telco marketing material

8/12/2019 Telco Marketing Material

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Pemasaran JasaTelekomunikasi (Hi-Tech)

SEMESTER GENAP 2010-2011

Business Environment


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Why Telco ServiceMarketing?


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What Affecting Marketing Practices

Changes in: demography, socio-cultural,globalization, Technology

Customers Knowledge Information Transparancy Emerging New Developing Countries Government Regulations


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Whats Hot?

ICT Optimization: MIS, Data Mining, DataWarehouse Customer Realtionship Management

Buzz & Viral Marketing


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The Business Nature

Most Rapidly Growing Business Most Hot Business The Competition Heat The Operational & Marketing Challenge Others?


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The Framework...


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Framework for Telecommunication Services Marketing

Creating Value:Technology Strategy

Service StrategyService BrandingTariff & Pricing

Communicating Value :Integrated Marketing

Communication

Delivering Value :Preparing Technical & Support

ServiceManaging Initial SubscribingManaging Service Assurance

Managing Billing

External Environment Internal ResourcesCorporate

Mission Vision & Strategy

Exploring Value : Profiling, Identifying Market Segment, & Prioritizing Target Market

Shaping Value : Building Corporate Branding

Enhancing Value : Managing Cooperation & PartnershipInterconnect, SCM, & CRM

Maintaning Value & Longterm Growth :Service Development & Innovation

Managing Business Portfilio & Expansion

Managing Stakeholder Relationship Constructed by : Yudi Pram STMB Telkom 2007

Understanding Business Environment

Constructed by : Yudi Pram IMTelkom 2007


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Business Environment

Porter Five Forces Environmental Forces


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Environmental Forces Demography

Population: growth, Age Mix, Gender Mix, Level of EductionMix, Household Pattern

Economy Economic growth, Income distribution, Inflation

Socio Cultural Mobile Lifestyle, Communication Need Technological

Pace of Change, OFI, Regulation for Change Natural

Energy Cost, Green Image Politics & Regulation

BRTI, KOMINFO, KPPU


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PORTER 5 Forces

SegmentRivalry

NewEntrants

Buyer

Substitution

Supplier


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Internal Analysis

SW analysis TOWS Strategy Resource Analysis: Financial, Infrastucture,

Human Resource, Other Resource (Politics etc) Problem Analysis: Dynamic Modelling, Cause

and Effect Diagram, Pareto Analysis Other Sources Analysis


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TELCO inINDONESIA


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TELCO di INDO


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TELCOs di Indo


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TELKOM


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T-SEL


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INDOSAT


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XL


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PSN


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FREN (Mobile-8)


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(HUTCHINSON)


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SMART (SINAR MAS)


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AXIS (NTS)


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ESIA

(B-Tel)


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CERIA (SAMPOERNA TEL


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2.RELATED BIZIN TELCO SERVICES

1. Terminal (CPE)

2. Access3. Networks4. IT Services

5. Content Providers

6. HR


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TERMINAL (CPE

MOBILE CPE Most of the Production are produced at

Overseas(US, Germany, Norwege, China etc) FIXED CPE

Partly Produced in Domestic


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Access

MOBILE ACCESS Mobile phone and internet Produced mostly in abroad

FIXED ACCESS Fixed phone and internet Produced in Domestic


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NETWORK

MOBILE NETWORK Mobile Services Produced both Domestic and Abroad

FIXED NETWORK Fixed Services Produced both Domestic and Abroad


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IT SERVICE AND CONTEN

TECHNOLOGY Supporting Mobile and Fixed Services Produced mostly at Abroad

APPLICATION Supporting Mobile and Fixed Service Big Operator used Abroad Product

CONTENT Supporting Mobile and Fixed Services Growing new Biz


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HR

PROFESSIONAL SKILL AND KNOWLEDGES Support both Mobile and Fixed Services Reputable School and Training are needed

OUTSTANDING ATTITUDE IS MUST


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3.Red Ocean Competition

Clue:1. Price war2. Grapping on Certain Geographic Market

3. Heavy on ATL and BTL Programs4. Decreasing Revenue per Customer


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4.MARKET OPPORTUNITY

BIG OPPORTUNITY TO EXPAND MARKET BIG OPORTUNITY TO EXPAND SERVICES /

PRODUCT


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Market Share (2007)

Sales

TSEL

ISAT

XL

FLEXI


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MARKETSHARE

1. PT. TELKOM (T-SEL) = 53 %2. PT. INDOSAT = 23 %3. PT. EXCELCOMINDO = 14 %

4. PT. TELKOM (FLEXI) = 6 %5. PT. MOBILE-8 TELECOM = 3 %6. PT. BAKRIE TELECOM (ESIA) = 2 %7. PT. HUTCHINSON8. PT. SMART TELECOM9. PT. NATRINDO TELEPON SEL.10. PT. SAMPOERNA TELECOM

SOURCE:Priandono


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RecentDevelopment


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Now?

1. TSEL2. XL3. ISAT

4. FLEXI5. BTEL6. OTHERS


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XL the Wonderboy


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Achievment...

Revenue Rp. 17,6 trillions (27% YoY & 4% QoQ) EBITDA Rp. 9,3 trillions (50% YoY dan 6% QoQ) EBITDA Margin 53% Profit Rp. 2,9 trilions (69% YoY dan 7% QoQ) Debt Rp. 10,2 trillions (24% YoY) Number of 40,4 M (28% YoY dan 5% QoQ) Outgoing minutes 81,9 Billions Minutes (28% QoQ) Total ARPU Rp 34 K Outgoing SMS 188 billion SMS (196% YoY & 23% QoQ)


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How Come?

Innovations, innovations, innovations Focus on Data Service (30% Investment on this

Area)

Invest on Quality : 2010 2.842 BTS (2G/3G)Total BTS until 2010 22.191 (2G/3G) Keep Focus 2011 investment 5 T, 30% for

Data Service


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So?


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5. Alternative Solution

1. M & A between 2 or more operators2. Joint Infrastructures (specially on N/W)3. Goes to Blue Ocean Strategy, either on

products or target market Innovations4. Focus!!!


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Thank You


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Question?

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