Broadband

for OJT program

Bandung , Agustus 18th 2014

ALISTAIR JOHNSTON

Telkomsel Visi & Misi

Visi
The Best Mobile Lifestyle Provider in The Region

Misi
Deliver mobile lifestyle-services & solution in
excellent way that exceed customer expectation,
create value for all stakeholders, and the economic
development of the nation.

Faced with an ever-changing business

environment...

Those That Can Adapt

Will Survive

Customer oriented
phase:
2006-2007

Second growth
Phase
(2003-2006)

the first operator to

successfully trial and
showcase 3G services in
Indonesia.
Recovery Phase the first Indonesian
(2001-2003)
operator to launch Ring
2003: the first Indonesian Back Tone services
operator to commercially
launch international
roaming services for its
prepaid customers.

Crisis Phase (19992000)

Growth phase:
1997 - 1998

Prepare and positioning

for quick recovery
Customer base retention
Still initiate Massive
infrastructure roll-out

amongst the first in the

world to introduce prepaid
phase: rechargeable GSM
services

Launch
1995 - 1996

1995 began operations

Market education of
GSM technology

1st 3G operator in
Indonesia
New competitors has
come
Continue roll-out (land
grab strategy) with IKC
program

Blue ocean Phase 2009

2010 onwards

Price War Phase:

2008

Intense price battle

Introduction of Micro Payment
(T-Cash)
Growth of HSDPA / Wireless
Broadband including
Telkomsel Flash &

Blackberry

Core (voice & SMS), Broadband

business
Enhance digital business: TCash, Mobile Advertising, Digital
Music
Today we serve 94 million
customers

4
4

In Q4 2013, Telkomsel has increased

Revenue Share to 61.5%

Q1'13

59.8%

20.0%

20.2%

Q2'13

59.9%

19.6%

20.5%

Q3'13

60.7%

18.9%

20.4%

61.5%

18.6%

19.9%

Q4'13

Kenapa Harus Broadband?

40%
35% 34%

Pertumbuhan Core Business

Telkomsel

30%
25%

24%

20%
15%
10%
5%
0%

5%
1

3%

1%

3%

1%

2 2006-20073 2007-2008 4 2008-2009 2009-2010

5
6
7
2005-2006
2011-2012P
2012-2013P

1%
8

Source: Annual Report Telkomsel, 2005-2009, 2010

Jenuhnya bisnis voice & sms

Perlunya transformasi bisnis dari Basic Service menuju Broadband & New
Business
6

Q1 2014, Data Revenue increased by +32.2%

YoY. Data Revenue constituted 57% of total
Incremental Revenue
Data revenue drove Tsels revenue
increase, while core revenue still
continued to increase

The biggest revenue

contributor was from Data

+10.1
%

2/10/15

+23.0
%

2/10/15
313

2/10/15

254

2/10/15

2,307

+32.3

2/10/15

3,042

+0.1%

3,045

2/10/15

7,219

+6.8%

7,710

Q113
In Bn IDR

3,052

Q114

5847.7%
5%
49100.0%
38%
Q1 2014 Revenue
Increment
74500.0%
300.0%
57%
0%

Voice

SMS

Data

Digital
7

Mobile Broadband is driving Telkomsels

Revenue Growth while Voice and SMS Revenue
is still growing
In 2013, Broadband Revenue
strongly grew by +35.6% YoY

Increase XL data revenue did not offset

the decrease Voice and SMS revenue

2/10/15

2/10/
15
2/10/15
2/10/15
2/10/15
2/10/15

2/10/15

+30.3
%

2/10/15

2/10/15

1,162

2/10/15

403

2/10/15

3,316

2/10/15

4,729

-3.9%

8,308

-7.5%

891
7,742

+35.6

12,216

+3.3%

12,624

29,320

+4.5%

30,642

2/10
/15

10,498

2/10
/15

In Bn IDR

+34.6
%

+16.4
%

2/10/15

2/10/15

2/10
/15

542
3,860

4,544

7,688

2/10
/15
9

Market Competition
2014

simPATI Social Max

IM3 Play Online Price

Plan

Internet Unlimited
package

Free 5 social media

applications

Free browsing access with

quota

Reviving Unlimited
Package (term. April
2012)

Regional tariff applied

Free tariff for the first

activation package

Limited Speed Data

Access, up to 3.6 Mbps

Monthly Free 75 150 MB

Free BBM access for 1
year

Daily FUP 20MB/ Rp2K

Weekly FUP150MB/
Rp12.5K
Monthly FUP 2GB / Rp 49K

Daily 10MB/Rp3.5K
Weekly 340MB/Rp25K
Monthly 2GB/Rp75K

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11

Definisi Broadband
Secara Umum:

Broadband seringkali disebut juga high-speed Internet adalah

kecepatan transmisi data pada minimum kecepatan 256 kbit/s.
Secara Bisnis :

Menyediakan solusi layanan berbasis akses kecepatan transmisi

data minimum 256 kbit/s yang berpotensi sebagai pendapatan baru
bagi perusahaan dan memberikan pengalaman gaya hidup baru bagi
konsumen.
.

