TELECOMUNICATION OPERATORS VS GADGET MANUFACTURERS VS CONTENT PROVIDERS

TELECOMUNICATION OPERATORS VS GADGET MANUFACTURERS VS CONTENT PROVIDERS Competition in Obtaining Indonesia’s Rising Netizen & Mobile Market

Hermawan Kartajaya Taufik Jacky Mussry Iwan Setiawan Farid Subhkan Melati Asri Maharani Achmad Yunianto BE Satrio Ferdy Setiawan Wiwiek Rahayu Reyhan Syafril February 23, 2012

About MarkPlus Consulting MarkPlus Consulting is the elite consulting arm of MarkPlus, Inc. Small but gifted, our team is a mix of young creative individuals and seasoned expert leaders. Our young consultants solve problems quickly and creatively while our leadership team contributes their vast experience and sound judgment. Our ability to extract meaningful and actionable insights from piles of data is unparalleled. Inspired by our founder, Hermawan Kartajaya—who is a world-class marketing modeler—every one of our consultants is great at developing solution frameworks. We limit ourselves to an average of six projects every year and focus only on solving challenging marketing problems.

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TELECOMUNICATION OPERATORS VS GADGET MANUFACTURERS VS CONTENT PROVIDERS

Competition in Obtaining Indonesia’s Rising Netizen & Mobile Market Perkembangan teknologi yang pesat disertai dengan pertumbuhan ekonomi Indonesia yang positif termasuk saat terjadinya krisis keuangan global pada tahun 2008 telah membuat industri ICT terus bergerak semakin dinamis. Operator telekomunikasi yang awalnya memiliki peran yang dominan dalam menentukan arah pergerakan industri, perlahan mulai tersaingi dengan munculnya 2 kekuatan baru, yaitu produsen gadget (termasuk affordable gadget) dan penyedia konten.

Accelerating technology development along with Indonesia’s positive economic growth, even during global financial crisis in 2008, have brought ICT industry toward a more dynamic state. Initially, operators have dominant role in determining the way which the industry will be heading to, but as a matter of time now they should face rivalry from two new competitors, namely gadget manufacturers (affordable gadget as well) and content providers.

Selain dikarenakan inovasi dari gadget sendiri, perkembangan gadget sebenarnya juga didorong oleh perkembangan social media. Berbagai platform social media yang telah berkembang lebih dari 1 dekade lalu telah mendidik konsumen untuk lebih akrab dengan dunia internet dan menjadikan social networking sebuah kebutuhan. Hal ini membuat kemunculan gadget langsung dapat menarik atensi dan cepat diserap pasar. Tercatat mulai dari yang premium sampai affordable, global sampai lokal, ikut menikmati pasar gadget di Indonesia yang terus berkembang.

Besides its continuous innovation, the gadget development is actually boosted by the mounting growth of social media as well. An increasing range of social media platforms in the last one decade brings consumers closer to internet and makes social networking as one particular need. Consequently, as various gadgets enter the market, they are able to attract consumers’ interest and absorbed by the market at instant. Started from premium gadgets to affordable ones, from global brands to local ones, all of them are well-accepted in Indonesia’s gadget market.

Namun perkembangan ICT serta gadget juga tidak bisa dilepaskan dari perkembangan konten yang mendukung kepintaran gadget itu sendiri. Tercatat dalam perhitungan ATSI (Asosiasi Telekomunikasi Seluler Indonesia), pendapatan penyedia konten mencapai angka 5-6 triliun dan berkontribusi sebesar 7 persen dari total pendapatan industri ICT. Ekpektasi konsumen yang tinggi akan sebuah gadget saat ini menjadi peluang bagi penyedia konten untuk ikut menentukan arah perkembangan ICT itu sendiri. Hal ini salah satunya ditunjukkan melalui peran penyedia konten yang turut andil dalam menentukan popularitas sebuah gadget dengan sistem operasi Android.

Nevertheless, the ICT growth itself cannot stand alone without any growth in the content development that supports those gadgets. According to ATSI (Association of Indonesian Cellular Operators), the total revenue of content providers already reaches IDR 5-6 trillion and contributes 7% to the total revenue of ICT industry. Consumers put high expectation on the gadget at the present time, and this circumstance provides a good opportunity for content providers to show some significant roles in determining the future of ICT afterward. One of those roles can be observed from their role and contribution in establishing the popularity of Android gadgets.

DILEMA PELAKU ICT INDONESIA

DILEMMA FOR THE PLAYERS OF INDONESIA’S ICT INDUSTRY

Pertumbuhan netizen Indonesia merupakan sebuah target potensial sekaligus sebuah tantangan besar bagi operator. Lonjakan jumlah subscriber yang dialami semua operator telah membuat kapasitas jaringan semakin padat. Berdasarkan paparan industri seluler Indonesia yang dirilis oleh Telkomsel, jumlah pangsa pasar telekomunikasi di Indonesia telah berkembang

The growth of Indonesian netizen is both a potential target and also a huge challenge for operators at the same. The leap of subscriber number faced by all operators already makes the network capacity become denser. Based on the outlook on Indonesia’s cellular industry released by Telkomsel, it is noted that the total market share of Indonesia’s telecommunication has

OPERATOR TELEKOMUNIKASI

Telecomunication Operators VS Gadget Manufacturers VS Content Providers

Telecommunication Operator

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dan mencapai angka 274 juta subscriber pada akhir kuarter 3 tahun 2011. Selain itu, askes data internet ataupun pesan singkat yang semakin meningkat seiring dengan semakin signifikannya pertumbuhan gadget di Indonesia makin memperparah kondisi ini. Hal ini terlihat dari tren peningkatan revenue operator dari sektor data. Akibatnya, akhir-akhir ini keluhan yang timbul dari konsumen mengenai kualitas jaringan yang semakin buruk.

developed and reached 274 million in Quarter 3 2011. In addition, the increase of internet data access and short message as the impact of the significant growth of gadget in Indonesia make the situation even more complicated. Operators indeed get increasing data revenue, but they also get many complaints from customers because of the recently-poor network quality.

