BISNIS TELEKOMUNIKASI SM421234

Semester 4, 2014-2015

01. Saran: Kelulusan minimal C

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Telecommunications

3/13/2015

• Trend facing the telco industry: – Continued, robust growth in connectivity demand,

– Persistent security challenges,

– Continuing innovation in devices and services

• Customer need conectivity, speed, & content – High bandwidth application & services (video, game)

• Service Provider need to increase the availability & quality – Technology advancements,

– long-term spectrum availability,

– spectrum efficiency,

– small cells and continued backhaul improvements.

The Telco Outlook

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Craig Wigginton, vice chairman and U.S. Telecommunications leader, Deloitte & Touche LLP

The Telco Outlook

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Network Services Marketing

mobility

security All the time services

Broadband Global services

• Mobile payments technology, near field communication (NFC) and other technologies jockey for position.

• The spread of communications services into vertical markets is gaining momentum. Enhance consumers’ personal and professional lives in realms (education, health care, automotive, hospitality and beyond).

• Connected world, connected things, almost everything has a connectivity element to it (both the consumer and enterprise levels).

The Telco Trend

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The high-technology

3/13/2015

Technology is Ubiquitous

• Examples of traditional “high-tech” industries:

– Computers and information technology

– Biotechnology

– Telecommunications

– Internet

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Definition of Technology

• The stock of relevant knowledge that allows new techniques to be derived

– Product technology: ideas embodied in the product and its components

– Process technology: ideas involved in the manufacture of a product; a manner of accomplishing a task especially using technical processes, methods, or knowledge

• Government perspective

• “Common underlying characteristics” perspective

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Government Perspective: Defining High-Tech

• Classify industries based on objective, measurable indicators: – the number of technical employees

– $ spent on R&D

– # of patents filed in industry

• Used by the Bureau of Labor Statistics, Organization for Economic Cooperation and Development, and the National Science Foundation

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Definitions of High Technology: Common, Underlying Characteristics

Based on common and underlying characteristics

• Market Uncertainty

• Technological Uncertainty

• Competitive Volatility (easy to change, short cycle time)

• Other Characteristics

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Market Uncertainty: ambiguity about the type and extent of customer needs that

can be satisfied by a particular technology

• Consumer fear, uncertainty and doubt (FUD)

• Customer needs change rapidly and unpredictably

• Customer anxiety over the lack of standards and dominant design

• Uncertainty over the pace of adoption

• Uncertainty over/inability to forecast market size

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Technology Uncertainty: not knowing whether the technology or the company can

deliver on its promise

• Uncertainty over whether the new innovation will function as promised

• Uncertainty over timetable for new product development

• Ambiguity over whether the supplier will be able to fix customer problems with the technology

• Concerns over unanticipated/unintended consequences

• Concerns over obsolescence

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Competitive Volatility: changes in competitors, offerings, strategies

• Uncertainty over who will be future competitors

• Uncertainty over “the rules of the game” (i.e., competitive strategies and tactics)

• Uncertainty over “product form” competition

– competition between product classes vs. between different brands of the same product

• Implication: Creative destruction

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Technology Life Cycles

• Evolution in new generations of technology – Moore’s Law:

• Performance of an existing technology doubles every 18 months with no increase in price;

• Predicts upper limits of a particular generation of technology

• Typically embodied in new “product forms”

• Often S-shaped curves (see next slide) – May also be irregular step functions and may not be overlapping in

terms of performance levels

Technology Life Cycles (cont.)

Per

form

an

ce

Time

Limit of Particular Technology

Some Implications of

Technology Life Cycles

• New technologies often come from companies not selling current generation of technology

• At its initial introduction a new discontinuous technology often underperforms the legacy technology

• Incumbents often underestimate viability of new developments

• Therefore, new technologies can catch established firms by surprise

Market

Uncertainty Technological

Uncertainty

Competitive

Volatility

Marketing of High-

Technology Products & Innovations

Characterizing the High-Tech Environment

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Telecommunications services

3/13/2015

Perkembangan Jasa Telekomunikasi

Telegraphy

Telephony

telegraphy

Telex

Facsimile

Telephony

Telegraphy

Radiophone

Telex

Facsimile

Telephony

Telegraphy

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

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

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

1970

1870

1990

2000 3/13/2015 19

Perkembangan Bisnis Telekomunikasi

Penurunan CPE & Initial Subscribing

Cost

2003

Penawaran < Permintaan

Jumlah Pelanggan

Tahun

Reformasi Industri

1999 2006

Penawaran > Permintaan

Kompetisi dimulai

Kompetisi meningkat

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Karakteristik Jasa Telekomunikasi

Equipment Based Service Core Benefit ditentukan oleh keberfungsian peralatan Argometer Revenue tergantung alat, revenue hilang

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Karakteristik Jasa Telekomunikasi

DAILY & FREQUENT USE Pelayanan harus 24 jam, pemeliharaan harus kontinyu Harga per unit harus layak dan terjangkau

LIFETIME CUSTOMER 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 kepemilikan saham

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1

2

4

Kecenderungan dan Tantangan Bisnis

• Industri Telekomunikasi Indonesia – pembeli teknologi, – belum sebagai pengembang teknologi, – tergantung dengan negara maju, – industri domestiknya mati suri

• Teknologi dan service

– yang siap ke pasar sangat beragam , belum fokus – karena berasal dari negara maju – cukup sulit untuk identifikasi menemukan segmen pasar yang

membutuhkannya.

Industri dan teknologi layanan

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Kecenderungan dan Tantangan Bisnis

• Karakteristik pengguna – mayoritas masih belum faham teknologi, – tidak optimal memanfaatkan produk, perlu edukasi yang intensif – kadangkala membeli produk karena gengsi – pemanfaatan aplikasi dan fitur terbatas – sesuai keperluan

• Mayoritas

– low income, – sensitif terhadap harga, – segitiga sama kaki yang pendek, – kebijakan value service harus diselaraskan, mungkin lebih dominan

di basic service

Pengguna layanan

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Kecenderungan dan Tantangan Bisnis

• Customers

– jumlah absolut pelanggan tinggi, – range karakteristik lebar, – penyebaran geografis luas, – pola pengelolaan beragam, – tingkat kompleksitas pengelolaan tinggi

• Low trust & uncivilized society, – “abuse”/penyalahgunaan produk untuk hal-hal yang kurang

membawa manfaat masih tinggi. – Teknologi dijadikan alat bantu kejahatan

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Kecenderungan dan Tantangan Bisnis

• Peran serta para pihak – kepemilikan asing bebas, – kepemilikan domestik dibatasi, – pihak asing merusak pasar (diacak-acak)

• SDM – kompetensi SDM Operator masih lemah, – obsolete keahlian terjadi karena tidak mampu mengejar perkembangan

teknologi – banyak kompetensi langka – tingkat kepedulian

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Teori-teori Untuk Pemasaran Jasa Telekomunikasi

Service Marketing

High Tech Marketing

Generic Marketing

Telco Service

Marketing

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Framework for Telecommunication Business Services

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

External Environment Internal Resources Corporate

Mission Vision & Strategy

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

Shaping Value : Building Corporate Branding

Enhancing Value : Managing Cooperation & Partnership Interconnect, SCM, & CRM

Maintaning Value & Longterm Growth : Service Development & Innovation

Managing Business Portfolio & Expansion Managing Stakeholder Relationship

Constructed by : Yudi Pram © STMB Telkom 2007

Understanding Business Environment

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Understanding the concept

Creating and shaping value

Maintaining Enhancement

1. Introduction and framework 2. Overview, business environment

1. Business profiling & targeting 2. Managing Corporate Branding 3. Value Creation techno & service 4. Value creation, pricing & tariff 5. IMC in Telco service

1. Delivery value 2. Enhancing value, cooperative strategy 3. Enhancing value, SCM-CRM

1. Managing long-term growth 2. Service development & innovation

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Business and telecommunications network

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Moda jaringan bisnis: o Sebelum tahun 1990 sarana komunikasi bisnis

– Layanan pos

– Sistem telefon (suara dan faximile)

o Tahun 2000-an, komunikasi bisnis memanfaatkan – Komputer dan email menggunakan internet

– Telephone seluler, SMS, MMS

– Komputer mobile, koneksi wireless

o Semua bisnis menjadi “e-bisnis”

Komunikasi Jaringan Bisnis

o Perubahan tren teknologi o Perkembangan teknologi security o Gaya hidup

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Bisnis telekomunikasi dan jaringan

Alasan bisnis dukungan jaringan telekomunikasi: • Menurunkan biaya transaksi (keuntungan dari B2C dan B2B) • Menurunkan biaya agensi karena pengelola dapat memantau

keseluruhan proses, jajaran dan dinamisasi pasar dari jauh • Meningkatkan ketangkasan:

– Hubungan dengan supplier dan konsumen – Memungkinkan para manager untuk menemukan tren dan mengambil

tindakan yang tepat.