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Our Broadband Growth is driven by Five Key

Data Drivers
Smart 3G Network
Expansion

Smart Data
Education

Data Growth
Trafik Layanan Data Telkomsel Naik 127% Editby System Account on 7/30/2014
di Hari Lebaran
9:20 AM Trafik Telkomsel pada Hari
Raya Idul Fitri 1435 H, Senin (28/7),
mengalami kenaikan, terutama di
layanan data yang menjadi pilihan
utama pelang gan untuk merayakan dan
berbagi di hari kemenangan
dibandingkan dengan layanan suara
(voice) dan SMS. Jika dibandingkan
dengan tahun 2013, penggunaan
layanan data saat Lebaran 2014
melonjak hingga lebih dari 127%.
Tingkat kenaikan penggunaan data
tertinggi jika dibandingkan dengan
kondisi yang sama tahun 2013
sebelumnya, terjadi di Area Sumatera
yang mencapai lebih dari 169% menjadi
155 Terabytes, disusul oleh Area Jawa
Bali dengan kenaikan hingga 156%
menjadi 158 Terabytes. Sementara jika
dibandingkan periode yang sama tahun
2013, pada malam takbiran atau H-1
Idul Fitri, Minggu (27/7), terjadi
lonjakan penggunaan layanan data
tertinggi hingga lebih dari 129%. Area
Sumatera mencatat kenaikan trafik data
secara signifikan, yakni hingga lebih
dari 171% menjadi 166 Terabytes,
kemudian Area Jawa Bali yang tercatat
naik hingga 156% menjadi 172
Terabytes.

Smart Device
Penetration

Smart Digital
Services

Smart Pricing and

Campaign
14

75% of Telkomsels subscriber base are basic

users, who have low smartphone ownership and
low internet
usage Smartphone
Telkomsel main card
market share
Percent

share
Percent

Internet usage Average age

Percent
Years

Stated ARPU
Rp per month, 000

Status
conscious
professionals

Basic Users

Traditional
workers

2/10/15

2/10/15

Pekerja Keras
(hard workers)
Ibu hemat
(value seeking
housewives)

2/10/15

2/10/15

Family focused
parents

2/10/15

Young &
fearless

2/10/15

Remaja gaul
(social
teenagers)

Source: McKinsey Research

2/10/15

15

16

Material TVC

17

Print

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19

Industry Convergence
Broadband memberikan akses dengan speed lebih cepat yang memungkinkan transfer data yang lebih besar

Telecom
Industry

Video Calling
Voice Calls/SMS
WAP / GPRS

Computer Industry

Media Industry

1G / 2G

Broadband Wireless
Internet

Web
Browsing

Slow
Downloads

2.5G

Online
Banking
Multiplayer
Gaming

3G / 3.5G

4G
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Evolusi Perilaku

Web 1.0

Satu arah

Web 2.0

Dua arah

Web 3.0

Banyak arah/sumber

21

Evolusi Industri

IT

ia
ed
M

Telco 2.0
service converge

D
ev
ic

Te
lc
o

22

Apakah hal yang paling banyak diketahui dan

digunakan oleh customer terkait Broadband?
Games

Social media

News & Information

Mobile Advertising

Enterprise

Music

Mobile Payment
Mobile
Marketing

23

unlike in traditional telco (voice,

sms), in broadband business
Traffic and revenue are decoupled

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Study Case
Sebelum penataan, alokasi kanal operator 3G UMTS adalah :
kanal 1 Tri, kanal 2 dan 3 AXIS, kanal 4 dan 5 Telkomsel, kanal 6 Tri, kanal 7 dan 8 Indosat
, kanal 9 dan 10 XL, kanal 11 Telkomsel dan kanal 12 XL.
Sementara itu, hasil penataan kembali dari pemerintah menghasilkan kanal 1 dan 2 Tri,
kanal 3,4, dan 5 Telkomsel, kanal 6 dan 7 Indosat, kanal 8,9, dan 10 XL, serta kanal 11 dan
12 AXIS.
Dari semua operator 3G ini, Axis keberatan karena terlalu berdekatan dengan kanal
CDMA
yang berpotensi interferensi. Selain itu pindah-pindah kanal seperti ini berpotensi
membuat
gangguan layanan 3G yang sudah berjalan.

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BERANI IKUTAN MIKIRRRR

1. BENTUK KELOMPOK DENGAN NAMING ANAK MUDA

2. LATIHAN MENGERJAKAN KONSEP DAN STRATEGI
UNTUK BISNIS BROADBAND
3. WAKTU MENGERJAKAN 15 MENIT
4. WAKTU PRESENTASI 15 MENIT

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@Djunaidinoor477

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