Exhibit 1. Indonesia’s Telecom Market Share (in percentage)

Total market: 274 billion subscribers

Indosat - Starone: 0.1 Telkomsel: 38.0

Bakrie - Esia: 5.5

Telkom Flexi: 6.6 Sampoerna Ceria: 0.1 Mobile-8 & Smart - Smartfren: 2.5 Axis: 5.6 Indosat: 18.8

Hutchison - 3: 7.1 XL Axiata: 15.8

Source: Investor Presentation Q 3 2011 (Telkomsel)

Exhibit 2. Indonesian telecommunication Operators’ Data Revenue Growth (in billion rupiah) Q 3 2010

Q 3 2011

61,2% 3,629 48,7% 2,251

1,4% 1,810.90

1837.1

2443 1643

7,5% 783.4

Telkomsel

Indosat

XL

842.4

Esia

Source: Investor Presentation Q 3 2011 (Telkomsel, Indosat, XL, Esia), various articles Dalam upaya untuk mengatasi ketidaknyamanan konsumen tersebut, operator dituntut untuk melakukan investasi guna mengembangkan kapasitas jaringannya. Namun hal inilah yang kemudian menjadi Telecomunication Operators VS Gadget Manufacturers VS Content Providers

As a result, in order to cope with this customers’ inconvenience, the operators should strive to make big investment in developing their network capacity. However, it also becomes a dilemma for them. The Page 02

dilema bagi operator. Saat investasi yang dibutuhkan untuk mengembangkan jaringan tersebut tinggi, tren ARPU (Average Revenue Per User) konsumen nyatanya malah semakin menurun. Terlebih lagi ke depannya, penggunaan data berpotensi lebih banyak mendominasi alokasi penambahan kapasitas yang dibangun operator. Padahal penjualan akan akses data ini umumnya dengan paket penggunaan tak terbatas sehingga diprediksi akan banyak menyedot kapasitas jaringan. Hal-hal tersebut membuat operator menjadi ragu dalam mengalokasikan dana capital expenditurenya.

investment required to develop the network capacity is certainly huge, but ARPU (Average Revenue Per User) apparently shows decreasing trend instead. What’s more, in the near future, the data usage will be more potentially dominating operators’ allocation for capacity development since data access itself is generally offered in the unlimited package that will surely absorb the largest portion of the network capacity. All these considerations consequently give big hesitancy for operators in allocating their capital expenditure fund.

Exhibit 3. ARPU Trends of Indonesian telecommunication Operators (in thousand rupiah) Q 3 2010

-9,5%

42

-16%

38

Q 3 2011

-5,9%

35

34

-23,1%

32

29.4

26 20

Telkomsel

Indosat

XL

Esia

Source: Investor Presentation Q 3 2011 (Telkomsel, Indosat, XL, Esia), various articles

Exhibit 4. Capital Expenditure of Indonesian telecommunication Operators (in billion rupiah) 8 7 6

5.525

4.85

5 4 3 2 1 0 2010 Telkomsel

2011 Indosat

XL

Esia

Average

Source: Investor Presentation Q 3 2011 (Telkomsel, Indosat, XL, Esia), various articles Namun mengingat peran operator yang merupakan penyedia jasa infrastruktur, maka mau tidak mau tuntutan konsumen akan kapasitas jaringan tersebut Telecomunication Operators VS Gadget Manufacturers VS Content Providers

However, considering their role as the infrastructure service provider, the operators no matter what should be able to fulfill consumers’ demand for the quality network Page 03

akan coba dipenuhi. Resiko berpindahnya konsumen saat ini ke kompetitor serta penurunan tingkat penggunaan oleh konsumen saat ini, menjadi pertimbagan yang cenderung mendorong operator untuk terus berinvestasi di infrastruktur. Hal ini juga didukung oleh hasil penelitian MarkPlus Insight pada tahun 2012 kepada 635 responden yang tersebar di Jakarta, Bandung, Semarang, Surabaya, Medan, dan Makassar yang menyatakan bahwa kualitas jaringan ternyata masih merupakan faktor pertimbangan terpenting konsumen dalam memilih sebuah operator. Tidak heran apabila hal ini membuat Simpati dan Flexi berhasil meraih predikat operator GSM & CDMA terpopuler pilihan masyarakat Indonesia dari hasil penelitian MarkPlus Insight.

capacity. The risk of customers’ subscription shifting to the competitors and the declining ARPU should become particular considerations that will push operators to keep investing in infrastructure. That suggestion is also supported by a research held by MarkPlus Insight on 635 respondents in Jakarta, Bandung, Semarang, Surabaya, Medan, and Makassar, that reveals that the network quality is indeed consumers’ most determinant factor in choosing one particular operator. No wonder, based on that research, Simpati and Flexi, both considered good in network quality, respectively succeed to win the most popular GSM operator brand and the most popular CDMA operator brand.

Exhibit 5. Main Consideration in Choosing telecommunication Operators (in percentage) Misc., 7.9 Internet Acess Speed, 6.6 Data Tariff, 6.6

SMS tariff, 6.8

Voice Quality/ Signal, 46.3

Wide Coverage, 10.1

Voice Call Tariff, 15.6

Source: MarkPlus Insight’s Research in 2012

Key Success Factor : Pengembangan Peran Operator Telekomunikasi sebagai Penyedia Konten & Gadget

Key Success Factor: Extension of Telecommunication Operator’s Role as the Content & Gadget Provider

Untuk mengoptimalkan investasi yang dilakukan ke dalam profit perusahaan sekaligus memaksimalkan peran operator yang bukan hanya sebagai penyedia infrastruktur, maka para operator telekomunikasi mencoba memperluas perannya sebagai penyedia konten ataupun gadget.

To optimize the ongoing investment into company’s profit and maximize their role not merely as the infrastructure provider, the telecommunication operators then should try to extent their role as the content and gadget provider.

Saat ini beberapa operator telah mencoba mengembangkan kontennya sendiri untuk memenuhi kebutuhan konsumennya. Sebut saja langitmusik dari Telkomsel yang memberikan fasilitas berbayar untuk mengunduh lagu, Indosat Arena yang memberikan fasilitas berbayar untuk mengunduh games dan lagu, ataupun XL Goklik yang memudahkan konsumennya untuk melakukan update status di jejaring sosial. Namun dikarenakan adanya akses lain untuk mengunduh aplikasi-aplikasi ini di dunia maya,

Currently, some operators actually already start developing their own contents to fulfill their customers’ need. As for example, Telkomsel’s langitmusik already provides a paid facility to download songs, Indosat Arena offers similar facility for customers to download games and songs, or XL Goklik enables customers to update their status in social media. However, these contents yet become the main choice since consumers still have other access to download similar applications.


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membuat akses konten yang dibangun oleh operator belum menjadi pilihan utama konsumennya. Untuk menghadapi hal ini, salah satu cara yang dapat dilakukan operator adalah melakukan pendekatan melalui komunitas. Komunitas yang terbina secara baik akan meningkatkan hubungan baik antara konsumen dengan operator. Dengan terpeliharanya hubungan baik, maka secara psikologis akan timbul rasa hormat dan segan antara keduanya. Hal ini membuat migrasi komunitas agar berpindah untuk mengunduh aplikasi-aplikasi di website konten operator menjadi lebih mudah untuk dilakukan. Selain melalui komunitas, pemberian potongan harga dengan syarat tertentu juga dapat dijajaki untuk mendukung strategi komunitas tersebut. Misalnya bagi konsumen yang menggunakan produk broadband operator, maka konsumen tersebut berhak mendapatkan potongan harga untuk mengunduh aplikasi di website penyedia konten yang disediakan operator.

Therefore, one of the ways that operators can take to cope with this matter is actually through the community-based approach. A well-managed community will develop a good relationship between consumers and operators. Psychologically, there will be a mutual respect between them as the relationship gets stronger, and it will potentially help operators in shifting consumers’ preference toward operators’ content website. In addition, operators may also need to consider offering their contents at discount under certain terms and conditions to support that community-based strategy. For instance, the customers of a certain operator deserve a discount to download some application from the operator’s content website.