• Keputusan manajemen lebih berkualitas optimal (kemudahan akses untuk informasi yang tepat)

• Menurunkan hambatan geografis • Pengembangan perangkat lunak dan kompetisi berbasis waktu

Bisnis dan Jaringan Telekomunikasi

B2B: business to business B2C: business to customer

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Standard Telekomunikasi • ITU-T (International Telecommunications Union

Telecommunication Sector): – badan standard untuk telepon, telegraph dan komunikasi data

• ITU-R (ITU Radiocommunication sector) : – badan standard untuk komunikasi radio

• ISO (International Standard Organization) : – badan standard untuk berbagai bidang termasuk teknologi informasi

• ETSI (European Telecommunications Institute) • ANSI (American National Standards Institute) • IEEE (Institute of Electrical and Electronics Engineers)

Badan Standard Telekomunikasi

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

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

Third Wave Changes – Information Society Technologies

Tren Perubahan

3/13/2015

• Fundamental perubahan teknologi menuju revolusi teknologi komunikasi: – Digitalisasi,

– Komputerisasi dan

– Packet-based switching

• Azas manfaat ke arah peningkatan: – Utilisasi sumberdaya dan peningkatan kapasitas bandwidth

– Pengembangan service-service baru dan

– Peningkatkan sinergi dalam pengembangan teknologi.

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Fundamental Perubahan Teknologi

3/13/2015

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

Internet • Perkembangan internet sangat penting dalam sektor ICT

• Pada awalnya internet digunakan untuk layanan data.

• Layanan internet adalah: • E-mail dan • World Wide Web (www)

• Internet

– interconnection-networking

o meliputi seluruh jaringan komputer yang saling terhubung

o standar sistem global Transmission Control Protocol/Internet Protocol Suite (TCP/IP) sebagai protokol pertukaran paket (packet switching communication protocol)

o pengguna milyaran di seluruh dunia

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Perubahan Gelombang-2

3/13/2015

Second Wave Changes – Internet-Mobile-NGN-Convergence

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Internet dan Media Komunikasi Fleksibilitas Internet sebagai media informasi dan komunikasi : • lebih mudah, • lebih cepat dan lebih murah • memiliki jangkauan global.

Tren perubahan menjangkau pengguna hingga sebanyak 60 juta orang : • Untuk radio, dibutuhkan waktu 30 tahun • Untuk televisi, dibutuhkan waktu 15 tahun, dan • Untuk web dengan aplikasi: mail, www, NewsGroup FTP Gopher dan lain-

lain, dibutuhkan waktu 3 tahun

Internet dan Media Komunikasi

Aspek negatif yang perlu diperhatikan………..?

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Mobile communication

• Teknologi komunikasi bergerak memungkinkan mobility dan flexibility dalam penggunaan layanan ICT.

– Awalnya teknologi komunikasi bergerak dikembangkan untuk layanan telephony,

– Perkembangan teknologi ini dapat menyediakan semua portfolio konvergensi layanan sejalan dengan perkembangan “new generation mobile technologies”.

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Mobile Communication

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1st Generation 2nd Generation 3rd Generation 4th Generation

Mobile Standard, First Generation (1G) • Basis teknologi analog

• Berbagai Standar berbeda dikembangkan di berbagai negara.

• Nordic Mobile Telephone (NMT)

• merupakan standar 1G pertama yang beroperasi pada band 450 MHz,

• kemudian disusul dengan 900 MHz (NMT-900)

• Beberapa standar 1G yang dikembangkan – Total Access Communication Systems (TACS) di UK dan Ireland – NMT-F dan RC 2000 di France – NTT di Japan – Advanced Mobile Phone System (AMPS) di US – C-450 di South Africa – C-Nets di Germany dan Austria

• Masalah roaming antar negara (masalah paling besar di Eropa)

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Mobile Communication

3/13/2015

• Basis teknologi digital.

• Dengan teknologi ini :

– sumberdaya transmisi digunakan dengan efisien,

– pengembangan standar audio,

– teknologi modulasi digital.

• Teknologi 2G pertama kali dikembangkan sebagai standar bersama yang digunakan di Eropa, dikenal GSM (Global System for Mobile).

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Mobile Standard, Second Generation (2G)

Mobile Communication

3/14/2015

Mobile Standard, Evolusi 2G (2.5G dan 2.75G) • Pengembangan teknologi untuk meningkatkan kapasitas bandwith jaringan untuk dapat

menyediakan layanan baru – Bandwidth standar untuk layanan data pada GSM, 9.6 Kbps per time slot. – Dengan menggunakan teknologi modulasi yang lebih efisien dapat ditingkatkan menjadi 14.4 Kbps per time slot

• Peningkatan kapasitas bagi end user pada jaringan GSM: – Menggunakan “packet oriented IP based technologies”

• GPRS (General Packet Radio Services)- 2.5G • EDGE (Enhanced Data Rates for GSM Evolution)- 2.75G

• Standar komunikasi bergerak 3G program ITU

• Proyek IMT-2000 (International Mobile Telephony 2000), dengan perangkat handset dan jaringan dikenal dengan UMTS (Universal Mobile Telecommunication Service)

• Dua teknologi utama yang digunakan adalah:

– Eropa : UMTS dengan wideband CDMA (W-CDMA)

– USA : CDMA2000 with multi-carrier CDMA (MC-CDMA)

• Sistem 3G umumnya didisain untuk data rate 144 Kbps sampai 2 Mbps,

– Tergantung dari lokasi dan kondisi lingkungan

– Kemampuan handset.

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Mobile Standard, Third Generation (3G)

Mobile Communication

3/13/2015

• Konsep NGN – Meliputi semua perkembangan teknologi baru jaringan, infrastruktur

akses baru, dan termasuk layanan baru

– Arsitektur jaringan dan perangkat terkait, dengan satu common IP core network yang digunakan untuk seluruh akses network (legacy, current and future)

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Next Generation Network

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Next Generation Network

3/13/2015

migration to IP Network

Transisi ke NGN • Peningkatan efisiensi dengan jaringan terintegrasi

• Peningkatan

– waktu bisnis untuk layanan baru dan

– pengalaman pelanggan

• Memungkinkan melanjutkan layanan dalam jaringan akses yang tersedia

• Penyediaan layanan nilai tambah yang inovatif menggunakan ketersediaan salah satu jaringan utama yang dapat terhubung dan kemudahan pengelolaan jaringan akses yang berbeda

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Next Generation Network

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Aspek manfaat

WiFi (Wireless Fidelity) • Karakteristik dasar:

– Coverage normal 50-100 meter (indoor) dan tergantung dari standar,

– Memungkinkan kapasitas 11 sampai 54 Mbps

• Kapasitasnya dalam WLAN adalah:

– Berbagi (shared) kapasitas per user tergantung dari jumlah user yang tersambung ke access point.

– Coverage Wi-Fi dapat diperluas dengan antena outdoor, dan

– Koneksi point-to-point juga dapat dibuat dengan Wi-Fi.

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Next Generation Access Network

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Perkembangan teknologi berakibat perbedaan

sektor ini menjadi tidak berkelanjutan

Industri penyiaran

Industri telekomunikasi

• Layanan yang berbeda dapat dilakukan pada infrastruktur yang berbeda dan peralatan akses pengguna akhir akan dirancang untuk berkomunikasi dengan layanan yang berbeda.

• Proses fusi konten, layanan, infrastruktur dan peralatan pengguna dilambangkan sebagai konvergensi

Konsep Konvergensi

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Konvergensi jaringan Konvergensi yang sempurna terjadi pada jaringan masa depan. Dalam Kovergensi jaringan ini, terdapat suatu sistem jaringan tingkat atas yang menjadi manajemen dan pengendali dari semua jenis platform jaringan: • Akan menjadi jaringan yang seamless (tanpa batas), • Fleksibel dan • Terintegrasi berbasis Internet Protokol(IP).

