Creative Industry Trend 2009
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Andi S. BoedimanCreative Industry [email protected]
Creative Industry Perspective and Trend in
INDONESIA
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Creative Industry in Indonesia
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Creative Industry in Indonesia
US$ 8.7 billion 9th biggest in Indonesia
4.5 million worker 7th biggest in Indonesia
1.5 million companies 6th biggest in Indonesia
Source: Ministry of Trade
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Creative Industry in Indonesia
Source: Ministry of Trade
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Indonesia is a Distribution
Nation
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Indonesia is a nation of about 17,500 islands in South East Asia, and the world’s largest archipelagic state. With a population of 237 million, it is the
world’s fourth most populous country and the most populous Muslim-majority nation.
Thus, Indonesian challenge and strength is: population & geography. Distribution is a major factor to successful business.
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Distribution Model
Media Distribution Biggest Player Numbers
Book Bookstore Chain Gramedia 100 stores
Music Music Store Chain Disctarra, KFC
Film Cinema Chain Cineplex, Blitz Megaplex 30 cities
Internet Internet Cafe (Warnet) 10 - 12 thousands
Mobile Telco Telkomsel, Indosat, XL 120 million users
Game Game Center 2.5 - 3 million players
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Comic & Manga
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Manga Market in Indonesia
1.5 million comic/month
about 100 titles
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Manga has become one of fastest growing consumer industries, and Indonesia is now one of the biggest manga markets outside of Japan. Manga in Indonesia is published by Elex Media Komputindo, Acolyte, Level Comic, M&C and Gramedia, and has greatly influenced Indonesia's original comic industry.
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Music
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CD sales slump
Ring Back Tone
Music Industry
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Ring Back Tone (RBT) lagu-lagu Samson by Universal is the best selling RBT in the world with 11 million users.
Kenangan Terindah songs from the album contribute 4 million RBT users, followed by Disusul Bukan Diriku with 2 million RBT users.
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KFC release KFC Music Hit List that is offered in all KFC Outlet. Juliette is one of the best selling music.
Not just Chicken!It’s Music Distribution
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Film
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Indonesia Film Industry
Source: Interview with Shanty - Jiffest Director
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21 Cineplex is at 30 major cities and dominates imported film
Blitz Megaplex is a new player targeting the higher end market
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some of the most successful film in Indonesia, with 1 - 4 million viewers
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Animation &Content Industry
TelevisionTV Series
MovieFeature filmMerchandise
Toys, MerchandiseTV Series, film,
comic, etc
ComicsTV Series, film,
comic, etc
MobileGraphics, Wallpaper,
Rich Content
Real EstateArchitecturalVisualization
IndustrialRapid Prototyping,
CAD
OutsourcingCAD, games,
TV Series
AdvertisingTv commercials
GamesArcade, Java,
Console, PC Game
NOIP Commercialization
POTENTIALIP Commercialization
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Internet
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Internet User
Subscriber User (in thousands)
Source: APJII
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the most visited site in Indonesia are community & news
kaskus.us is community detik.com is a news portal
kompas.com is a news portal kapanlagi.com is an entertainment portal
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Kaskus
Detik
Kompas Kapanlagi
news
Friendster Facebook
community
Ticket
Retail Book
goods & merchandising
Advertising as Business Model
Games
Classified Images, Music
digital content
Ecommerce as Business Modelepayment
platform
US $5-8 million
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Mobile
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Mobile Phone User approximately 127 million subscribers106 million GSM + 11 million CDMA
Source: Postel
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Mobile• 90% is a prepaid user, about US $ 1 billion/year
• Mobile content including quiz, SMS subscription, chat, religious content
• Some of the biggest player is Kode Jawa, Infokom, Kapanlagi, Elasitas
• Ring Back Tone is a US $ 200 million/year
• Mobile Channel is popular in Indonesia:
– More than 220,000,000 SMS traffic/day
– More than 150,000 MMS traffic/day
– More than 32,000,000 mobile content download/day
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Call for action from a Billboard or Print Ads :• Audience can send SMS to get
more information about the product
• Can be enhanced with short quiz (questions related to product knowledge) and data mining
Case Study :Nutrifood – HiLo Campaign
Who have higher risk to get Osteoporosis? Audrey, the secretary? Or Felly, the air stewardess? Audience can answer via SMS.
Most audience answered that Audrey will have higher chance of osteoporosis by stereotyping that secretary are mostly sitting in desk and answer telephones, while stewardess will live an active live by serving in the airplane. While actually, air stewardess have higher chance of osteoporosis due to the exposure to air pressure in higher altitude.
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Cwex Corner
A cross media communication campaign combining TV, Web & Mobile to built community and loyalty of Kotex customers.
Activities initiated , includes :- SMS Quiz- SMS Voting- SMS Club (Subscription / News Alert)- SMS Tips / Horoscope- Mobile content download (ringtone/wallpaper/games., etc.)
Customer Loyalty & Retention Program
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Low ValueContent
High ValueContent
Mobile Content Transition
QuizSMS subscription
CommunityMusic
Gamesetc.
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Games & Animation
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Ragnarok was a major trend in MMORPG.In Indonesia, published by LYTO.
Audition is the leading games, published by Megaxus in Indonesia.
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Advertising
source: Bullit Sesariza
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Arcade Game
source: Bullit Sesariza
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Outsourcing
source: Bullit Sesariza
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PC Game
Mythic Perspective Indonesia focus on developing Inspirit Arena as MMOG with their own 3D engine.
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Mobile
source: Bullit Sesariza
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Castle animation's newest 3D animation project is : Grandpa Jake. The 11 minute TV series is based on a successful children book published by Aurora, Switzerland. In this project Castle is working together with an award winning director Robert Fernandez and a senior 3D animation director Phil Brathen.
Television
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Sing to the Dawn started as an award winning books and adapted into Computer Graphic Animated Feature Film by Infinite Frameworks that is a joint collaboration between Indonesia and Singapore.
The story is happened when a girl wins a scholarship competition, a young Thai village girl faces the hostility of her brother who places second and her father who feels the city school is no place for a girl.
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CreativeEducation & Community
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Creative Industry School in Indonesia
Graphic Design 60 schools, 12 thousand studentsProduct Design 30 schools, 2 thousand studentsInterior 30 schools, 3 thousand studentsArchitecture 180 schools, 23 thousand studentsInformation Technology 900 schools, 200 thousand students
Source: Ministry of Education
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Students Portfolio
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Source: Herman Pratomo – FGD
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Foto: Rico Halim – FGD
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