Selain konten, beberapa operator juga mencoba mengembangkan perannya sebagai penyedia gadget. Salah satu operator yang berhasil melakukan strategi ini di kategori affordable gadget adalah Esia. Melalui bundling gadget dengan potongan harga untuk paket penggunaan produk selama jangka waktu tertentu, esia sukses menarik atensi calon konsumennya yang umumnya berasal dari kalangan bawah.

Besides content, some other operators also try to extend their role by becoming a gadget provider. One of those telecommunication operators is Esia, which already successfully implements such strategy in the affordable gadget category. Offering its gadget bundling at discount under certain period of time, Esia succeeds to attract the attention of lower middle class consumers as its target market.

PRODUSEN GADGET

Gadget Manufacturers

Seiring dengan membaiknya perekonomian nasional karena suntikan investasi asing di dalam negeri, Industri ICT diprediksi akan mengalami pertumbuhan yang signifikan. Berbekal pertumbuhan sebesar 20% dalam dua tahun terakhir dengan nilai pasar yang mencapai Rp 360 triliun, ke depan industri ini juga diperkirakan akan terus meningkat. Menurut lembaga riset International Data Corporation (IDC) Asia Pasifik, total anggaran belanja IT diestimasi akan meningkat hingga mencapai US$ 12,9 milyar di akhir tahun seiring dengan meningkatnya kebutuhan jangkauan jaringan telekomunikasi.

As Indonesia’s economic continues to grow significantly due to the increasing support from foreign investors, ICT industry is predicted to experience a significant growth as well. Having achieved the remarkable growth of 20% with the total market of IDR 360 trillion within the last two years, this industry shows some optimism to continue its rising growth trend. According to International Data Corporation (IDC) Asia Pacific, the total budget for IT spending is estimated to increase up to US$ 12.9 billion by the end of this year as the need of telecommunication network also increases.

Indikasi utama pencapaian positif tersebut terlihat jelas pada peningkatan penjualan gadget dan akses internet di Indonesia. Semakin banyak pilihan gadget, mulai dari ponsel, notebook, netbook, dan tablet yang tersedia di pasar mendorong perilaku konsumen yang menjadi semakin konsumtif terhadap akses informasi dan hiburan yang tersedia luas di dunia maya. Perilaku konsumtif tersebut semakin meningkat terlebih lagi didorong oleh munculnya sejumlah gadget, terutama smartphone, yang kini tersedia dalam harga yang terjangkau.

The key indication of that positive accomplishment can be clearly observed from the increase of gadget sale and internet access in Indonesia. The increasing number of gadgets available in the market, started from mobile phone, notebook, netbook, and PC tablet, makes consumers become more consumptive toward any access for information and entertainment in the digital world. That consumptive behavior increases even more because of the emergence of several affordable gadgets, particularly smartphone.


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MarkPlus Insight dalam riset mengenai Netizen Indonesia 2011, menemukan bahwa smartphone masih mendominasi kepemilikan gadget di Indonesia, melampaui notebook, feature phone (non smartphone) PC, Netbook, dan PC Tablet.

MarkPlus Insight in a research on Indonesian Netizen 2011 found that smartphone still dominated the gadget ownership in Indonesia, exceeding notebook, feature phone (non smartphone) PC, Netbook, and PC Tablet.

Exhibit 6. Indonesian Netizen’s Gadget Ownership (in percentage) 57.4 44.3 28.1

26.1

12.0

Smartphone Notebook

Feature phone

PC

Netbook

1.4

1.1

Tablet

Multimedia player

0.2 Smart TV

Source: MarkPlus Insight’s Reseach in 2011 - Indonesian Netizen 2011: Attitude And Behavior Namun, pertumbuhan sektor teknologi informasi dan komunikasi ini secara langsung ternyata memberikan dampak yang kurang baik terhadap siklus hidup produk gadget dewasa ini. Teknologi yang terus update membuat siklus hidup produk (product life cycle) gadget semakin pendek. Begitu juga tingkat inovasi produk yang tinggi membuat tahap kedewasaan (maturity) dan penurunan (decline) produk menjadi lebih singkat. Perhatian konsumen begitu cepat teralihkan oleh produk lain yang muncul sehingga menjadikan setiap produk gadget tampak menjadi produk fad yang datang dan pergi begitu cepat, digantikan oleh produk serupa yang lebih baru dan canggih. Tak heran, produsen gadget harus berinovasi agar dapat menghasilkan produk-produk yang selalu up-to-date dengan kemajuan teknologi komunikasi terkini.

However, the growth of information and communication technology apparently gives unfavorable impact toward the product life cycle of gadget nowadays. The up-to-date technology makes its product life cycle (both maturity stage and declining stage) become shorter, and so does its high level of innovation. Consumers nowadays can easily shift their attention toward new products, and it consequently makes previously-released gadgets become fad products that emerge and disappear so quickly, replaced by those more sophisticated, latest products. No wonder, currently gadget manufacturers willy-nilly should be able to keep up their innovation to manufacture the latest products hand in hand with the current communication technology development.

Berdasarkan polling yang dilakukan oleh Retrevo, sebuah situs khusus mengenai perilaku konsumen elektronik di AS, ditemukan bahwa 62% konsumen AS mulai merasakan dampak siklus teknologi yang semakin cepat tersebut dan mereka meyakini bahwa gadget yang mereka miliki, terutama smartphone, cenderung menjadi cepat obsolete. Hal tersebut tak terkecuali juga terjadi di Indonesia. Konsumen kini merasa bahwa gadget yang baru saja mereka miliki akan menjadi cepat out-of-date, bahkan tak lebih dari satu tahun, dengan bermunculannya banyak produk serupa yang lebih canggih dalam kurun waktu yang relatif singkat.

Based on a polling by Retrevo, one of largest US consumer electronics shopping and review sites, it is found that 62% of US consumers start experiencing the impact of the accelerating technology cycle and believe that their gadgets, especially smartphone, tend to get obsolete easily. The similar circumstance, with no exception, also occurs in Indonesia. Indonesian consumers also feel that the gadget they recently buy will be outdated so quickly, even within less than one year, when similar but more sophisticated products are released just in a relatively short moment.


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Smartphone

Smartphone

Dalam pasar smartphone, dampak perkembangan sistem operasi android yang pesat terhadap percepatan siklus ponsel tidak dapat dikesampingkan. Android yang begitu terjangkau memungkinkan para produsen ponsel untuk dapat memberikan konsumen beragam pilihan produk smartphone. Produsen kini “tinggal” fokus bagaimana melakukan customization pada Operating System yang terbuka ini untuk menciptakan ponsel dengan fitur yang berkualitas dan memasarkan value produk mereka untuk menarik minat konsumen. Akibatnya, tren Android’s Law ini mendorong ponsel android yang kini tengah merajai pasar silih berganti muncul dan menjadi relatif cepat obsolete, dan tidak ketinggalan juga mendorong siklus produk ponsel yang semakin cepat pula secara keseluruhan.

