The document discusses plans for a music portal to be launched by TELKOM. It provides examples of successful music portals from other countries and telecom operators. It outlines the business objectives of attracting and retaining subscribers through offering free music streaming. Revenue will come from a blanket music license, advertising, and potential upselling of premium music products. Key features will include music streaming, downloading, video, and a social community.

1. TELKOM MUSIC PORTAL Komang B Aryasa [email_address] Gugus Tugas Content & App

2. Contents: Background Features Function Service User Interface Demo 1 2 3 4 5

3. Edutainment Content must be connected with social media SOCIAL MEDIA SOCIAL MEDIA

4. Music Market Size RBT’s become the “savior” of Indonesian music industry, however, we need new inovative business models, considering the big market & opportunity ’ 09 220Mil USD Globally, online & mobile music is keep growing driven by success of iTunes, Pandora, etc North America’s Music Market Growth SK Telecom music revenue growth 2G Music (RT, Karaoke) RBT 3G Music (MOD, True tone, Music Video) '05 '06 '07 '08 Tsel: 660 B Flexi: 60 B T-Group: > 62% market share T-Group: 62% = 2,883 B Attractive growth on online music online music Source: Monitor Group (Palladium) , Internal data, SK Telecom, others 87% piracy Mobile 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 '05 '06 '07 '08 '09(E) '10(E) '11(E) Offline Online Total (Mil. USD)

5. Music Portal Case (Bencmarking) Web site : www.top100.cn Provider : Local Company in China, Google, Yao Ming Service : Free Streaming, Free download Revenue : Advertising Record Label – Provider : Blangket lisence & revenue sharing from Avertising Web site : hugama.com Provider : BSNL India, telco operator Service : Music Streaming, Musicdownload Revenue : Subsription Based (Rs 149 /Month Record Label – Provider : Revenue sharing from subs based Users have two options for registration: through their BSNL broaband user ID & passor through their BSNL landline n umber Web site : hypptunes.com.my Provider : Telekom Malaysia, Bhd Service : Music download Revenue : a la carte based (RM 3/Song) Record Label – Provider : Revenue sharing from transaction based. A lso formed collaborations with major music labels such as Univ ersal , Sony Music, One Stop Music & indie labels

6. The Business Objectives Blanket Music License Blanket Music License: a license issued by music license holders (labels, CPs, others) to broadband providers (Speedy) to use the whole music catalog for its subscribers *) The scope of blanket music license is initially for online streaming services to all Speedy users Give a totally new experience in music service for Speedy users. A new way of marketing to attract and retain customers Converting illegal market into profitable legal business. As a learning stage for both Telkom and music industry Expect up-selling on fulltrack download and revenue from advertising *) Internal definition

7. Benchmark from other providers Music has been widely used to attract new customers, retain subscribers and new revenue generators Danish ISP TDC Denmark bundles free unlimited music with broadband and mobile. The company sees it as a way to retain and attract customers (2.9 M mobile + 309,000 broadband) Spotify is a peer-to-peer music streaming service based in UK. Funded by subscription and advertisement. Currently has 5 Million users and approx. 6 million music tracks from major and independent labels 27 Nov 2009 : Esia MusicBox, for Rp 1.000/day subscribers are allowed to download 30 songs from 7000 local music catalogues (participating labels includes: Musica Studio, Sony Music Indonesia, Universal Music Indonesia, Waner Music Indonesia). Bundled with Huawei handset Rp 449.000,-

8. Business Model Record labels Advertizers 1. Speedy pays blanket music license to labels 2. Speedy get the rights to distribute streaming music to all Speedy subs 4. Advertizers pay for media placement or sponsored music content 3. Speedy subs enjoy free music experience and buy more premium products 5. Speedy gets more subs to sign up RP RP RP RP

9. Music Portal Constelation within the Group distinc biz objectives main target market solution content sourcing music portal Speedy subscribers Public Public Telkomsel subscribers Flexi subscribers Public Speedy subscribers retention Speedy subs. retention SK Tel music platform Partnership with uAngel Telkomsel own solution Telkom’s SDP project White labelling from other platform In-house development Major+Indie labels and CPs Indie bands (non label) Major+Indie labels and CPs Major+Indie labels and CPs Major+Indie labels and CPs Major+Indie labels and CPs Community, brand endorser, content sourcing Monetizing music business Maximizing revenue from Tsel subs Maximizing revenue from Flexi subs

10. Features Music Portal Music Portal provide MP3 Full track, Streaming, True tone, Music video and RBT through WAP WEB d PC client to Handset, PC, KIOSK WAP, and user media. Music Portal support charging method through I-VAS, Flexi cash or voucher, Speedy and Fixed line payment

11. Platform Configuration

12. Music portal’s content consists of MP3 Full track, MP3 streaming, True tone, Music video and RBT . Content & Function

13. Music Category Provides a music categories (up-to-date song, popular song, theme song, genre song etc). Provides a popular music and an up-to-date music ranking. Provides a possibility of searching from music list. Rating can be decided on the duration star members,statistics of heat ratio,and/or download ratio. Provides genre: Pop, Dance, Jazz, Rock, R&B/Soul, Classical etc.

14. Search Engine • Basic Search Function of Title, Artist, Album, Genre • Search Mobile Content by type of music service • Sort search result by ranking popularity, user taste • Provides recomendation keyword to promotion Advanced Search Engine

15. Music Community & Review “ Sharing Album” provides interactive function that enable to share music play list and information among users. Recommend and comment music rated by users in music community . Music Lounge” shows the comments of user on main page in real time Music Community

16. My Music & My Page “ My Music,” list of title and album that user has listened . “ My Page,” information of user’s membership and purchase history Personalized music menu and search result by analyzing user’s usage pattern Offer and market content to target group categorized by mapping of music based on user’s purchase history Personalized Service

17. Web User Interface

18. PC Client Dia memang hanya dia Ku s’lalu memikirkannya Tak pernah ada habisnya Benar dia, benar hanya dia Ku s’lalu menginginkannya Belaian dari tangannya Mungkin hanya dia Harta yang paling terindah Di perjalanan hidupku Sejak derap denyut nadiku Mungkin hanya dia Indahnya sangat berbeda Ku haus merindukannya Reff: Ku ingin kau tahu isi hatiku Kaulah yang terakhir dalam hidupku Tak ada yang lain hanya kamu Tak pernah ada

19. TERIMAKASIH