1. Geographical based analysis
for boosting up revenue
in targeted area
Strategic Proposal
Andri Budiwidodo
Corporate/Commercial Planner
Nov 25, 2013
Proprietary of Andri Budiwidodo

2. Proprietary of Andri Budiwidodo
Background:
nation-wide coverage has accomplished
Fact figures*:
- Covering up to 97% of population (approx 241 million) by 2013
- All kabupaten/kota, which more than 550 cities
- Remote areas, including outer islands
*intelligence sources, data processed

3. Proprietary of Andri Budiwidodo
Background: product promo, price war and heavy
campaign are in maturity period … but still continuing

4. Background: improve network which increasing capital
expenditure
Adding capacity Re-configuration
Using the
newest
technology
High-class network quality  affordable services for customer
Proprietary of Andri Budiwidodo

5. Background: customer engagement system has deployed
BIG Data EDW
CRM CLS
Provider Customer
Expenditure
Location
Habit
Business
Intelligence
Particular
community
Demography
Literacy
Customer
Service (CS)
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6. Background: Q3 Y2013 management report shows the key
figures
Capital
Expenditure
Voice & SMS
Usage
Voice & SMS
Revenue
Data usage
Data revenue
EBITDA?
Ratio Data:non-
Data revenue
Need alternative
to increase
PROFIT!!!Proprietary of Andri Budiwidodo
higher
lower
lower
higher
higher
higher
lower

7. Geographical Based Analysis:
Definition & Practical
Proprietary of Andri Budiwidodo
analysis which using structured data & information and
overlaid on spatial/mapping
Structured data and information that collected from related
sources (both primary from the field & people and secondary
from desktop analysis)
The analysis is mostly powerful knowledge for pointing the
targeted group and prioritization in term of project staging
(network deployment)
Precision in term of location and targeted market to be
attacked (optimum network and budget expenditure 
significant to increase revenue, with customer oriented sales
& marketing product, promo and offering)

8. Clutter type
(CBD, DU, Urb,
SU, Rural, Road)
Historical/trend
from NMS
Complain (customer,
sales/marketing,
regional office, etc)
Others (special request,
new area, etc)
Optimum network
coverage & quality
Border of
Coverage 
critical issue
Problem: clutter
type is always
obsolete
Problem: partial
solution, can not
drive to resolve
comprehensively
Problem: too
general, too narrow,
un-structured
Current condition
Not too wide over investment;
not too narrow lost the
opportunity
Scheduled drive
test/walk test
Problem: missed on
potential area to be
checked; the area is
too vast to do a drive
test
Geographical based
analysis offered
Desktop
study
(top selected
parameters +
the most
updated data)
Systematic and
structured field
survey (in
targeted area,
precision on
borderline)
Proprietary of Andri Budiwidodo

9. USU MEDAN
USU MEDAN
Good HSPA Coverage, moderate
range radius 500m
Bad/blank HSPA Coverage
Real case study
The biggest state owned university in
North Sumatera, namely Universitas
Sumatera Utara (USU), Medan
Covered using macro site, distance 1.3
to 1.6 km among three of macro sites
Vicinity of USU, dominated by student
rental house (kost-kost-an) which bad
HSPA network experience recently
Geographical based analysis, has
found which there are 12 suspected
blank/bad HSPA coverage experience
by their customers
This analysis result will trigger further
analysis to offer solution  BTS hotel,
using micro-site (monopole, 10-12
meters height)
Proprietary of Andri Budiwidodo

10. USU MEDAN
Geographical
based analysis
output (stage 1)
+
Comprehensive/
practical (do-able)
network analysis
(stage 2)
=
Project
Deployment
(BTS hotel)
(stage 3)
World class network
in precise location
 BOOST UP
REVENUE
3 km
5.5 km
Proprietary of Andri Budiwidodo

11. Need assessment
Project Leader
Geomarketing expert
and Network
Strategy expert
Supporting
Team
Adequate
computation and
supporting devices
Original
Software
Primary and
secondary data
Fee Field trip Data collection
Geographical base
analysis proposal
(project based)
Offer to
providers
Project
deployment
Proprietary of Andri Budiwidodo
People
Budget
Information
Timeline

12. What’s next?
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Product
Dev.
Product
mapping
Product
flexibility
Product
Integration
Marketing
Campaign
Timeline
Campaign focus
Sustainability
Sales &
Channel
Push and pull
Grass root
tactical
Availability
Evaluation
Perceive on
network &
product
Plan vs Actual
Fine-tune

13. End of Slides
Thank you
Proprietary of Andri Budiwidodo