In the smartphone market, the impact of the rapid growth of Android operating system toward the accelerating cycle of mobile phone cannot be underestimated. Android is so affordable that enables the manufacturers to offer a wide range of smartphones. They “only need” to focus on how to carry out some customization on this Open Operating System in order to produce a product with quality features and promote their best offerings to the market. Consequently, this so-called Android’s Law trend drives those Android smartphones to quickly emerge and disappear in turns and become obsolete easily, and it also even accelerates the product life cycle of mobile phone in overall.

Exhibit 7. Android’s Life Cycle in USA ANDROID’S LAW: MANUFACTURING CYCLES ARE GETTING SHORTER Average lag time, in months, between an Android update’s release and the launch of phones based on it. 10 months 9

9.7 months

9.1 months

8

7.9 months

7 6.7 months 6

ANDROID 1.5 CUPCAKE 4/09

ANDROID 1.6 DONUT 9/09

ANDROID 2.1 ECLAIR 10/09

ANDROID 2.2 FROYO 5/10

Source: An Article entitled “Your New Smartphone is Already a Dinosaur” Kebanyakan produsen ponsel terpaksa tega memangkas lifecycle produknya dengan memunculkan produk lainnya, sebelum dikalahkan oleh produsen lain. Akibatnya, tipe ponsel baru pun banyak bermunculan dalam periode yang singkat, di mana terhitung pada periode April 2010 hingga Maret 2011, Retrevo mencatat para produsen ponsel terkemuka seperti Samsung, Blackberry, Nokia, Motorola, LG, dan HTC secara keseluruhan mengeluarkan 120 smartphone baru. Para produsen sendiri pun tak ragu menanamkan investasi yang besar untuk berlomba-lomba mengeluarkan berbagai macam tipe smartphone terbaru. Dalam hal ini, Samsung menjadi produsen yang paling agresif dengan meluncurkan variasi produk smartphone yang lebih beragam dibanding produsen lain. Telecomunication Operators VS Gadget Manufacturers VS Content Providers

Most of the mobile phone manufacturers bear to cut their products’ life cycle by releasing another new product before being preceded by the competitors. As a result, more and more new mobile phones are released in the market in a relatively short period of time. From April 2010 to March 2011, Retrevo noted that some top brands such as Samsung, Blackberry, Nokia, Motorola, LG, and HTC in overall have released 120 new smartphones. They seemed to show no hesitancy in making big investment by launching various new types of smartphone, and in this case Samsung became the most aggressive brand by releasing more new types of smartphone than other manufacturers.

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Exhibit 8. Number of Smartphone released from April 2010 to March 2011 Number of smartphones from April 2010 to March 2011 30+

30+ 20+ 20+

15+

15+

15+

15+

BLACKBERRY

MOTOROLA

NOKIA

10+

0 HTC

LG

SAMSUNG

Source: An Article entitled “Poll: 62% of Consumers Feel Their Smartphone Is Obsolete” Banyaknya pilihan yang tersedia membuat konsumen kini memiliki banyak pilihan dan smartphone lambat laun mulai menjadi barang komoditas. Oleh sebab itu, para produsen harus mampu memberikan penawaran terbaik bagi konsumen agar mampu menunjukan kemampuan bersaing.

Abundant selections of smartphone available in the market have given consumers more options, and as a result, smartphones slowly but sure start becoming commodity products. Therefore, the manufacturers should be able to give consumers the best offering in order to avoid such phenomenon and gain the competitive advantage instead.

Key Success Factor: Mentarget kalangan menengah ke bawah & Inovasi produk

Key Success Factor: Targeting lower middle class segment & Product Innovation

Salah satu langkah sukses yang diambil oleh salah satu produsen gadget lokal adalah menyasar konsumen menengah kebawah yang kemungkinan masih mempertimbangkan aspek harga. Hal ini memang bertolak belakang dengan kondisi awal pasar smartphone yang dahulu hanya fokus pada produk premium bagi konsumen kalangan menengah atas, namun disitulah kunci keberhasilannya. Di saat produsen besar seperti Blackberry dan Nokia hanya fokus pada premium smartphone, Nexian muncul dengan gebrakan NX-G900 yang dijual seperlima dari harga BlackBerry yang saat itu sangat dominan. Kejelian tersebut terbukti berhasil karena Nexian berhasil melihat kebutuhan smartphone bagi kalangan menengah bawah. Hasilnya saat ini Nexian diasosiasikan kuat sebagai pionir affordable smartphone di kalangan masyarakat.

One of the key actions taken by one of the local gadget manufacturers is targeting the lower middle class consumers who still put price as the main consideration. Indeed, the action is not consistent with the early state of smartphone market that initially focused on the premium products specifically for upper middle class segment, but it is actually the key of its success. When big manufacturers such as Blackberry and Nokia only focused on their premium smartphone, Nexian appeared with its NX-G900 and sold it in a fifth of BlackBerry price. Nexian’s strategy proved successful because it can smartly identify the lower middle class consumers’ need toward smartphone. As a result, Nexian nowadays has been strongly associated as the pioneer of affordable smartphone among Indonesian consumers.

Seiring waktu, para produsen besar akhirnya menyadari potensi pasar yang terpendam ini dan mulai menawarkan affordable smartphone bagi konsumen menengah bawah dan mendorong terjadinya diversifikasi produk smartphone. Berdasarkan hasil riset MarkPlus Insight baru-baru ini mengenai pasar ponsel

As a matter of time, the top manufacturers finally realize this veiled market potential and start offering affordable smartphone for the lower middle class segment, and that decision subsequently impels the diversification of smartphone product. According to a recent research held on the Indonesia’s mobile phone market, MarkPlus Insight


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di Indonesia ditemukan bahwa Nokia menjadi pilihan teratas konsumen Indonesia (37%), sedikit lebih tinggi dibandingkan Blackberry (31,3%). Keunggulan Nokia secara umum di pasar ponsel nasional tersebut tidak terlepas dari strategi perusahaan yang menyasar baik konsumen menengah atas maupun menengah bawah. Meski terus mendapat ancaman dari Blackberry dan yang terkini Samsung, Nokia ternyata masih menjadi pilihan konsumen, dan oleh sebab itu, MarkPlus Insight memilih Nokia sebagai merek telepon seluler global terpopuler.

finds that Nokia (37%) is still the most favorite brand for Indonesian consumers, a bit higher than Blackberry (31,3%). This accomplishment itself is strongly related to Nokia’s strategy in targeting both upper middle class segment and lower middle class segment. Continuously competing with Blackberry and recently also facing a rising threat from Samsung, Nokia apparently still becomes the top choice. And for that reason, MarkPlus Insight confers Nokia as the most popular mobile phone brand.

