Introduksi dan Framework

Pemasaran Jasa Telekomunikasi

Pertemuan ke 1

- 21 Januari 2015

RENCANA PERKULIAHAN
Pert-1. Frame work & Introduksi Marketing Jastel
2. Overview Lingkungan Bisnis Jastel
3. Market Profiling & Targeting
4. Managing Corporate Branding
5. Value Creation-Technology & Service
6. Value Creation-Pricing & Tariff
7. IMC in Telecommunication Service
8. Delivering Value
9. Enhancing Value Coorporative Strategy-1
10. Enhancing Value SCM CRM
11. Managing Long Term Drowth
12. Service Development & Innovation

SISTIM PENILAIAN
Wajib hadir 100%. Absen maksimum 3 X,
diatas 3 tidak diperkenankan ikut ujian.
Bobot penilaian ; 30% tugas, 30% Ujian
Tengah Semester(UTS), dan 40% Ujian
Akhir Semester(UAS).
Tugas Individu Sebelum UTS,Tugas
Kelompok Sebelum UAS

Mengapa
Pemasaran Jasa Telekomunikasi ?

Perkembangan Jasa Telekomunikasi

Telegraphy

1870

Telephony
telegraphy

Telex
Facsimile
Telephony
Telegraphy

Radiophone
Telex
Facsimile
Telephony
Telegraphy

1970

ISDN application
Home banking
Cashiers calling
Card calling
Supplementary services
Enhanced free phone
Voice bank
Telepoint
Selective ringing
Televising
Auto call distribution
Centrex
Wide area Centrex
Electronic mall
Videotext
Cell phone
Radio paging
Contrition
Videophone
Low cost fax
Telemetry
Telecomm and
Enchanted data
Radiophone
Telex
Facsimile
Telephony
Telegraphy

1990

B-ISDN applications
HDTV
Personal numbers
Video messaging
Interactive video
Full multimedia
Language translation
Voice recognition
End-end digital
Personal service profiles
Digital mobile
Satellite business services
Personal communications
Virtual private systems
International paging
Teleworking
Teleshopping
Telemail
Home banking
Cashless calling
Card calling
Supplementary services
Freephone
Voice bank
Selective ringing
Televoting
Auto call distribution
Centrex
VoIP
CLIP, CLIR

2000

Wide area Centrex

Electronic mail
Video text
Pan-European cell phone
Messaging
Sky phone
Radio paging
Contra vision
Videophone
Low cost fax
Telemetry
Telecommand
Enchanted data
Radiophone
Telex
Facsimile
Telephony
Telegraphy
UPT
UMTS
BWA

Pola Perkembangan
Bisnis Telekomunikasi di Indonesia
Jumlah Pelanggan

Penawaran < Permintaan

Penawaran > Permintaan

Kompetisi dimulai
Kompetisi meningkat

1999
Reformasi Industri

2003
Penurunan CPE &
Initial Subscribing
Cost

2006

Tahun

Ukuran Pasar Jasa Telekomunikasi

di Indonesia
MARKET
2006
Rp. 71 Trilyun

(Sumber : Telkom CIS, 2006)

TLKM
51 T 72%
ISAT 15 T 21%
XL
3 T 4%
OTHERS
2 T 3%

MARKET 2010
Rp.126
Trilyun

TLKM
TLKM
ISAT
ISAT 24
24 TT
XL
88 TT
XL
OTHERS
OTHERS

87
87 TT 69%
69%
19%
19%
6%
6%
77 TT 6%
6%

Karakteristik Pasar
130 Juta
Pelanggan & Pengguna
Jasa Telekomunikasi

Bukan Pasar yang

Homogen

Karakteristik Jasa Telekomunikasi dan

Dampaknya terhadap Pengelolaan Bisnis (1)
Equipment Based Service

Core Benefit ditentukan oleh keberfungsian peralatan

Argometer Revenue tergantung alat, alat rusak revenue hilang

Karakteristik Jasa Telekomunikasi dan Dampaknya

terhadap Pengelolaan Bisnis (2)
Memproses Properti Customer

Kualitas lebih menekankan pada hasil akhir

Phisical evidence/ aspek tangible bukan pertimbangan utama

Karakteristik Jasa Telekomunikasi dan Dampaknya

terhadap Pengelolaan Bisnis (3)

