Materi Kuliah Biztel Pert 1

Introduksi dan FrameworkPemasaran 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

TelegraphyTelephonytelegraphy Telex

FacsimileTelephonyTelegraphy

RadiophoneTelexFacsimileTelephonyTelegraphy

ISDN applicationHome bankingCashiers callingCard callingSupplementary servicesEnhanced free phoneVoice bankTelepointSelective ringingTelevisingAuto call distributionCentrexWide area CentrexElectronic mallVideotextCell phoneRadio pagingContritionVideophoneLow cost faxTelemetryTelecomm andEnchanted dataRadiophoneTelexFacsimileTelephonyTelegraphy

B-ISDN applicationsHDTVPersonal numbersVideo messagingInteractive videoFull multimediaLanguage translationVoice recognitionEnd-end digitalPersonal service profilesDigital mobileSatellite business servicesPersonal communicationsVirtual private systemsInternational pagingTeleworkingTeleshoppingTelemailHome bankingCashless callingCard callingSupplementary servicesFreephoneVoice bankSelective ringingTelevotingAuto call distributionCentrexVoIPCLIP, CLIR

Wide area CentrexElectronic mailVideo textPan-European cell phoneMessagingSky phoneRadio pagingContra visionVideophoneLow cost faxTelemetryTelecommandEnchanted dataRadiophoneTelexFacsimileTelephonyTelegraphy UPTUMTSBWA

1970

1870

19902000

Pola Perkembangan Bisnis Telekomunikasi di Indonesia

2003

Penawaran < Permintaan

Jumlah Pelanggan

Tahun Penurunan CPE & Initial Subscribing

Cost

Reformasi Industri

1999 2006

Penawaran > Permintaan

Kompetisi dimulai

Kompetisi meningkat

PHONERp. 26 T

TLKM78%

ISAT11%

XL7%

Oth4%

MMRp. 6 T

TLKM35%

ISAT34%

XL5%

Oth26%

MOBILERp. 38 T

TLKM68%

ISAT7%

XL4%

Oth0%

MARKET 2006

Rp. 71 Trilyun

MARKET 2010Rp.126 Trilyun

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



PHONERp. 17 T

TLKM84%

ISAT8%

XL3%

Oth5%

MMRp. 18 T

TLKM44%

ISAT29%

XL9%

Oth17%

MOBILERp. 91 T

TLKM63%

ISAT30%

XL7%

Oth0%

Ukuran Pasar Jasa Telekomunikasi di Indonesia

(Sumber : Telkom CIS, 2006)

Karakteristik Pasar

130 Juta Pelanggan & Pengguna Jasa Telekomunikasi

Bukan Pasar yang Homogen

Karakteristik Jasa Telekomunikasi dan Dampaknya terhadap Pengelolaan Bisnis (1)

Equipment Based ServiceCore Benefit ditentukan oleh keberfungsian peralatanArgometer Revenue tergantung alat, alat rusak revenue hilang


Memproses Properti CustomerKualitas lebih menekankan pada hasil akhir Phisical evidence/ aspek tangible bukan pertimbangan utama


Daily & Frequent UsePelayanan 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 domestikEkspansi antar negara dilakukan dengan kepemilikan saham

12

• 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

ICT Trend

Dengan perkembangan telekomunikasi, fakta numerik secara global:

Gambaran pertumbuhan

bisnis

Dukunganperalatan

Dukunganlayanan

Issue dalam ICT

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

Dimensi Tren Telekomunikasi

13

Jasaservice

First Wave Changes– Digitalisasi– Komputerisasi– Packet-based Switching

14

Second Wave Changes– Internet– Mobile communication– Next Generation Networks (NGN)– Convergence

Third Wave Changes– Information Society Technologies

Trend PerubahanJa

sa (

serv

ice)

TELCO in INDONESIA• Services Provider• Networking Provider

TH

E M

AR

KET

TELCO in INDONESIATH

E M

AR

KET 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 7 (T, I, X, S, B, A, 3)

Telco to GDP 1.6%

TELCO in INDONESIATH

E M

AR

KET

2012

Mobile subscribers 255 millions

No. BTS 98.000

Churn rate 12 – 15%

ARPU Rp. 20.000

Teledensity See tables below

www.bisnis-jabar.com, May 2012

http://www.bisnis-jabar.com/

04/19/2023 18

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”

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.

HOMOGEN

Escaping commodity perception and commodity pricing

requires the marketer’s 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

SOCIAL MEDIA

NetworksContents

21

customers

Instrumented using technology to get info from multiple and relevant source

Interconnected connect each other to exchange info

Intelligent clearly defined expectation of what they want

Influencing demand quality and affect the perceptions of others (Verizon case)

Telco Customers

• 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

Telco Customer Want?

• Security and legal• Privacy• Intimacy/relation or social life• Health• Information overload• Ethics

The Other Side

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

Service Marketing

High Tech Marketing

Generic Marketing

Telco Service

Marketing

NETWORK EFFECT

SWITCHING COST

LOCK IN

TECHNOLOGY PARADOX

FREE RIDING

VERSIONING

TECHNOLOGY BRAND

Uniqueness of Techno Service

04/19/2023

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

Lock in , open standard issues

NATURE OF THE SERVICE

• Uncertain capabilities, worthiness in the real lifeDoesn’t 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??

04/19/2023

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

Framework for Telecommunication Services Marketing

Creating Value:Technology Strategy

Service StrategyService Branding

Tariff & 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 & ExpansionManaging Stakeholder Relationship

Constructed by : Yudi Pram © STMB Telkom 2007

Understanding Business Environment

April 19, 2023

• 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

April 19, 2023

• 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 complementaryto traditional mining

• Is the graph made up of many small islands ?

• High pagerank (social value) can be used in computing customer value Telescopic 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

Materi Kuliah Biztel Pert 1

Documents

Transcript of Materi Kuliah Biztel Pert 1