Namun demikian, para produsen smartphone tersebut tentu tidak dapat hanya mengandalkan penawaran harga saja, tetapi harus melakukan inovasi agar menunjukkan diferensiasi yang unik dibanding para pesaing. Esia (PT. Bakrie Telecom, Tbk) merupakan salah satu contoh produsen lokal yang berhasil dengan mengandalkan produk-produk yang selalu inovatif. Menyasar konsumen kalangan menengah bawah, Esia terkenal sebagai “rajanya program bundling” dengan tidak hanya bekerja sama dengan operator seluler tetapi terakhir ini juga berkolaborasi dengan salah satu produsen ponsel besar, Samsung, dalam membundling dua ponsel CDMA keluaran Samsung, Bronkx B299, dan Fortress E189. Tak heran, popularitas dalam berinovasi tersebut menjadikan Esia terpilih sebagai merek telepon seluler lokal terpopuler berdasarkan riset MarkPlus Insight baru-baru ini.

Nevertheless, smartphone manufacturers obviously cannot only depend on the price offering, but they should also optimize their innovation aspect in order to demonstrate a unique differentiation compared to the competitors. Esia (PT. Bakrie Telecom, Tbk) is one of the local manufacturers that prove successful by relying on its innovative products. Targeting the lower middle class segment, Esia is well known as the “King of Bundling” by not only partnering with some telecommunication operators, but also one of the top manufacturers, Samsung, to offer two Samsung’s CDMA mobile phones, Bronkx B299 and Fortress E189. No wonder, its reputation in innovation confirms Esia as the most popular local mobile phone brand based on MarkPlus Insight’s recent research.

Differensiasi unik lain yang berhasil ditunjukkan oleh produsen smartphone nampak pada diri sebuah iPhone. Diferensiasi itu tidak lain adalah operating system iOS iPhone yang tidak dipergunakan oleh smartphone lain. Dukungan application store dan kualitas servis iPhone pun sangat mumpuni dan semakin menegaskan kekuatan iPhone sejauh ini. Berbeda dengan smartphone lain seperti Samsung, Motorola, Sonny Ericson, LG, HTC yang sama-sama mempergunakan Android sebagai operating system.

Another successful, unique differentiation can be seen on Apple’s iPhone. IPhone has its own operating system, namely iOS, which is not applied on other smartphone brands. In addition, the support of its quality application store and service standard confirm iPhone’s strength even more. On the contrary, other smartphone brands such as Samsung, Motorola, Sonny Ericson, LG, and HTC apply Android as their operating system and seem to lack of their own uniqueness.

Dengan operating system yang sama, kelima produsen ini akibatnya belum memiliki diferensiasi yang unik, selain perbedaan khas pada desain. Belum lagi aplikasi yang ditawarkan Android belum mampu menyaingi koleksi Apple’s App Store yang telah melebihi 500.000 aplikasi. Fakta yang sedemikian rupa tentu perlu menjadi pertimbangan serius smartphone Android agar menentukan diferensiasi masing-masing jika ingin menunjukan kemampuan bersaing seperti iPhone.

Applying similar operating system, these five manufacturers yet have a unique differentiation, except on the difference of their respective typical design. Moreover, Android is not able yet to match the collection of Apple’s App. Store that already exceeds 500.000 applications. Such fact, of course, should become serious consideration for Android smartphone manufacturers in order to determine their own differentiation unless they will not be able to obtain a competitive advantage like iPhone.


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Laptop

Laptop

Semakin banyaknya bermunculan gadget baru berpengaruh cukup signifikan pada pasar laptop Indonesia (notebook dan netbook) pada tahun 2012 ini. Sebagai contoh, tahun lalu tablet PC berhasil menggerus 8% pasar laptop dan tahun ini diperkirakan akan naik hingga mencapai 15%. Meski perlu menjadi perhatian para produsen, namun pasar laptop sendiri diprediksi masih akan tetap menunjukkan pertumbuhan yang positif.

A wide range of new gadget available in the market has affected significantly on Indonesia’s laptop market (notebook and netbook) in 2012. Last year, tablet PC succeeded in grasping 8% of laptop market, and it is even estimated to increase to 15% this year. Although it should be a serious consideration for laptop manufacturers, the laptop market itself, according to some estimates, will keep showing a positive growth trend.

Tablet PC masih bersifat sebagai pelengkap, dan kebutuhan konsumen akan laptop sebagai gadget utama masih belum bisa tergantikan. Tablet PC dan laptop sama-sama dimanfaatkan konsumen sebagai media untuk browsing data dan informasi di dunia maya, namun laptop masih menjadi preferensi utama konsumen Indonesia terutama untuk mengolah data atau dokumen.

Tablet PC is still complementary, and consumers’ need of laptop as the primary gadget is yet irreplaceable. Both tablet PC and laptop are mostly used to browse data and information in the internet, but laptop still becomes the main preference whenever consumers need to work with data or document.

Exhibit 9 Common Activities with Notebook / Netbook (in percentage) 74.2

49.3

48.4 37.6

Internet Browsing

Processing Word

Social Networking

Spread sheeting

36.2

E-mailing

Source: MarkPlus Insight’s Reseach in 2012

Oleh sebab itu, agar tetap dapat mempertahankan keunggulan produk laptop di tengah bermunculannya gadget baru tersebut, produsen laptop perlu terus berinovasi terutama dalam hal spesifikasi yang ditawarkan.

Hence, to keep its primary advantage up in the mid of new emerging gadgets, laptop manufacturers then should stay focusing themselves on the innovation, especially in the specification offering.

Key Success Factor: Inovasi produk

Key Success Factor: Product innovation

Sesuai dengan hasil riset MarkPlus Insight yang menemukan bahwa selain faktor harga, tingginya aktivitas dengan laptop tentu membuat konsumen menginginkan notebook / netbook yang mampu menawarkan spesifikasi yang handal, mencakup kecepatan processor dan daya tampung data yang memadai, tetapi tetap mudah dioperasikan.

Based on the research of MarkPlus Insight, it is identified that in addition to the price factor, consumers’ high interaction with laptop in their daily activities makes them demand a more reliable, but easily operated notebook or netbook with reliable specifications, including fast processor, and sufficient data storage.


Page 10

Exhibit 10. Main Consideration in Choosing Notebook/ Netbook (in percentage) Misc., 9.4 Quality, 4.5 Brand, 9.4 Specifications, 48.1 Additional Features, 13.6

Source: MarkPlus Insight’s Research in 2012 Price, 15.0 Dari sekian banyak pemain di pasar ini, Acer masih mampu menjadi yang terdepan dan sekaligus merek terlaris sejak 2005 hingga 2011. Keberhasilan Acer mempertahankan posisi market leader tersebut tidak lepas dari kepercayaan konsumen akan kualitasnya. Di saat gadget lain terus berkembang seiring kemajuan teknologi, Acer pun juga selalu mengandalkan pada inovasi teknologi, yaitu pada prosesor dan fitur-fitur yang ditawarkan. Inovasi produk yang berkelanjutan tersebut pun juga didukung dengan jaringan customer service yang merata.

Among many manufacturers within the market, Acer has become the most popular brand since 2005. Acer’s success in maintaining its position as the market leader cannot be separated from the consumers’ trust on Acer’s quality. While other gadgets keep developing along with the technology development, Acer also depends much on the technology innovation, specifically on the processor and features offered. The ongoing product innovation itself is also reinforced by the extent customer service network.