Daily & Frequent Use

Pelayanan harus 24 jam, pemeliharaan harus kontinyu

Harga per unit harus layak dan terjangkau

Lifetime Customer

Sumber pendapatan utama dari usage, bukan penjualan perdana

Relational bases, bukan transaksional

Kompetisi & Kerjasama

Berjalan Simultan

Kompetisi dalam pemasaran, Kerjasama dalam operasi

Maksimasi nilai service dipengaruhi oleh para pesaing

Wilayah Operasi dibatasi

Wilayah Negara

Persaingan terbatas dengan perusahaan domestik

Ekspansi antar negara dilakukan dengan kepemilikan saham

ICT Trend
Issue dalam ICT

Dengan perkembangan telekomunikasi, fakta numerik secara global:

Sebanyak 1 Milyar instant message per hari

Sebanyak 4 Milyar email perhari
Sebanyak 65 juta file musik diunduh (download) perhari
Perkiraan 3.9 milyar foto dikirim atau lalu lalang melalui internet per hari
Sebesar US$769 B (Indonesia:Milyar) di Amerika Serikat, untuk belanja:
Peralatan telekomunikasi
Layanannya

Dukungan
peralatan

Gambaran
pertumbuhan
bisnis

Dukungan
layanan

12

Dimensi Tren Telekomunikasi

Tren telekomunikasi memiliki beberapa
dimensi:
Tren dalam Industri, industri telekomunikasi
Tren dalam Teknologi, teknologi telekomunikasi
Tren dalam Aplikasi Bisnis, bisnis jasa-service
telekomunikasi
Ketiga tren tersebut berperan sebagai kekuatan utama yang sangat
memungkinkan saling menggerakkan

Jasa
service
13

Trend Perubahan

Jasa (service)

First Wave Changes

Digitalisasi
Komputerisasi
Packet-based Switching

Second Wave Changes

Internet
Mobile communication
Next Generation Networks (NGN)
Convergence

Third Wave Changes

Information Society Technologies

14

THE MARKET

TELCO in INDONESIA
Services Provider
Networking Provider

THE MARKET

TELCO in INDONESIA
Population

242 million (2010)

GDP

US$ 2.858 (2010)

Fixed Line penetration

18%

Mobile Penetration

107%

Internet Penetration

12.3%

Wireless Subscriber

17.1%

Fixed line broadband

2.2%

Companies
Telco to GDP

7 (T, I, X, S, B, A, 3)
1.6%

TELCO in INDONESIA
THE MARKET

2012
Mobile subscribers
No. BTS
Churn rate
ARPU
Teledensity

www.bisnis-jabar.com, May 2012

255 millions
98.000
12 15%
Rp. 20.000
See tables below

Characteristic Service
in Telecommunication Industry
Services as a
commodity
Commodities are products and services perceived by customers to
be exactly the same as those offered by competitors
HOMOGEN
In a commodity marketplace, the major competitive arena for the two
offerings would be price
Pricing is straightforward to customers, who can compare rival
offerings readily.
Telecommunications services are commodities when the customer is
indifferent to competing offerings.
3/16/15

18

Escaping commodity perception and commodity pricing

requires the marketers creativity and commitment .
1. Identify those customers or types of
customer that are receptive to
differentiation
2. Understanding the size of the market and
the potential premium price that those
custom.
3. Identify customers who would never pay
a premium for service differentiation

Networks
Contents

SOCIAL
MEDIA

Telco Customers
Influenci
ng
demand
quality
and affect
the
perceptio
ns of
others

Instrumented
using technology to get info
from multiple and relevant
source

customers

(Verizon case)

Intelligent
clearly defined
expectation of what
they want

Interconnected
connect each
other to
exchange info

21

Telco Customer Want?