Jaringan akan bersifat terbuka: • jaringan pita lebar terintegrasi, serta • Jaringan berada di semua area/ubiquitous • Network intelligence terdistribusi.

Sehingga semua layanan informasi dan komunikasi akan dilewatkan melalui satu saluran bersama. Dalam era konvergensi semua instrumen jaringan berbasis IP atau packet-based network. Aplikasi dan layanan akan terpisah dari jaringan transport / core.

Convergence

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Telecom Industry

Computer Industry

Media Industry

Wireline PSTN

ISDN

Mobility Wireless/Cellular

WAP

3G/Wireless Internet

MMM

Main frames

Desktop computing

PC/Server

PC-LAN

PC-WAN

Intranet/Internet

New Telecoms Industry

The Converged Industry

WWW

Electronics Publishing

Entertainment

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Convergence

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Source Ericsson

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Convergence of the Network

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

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

oThird Wave Changes – Information Society

Technologies

Perubahan Gelombang-3

Comprehensive implementation

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KONSEP MENDASAR

• Evolusi yang terjadi: – Mengarah pada satu jaringan bersama – IP based.

• Koneksi broadband kecepatan tinggi: – Jaringan tetap atau wireless, – Memungkinkan untuk layanan multimedia

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Enabling Technologies

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Third Wave Changes – Information society

• Berbasis teknologi gelombang pertama dan kedua: ‒ Dibangun gelombang ketiga dengan penerapan dan pengembangan TIK

dalam sektor sosial-ekonomi lainnya ‒ Dengan pengaruh yang menentukan pada efisiensi dan kualitas dalam

proses produksi

• Penyebaran TIK di sektor swasta dan publik: ‒ e-banking, ‒ e-health, ‒ e-government, ‒ e-learning ‒ e-ticketing, ‒ e-procurement, dan ‒ berbagai proses/ kegiatan berbasis e-xxxxx.

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Information Society Technologies

Hal mendasar Information Society Technologies

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• Implementasi teknologi akan menimbulkan perkembangan dan kemajuan lebih lanjut:

• Jaringan infrastruktur, termasuk perluasan jaringan di segala penjuru,

• Internet portabel dan Internet otomatis

• Perkembangan teknologi baru :

• dengan skala yang lebih kecil

• lebih murah

• volume dan dimensi yang lebih banyak,

• Akan mengubah siklus dan pola investasi.

• Operator yang lebih kecil

• mampu memasuki bisnis ini

• perluasan bisnis jaringan dengan investasi skala yang relatif kecil.

Implementasi operasional untuk Information Society Technologies

Information Society Technologies

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Internet of Things

“[The] network of physical objects that contain embedded technology to communicate and sense or interact with their

internal states or the external environment.”

Anything that can communicate!

“Ideas and information are important,

but things matter much more…”

Kevin Ashton, 2009

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Applications (View 1)

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Technologies in IoT

• Radio-frequency identification (RFID)

• Wireless sensor network (WSN)

• RFID sensor networks (RSN)

• Near field communication (NFC)

• Middleware layers – Intermediary between objects and applications

– Data management

– Service management

– Management of security and access

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IoT in Big Data

Opportunities

• Personal – Domotic – home automation – Assisted living – E-Health

• Business – Automation – Logistics – Business/process

management – Intelligent transportation

Challenges

• Standardization

• Naming

• Security – Authentication

– Privacy

• Value – Value creation

– Cost

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Telematics

“[The] combination of the transmission of information over a telecommunication network and the [computerized]

processing of this information.”

“[The] use of in-car installed and after-factory devices to transmit data in real time back to an organization, including vehicle use, maintenance requirements, air bag deployment

or automotive servicing.

• Platform for usage-based insurance (UBI) – pay-per-use – pay as you drive (PAYD) – pay how you drive (PHYD)

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02.

E-Lifestyle

e-Lifestyle through personal broadband. Enables home as well as gateway to information, business, commercial, and entertainment in digital era.

Mobile E-Lifestyle

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External environment

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Lingkungan Bisnis

• Lingkungan makro

• Struktur industri

• Struktur pasar

oLingkungan internal

oVisi, misi, & strategi perusahaan

Market potential vs Sales potential

oLingkungan external

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Lingkungan Makro (1)

Politik & Regulasi Cepat & mendadak

Teknologi & Lingkungan Alam Cepat & mendadak

Ekonomi & Demografi Lambat & Akumulatif

Sosial Budaya Lambat & Akumulatif

Aspek Sifat Perubahan

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RESUME ANALISIS LINGKUNGAN EKSTERNAL (MAKRO)

Kondisi Sosial

Pengakuan Keragaman

Kemauan Mencoba Hal Baru

Kondisi Ekonomi

Daya Beli

Kurs & Suku Bunga

Kondisi Politik & Regulasi

Stabilitas Politik

Regulasi

Kondisi Teknologi

Pengaruh Global

Kebutuhan Internal

Pentingnya Informasi

Kondisi Lingkungan

Makro : o Atraktif o Tidak Atraktif

Lingkungan Makro(2)

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Lingkungan Makro (3)

Politik & Regulasi Kebebasan memilih

Teknologi & Lingk.Alam Cheaper,faster,better

Ekonomi & Demografi Daya beli

Sosial Budaya Dorongan u/

mengkonsumsi

Aspek Efek ke Konsumen

Kebebasan menjual

Cheaper,faster,better

Biaya produksi

Dorongan u/ memproduksi

Efek ke Produsen

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PerkembanganTeknologi

o Inovasi teknologi terjadi semakin cepat, teknologi baru

o Teknologi , dunia menjadi lebih kecil, lebih dekat dan “berputar lebih cepat”.

o Tantangan manajemen : aplikasi teknologi efektif, kreatif, menambah nilai

Era Pemrosesan Data

b

Era Mikrokomputer

Era Jaringan

1960 1975 1980 1995 2010 Waktu

Ekonomi informasi

(digital) Ekonomi

transisional

Ekonomi

industrial

2010-…

REGULATION: Anti monooli (UU36), Perlindungan Konsumen, SKKT (KM71/2003) FTP (KM28),

P Jar (KM29), P Jas (KM30), ITKP (KM31), Interkoneksi (KM32), Persaingan Usaha (KM33), USO (KM34), FWA (KM35), BRTI (KM67), OTDA

THREAT OF TECHNOLOGY: Convergence Technology

THREAT OF NEW ENTRANCE • Technology Intensive

• Heavy Investment, • High barrier to entry/exit

COMPETITIVE RIVALRY (refer to market structure )

• Cooperation & Competition simultaneous

• Undifferentiated Product, Differentiated Service

POWER OF SUPPLIER

• Global Vendor • Technology Developer

POWER OF BUYER

• Huge amount • Low Switching costs

THREAT OF SUBSTITUTE

• Physically transport

Industry Structure

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Po

rter

’s F

ive

Forc

es

Lingkungan Eksternal

Service Provider (Operator)

Subscriber

Service Offered

Politics

Social Economy

Technology

Industry Structure

3/13/2015 70

Definitions of High Technology: Common, Underlying Characteristics

Based on common and underlying characteristics

• Market Uncertainty

• Technological Uncertainty

• Competitive Volatility (easy to change, short cycle time)

• Other Characteristics

3/13/2015 71

Source of Market

Uncertainty

1. Customer doubt about the product, may delay the time of adoption

2. Customer needs may change rapidly (moving target)

3. Lack of clear standard in the market

4. How large is the potential market?

Sources of Competitive Volatility

1. Threat from forward integration

2. Threat from backward integration

3. Unidentified new comers

Sources of Service Offered Uncertainty

1. No guarantee that the service can deliver on its promise to meet specific needs

2. Will the vendor give high-quality back up?

3. Will the new technology make ours existing obsolete?

Subscriber& Market

Uncertainty

BUSINESS & MARKETING

STRATEGY

Service Offered &

Technological Uncertainty

Service Provider &

Competitive Volatility

Efek Lingkungan Eksternal pada Bisnis Telekomunikasi

3/13/2015 72

Elemen Struktur Pasar

• Pembeli (Subscriber)

• Penjual (Service Provider/ Operator)

• Produk (Service Offer)

• Kondisi Informasi Pasar (Market Information)

Pasar Persaingan Sempurna

(Perfect Competition)

Pasar Persaingan Tidak Sempurna

(Imperfect Competition)