Tahun lalu, Acer masih menjadi market leader dengan penguasaan market share sebesar 26%, di mana penjualan notebook dan netbook menjadi pendorong utama. Selain itu, menurut International Data Corporation (IDC), penjualan Acer di Indonesia sendiri memberikan kontribusi yang signifikan sebesar 30% terhadap pendapatan Acer di Asia Pasifik pada kuartal 3 tahun 2011 lalu.

Last year, Acer still led the market with the share possession of 26%, boosted by the sale of notebook and netbook as the main drives. Moreover, according to International Data Corporation (IDC), the total sale of Acer in Indonesia alone has significantly contributed 30% toward Acer’s total revenue in Asia Pacific in the previous Quarter 3 2011.

Tak mengherankan, khusus di pasar laptop dalam negeri, Acer masih menjadi pilihan teratas konsumen karena berhasil mendongkrak penjualan produk notebook dan netbook, dan konsumen memilih Acer sebagai laptop & netbook terpopuler.

No wonder, particularly in the national laptop market, Acer still becomes the consumers’ top brand since it has successfully obtained the sale increase on both notebook and netbook. Unquestionably, Acer then deserves the predicate as the most popular laptop and netbook brand.

Tablet PC

Tablet PC

Meski belum mencapai tingkat pertumbuhan setinggi smartphone dan laptop, produk tablet pun kini perlahan mulai menjadi new rising star. Berdasarkan GFK Retail and Technology Indonesia, perusahaan konsultan di bidang ritel dan teknologi, pasar perangkat tablet diperkirakan akan tumbuh mencapai 860.000 unit pada tahun ini.

Although tablet PC has not reached the growth rate as high as smartphone and laptop, this product slowly but sure starts becoming a new rising star. Based on GFK Retail and Technology Indonesia, a retail and technology consulting firm, the market of Tablet PC is estimated to reach 860,000 units this year.


Page 11

Tablet perlahan telah mulai dilirik konsumen Indonesia terlebih karena memiliki keunggulan dibandingkan gadget lain seperti smartphone ataupun laptop. Hal ini pun juga dipicu oleh pergeseran gaya hidup masyarakat Indonesia yang semakin banyak bergantung kepada internet. Banyak konsumen yang memanfaatkan tablet untuk beraktivitas di dunia maya. MarkPlus Insight dalam risetnya menemukan bahwa pengguna tablet di Indonesia memanfaatkan fitur gadget ini untuk browsing atau mencari data dan informasi, atau bermain games baik online maupun yang telah tersedia di tablet, dan bersosialisasi di jejaring sosial.

Tablet PC slowly starts attracting Indonesian consumers’ attention as it offers some advantages compared to other gadgets such as smartphone or laptop. What’s more, it is also triggered by the shift on Indonesian people’s way of life that depends much on the internet. Many people in Indonesia now have been accustomed to tablet PC in their daily activities the digital world. MarkPlus Insight in its recent research identifies that the tablet PC users in Indonesia mostly use this gadget to browse data and information, or to play games, both online ones and installed ones, and interact in the social media.

Exhibit 11. Common Activities with PC Tablet (in percentage) 60.9

39.1 30.4

26.1 21.7

Internet Browsing

Gaming

Social Networking

E-mailing

Playing Music

Source: MarkPlus Insight’s Research in 2012 Sejauh ini jangkauan pasar tablet Indonesia memang masih terbatas di sejumlah kota besar, dan produk ini pun masih ditargetkan bagi konsumen kalangan menengah atas. Tak mengherankan memang karena pasar ini pun awalnya, pada tahun 2010, naik daun berkat kehadiran iPad Apple yang memang ditargetkan bagi konsumen kalangan atas dalam harga yang mahal. Namun demikian, pasar Indonesia masih merupakan pasar kelas menengah sehingga produsen tablet perlu menawarkan tablet dalam harga yang lebih terjangkau jika memang ingin meraih pasar tablet Indonesia.

Hitherto, the extent of tablet PC market in Indonesia is only limited in several big cities, and this gadget itself still targets the upper middle class consumers. It is indeed already predictable since this market initially, in early of 2010, raised due to the emergence of Apple’s iPad that specifically targets the upper class segment in the premium price. Nevertheless, Indonesia’s market is still the middle class market so that the tablet PC manufacturers should offer such gadget in a more affordable price to reach Indonesia’s tablet PC market.

Key Success Factor: Mentarget kalangan menengah ke bawah

Key Success Factor: Targeting lower middle class segment

Hasil temuan MarkPlus Insight tentang perilaku konsumen tablet di Indonesia menyatakan bahwa harga menjadi pertimbangan utama ketika memilih satu merek perangkat tablet tertentu.

A finding of MarkPlus Insight’s research on the tablet PC consumers’ behavior in Indonesia indicates that price still becomes one of the main considerations whenever they choose one particular tablet PC brand.


Page 12

Exhibit 12. Main Consideration in Choosing PC Tablet (in percentage) Screen Size, 4.3 Wifi Access, 4.3 Additional Features, 4.3 Brand, 8.7

Specifications, 52.2

Price, 26.1


Hal itu yang disadari oleh Samsung dengan perangkat tabletnya, Samsung Galaxy Tab. GFK mencatat kini terdapat sekitar 36 merek tablet yang tersedia di pasar dalam negeri, dan Samsung berhasil menjadi pemimpin pasar dengan penguasaan 50% market share dan penjualan mencapai 215.000 unit pada tahun 2011 lalu. Samsung yang hingga saat ini telah mengeluarkan tujuh tablet berhasil menjadi yang teratas karena menawarkan produk tablet yang lebih terjangkau dibandingkan iPad untuk menyasar pasar tablet Indonesia yang masih didominasi oleh konsumen kalangan menengah. Keberhasilan ini tak heran menjadikan Samsung juga terpilih sebagai tablet PC terpopuler di kalangan konsumen Indonesia.

Such consumer behavior is also grasped by Samsung with its popular tablet PC offer, namely Samsung Galaxy Tab. GFK notes that there are around 36 tablet PC brands available in Indonesia market, and Samsung succeeds to become the market leader, possessing 50% of national market share and achieving the sale of 215.000 units last year. Samsung, already releasing 7 types of tablet PC so far, has become the top brand because it offers more affordable tablet PC than iPad to target Indonesia’s tablet PC market that is still dominated by middle class consumers. This accomplishment, no wonder, makes Samsung selected as the most popular tablet OC brand among Indonesian consumers.

Penyedia Konten

Content Provider

Lonjakan pertumbuhan gadget di Indonesia telah memberikan prospek yang cerah bagi para penyedia konten. Jaringan internet yang semakin mudah diakses dengan piranti mobil telah mendorong para penyedia konten lokal mulai ikut ambil bagian dalam bisnis ICT ini. Apabila awalnya penyedia konten masih didominasi oleh pemain lama seperti Facebook, Twitter, 4shared, Kaskus, Detik, Kompas, dsb; namun belakangan ini sudah mulai meluas hingga kepada para penyedia konten lokal. Sebut aja mulai dari berbagai online shopping seperti tokobagus dan blibli, serta berbagai konten yang dikembangkan langsung oleh operator seperti langitmusik, Indosat Arena, dan XL Goklik. Fenomena yang terjadi saat ini nampaknya memunculkan optimisme akan peran penyedia konten khususnya lokal yang semakin vital dalam mendorong perkembangan industri ICT di Indonesia.