Online info on mobile basis

Location base service
Remote
Finding location
Info of public transport
Important reminders
Surrounding information
Fast response time
Experiences
Automatization, but not too much

The Other Side

Security and legal

Privacy
Intimacy/relation or social life
Health
Information overload
Ethics

Kecenderungan dan Tantangan Bisnis

Jasa Telekomunikasi di Indonesia

Industri Telekomunikasi Indonesia Pembeli teknologi, bukan

pengembang teknologi, tergantung dengan negara maju, industri
domestiknya mati suri
Teknologi dan service yang siap dilempar ke pasar sangat beragam karena
berasal dari negara maju namun cukup sulit untuk mengidentifikasi
menemukan segmen pasar yang membutuhkannya.
Mayoritas pengguna masih gaptek, tidak optimal memanfaatkan produk,
perlu edukasi yang intensif kadang-kadang membeli produk karena
gengsi
Mayoritas Low income, sensitif terhadap harga, segitiga sama kaki yang
pendek, kebijakan value service lharus di klop kan, mungkin lebih dominan
di basic service
Jumlah absolut pelanggan tinggi, range karakteristik lebar, penyebaran
geografis luas, pola pengelolaan beragam, tingkat kompleksitas
pengelolaan tinggi
Low trust & uncivilized society , abuse produk untuk hal-hal yang mudharat
masih tinggi. Technologi dijadikan alat bantu kejahatan
Kepemilikan asing bebas, kepemilikan domestik dibatasi, pasar diacak-acak
asing
Kompetensi SDM di Operator lemah, obsolete keahlian terjadi karena tidak
mampu mengejar perkembangan teknologi

Teori-teori Untuk Pemasaran Jasa Telekomunikasi

Generic
Marketing

Service
Marketing

Telco
Service
Marketing
High Tech
Marketing

Uniqueness of Techno Service

NETWORK EFFECT
SWITCHING COST
LOCK IN
TECHNOLOGY PARADOX
FREE RIDING
VERSIONING
TECHNOLOGY BRAND

NATURE OF THE SERVICE

Uncertain capabilities, worthiness in the real lifeDoesnt know
the value until it consumed
Supported by indirect role of advertising
Credence : difficult to judge ; ex: is it catch up the 7,2 mbps??

NETWORK EFFECT
Positive Network effect , the value will rise as the number of customer
increases
Negative Network effect, the value will decline as the number of
customer increases

SWITCHING COST
Uncertain switching cost

LOCK IN
3/16/15

Lock in , open standard issues

TECHNOLOGY PARADOX
Technology Paradox : price fall so fast does it recoup initial
investment ????

FREE RIDING
free rider is someone who gets benefits from services without
paying cost
free riding : when some customers get pirated product or services ,
such as software, music

3/16/15

Framework for Telecommunication

Services Marketing
Understanding Business Environment
Corporate
Mission Vision & Strategy

External Environment

Internal Resources

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

Shaping Value : Building Corporate Branding

Creating Value:
Technology Strategy
Service Strategy
Service Branding
Tariff & Pricing

Communicating Value :
Integrated Marketing
Communication

Delivering Value :
Preparing Technical &
Support Service
Managing Initial Subscribing
Managing Service Assurance
Managing Billing

Enhancing Value : Managing Cooperation & Partnership

Interconnect, SCM, & CRM
Maintaning Value & Longterm Growth :
Service Development & Innovation
Managing Business Portfilio & Expansion
Managing Stakeholder Relationship
Constructed by : Yudi Pram STMB Telkom 2007

 In Mobile Telecom markets

Competition is ever-increasing

New players
Lower Average Revenue Per User (ARPU)
Customer churn

Low barriers to switching providers

Especially in Pre-paid segment
Customer acquisition customer retention

Telecoms must rely on business intelligence

Design the right incentives
Adopt right marketing strategies

3/16/15

 Telecom business analytics typically

Analyse only individual customer behaviour
microscopic view

Analysing call-graphs
who-calls-whom graph
People are the vertices
If two people call each other, there is an edge between their corresponding
vertices

How is everyone connected with each other ?

telescopic view
May yield major business insights complementary
to traditional mining
Is the graph made up of many small islands ?
High pagerank (social value) can be used in computing
Telescopic
customer value

3/16/15

view

Behaviour of Communities and its Members

Does the behaviour of community members differ from
people who do not belong to communities?
Do community members behave differently towards fellow
community members than others?
Is the behaviour of community members different in
different communities?
How do communities behave collectively?

Terima kasih