Monopoli Monopolistic

Competition

Kondisi Balance Kondisi Tidak Balance

3/13/2015 73

Nature of Industry & Competition for Telecommunication Service Provider

VAS

Services

Transport/Network

IP Based ; PSTN

backbone access

e-gov; e-commerce; e-finance; Other application & features

VOIP; Intranet; Internet; VPN Hosting; Mobile

PT. Telkom, PT. Indosat,

PT. Telkomsel, PT. Exelcomindo,

PT. Icon+, PT. Lintasarta, Other Networks

(including for exclusive private uses)

Many players :

•From small scale to large scale

•From limited capital to huge capital

•From local to multinational business coverage

•Some of them : success, survive, & bankrupt

Heavy investment

Thre

at fo

rm F

orw

ard

&

Bac

kwar

d In

tegr

atio

n

ISPs (41coy), Dot Com (20coy),

TV cable (5coy)

3/13/2015 74

Market Structure for Product Category

Application

Services

Transport/Network IP; PSTN

backbone access

e-portal, e-administration, e-public, e-commerce, e-finance

Intranet; Internet; VPN MSP; Gov’t DC;

Co location, Backup Hosting

Heavy investment

Low entry Barrier

Monopolistic competition : Rich player (no dominant player), differentiated product, asymmetric information, market unsecured &fragmented

Loose oligopoly : few player (relatively balance power), relatively undifferentiated product, asymmetric information, more stable market

More attractive More profitability

Infant Industry : No Past Record, Market Unclear

3/13/2015 75

Ten Key External Forces

Economic

Social

Cultural

Demographic Environmental

Political

Legal

Governmental

Technological

Competitive

3/13/2015 76

77

Internal environment, micro

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Multiple ‘100 Year Events’

Monopolies _ Open Markets

Circuit _ IP Networks Fixed _ Mobile

Voice _ Data

3/13/2015 78

Yesterday Today Tomorrow

Tomorrow

Personal information services

Entertainment services

Business to business services

Multimedia Teleconferencing

Basic and Enhanced Voice

Multimedia Content Delivery

Video Streaming Services

Specialized Information Services

eCommerce Applications

Location based services

Web-Based Service Orders

Data Backup/Recovery Services

Voice Over IP Services

Text to voice services

Multimedia Bridging Services

Enhanced voicemail services

Voicemail services

Basic Voice Services

Services are Multiplying

© TeleManagement Forum & Telcordia Technologies 2001

Basic Voice Services

Audio Teleconferencing

Pre-pay services

Network ACD Services

Enhanced voicemail services

Voicemail services

SMS Text Messaging

Web/Internet Access

Basic EMail

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o Kerangka atau model yang mengambarkan proses-proses yang

dibutuhkan suatu telecommunications service provider o Keperluan analisis menjadi detail level-level sesuai prioritas bisnis o Berbasis Telecom Operations Map (TOM), merupakan model

referensi proses operasi dan manajemen perusahaan telekomunikasi modern.

o Tele Management Forum (TMF) memperluas kerangka TOM menjadi kerangka eTOM ,berdasarkan alasan : o Kepentingan untuk mengekspansi TOM menjadi kerangka bisnis proses

total enterprise o TOM tidak cukup mengalamatkan akibat e-business pada lingkungan

bisnis, kebutuhan akan integrasi proses e-business dan kompleksitas hubungan bisnis service provider.

eTOM , enhanced Telecom Operations Map

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81

Why an eTOM?

• Service Providers are driving for a common eTOM industry framework that: – Addresses e-business opportunities

– Broadens TOM to a total enterprise model

– Reflects the increased complexity in service provider business relationships

– Evolves processes to support convergence of information and communications services and technologies

– Highlights customer control and self-management

– Supports operations processes with strategic and lifecycle processes

– Accommodates need for operations support processes

– Uses more systematic and accepted process methodologies

– Provides the linkage to the NGOSS™ program, including implementation of solutions with real products

Strategy, Infrastructure & Product Operations

Customer

Billing Infrastructure Lifecycle Management

Operations Support and Readiness

Strategy & Commit

Product Lifecycle Management

eTOM business process framework: level 0

Fulfilment Assurance

Market, Product and Customer

Service

Supplier/Partner

Resource

(Application, Computing and Network)

Suppliers/Partners

Enterprise Management

Shareholders Employees Other Stakeholders

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Lingkungan Mikro (1)

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Lingkungan Mikro (2)

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85

Vision, mission and corporate strategy

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Pengertian Visi Visi, suatu pandangan jauh tentang perusahaan, tujuan - tujuan perusahaan dan yang harus dilakukan untuk mencapai tujuan tersebut pada masa yang akan datang.

Persyaratan suatu pernyataan visi: o Berorientasi ke depan o Tidak dibuat berdasarkan kondisi saat ini o Mengekspresikan kreatifitas o Berdasar pada prinsip nilai yang mengandung penghargaan

bagi masyarakat

o Pengertian Misi o Misi, pernyataan tentang langkah yang harus dikerjakan oleh lembaga

dalam usahanya mewujudkan Visi. o Misi perusahaan, tujuan dan alasan bahwa perusahaan itu ada. o Misi memberikan arah dan batasan proses pencapaian tujuan

Strategic Visions versus Missions

A mission statement focuses

on current business activities

-- “who we are and what we

do”

– Current product and service offerings

– Customer needs being served

– Technological and business capabilities

A strategic vision concerns a

firm’s future business path --

“where we are going”

– Markets to be pursued, to accelerate

– Future technology-product-customer focus

– Kind of company that management is trying to create

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3/13/2015 88

Mike Fredman, Partner and Executive Vice President Kepner Tregoe Inc, sebuah perusahaan konsultan global, Prinsip "strategic excellence." : agar strategi selaras dengan misi dan visi perusahaan. Pertama, strategi untuk menuju pertumbuhan perusahaan

Kedua, strategi harus dinamis dengan melihat perkembangan pasar atau lingkungan

Ketiga, strategi, perencanaan dan kegiatan operasional harus terintegrasi

Strategi adalah penjabaran visi dan misi secara konsisten.

The Internal Factors

3/13/2015 89

Shared value

Strategy

Knowledge & Skills

Structure

Management Style

Leader-ship

System & business process

Vision

Mission

Objectives

Fourteen Key Internal Forces

Management Marketing

Distribution

Production/Operations

Research & Development

Purchasing

Manufacturing

Finance/Accounting

Packaging

Information Systems

Employee/Relations Human Resource

Vendor Relations

Promotion

3/13/2015 90

Business Mission

Strategy Formulation

External Opportunities

and Threats

Internal Strengths and Weaknesses

Keys to Formulating Strategies

O-T S-W

3/13/2015 91

Notes

Lingkungan Eksternal DINAMIS

Lingkungan Internal KOMPLEKS, INTERAKSI

Strategi Perusahaan harus dievaluasi periodik

Sifat organisasi harus agile, tangkas,gesit..siap dalam tantangan dan perubahan

Strategi marketing harus spesifik

dampak

3/13/2015 92

03.

3/13/2015 93

Lingkungan Bisnis Vs Market Profile

Market Potential Lingkungan Bisnis Sales Potential

Market Profile

Market Characteristics

Market Segmentation

Market Targeting

Market Coverage Strategy Segment to Segment Covering & Expansion

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Market Profiling

o Market Profile : Outline of the characteristics of the inhabitants of a particular consumer region.

o Used primarily in developing marketing strategies. A market profile will describe o demographics,

o geographical data,

o lifestyle patterns,

o consumer needs and preferences, and

o socioeconomics conditions within a particular market.

(Dictionary of Marketing Term, Jane Imber, Besty-Ann Toffler)

3/13/2015 95

Market Segmentation

Market Segmentation : Process of dividing the market according to similarities that

exist among the various sub group within the market. The similarities may be common characteristics or common

needs & desires. Used primarily in developing different marketing

tactics. There are four basic market segmentation strategies :

• Behavior, • Demographic, • Geographic, and • Psysiographic segmentation.

(Dictionary of Marketing Term, Jane Imber, Besty-Ann Toffler)

3/13/2015 96

Market Targeting

Market Targeting: Choosing an appropriate (segment) market for a given product. Marketer needs to evaluate the different market segment.

