social network sites,                            ...
Mobile Phones Penetration, in INDONESIAHandset & Consumers penetration figures. Customer expect more than just traditional...
Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
Others upcoming Tabs?              iOS, Android?                                                                          ...
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The Future of DIgital Publishing - Telkomsel Indonesia June 2011

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Presentation Material for 'Kongres XXIII Serikat Penerbit Surat Kabar' event held in Bali 7-9 June 2011.

The Future of DIgital Publishing - Telkomsel Indonesia June 2011

  1. 1. Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Surat Kabar The Future of Digital Publishing Today’s agenda: - Indonesian telco penetration & Telkomsel Highlights - Teens Rules Indonesian mobile market & internet usage - Teens market: Customers are changing - What’s beyond printing? - Social Media Networks - Making Digital Content Pay - Summary: Key points
  2. 2. Indonesian Telco Penetration andTELKOMSEL Dynamics Fixed Fixed Wireline Wireless Broadband Cellular ± 8.7 mn ± 35 mn ± 3 mn ± 200 mn Indonesian Telco Penetration Penetration Penetration Penetration Prepaid cards 97.5% 16% 2% Postpaid cards 2.5% 71% Source: Telkom Internal market research 35 Million Unique Users download & subscribe to Mobile Games, Music, Info..etc 500 million P2P SMSes transacted DAILY – 800 million per day during Ied 7 Million chargeable CONTENT-SMSes purchased DAILY Network in 15 PELNI subscriber base 100 mio 35,000 BTS (7.000 BTS for 3G) ships Psst: More than our next two competitors added up.. 600k downloads daily Broadband in 21Mbps and 25 big NSP cities 1.5mio BlackBerry Active Users 25 Million Data Active RBT is 87% of total music Industry 1,2 Gbps Blackberry Users Nation Wide networkBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  3. 3. Content is a Serious Business for TELKOMSELDigital Music, Games, Entertainment, Religious Contents, and other Cultural Heritage Contents 1. Indonesian is ready to take off on CREATIVE INDUSTRY Telkomsel support Indonesian Government program to nurture Creative Industry, including digitalization on Indonesian Culture Heritage 2. Core business is slowing down and getting Red. Value Added becoming the new Blue Ocean Revenue Contribution from New Business (Digital Music, Content, Mobile Advertising, and T-Cash) <5 25% 8% 15% % Before 2009 2010* 2014* 2008 *Revenue Forecast from New BusinessBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  4. 4. TELKOMSEL Technology RoadmapEvolutionary step through GPRS, EDGE, W-CDMA/HSDPA and LTE 1 - 21 Mbps Hot spot with High Trial LTE speed Internet LTE 512 WiFi kbps Enhancement Voice & Data Capacity384 Enhancementkbps GPRS Services W-CDMA/HSDPA Post-Paid Pre-Paid GPRS GPRS Video Call MMS MMS 170 3G Trial kbps simPATI Mobile Data SMS Wap, Web, SMS EDGE Trial GPRS 9.6 kbps GSM 1995 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  5. 5. Transforming from Telecommunication Company to Lifestyle CompanyDigital Music, Content and Application Focus 1. From Single product to Total Lifestyle & Entertainment Packages Lyric Community Video Video Rich Content Device Photo Payment Text Play Rich On-device Rich Full Based Ring Cont Portal Ring ent Cont tone Music Enterta ent tone RBT RBT Video inment Apps Content Concert Search RBT Full Full Track Ticket Track Shows 2002 2006 2007-2010 Merchandising 2010 - then 2. From Mass Market approach to Niche and Multiple Market (Community Approach) 3. Entertainment & Lifestyle centric approach: • Developing new and upcoming artist exclusively • Working with well known artist to promote new exclusive contents • Enrich delivery channels through diverse handset and OS typesBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  6. 6. Services for Future Mobile BroadbandCommunication to Lifestyle Assistance Broadband Services Driven Now Future Education Services Financial Services Communication to Lifestyle Assistance New Wave Business Telkomsel Healthcare Services Transport Services Health record, Medicine, etc Tracking, ticketing, cargo, traffic info Entertainment & Media Services Music, games, apps, TV, Social media, etc 14Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  7. 7. Indonesian teens rules!Now drive Indonesias mobile phone marketDemand on smartphones is very high Indonesian Teens Population Composition 10-19 20% 80%Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar Source: http://www.nielsen.com
  8. 8. Youth and young adults, age of below 27, are contributingmore than 70% of Mobile WEB usage in Indonesia 6% 2% 19% 20% <18 18-27 28-37 38-47 >48 53%Data from Eyeka.asia – June 2010 Indonesians are the most prolific users of mobile internet & social media: • 31 million facebook users – 2nd largest after US • 3rd largest twitter user world wide •Highest Twitter penetration rate worldwide (20.8% or 1-to-5) • 2nd largest Operamini mobile browser users • World highest mobile browsing intensity, 661 pages per month/person • The largest BlackBerry Users in the region (5 million) • 5th Largest Internet Market in Asia (after China, Japan, India and South Korea) • Top ranked in Mobile WEB advertising: BuzzCity top 2, InMobi top 3 and AdMob top 5Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar Data ComScore, Opera, Checkfacebook.com, buzzcity.com, inmobi.com
