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
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%
TLKM 87 T 69%ISAT 24 T 19%XL 8 T 6%OTHERS 7 T 6%
TLKM 87 T 69%ISAT 24 T 19%XL 8 T 6%OTHERS 7 T 6%
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 Jasa Telekomunikasi dan Dampaknya terhadap Pengelolaan Bisnis (1)
Equipment Based ServiceCore Benefit ditentukan oleh keberfungsian peralatanArgometer Revenue tergantung alat, alat rusak revenue hilang
Karakteristik Jasa Telekomunikasi dan Dampaknya terhadap Pengelolaan Bisnis (2)
Memproses Properti CustomerKualitas lebih menekankan pada hasil akhir Phisical evidence/ aspek tangible bukan pertimbangan utama
Karakteristik Jasa Telekomunikasi dan Dampaknya terhadap Pengelolaan Bisnis (3)
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$769 B (Indonesia:Milyar) di Amerika Serikat, untuk belanja:
– Peralatan telekomunikasi – Layanannya
ICT Trend
Dengan perkembangan telekomunikasi, fakta numerik secara global:
Gambaran pertumbuhan
bisnis
Dukunganperalatan
Dukunganlayanan
Issue dalam ICT
Tren telekomunikasi memiliki beberapa dimensi:• Tren dalam Industri, industri telekomunikasi• Tren dalam Teknologi, teknologi telekomunikasi• Tren dalam Aplikasi Bisnis, bisnis jasa-service
telekomunikasi
Ketiga tren tersebut berperan sebagai kekuatan utama yang sangat memungkinkan saling menggerakkan
Dimensi Tren Telekomunikasi
13
Jasaservice
First Wave Changes– Digitalisasi– Komputerisasi– Packet-based Switching
14
Second Wave Changes– Internet– Mobile communication– Next Generation Networks (NGN)– Convergence
Third Wave Changes– Information Society Technologies
Trend PerubahanJa
sa (
serv
ice)
TELCO in INDONESIATH
E M
AR
KET Population 242 million (2010)
GDP US$ 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
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
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?
Top Related