There are three general factors to examine market segment : o segment attractiveness, o segment size and growth, o company objective & resources

(Dictionary of Marketing Term, Jane Imber, Besty-Ann

Toffler)

3/13/2015 97

Market Profiling in Telecommunication (Yudi Pram © STMB Telkom 2007)

Geographic

Demographic

Psysiographic

Needs, Wants, Expectation

Buying Power, Willingness to Pay

Jangkauan Network, Kode Area, Wilayah Geografis

Usia, Kelamin, Pendapatan, Pendidikan, Pekerjaan

Gaya Hidup, Sikap thd Teknologi, VALS

Daya Beli Kemauan untuk Membayar

Kebutuhan, Keinginan, Harapan

3/13/2015 98

Market Segmentation in Telecommunication (Yudi

Pram © STMB Telkom 2007)

Geographic

Demographic

Psysiographic

Needs, Wants, Expectation

Buying Power, Willingness to Pay

Preference Behavior

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Innovators Early Adopters Early Majority

Late Majority

Laggards

Technology Enthusiasts Visionaries Pragmatists Conservatives Skeptics

EARLY MARKET MAINSTREAM MARKET

CHASM / GAP

Phase 1 Phase 2 Phase 3

Categories & Pattern of Product Adopters

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Inactive or ex-customers

Two Step Segmentation in Telecommunication (Yudi Pram © STMB Telkom 2007)

Partners Advocates Clients Repeat

customers First-time customers

Suspects

Prospects

Disqualified prospects

Apriori Segmentation: Geografis,Demografi,Psysiografis, Needs (User Attributes)

Post Hoc Segmentation: Uses & Usage Behavior

More Customized

Closer Relationships

3/13/2015 101

Uses & Usage Behavior Segmentation (Yudi Pram © STMB

Telkom 2007)

• Objectives : – Business Activities, Social Activities, Family Fulfillment,

Personal Fulfillment

• Destination : – Geographical Destination, Operator Destination

• Content : – Voice, Text/Data, Image, Video

• Time : – Peak, Non Peak

• Duration : – Short, Long

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Choosing Appropriate Segment

1. segment attractiveness profitability

2. segment size and growth number of customer/ user/ subscriber

3. company objective & resources fit with company objectives & have adequate competencies to satisfy customer

3/13/2015 103

Kesimpulan (Yudi Pram © STMB Telkom 2007) Market Profile

Harus Selengkap Mungkin

Market Segmentation

Dua Tahap (Apriori & Post Hoc)

Market Targeting

Harus memperhatikan Pola Adopsi

Data Base Pelanggan –

Harus Sistematis dan Berkapasitas Besar

Relationship dengan Pelanggan –

Harus intense, agar Perubahan Needs & Willingness to Pay Terpantau

Bauran Pemasaran –

Harus dinamis mengikuti Pergerakan Segment

dampak

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Related matters

3/13/2015 106

Fault management Service level agreement Change management Network management Performance Management Security management Account management

korelasi

Network Management

• Network management biasanya diaplikasikan pada jaringan dengan skala besar seperti jaringan telekomunikasi, jaringan komputer, dll

• Network management berkaitan dengan pemeliharaan (maintenance) dan pengadministrasian (administration) jaringan pada “top level”

• Network management adalah penggunaan dan pengkoordinasian sumberdaya untuk desain, perencanaan, pengadministrasian, analisis, pengoperasian, dan pengembangan jaringan komunikasi untuk memenuhi tujuan-tujuan tingkat pelayanan (service-level), dengan biaya yang wajar, dan dengan kombinasi sumberdaya yang optimal

• Secara umum, network management adalah layanan dengan menggunakan bermacam-macam tools, aplikasi, dan devices untuk membantu pengelola jaringan dalam monitoring dan pemeliharaan jaringan

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Critical Success Factors for Network Management

• Processes and procedures

– Urutan langkah-langkah aplikasi termasuk petunjuk penggunaan tools yang diperlukan dalam melaksanakan fungsi-fungsi network management

• Instruments

– Hardware dan/atau software untuk pengumpulan (collecting), kompresi (compressing), penyimpanan (databasing) informasi, prediksi performansi komponen network.

• Human resources

– Individu-individu yang terlibat dalam mendukung fungsi-fungsi network management.

3/13/2015 108

Network-Management Processes and Procedures

• Sub-sub sistem yang paling penting dalam network management berdasarkan International Standardization Organization (ISO) adalah: – Configuration Management

– Fault Management

– Performance Management

– Security Management

– Accounting Management

– Network Planning

• Setiap sub sistem terdiri dari sejumlah fungsi-fungsi yang didukung oleh banyak proses dan prosedur dalam praktek implementasinya.

3/13/2015 109

Information Exchange between Subsystems

Performance Management

Fault Management

Security Management

Network Design and Planning

Error Rates, Response Time, etc.

Configuration Management

Accounting Management

Configuration Details

Configuration Details

Network Costing

Configuration Details

New Configuration

Configuration Details

Configuration Details

Traffic Levels

3/13/2015 110

Definition

Configuration management merupakan aktivitas yang meliputi

– pengontrolan inventarisasi perangkat, baik yang bersifat fisik, elektrik, maupun logikal;

– pemeliharaan vendor files dan trouble tickets;

– suport terhadap provisioning dan order processing;

– penentuan dan mengawasi service-level agreements;

– pengelolaan perubahan,

– pendistribusian software

111 3/13/2015

Service Level Agreements (Perjanjian Tingkat Layanan)

• Service-Level Agreement (SLA) mencakup aplikasi metodologi standar untuk menjamin agar komitment kepada customers dapat dipenuhi dengan konsisten.

• SLA merupakan perjanjian tertulis secara formal, yang berisi – Identifikasi pihak-pihak yang melakukan perjanjian – Uraian beban kerja – Tingkat layanan (Service level) – Pelaporan performansi – Sangsi-sangsi (Penalties) – Ketentuan modifikasi – Jangka waktu perjanjian

112 3/13/2015

Change Management

• Dalam pengelolaan network dengan ribuan komponen, setiap perubahan harus dikelola dengan baik.

• Dalam change management, bagian administrasi network bertanggung jawab untuk

– Perencanaan perubahan

– Persetujuan perubahan

– Pelaksanaan perubahan

– Pendokumentasian perubahan

113 3/13/2015

Change Management Process User Request

Study Impact

Plan Change

Request OK ?

Schedule

Execute

Document

Configuration and Inventory

Data Base

No

Yes

Initiate

Approve

Implement

Information Distribution

114 3/13/2015

Definition

• Fault management adalah aktivitas yang diperlukan untuk menjaga tingkat layanan jaringan secara dinamis.

• Fault management menjamin ketersediaan (availability) jaringan dengan – Mengatasi dengan cepat gangguan dan degradasi performansi

jaringan

– Menginisiasi fungsi pengontrolan apabila diperlukan, meliputi diagnosis, perbaikan, testing, pemulihan, dan backup.

• Fault management juga mensuport teknik-teknik yang diperlukan log control dan distribusi informasi.

115 3/13/2015

Fault Management Processes and Procedures

NW Status Supervision

Event/Alarm Management

Open Trouble Ticket

Problem Tagged ?

Prediagnosis, Backup, Reconfiguration

Problem Determination

Problem Known ?

Diagnosis and Repair

Monitoring and Test

Test Successful

?

Restoration and Recovery

Close Trouble Ticket and Distribute Information

Link Trouble Ticket

Implement Solution

No

Yes

Yes

No

Yes

No

116 3/13/2015

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Definition

• Performance management adalah aktivitas yang diperlukan untuk mengevaluasi secara kontinyu performansi dasar operasi network, meliputi:

– Verifikasi sejauh mana tingkat layanan dapat dijaga,

– Identifikasi bottleneck, baik yang aktual maupun potensial,

– Penyajian dan pelaporan kecenderungan (trends) yang berkaitan dengan performansi network untuk masukan bagi manajemen dalam pengambilan keputusan dan perencanaan.

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Performance Management Process

Service-level Violations

Request for Analysis

Proactive Evaluation

Defining Performance Metrics

Monitoring the Network and/or Accessing the

Performance Database

Thresholding and Exception Recording

Performance Database

Performance Problems ?

Problem Known ?

Report Back to the Requester

Hypothesis

Feasibility ?

Trial Implementation

Performance Improvement

?