  9. 9. Attitude of Net Generation: Freedom Collaboration Give Me Choice and the More the Better Let Me Help You Make Your Product or Service Better Customization Entertainment Make It My Own Make It Fun Scrutinity Speed I Will Check It Out Before I Go to the Store Serve Me Now Integrity Innovation Does This Company Deserve My Money? Give Me the Latest But are they Loyal to us ? Giving us Value and willing to Spend ? Source : Grown up digital - Don tapscottBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  10. 10. Customer wants moreShifting from NEED to LIFESTYLE Changing from Traditional phone types into: • Lifestyle Mobile Phone : iPhone vs Blackberry vs BB like phone (Nexian, CSL BlueBerry, LG). • Internet Centric Device : iPad, Samsung Galaxy Tab, Dell Streak Motorola Xoom, BlackBerry Playbook. Shifting Between Need Lifestyle Netbook Tablet PC Laptop iPad, Smartphone Samsung Galaxy tab “Handphone” Blackberry, iPhone, Android Complexities: • Smartphone, Data capability (EDGE, 3G, 3.5G, LTE), Touch screen, Camera, GPS, Gesture interface. • More varieties of Mobile phone OS: Symbian, Linux, Android, RIM, iOS (iPhone), Windows Mobile.Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  11. 11. Tour of the last 210 years of information (+5 years)Time for Social Media Distribution and Rich Content targeted Segments Technology changes, but so do Societal norms Trust in news brands has eroded over time Value of brands (relationship-based) being replaced by search (transaction-based) Business Model is transformingBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar Sources: Where is everyone? http://www.baekdal.com/media/market-of-information,Apr 2009
  12. 12. What’s beyond print? Traditional printing ePaper Interactive and Rich WEB site $? OS & Devices InterdependenciesBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  13. 13. 26% apps developed for iPad go into Books or News category Books, References, 1 8% Games, 22% News, 8% Social networking, 2% Utilities, Productivity, 9% Entertainment, Music , 15% Lifestyle, Hobbies, 13 % Education, Health, 13 % Sources: Macstories.net, Federico Viticci, “Tha AppStore has now over 10,000 apps” 12/6/2010Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  14. 14. In general, most mobile apps are paidShare of paid apps on different platforms and their average price Sources: Distimo App Store Analytics, “ Mobile Application store. State of Play”, 18/6/2010Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  15. 15. Social Media Networks: Explosive uptake Participatory Journalism / We Media / Citizen Journalism The act of a citizen, or group of citizens, playing an active role in the definition: process of collecting, reporting, analyzing and disseminating news and information. The intent of this participation is to provide independent, reliable, accurate, wide ranging and relevant information that a democracy requires. Emerging Media Ecosystem Information flow through different types of Social Medias Networks: •Blogs •Social networks •Micro blogs (twitter) •Podcasts •Social bookmarking •Wikis •Online video •Widgets •Photo sharing •Virtual worlds •Forums •Presentation sharingBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  16. 16. Making digital content payTo charge or not to charge? Three-step process to create a successful model for the sale of online/mobile content will involve the following: 1. Find the sweet spots •Exclusivity The content must be truly exclusive and not easily replaceable by substitutes. •Target audience Some kinds of content have a natural target audience that is more willing to pay for the content than other audiences. •Popularity Certain content areas are more popular than others, and attract larger audiences.Give them all or just a selection? 2. Build winning concepts A clearly differentiated user experience. This might include interactive elements in news and magazine applications. Deeper content offerings. These should go beyond the standard in certain carefully targeted topics, such as sports, finance, cooking, or health, to name a few. Add-on services. Publishers can enrich content with premium and complementary services such as conference calls with journalists or live video streaming. 3. Define the right pricing mechanism Publishers should look to differentiate their content offerings, creating a variety of products and packages at multipleBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar prices Sources: PaidContent.co.uk, Booz&Co: Making Digital Content Pay 2010
  17. 17. Summary: Key Points • 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 • Rethink your brand - No longer just promise or image, it become a relationship • Develop a strategy to plug into influence networks. (Social network, Blog, Instant messaging, YouTube, etc) • Move the Net Generation into the center of your marketing campaigns. They influence all other generation • Create additional values through Rich and Attractive Contents • Indonesian Market goes for Mobile Distribution ChannelsBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  18. 18. Terima KasihBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  19. 19. Indonesia, the next big thing in digital mediaExtensive activities among social network sites, Portals Acquisitions: •Koprol by Yahoo! •Kaskus by GDP (Djarum) •Disdus by Groupon Other facts: • 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 SouthBali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar Korea)
  20. 20. Mobile Phones Penetration, in INDONESIAHandset & Consumers penetration figures. Customer expect more than just traditional services subscriber: 200mil. by January 2011 240 mil. eo 2011• Users adopt mobile devices from the start instead of migrating from landlines to mobile services.• Mobile ownership was up 54% in 2010 from 20% in 2005, whilst the use of landlines have decreased from 25% to 11%.• 20% have more than one SIM card and 9% have two phones for personal use.• 58% of consumers spending less than Rp. 50,000 (@USD 5) per month in 2010 compared to only 18% in 2005.• Low-spending category contributed to the increasing popularity of CDMA telephones, with 26% market share 2010.• More than 70% of youths in the 15 - 19 year old category own mobile devices, while the number of 10 - 14 year old with mobile phones more than tripled in this five-year period.• Instant messaging or chatting is the top use of the phones for today’s young Indonesians, who prefer this use of the devices over voice calls or texting.Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  21. 21. Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar
  22. 22. Others upcoming Tabs? iOS, Android? Kindle ? iPad ? Social Media ?Bali 7-9 Juni 2011 - Kongres XXIII Serikat Penerbit Suratkabar

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