saiful hidayat on mobile monday, surfing in digital broadband phenomenon, creativity,innovation and...

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This my sharring on Mobile Monday Event in Indonesia, February 23rd 2009

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Creativity, Innovation and Entrepreneurship in the 2.0 EraCreativity, Innovation and Entrepreneurship in the 2.0 Era

By :

Saiful Hidayat

AVP IT Service Strategy

IT & Supply Directorate PT. Telekomunikasi Indonesia

Mobile Monday Jakarta , February 23rd 2009

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Who am I ?

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We Are Now On Conceptual Age

18th century 19th century 20th century 21st century

AGRICULTURE AGE(farmers)

INDUSTRIAL AGE(factory workers)

INFORMATION AGE(knowledge workers)

CONCEPTUAL AGE(creators & empathizers)

ATG (affluence, technology, globalization)

Source: Daniel H. Pink, A Whole New Mind, New York, Riverhead Books, 2005

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The Six Aptitudes for Conceptual Age

Not Just…

� Function� Argument� Focus� Logic� Seriousness� Accummulation

But Also…

� DESIGN� STORY� SYMPHONY� EMPATHY� PLAY� MEANING

Creativityis the

Currency of the Future

Gerd Leonhard Media Futurist

Broadband is a major Driver of the Economy

Source: Gerd Leonhard, (www.mediafuturist.com) Open is King

Indonesia Internet Users : # 5 in Asia

10.5% 1150%

Source : internetworldstats.com

A New Game for Everyone

Source: Gerd Leonhard, (www.mediafuturist.com) Open is King

Who are our Users ?

Will GrowWill Grow

• Freedom• Customize• Scrutinizers• Integrity and Openness• Entertainment and play• Collaboration and Relationship• Speed• Innovator

Welcome to Me-EraNew Cultural Practices

WhatThey Want

WhatThey Want

WhereThey Want It

WhereThey Want It

WhenThey Want It

WhenThey Want It

HowThey Want It

HowThey Want It

Broad Choice Personalized

Simple

On DemandAvailable Always

Everywhere“Follow Me”

Flexible No Platform,

Access or Bundle Restrictions

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A lot of Content Producers will expand into becoming Context Providers, Curators, Aggregators, Packagers…

A New Definition of Content:Content must now be defined much broader

Source :

Content Based VAS : Think this

From technology based contents

To consumer needbased contents

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SMS LBS IVR MMS

P2A A2P M-TV M-Ads

Communication

Entertainment Participation

Productivity

Information

Saving

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Usage Motivation

Personality, Fun while waiting

Service Attributes

Easy to subscribe,catchy

Comparison toAlternatives

None and transparentIn pricing

Usage Experience

Very easy, justsend an SMS

Source: Frost & Sullivan adaptation

Content Implementation Principles and Ecosystem

Free/Feels Like Free/

Bundled

Subscribed/via Flat-Rate

Premium andUp-Sells

1

2

3

1

Revenue

Community

Discovery

Exposure Getting Attention

Discovery of service/product/contents

Community Building

Generating Revenue

1

2

3

4

Adopted from : www.mediafuturist.com

A Web Native (Content 2.0) Business ModelBased on providing Access first – and then sell a Copy

Based on Usage Rights, not (just) Copyright

Bundled in other services, but basic access “feels like free”

Based on dozen of revenue streams (Up selling, premium), not solely “selling copies“

Powered partly by Advertising 2.0

Driven by Fully legalized

Driven by Syndication (i.e the users marketing what they like)

Multi-platform access but mostly mobile

Open and transparent business practice

Give user control and freedom

Content 2.0

Content 2.0

Conetent 2.0

Content 2.0

Content 2.0

Content 2.0

Content 2.0

Content 2.0

Content 2.0

Content 2.0

Adopted from : Wikinomics & www.mediafuturist.com

• Mobile Apps (remixing music, Social Network, MMPOG, etc)

• Ad Network• Apartment/home locator

(mashup maps and classified ads)• Auction Site• Auto Advice• Banner Ad Designer• Community Manager/consulting• Beauty Product Consulting• Virtual Make Over• Blog Software/Blog Directory• Business Opportunity Center• Business Plan Writing Service/consulting• Community Event Web Site• Coupon site• Restaurant and Dining Guide• Music Center• Web Radio• Online Coach and Private Teacher • etc

16

Indigo Business Models: To Nurture Digital Broadband Content

Indigo : Content Incubation

Indigo : Indie “Speedytrek (beta)” Band

When The winds of change are blowing,When The winds of change are blowing,some people are building shelters, some people are building shelters, and others are building windmillsand others are building windmills

Merci������

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Danke

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