Permanent Implementation

Yes

No

No

Yes

No

Yes

Yes

No

3/13/2015 119

Performance Management Functions

• Penentuan Performance Indicators

• Performance Monitoring

• Performance Thresholding

• Performance Analysis and Tuning

• Pembuatan Operational Standards

3/13/2015 120

Objectives

• Meminimalisir kemungkinan gangguan sekuriti dengan sistem pertahanan yang berlapis, seperti

– Penerapan berbagai kebijakan (policy)

– Solusi hardware dan software untuk membuat barrier bagi unauthorized users

• Mendeteksi dengan segera adanya unauthorized use dan menemukan titik dari mana gangguan tersebut masuk

• Memungkinkan network manager untuk merekonstruksi secara manual file dan aplikasi yang rusak, serta memulihkannya kembali

• Memungkinkan network operation group untuk memonitor dan menjebak setiap pelaku gangguan sekuriti

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Fungsi-fungsi Security Management

• Risk Analysis

• Evaluation of Security Services

• Evaluation of Security Management Solutions

• Alarming, Logging, and Reporting

• Protection of the Network Management Systems

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Definition

• Accounting Management is the process of collecting, interpreting, and reporting costing- and charging-oriented information on resource usage. In particular, processing for

– Call Detail Record (CDR)

– Accounting records

– Bill verification

– Charge-back procedures

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Accounting Management Processes

Identification of Cost Components: • Network Elements • Networking Services • Personnel • Facilities

Establishing Charge-back policy

Definition of Charge-back Procedures

Processing and Validating Vendor Bills

Bills OK?

Return Bill to Vendor

Charge-back

Vendor Bills Vendor

Bills Vendor

Bills

Resource Utilization

Data

Invioce

Integration of Network Accounting into

Corporate Accounting

Budget

Yes

No

3/13/2015 124

Accounting Management Functions

• Identification of Cost Components

• Establishing Charge-Back Policies

• Definition of Charge-Back Procedures

• Processing of Vendor Bills

• Integration of Network Accounting into the Corporate Accounting Policy

04.

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Branding concept

the Following Question

What is a brand?

a. A logo

b. A jingle

c. A tagline

d. A product

e. A positioning

f. Non of the above

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3/13/2015 128

Merk adalah • nama, simbol, tanda, desain atau gabungan di antaranya • untuk dipakai sebagai identitas perorangan, organisasi atau

perusahaan pada barang dan jasa yang dimiliki • untuk membedakan dengan produk jasa lainnya.

Merk yang kuat • ditandai dengan dikenalnya suatu merk dalam masyarakat,

asosiasi merek yang tinggi pada suatu produk, • persepsi positif dari pasar dan kesetiaan konsumen

terhadap merk yang tinggi

3/13/2015 129

Merek dapat dipahami lebih dalam pada tiga hal berikut ini :

1. Contoh brand name (nama) : nintendo, aqua, bata, rinso, kfc, acer,

windows, toyota, zyrex, sugus, gery, bagus, mister baso, gucci, c59,

ganesha-10.

2. Contoh mark (simbol) : gambar atau simbol sayap pada motor honda,

gambar jendela pada windows, gambar kereta kuda pada california fried

chicken (cfc), simbol orang tua berjenggot pada brand orang tua (ot) dan

kentucky friend chicken (kfc), simbol bulatan hijau pada sony ericsson, dan

masih banyak contoh-contoh lainnya

3. Contoh trade character (karakter dagang) : ronald mcdonald pada

restoran mcdonalds, si domar pada indomaret, burung dan kucing pada

produk makanan gery, dan lain sebagainya.

130

Branding

• Provides quality assurance

• Reduces search time.

• Allows a company to charge more.

• Reduces brand parity.

• Consumers choose a brand because it is: – Salient

– Memorable

– Noteworthy

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Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or

services.

131

Developing a Strong Brand Name

• What are the most compelling benefits?

• What emotions are elicited by the brand either during or after the purchase?

• What one word best describes the brand?

• What is important to consumers in the purchase of the product?

Begins with understanding why consumers buy a brand

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132

Packaging

• Traditional elements • Protect the product inside

• Provide for ease of shipping, moving, and handling

• Provide for easy placement on store shelves

• Prevent or reduce the possibility of theft

• Prevent tampering

• New trends • Meet consumer needs for speed, convenience and

portability

• Must be contemporary and striking

• Must be designed for ease of use

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133

Labels

• Must meet legal requirements.

• Provide another marketing opportunity.

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134

Brand Equity

• The set of characteristics unique to a brand that allows the company to charge a higher price and retain a greater market share than would otherwise be expected for an undifferentiated product.

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135

Benefits of Brand Equity

• Higher prices • Higher gross margins • Channel power • Additional retail shelf space • Reduces customer switching behavior • Prevents erosion of market share

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136

Building Brand Equity

1. Research current brand image. 2. Decide what makes the brand unique. 3. Communicate brand’s uniqueness. 4. Spend heavy on advertising. 5. Make domination the goal. 6. Deliver on uniqueness.

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137

Successful Brand Development

• Continue commitment to the brand. • Increase market penetration. • Understand the brand’s target market • Leverage the effects of penetration

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The answer is non of the above

A logo, jingle, tagline, product or positioning are all

representations of the brand, or means to

communicate what the brands stands for. But they

are not the brand

So what is a brand anyway…?

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A brand is…. A collection of perceptions

The net impression created in an individuals minds through : The people and culture of organization Service and products Price Channel Name Communication And experience

3/13/2015 140

3/13/2015 141

Brand Impact to All Constituent

Partner/ Vendor

Regulator Society

Investor/ Creditor

Channel

Employee

Consumer

Brand

3/13/2015 142

Corporate Branding and Product Branding

Corporate Branding: broad communication to multiple audience with the aim of creating an overall impression of your organization in the minds of the view

Product Branding: focused communication aimed at delivering a core message to a specific audience about an individual product

A solid corporate brand is the foundation upon which to build a successful product brand

3/13/2015 143

International and overseas calls

3/13/2015 144

Why is a corporate brand?

Align everyone around corporate objectives and value Communicate purpose and character Capture spirit of organization All of corporate responsibility

3/13/2015 145

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Build branding

Building Corporate Branding

• Creating Brand Equity (Stand Alone)

• Crafting Brand Positioning (Relatively

toward the Competitors)

3/13/2015 147

Corporate Brand Principles

Evaluate the current position in the market Clearly define the business purpose Identify key constituent/ stakeholder Develop integrated strategic & tactical roadmap Invest wisely, know and understand clearly the

limits

3/13/2015 148

Company Product A

Product B

Product Packaging Websites

Advertisements

Integrity of brand

A brand is a promise. • A promise to achieve certain results, deliver a certain experience, or

act in a certain way. • A promise that is conveyed by everything people see, hear, touch,

taste or smell about your business.

Logo, motto

o Consistency o Quality o Satisfaction

Telecommunication

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RED Red is the color of power and passion. It can also be linked to excitement, energy, and physical courage

BLUE Blue represents “trust, integrity, and communication,”. Blue relates to the mind, so consumers associate it with logic and communication, color of power and passion, excitement, energy, and physical courage

YELLOW Brands that use yellow are “expressing a personality of happiness, optimism and friendliness.”

Orange is powerfully bright., “fun, playful and enjoying social interaction.” Orange can also represent physical comfort, like food and warmth

ORANGE

GREEN Green is the color of money and envy, but it also signifies the environment, Mother Earth, and universal love, attractive to youth and to those who enjoy life.

Color, Telco Service Provider Brand

Customer-Based Brand Equity Pyramid

4. Relationship = What about you & me?

3. Response = What about you?

2. Meaning = What are you?

1. Identity = Who are you?

Resonance

Judgments

Performance

Salience

Imagery

Feelings

Intense Active Loyalty

Positive Accessible Reaction

Strong Favorable Unique Association

Deep Broad Awareness

(Sumber : Keller,2003:99)

Positioning

Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

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Identity and Image

Identity:

The way a

company aims to

identify or

position itself

Image:

The way the

public perceives

the company or its

products 3/13/2015 154

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Develop and maintain a branding

How to Leverage Brand Value

• Audit Brand Investment Portfolio

• Develop Contingency Plan

• Enhance Constituents Insight

• Avoid Unnecessary Product Brand, Sub Brand, & Program Brand

• Don’t Compromise on Your Brand Promise

• Keep to Communicate

• Define Minimum Standard of Unkeep

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Strategies for Competing in the Markets of Developing Countries

o Developing-Economy Markets, neighbor countries – China, India, Brazil, Indonesia,