The increasing growth of gadget in Indonesia has given a bright prospect for content providers. The more accessible internet network through mobile device has encouraged local content providers to take part in the ICT business. Initially, the content sector was dominated by some established players such as Facebook, Twitter, 4shared, Kaskus, Detik, Kompas, etc., but lately already extends to the local content providers. Some of them are online shopping sites, such as tokobagus and blibli, and several content websites developed by the telecommunication operators, such as langitmusik, Indosat Arena, and XL Goklik. Such phenomenon apparently raises the optimism on the more vital role of local content providers in boosting the ICT development in Indonesia.


Page 13

Salah satu negara yang telah berhasil menunjukkan peran penyedia konten lokal di industri ICTnya adalah Cina. Di negara yang telah memiliki jumlah konsumen digital internet mencapai setengah milyar, penyedia konten lokal memegang peranan yang lebih dominan dibandingkan penyedia konten global. Baidu (search engine), QQ (instant messaging), Taobao (online shop), dan Sina (social network) merupakan beberapa penyedia konten lokal yang dominan di negara ini. Keberadaan penyedia konten ini bahkan mengalahkan penyedia konten global yang sudah lebih dulu mapan di industri ini seperti Google, Yahoo Messenger, Amazon, Facebook, dan Twitter.

One of the countries that have successfully showed the role of local content provider in the ICT industry is China. Already achieving a half billion digital consumers, the local content providers in China already hold a more dominant role than global content ones. Baidu (search engine), QQ (instant messaging), Taobao (online shop), and Sina (social network) are some of dominant local content providers in this country. The existence of these content providers even overthrows the global providers that have been long established in this industry, such as Google, Yahoo Messenger, Amazon, Facebook, and Twitter.

Terlepas dari peran pemerintah yang memang masih memproteksi pasar penyedia konten di Cina, namun dengan berkembangnya konten-konten lokal memberikan banyak manfaat. Selain akses yang lebih cepat, terbukanya lapangan pekerjaan serta ikut menambah devisa bagi negara menjadi beberapa keunggulan penggunaan konten lokal.

Regardless the government’s role in protecting the content provider market in China, the development of local contents there already provides many contributions. In addition to its faster access, those local content providers also contribute positively toward China’s employment and foreign exchange.

Table 1. Top 5 Content Providers in China

Global Rank

Rank in China

Baidu.com

5

1

QQ.com

11

2

Taobao.com

13

3

Sina.com.cn

17

4

Google.com.hk

21

5

Source: Alexa (updated on 21 February 2012) Ke depannya, mengingat penetrasi internet di Indonesia yang saat ini masih belum maksimal, gadget yang masih terus berkembang, dan kepentingan operator sendiri untuk terus mengembangkan layanannya, maka pertumbuhan penyedia konten lokal ini belum akan surut. Namun perlu diperhatikan bahwa untuk sukses di bidang ini bukanlah perkara yang mudah. Tingkat kepercayaan masyarakat yang masih relatif rendah untuk melakukan transaksi via internet juga masih menjadi hambatan bagi industri ini untuk berkembang dengan lebih pesat. Untuk itu, penyedia konten harus mampu menciptakan sebuah keunggulan dari segi produk (faktor internal) serta membentuk afinitas yang tinggi dengan para konsumennya (faktor eksternal). Telecomunication Operators VS Gadget Manufacturers VS Content Providers

In the near future, considering the internet penetration in Indonesia, the ongoing gadget development, and the operators’ interest on its ongoing service development, the growth of local content providers itself will not lessen yet. However, obtaining the success in this sector is not easy. The level of our consumers’ trust is still relatively low on the online transaction that it will become the barrier for this industry to keep growing more rapidly. Therefore, the content providers should be able to create some advantages through the product aspect (internal factor) and a high affinity with the consumers (external factor).

Page 14

Exhibit 13. Customers’ Interest on Internet Shopping (in percentage) Interested Uninterested

22.9


77.1

Exhibit 14. Customers’ Reason for Avoiding Internet Shopping (in percentage) 41.4

13.1

12.0 8.9

Fear of Fraud

Incompatibility

Doubt on Quality

Lack of Interest

7.4

Product Reasons

Source: MarkPlus Insight’s Research in 2012 Key Success Factor: Differensiasi & Pendekatan Komunitas

Key Success Factor: Differentiation & Communitybased Approach

Dalam bidang penyedia konten, membentuk sebuah differensiasi bukan merupakan suatu hal yang mudah. Umumnya, ketidak otentikan produk yang menyebabkan kesamaan produk yang ditawarkan oleh penyedia konten menjadi suatu tantangan tersendiri bagi penyedia konten. Untuk itu perlu adanya inovasi untuk menciptakan differensiasi baik melalui produk atau layanan.

In the content providers sector, creating a differentiation is not easy. Generally, the inauthenticity makes all products offered by content providers look similar, and it becomes one particular challenge for them. Therefore, there should be an innovation to create a differentiation, either in product or service.

Salah satu penyedia konten yang berhasil menciptakan sebuah diferensiasi adalah Mig 33. Mig 33 adalah sebuah layanan aplikasi untuk mengirim pesan instan berbasis telepon seluler. Berbekal aplikasi pengiriman pesan singkat yang lengkap (Yahoo! Messenger, Google Talk, MSN Messenger dan AOL), sistem yang kompatibel dengan berbagai jenis telepon seleluer, serta sistem kredit yang dilengkapi dengan fitur bonus kredit apabila berhasil mengundang teman, Mig 33 berhasil menarik jutaan konsumen di Indonesia sekaligus membentuk basis komunitas yang loyal.

One of the content providers that have successfully created its own differentiation is Mig 33. Mig 33 is a service application that allows the users to send cellphone-based instant messages. Equipped with complete instant messaging applications (Yahoo! Messenger, Google Talk, MSN Messenger and AOL), compatible system with several cellphones, and credit system plus credit bonus feature for any friend invitation, Mig 33 succeeds to attract millions of Indonesian consumers and build a loyal community base.


Page 15

Selain Mig 33, penyedia konten lain yang sukses mendiferensiasi layanannya adalah tokobagus. Mengetahui hambatan terbesar untuk melakukan transaksi via online adalah rasa ‘takut penipuan’, maka diciptakanlah opsi ‘verified member’ yang disarankan bagi para user situs ini. Verified member ini sendiri merupakan member yang sudah teregistrasi oleh pihak tokobagus setelah pengguna mengisi aplikasi biodata online dengan lengkap serta memasukkan kode verifikasi yang dikirim oleh pihak tokobagus sesuai alamat yang tercantum di aplikasi. Hal ini membuat timbulnya rasa aman bagi user untuk bertransaksi di tokobagus. Tidak heran apabila tokobagus berhasi meraih predikat online shop yang terpopuler hasil riset dari MarkPlus Insight.