Thailand, Poland, Russia, and Mexico

o Tailoring products to fit conditions in emerging markets, involves: – Making more than minor product

adaptations

– Becoming more familiar with local cultures and habits

– Rethinking pricing, packaging, and product features

o business risks o opportunities for

growth o as their economies

develop o living standards climb o toward those of the

industrialized world

Telco industry

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Corporate implementation

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Brand value of the 10 most valuable telecom brands in the world in 2014 (in billion U.S. dollars)

0

10

20

30

40

50

60

70

80

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Values of the top 5 technology brands worldwide in 2014 (in billion U.S. dollars) brand value as calculated by Millward Brown

Google

Apple

IBM

Microsoft

Tencent

Samsung

Google 158.8 Apple 147.9 IBM 107.5 Microsoft 90.1 Tencent 53.62 Samsung 25.89

In, billion USD

Customer Criteria for Selecting a Service Provider

(24 hour services)

(Site location)

(On-time performance)

(Know customer’s name)

(Quality surrogate)

(Perceptions important)

(Word-of-mouth)

(Customer well-being)

(Avoid excessive waiting)

Strategy

Digital Vision: “A Company that leads the digital convergence revolution”

• Brand power, logistics, IP:

– High-margin products

– Create value chain that integrates competencies of all areas

– Customer and market oriented

• Global network by function

• Performance evaluation and compensation system

Strategy

Digital Vision:

• Innovation, meeting challenges and creativity

• Target debt-to-equity ratio: 50%

• R&D: 7% of total revenues

• Overseas partners:

– Joint R&D projects

– Technology transfer arrangements

– Joint investments

Notes

Successful Brand in Telecommunications

o Provide meaningful differentiation

o Create a preference

o Reinforce an experience

o Available to drive service and telecommunications business

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The Brand Value Chain

Marketing Program

Investment

Customer Mindset

Market Performance

Shareholder value

Investor sentiment

Marketplace Conditions

Program Quality

Value Stages

Multiplier

05.

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Value creation concept

Creating Value

• Value – is created anytime – an action is taken for which

• the benefits exceed the costs, • or anytime an action is “prevented” for which the costs exceed

the benefits.

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• Applied to several aspects of production: – quantity, – quality, – entry, – innovation, method of production.

Value Creation (is also called Value Added)

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It may be the objective

It can be a useful “trick” in figuring out how to capture more value

Creating more value might be the only way to capture more value

WHY THE VALUE CREATION PERSPECTIVE IS USEFUL?

What is Value Creation (1)

Level of Customers Need Fulfillment

Price

Product, Service & Experience

Advance Production Process

Raw Material

$ 0.05 per cup

$ 0,002 per cup

Product, Service

$ 0.7per cup

$ 3 per cup

170

25kali 14kali 4.3kali

Let see the illustration

1500x

350x

What is Value Creation (2)

Dynamic of Changing in Internal

Capability

P

r

i

c

e

1997

1987

1981

2000

1994

1978

2004

171

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services

technology

Branding and

Pricing

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Customer value on business

Benefits Costs

Customer Value

What is Customer Value?

Concept of customer value

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Benefits Costs

Customer Value

What is Customer Value ? (company point of view)

Sign Up Cost

Usage Cost

CPE

Start

Up

Cost

Brand

Service

Quality

Product

Performance

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Why Create Value: Business Imperatives 1

Incumbent

New Operator

New Operator

New Operator New

Operator

New Operator

New Operator

New Operator

Incumbent

Regulation

Technology

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Why Create Value : Business Imperatives 2

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Business Imperatives 3

Consumers become cyber connected, accessing information whenever and wherever they want it

Key enablers: • ubiquitous • next generation mobile

devices • advance infomediaries • quality

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Small devices, ngm

What Does Consumers Want?

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Technology and services

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Technology in service

Keys to Succeed

• Offering solutions – Less expensive in the long run (time, cost)

– Clear benefit

– Better experience

– Transform customer live

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1.

Keys to Succeed

• Timing to introduce or delay the introduction of new technology – Disruptive technologies create path to differentiation for

new entrants and potentially for incumbents.

– New entrants serve a market segment select a disruptive technology that give special benefits for its intended target market.

– Incumbents whose customers are risk averse, can apply a disruptive technology which is not erode the base.

– Incumbents should be able to predict whether the new technology will surpass the current sustaining technology or not

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2.

New Technology

http://platformed.info/virality-viral-growth-network-effects/

Introducing new technology

Viral introducing o sebuah fenomena viral o Introducing technology yang

menyebar dengan sendirinya

Network effects o Efek nilai jasa teknologi kepada

pihak lain. oDengan efek jaringan, nilai suatu

produk dimaksud setara jumlah penggunanya

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Network Effect

• The network effect occurs – when the value of one customer’s experience increases sharply

– as the number of customers grows.

• The value (or at least the cost) of a goods – should decline as production increases

• Mobile phone will most valuable if nearly everyone had one.

• Technology should be use widely to obtain the highest value

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Network Effect

• Provider/producer will seek the balance – to put pricing for new technology as low as it can be – but also as profitable as can be

• Internet growth was a product of the network effect – Social media – Online store – Online everything (office, campus, dating, …..)

• The keys ; – New experience – Easy to adapt – Transform live

• Most business use internet.

http://en.wikipedia.org/wiki/Image:Network_effect.png

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Critical mass

Network Effect

• Significant network effects after a certain subscription percentage has been achieved

• Critical mass point means

– the value from the service is greater than or equal to the price paid for the service.

• The value of the service – is determined by the user base, – this implies that after a certain number of people have

subscribed to the service, additional people will subscribe to the service due to the value exceeding the price.

• Think of one social media. What tools they use to increase their network effect?

http://en.wikipedia.org/wiki/Network_effect

Critical mass point

Value of services

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Basic Principles of Technology Strategy (Frederick Betz, Strategic Technology Management,1993)

o Technology should be conceived of a competitive factor within a business system

o New technological potential should be forecast

o Technology forecast should be implemented through planned technology strategy

o New products using the new technology must be marketed with special attention to the problems of new markets

o Technology strategy and business strategy must be closely integrated

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Scope of Technology Strategy

Anticipate Technology: • scientific feasibility • technical feasibility

Acquire Technology: • create • transfer

Implement Technology: • design • test

Exploit Technology: • produce • market

Stimulate Need for Technology: • performance • application

(find)

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Pertimbangan dalam Technology Strategy

• Selalu melihat dan fokus pada trend,

• Synergy dengan technology existing

• Dampaknya terhadap SDM dan Organisasi

ER Cheap.. Fast.. Bett..

Economic scale

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Budgeting Technologies

• Technology expenditures

– Could be classified as capital investments

– It can be depreciate for more than a year

• Budgeting process attempts to balance

– the service provider’s capital resources

– Against improved shareholder value and strategic objectives

– Limited versus unlimited resources

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Technology telecommunications trend

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Communication is much more than words

* C4, is compelling than either alone o Contents+ o Communications+ o Community+ o Commerce

* Communication sessions that cross networks and

device seamlessly

1.

Elements of Business and Service Strategy

People

System

Product

Teams Organizational

Context

Tools

Technology

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The Strategic Service Concept

Structural: delivery system infrastructure & facility design service coverage capacity planning

Managerial: service encounter quality managing capacity & demand information system

Tata kelola sistem (system governance)

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Pertimbangan Service Strategy

• Perhatikan Trend Customer Device

• Bundling…bundling…

• Ingat value propositionnya

• Perhatikan behavior yang ada

• Novelty vs mass standard

Dasar pertimbangan

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Customer Device yang Populer

2.

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Peningkatan Kemampuan Teknologi

3.

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Service Offering

• Customers buy solutions, not services • Convergence make the provider easier to differentiate their

solutions to customers • ICT solutions ;

– Voice call – Messages – Ringtone – VAS (E-wallet) – Top-up – Call forwarding – Conference call – Mobile computer – ………

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Flexible Service Delivery •Product & Service Differentiation •Shorten Time to Market •Customer focused offering

Billing & Customer Care •Creative Billing Plans •Improve Customer service Levels

Coverage & Quality •Network coverage •Quality of Service

Co

mp

etit

ive

Fro

nti

er

Maturity

Evolusi Service vs Kompetisi

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Resume

• Teknologi Berkembang : Namun posisi hanya sebagai Pembeli

• Service yang dikembangkan : Sesuai dengan kebutuhan dan perilaku

• Strategi Teknologi : Perlu skenario jangka panjang

• Strategi Service : Penyiapan service yang tepat untuk multi segment dan multi users

dampak

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Dilakukan berkesinambungan

dan konsisten

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06.

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Pricing concept

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Harga : sejumlah uang yang ditetapkan

untuk suatu produk dan jasa

nilai yang konsumen berikan untuk memperoleh produk yang diinginkan

unsur pemasaran yang menghasilkan pendapatan

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as a tool value

Price as a tool and value

the amount of money (1)

to meet the needs and desires

price that must be paid by consumer

(2)

to get the purchased product or service

(3)

Role of Price

• Determine

– what service should deliver

– in what capacity amount

• Determine

– how the service will deliver

• Determine

– for whom the service should be delivered

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Importance of Price Decision

• Faster technological progress

• Proliferation (produce) of new service

• Increased demand for service

• Increased competitive

• Changing in legal environment

• Economic uncertainty

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Conceptual Orientation to Pricing

Price floor = direct variable cost

Price ceiling = demand factor

Corporate objective : •Market penetration

•Increase sales

•Improve Profitability

•Building Image

Competitive factors

Final pricing

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The Three C’s Model for Price Setting

Costs Competitors’ prices and prices of substitutes

Customers’ assessment of unique product features

Low Price

No possible profit at this price

High Price

No possible demand at this price

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Component of pricing

• Initial/ Sign Up

• Usage (pay per use)

• Services / Add features

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Price models and strategy

Promotional Pricing

• Loss-leader pricing

• Special-event pricing

• Cash rebates

• Low-interest financing

• Longer payment terms

• Warranties & service contracts

• Psychological discounting

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Psychological Pricing

• Most Attractive?

• Better Value?

• Psychological reason to price this way?

SLI Rp 789

per Menit

Lokal Rp 49

Per Menit

Assume Equal Quality 3/13/2015 214

3/13/2015 215

Value Creation Clock

Based on Bowman's Strategy Clock Model

Strategy Clock: Product and Price Choices

Note: The strategy clock is adapted from the work of Cliff Bowman (see D. Faulkner and C. Bowman,

The Essence of Competitive Strategy, Prentice Hall, 1995.) However, Bowman uses the dimension

‘Perceived Use Value’.

Exploring Corporate StrategyExhibit5.2a © Pearson Educational Ltd. 2005

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Product-Price Strategies: Needs and Risks

Exploring Corporate StrategyExhibit5.2b

© Pearson Educational Ltd. 2005

3/13/2015 217

Price

High Medium Low

High

Low

Pro

du

ct Q

ual

ity

Med

Premium Value

Medium Value

Economy

Overcharging

Rip-Off False

Economy

High Value

Super Value

Good-Value

Price - Quality Strategies Map

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Price-Reaction Program for Meeting a Competitor’s Price Cut

No Hold our price

at present level; continue to watch

competitor’s price

Is the price likely to

significantly disturb our sales?

Yes

Is it likely to be a permanent

price cut? Yes

By more than 4%

Drop price to competitor’s

price

By 2-4%

Drop price by half of the

competitor’s price cut

How much has his price been

cut? Yes

No No

By less than 2%

Include a cents-off coupon

for the next purchase

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Has competitor cut his price?

• Elasticity –

Measure of responsiveness of purchasers and suppliers to a change in price

• Elasticity of demand –

Percentage change in the quantity of a good or service demanded divided by the percentage change in its price

• Elasticity of supply –

Percentage change in the quantity of a good or service supplied divided by the percentage change in its price

The Concept of Elasticity in Pricing Strategy

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• Cost-plus pricing - Uses a base-cost figure per unit and adds a markup to cover unassigned costs and to provide a profit

• Allows businesses with low costs to set prices lower than those of competitors’ and still make a profit

Price Determination in Practice

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• Full-cost pricing - Uses all relevant variable costs in setting a product’s price and allocates those fixed costs not directly attributed to the production of the priced item

• No consideration of competition or demand for the item

• Any method for allocating overhead is arbitrary and may be unrealistic

Alternative Pricing Procedures

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Price, tariff and determination

Price versus Tariff

• Tariff : − fixed charge and ceiling price − determined by government or regulator

• Price : − policy from company, − may different each other − as long as not exceeded ceiling price

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o is an open contract between

a telecommunications service provider (1)

and the public (2),

o filed with a regulating body such as state

o tariffs outline the terms and conditions of providing telecommunications service to the public including

rates, fees, and charges

telecommunications tariff

3/13/2015 226

Components of tariffs systems vary from country to country and company to company,

Tariffs, made up of two components: • Standing charges:

• are fixed charges, are used to pay for the cost of the connection to the nearest exchange and the equipment

• usually paid on a monthly basis, and called rental.

• Call charges: • are variable, used to pay the cost of the equipment to route a call

between the caller's exchange and the recipient's exchange. • can be calculated on a fixed per call basis, a variable basis depending on

the time or distance of the call, or a combination of the two. • can even vary at different times of the day.

Tariffs and prices

• The pure competition versus pure monopoly.

Price is determined by the demand for the service, and output is determined at the profit maximizing point for the monopolist

• Monopoly prices, higher; and outputs lower, than the competitive outcome

• The regulation of monopoly: Make prices lower, and output higher

in a competitive market, price of a goods or service will be driven to marginal cost

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• Prices are traditionally determined in two basic ways:

– Supply and demand

– Cost-oriented analyses

• Customary prices - Traditional prices that customers expect to pay for certain goods and services

Methods for Determining Prices

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Demand – The amounts of a firm’s product that consumers will purchase at different prices during a specified time period

Supply – The amounts of a good or service that will be offered for sale at different prices during a specified period

Pure competition – A market structure with so many buyers and

sellers that no single participant can significantly influence price

Price Determination in Economic Theory

1 2

3

Break-Even Analysis

Quantity (units)

Pri

ce (

$)

Fixed Costs

Total Revenue

Total Costs

Profits

Losses

Break Even

3/13/2015 230

o Domestic pricing strategies: – Profitability

– Volume

– Meeting competition

– Prestige

– Price stability

Global Issues in Price Determination

o Prices must support the company’s broader goals

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Pricing in Telecommunication services

The Importance of Price

Comparisons with New Products

Price Concerns of Marketing Managers

Comparisons against Private Label and Generic Brands

Consumer Price Sensitivity

Market Share Pressures on Price

3/13/2015 233

Network Industries

• Telecommunication is industries that contain network infrastructure and economic networks

• Telecommunication service industries have network infrastructure

• Telecommunication is a true network industry

3/13/2015 234

What is a network industry?

• An economic network is

– an industry in which the addition of a client brings both private (to the client) and

– public (to the other clients) benefits

• Thus, demand for the service provided by the network depends on the number of other clients as well as the intrinsic value of the service

• A telephone network of one client is useless; the value of the network increases to existing clients whenever a new client joins

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The presence of these network effects influences public policy

• Two major policy implications:

– Universal service

– Interconnection requirement

• Universal service is justified by the public benefit of increasing the client base

• Interconnection is essentially the same argument – interconnecting networks provide their respective clients a much larger network than they had without interconnecting

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Regulatory policy must take network effects into account

• Traditional regulation attempts to assign costs to services and then set tariffs to costs, which include a “reasonable” return

• This approach may or may not be appropriate in the presence of network effects together with competition, potential or real

• The structure of prices may be as important as the level; that is, a wider variety of pricing plans may prove necessary than a simple two-part tariff (rental plus usage)

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Relevant characteristics of telecom network costs

• High proportion of fixed costs – In fact, the network is essentially 100% fixed costs relative

to usage

• Assignment of costs to subscriber lines and usage is essentially arbitrary and depends on accounting rules

• An economically ‘efficient’ tariff would be a simple flat monthly fee

• Demand considerations generally make the efficient tariff unsuitable, at least as a single-price option

3/13/2015 238

Cost concepts

• Total cost

• Fixed cost

• Variable cost

• Average cost

• Marginal cost

• Incremental cost

3/13/2015 239

Total cost, fixed cost, variable cost

• Total cost is simply the total cost of the

telephone network capable of providing the services of interest

• Fixed cost is that cost that does not vary with

the amount of service

• Variable cost is that part of cost that varies with

output

Mathematics expression:

TC = FC + VC

3/13/2015 240

Evaluating cost concepts in telecommunications

• Fixed costs: A very high percentage of total costs are fixed in telecom

• Variable costs: There is no variable cost for usage (outside the peak hour), and only a small variable cost for a new access line

• Marginal costs: Similar to variable costs

• Incremental costs: Significant, but still very small relative to total costs

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