In addition, another content provider that succeeds in differentiating its service is tokobagus. Considering that the biggest obstacle in online transaction is the consumers’ fear of fraud, tokobagus then decides to provide an option called ‘verified member’ and suggests it for all users. The verified members themselves are those that have been approved by tokobagus after registering themselves by completing the online profile and inserting the verification code sent by the provider. This policy accordingly makes users feel safe to conduct any transaction in tokobagus. Unsurprisingly, tokobagus.com successfully wins the most popular online shop based on the research by MarkPlus Insight.

Selain differensiasi layanan, dibutuhkan komunitas untuk meningkatkan aktivitas pengguna dari jasa penyedia konten itu sendiri. Saat ini umumnya cara yang digunakan oleh penyedia konten dalam membentuk komunitas adalah membuat fan page di Facebook. Masyarakat didorong untuk me-‘like’ fan page tersebut dengan iming-iming undian berhadiah. Namun apakah itu cukup? Tanpa adanya engagement yang kuat melalui program-program aktivasi nampaknya upaya-upaya tersebut hanya akan menjadi upaya yang menghabiskan budget komunikasi dengan dampak yang minim. Untuk itu sebenarnya dibutuhkan pembangunan komunitas yang aktif dan memiliki tingkat afinitas yang tinggi dengan si penyedia konten, bukan sekedar jumlah member yang besar. Konsekuensinya penyedia konten harus mau mengalokasikan dana yang memadai untuk menyelenggarakan program-program aktivasi bagi komunitas sekaligus sebagai insentif yang akan menggerakkan komunitas untuk mengadvokasi produk atau layanan si penyedia konten ke masyarakat luas.

In addition to the service differentiation, the content providers also need the role of community to boost the content users’ activities in consuming their service. At the present time, most content providers generally embody such community-based approach by creating a fan page on Facebook. People are encouraged to ‘like’ the fan page by enticing them with various prizes. Will it actually work? Without any strong engagement through several activation programs, the program seems to be just wasting the content providers’ communication budget. Actually, there should be some development for those active communities that have high affinity with the content providers, not only limited to collecting a big number of members. Consequently, those content providers willy-nilly should allocate sufficient budget to organize some community activation programs that will actuate the community to advocate their product or service in the society.

pemilik KUE NETIZEN DAN MOBILE MARKET TERBESAR SAAT INI

the biggest share owner of the current netizen AND mobile market

Saat ini, nampaknya operator telekomunikasi masih merupakan pihak yang masih mendominasi kue netizen dan mobile market Indonesia. Belanja capital expenditure operator yang mencapai angka 30 trilliun mengindikasikan masih tingginya kue yang diraih oleh para operator telekomunikasi di Indonesia. Namun apabila dibandingkan dengan apa yang terjadi di luar, peraih kue terbesar saat ini malah merupakan pihak produsen gadget yaitu Apple. Variasi produk yang beragam disertai dengan inovasi yang konsisten dilakukan telah membuat produk Apple laris di pasaran internasional. Hal ini membuat merek Apple sendiri memiliki nilai yang tinggi di pasar. Nilai market capitalization Apple yang mencapai US$ 468,16 milyar dan telah melebihi gabungan market capitalization Google dan Microsoft yang masing-masing hanya mencapai US$ 196,59 milyar dan US$ 262,21 milyar menjadi indikator kuat keberhasilan Apple secara global. Hal ini lah yang perlu diwaspai oleh para operator telekomunikasi Indonesia. Mengingat pesatnya pertumbuhan gadget yang juga telah dialami oleh Indonesia, ke depan bukannya tidak mungkin apa yang terjadi secara global tersebut juga terjadi di Indonesia. Malah mungkin hanya tinggal menunggu waktu, kapan produsen gadget mendominasi pasar ICT Indonesia yang terus berkembang.

Nowadays, telecommunication operators seem to be the dominant party in Indonesia’s netizen and mobile market. Their total capital expenditure of IDR 30 trillion indicates that telecommunication operators still dominate the national market share. Nevertheless, in the global market, the owner of the biggest market share is apparently the gadget manufacturer, namely Apple. Its wide range of products and its consistent innovation have boosted Apple’s popularity in the international market, and as a result, Apple gains a high brand value in the market. The market capitalization value of Apple, which already reaches US$ 468.16 billion and exceeds the total market capitalization of Google and Microsoft respectively US$ 196.59 billion and US$ 262.21 billion, becomes the strong indicator of Apple’s big success in the global market. This accomplishment, of course, should become the serious concern for all telecommunication operators in Indonesia. Considering the accelerating growth of gadget, including in Indonesia, there will always be possibility that such global issue will also occur in Indonesia sooner or later. Even, it is only a matter of time that the gadget manufacturers will dominate Indonesia’s growing ICT market.


Page 16

About the Authors • Hermawan Kartajaya is the Managing Partner of MarkPlus Consulting. He has over 21 years of consulting experience. Hermawan was dubbed as “One of the 50 Gurus Who Have Shaped the Future of Marketing” by Chartered Institute of Marketing, United Kingdom •

is a Partner at MarkPlus Consulting. He has over 16 years of consulting experience. Taufik has an MBA from the Nanyang Fellows Programme (Nanyang Technological University and MIT Sloan School of Management).

• Jacky Mussry is a Partner at MarkPlus Consulting. He has over 16 years of consulting experience. Jacky has a doctorate degree in Strategic Management from University of Indonesia. • Iwan Setiawan is a Principal at MarkPlus Consulting. He has over 8 years of consulting experience. Iwan has an MBA from the Kellogg School of Management. • Farid Subkhan, is a Chief Operations of MarkPlus Insight. He has over 10 years of research and consulting experience. Farid has a master’s degree in Management of Development from the University of Turin, Italy. • Melati Astri Maharani is a Manager at MarkPlus Consulting with over 3 years of consulting experience • Achmad Yunianto is a Research Manager at MarkPlus Insight with over 10 years of research experience. • Bernardus E. Satrio is an Associate Research Manager at MarkPlus Insight with over 10 years experience of social research and media industry • Ferdy Setiawan is a Consultant at MarkPlus Consulting with over 2 years of consulting exprience. • Wiwiek Rahayu is a Research Executive at MarkPlus Insight. • Reyhan Syafril is a Business Analyst at MarkPlus Consulting.

For Inquiries, Please Contact: Iwan Setiawan ([email protected]) Melati Astri Maharani ([email protected]) PT MarkPlus Indonesia Segitiga Emas Business Park CBD B 01/01 Jl. Prof. Dr. Satrio Kav. 6 Jakarta Selatan 12940 - Indonesia Phone: +62-21-57902338 / Fax: +62-21-5709 712 Copyright © MarkPlus Consulting, 2011 All rights reserved General Disclaimer: This paper has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this paper

TELECOMUNICATION OPERATORS VS GADGET MANUFACTURERS VS CONTENT PROVIDERS

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