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MY Presentation as one of The Keynote Speech On Vietnam Telecoms International Summit. Melia Hotel, Hanoi Mei 19st-21st 2009
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Nurturing Digital Broadband Service and Lifestyle : Nurturing Digital Broadband Service and Lifestyle : Building Successful Business Models for 3G in an Emerging MarketBuilding Successful Business Models for 3G in an Emerging Market
By :
Saiful Hidayat
Head of IT Service Policy PT. Telekomunikasi Indonesia
Ha Ha NoiNoi , May 20, May 20thth 20092009
TELKOM in Brief
TELKOM is an InfoCom service
provider in Indonesia, owned by the government of
Indonesia (51.2%) and public shareholders
(48.8%).
TELKOM listed in the Indonesia Stock Exchange
(ISE), London Stock Exchange (LSE) and New
York Stock Exchange (NYSE) in November 14,
1995.
The largest publicly listed company
in Indonesia (+15 % market
capitalization at ISE).
�
Number of employees at the Group approximately
30,000
Main Subsidiaries :
Market Capitalization as of Dec 2007 is USD 20
bn and aimed to achieve USD 30 bn by 2010
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Content
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Business Context Shift Service Delivery Platform | Home
Telco Strategic Business Risks:The Down Escalator……
1
2
3
4
5
6
7
8
9
10
Source: E&Y
1. Decline ARPU1. Decline ARPU2. Failure to generate New 2. Failure to generate New
Business modelBusiness model5. Regulatory risk5. Regulatory risk6. Competition from Internet 6. Competition from Internet
CompaniesCompanies
Telco’s Business Environment Challenge : “Running Up on The Down Escalator”
Strategy to be the Winner : Telco vs Internet
Source : Fokus Fraunhofer
Service Control SDP & IMSService Control SDP & IMS
TELCO 2.0 : Telco as Data, Service & Content Pipes, and Service & Content Platform
ContentProviders
Retailers
Government
ASPs
Telco (Retail)
Millions of Customers
Thousands of Segments
OTT Products
Protected Products
Packets
PLATFORM:
E-Commerce
IT & SDP
Wholesale Access
$$ $$
Source : Telco 2.0 Forum www.Telco2.NetSource : Telco 2.0 Forum www.Telco2.Net
Content
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Broadband as the Driver of Growth
A New Game for Everyone
Source: Gerd Leonhard, (www.mediafuturist.com) Open is King
Seamless Mobility - TIMELocation, Time and Device Agnostic
Watch TV onTrain, ProgramDVR for Tonight
Find Child’s GPSLocation on TV
Download theLatest Tunes
Schedule a Meeting
ConferenceFace-to-Face
Make Wait TimeProductive
Work from Home
Watch Showson Demand,Answer VideoCall on TV
Conduct TelepresenceMeeting
Keep YOU Informed, Connected, Entertained and Secure as You Move Through Life -at Home, at Work, and on the Go
Customer TransitionRise of the Empowered Consumer
Provider to UserProvider to User
User to ProviderUser to Provider
ExperienceExperience
PassiveWatch Broadcast TV
BroadcastOne Service Fits All
PickVideo On Demand
TransactNetwork Responsiveness
ParticipateCommunity Services
InteractPersonalization, Socialization
ProduceCreate/Remix Content
EmpowerComplete Customization
Number of services
Mar
ket s
hare
co
rres
pond
ed
Core ServicesCore Services
Mission Critical ServicesSituational Services
Open CooperationOpen Cooperation Web 2.0Web 2.0
Performance, reliability, QoS, ...
Rapid development
In house – specific skill Communities – no specific skill
Best Effort
Service Life-Cycle
Opening to 3rd party service revenues
Towards Long Tail service revenues
Service ExposureReduce cost and reuse
Create profitable
new business models Capture
revenue and participate to
long tail
Content
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Indonesia ICT Penetrationas of July 2008
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� TELKOM 99%� BBT <1%
� Telkomsel 46%� Indosat 28%� XL 20%� Mobile-8 3%� Hutch-3 3%
� TelkomFlexi 51%� Esia 41%� StarOne 6%� Mobile-8 2%
8,6 M8,6 M 14,96 M14,96 M 120,46 M120,46 M 35 M35 M 6 M6 M
� Internet Kiosk 43%� Campuses 3%� Schools 1%� Offices 41%� Households 12%
� Speedy 65% (600K)��� Wireless BB � (Telkomsel 70%)�� Others
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Note :Note :Indonesia population around 230 millionIndonesia population around 230 million 2009
~ 80%
Indonesia is a Country with the Largest Number of Wireless Operators in the World
(11 Operators with 23 brands/products)
Indonesia’s Wireless Market
Sumber : Mobile World
However, competition in the future will be intensified as several new entrants supported by global players joined the industry and have
been in the market (Data: Oct 2008)
From the most expensive to the cheapest
Competition in the Indonesian mobile business
has driven down prices considerably in past 24
months
This has resulted in tariffs moving from being one of the most expensive in the
region to one of the cheapest
ImpactImpact
RPM Comparison in 2005 RPM Comparison today
Problem : Lack of LOCAL CONTENT! Problem : Lack of LOCAL CONTENT!
•• 3G users are at about 6 millions3G users are at about 6 millions
•• Most of them are using HIGH SPEED INTERNETMost of them are using HIGH SPEED INTERNET
•• No other killer application!No other killer application!
Sources: detikinet.com, 2008 and SHARING VISION 2009Sources: detikinet.com, 2008 and SHARING VISION 2009
““Are 3G subscribers REALLY USING 3GAre 3G subscribers REALLY USING 3G??””
3G Subscribers Expectation:Price, Quality and... CONTENT!
SSourceource: : SHARING VISIONSHARING VISIONTMTM, 3G Market Survey, n = 100 , 3G Market Survey, n = 100 RespondenResponden, April 2008, April 2008
TotalTotal
BandungBandungJakartaJakarta
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Content
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Providing Platform for Content and Applicationis Must for Surviving !Surviving !
Source : Fokus Fraunhofer
TELKOM Approach for Providing Content and Application Platform : Nurturing Digital Life Style
Customer Experience &
Empowerment Thru Rich Content
ConvergedInfrastructure
Integrated BusinessOperation
ServiceMashup Orchestration
SDPSDPNGNNGN--IMSIMS
CommunityCommunity
Roadmap to NGN-IMS and SDP
• 2008 – Platform Consolidation to NGN in order to support broadband and network simplification, One Platform to fit for all access and services
• 2009 – Flexible Services and mobility, Flexi a Wireless Connectivity as a priority solution.
• BW Internet : Global 40 Gb, Domestik 40 GB• SDP ReadinessSDP Readiness
• 2010 - Deliver IPTV via Triple Play network, one step to Digital Entertainment Era at home.
• 2012 - Fixed and Mobile Convergence , a technology to shift the operator paradigm to serve competitive services
• 2011 – Development of Content Biz Model, Step to Full Network and Service Provider
• 2014 – Full Convergence, Broadband and rich Application, The Future Lifestyle
• 2013 – Data Connectivity, dominant revenue and the best player data provider in the Region
• 2007 – TDM for BB & NB Acces Connectivity• BW Internet : Global 5 Gb, Domestik 5 GB
SDP (Service Delivery Platform) : For Service Exposure in the Long Tail Business Model
Wireline Broadband
SDPService Delivery Platform
Wireless
IT/Applications Content ServicesPORTAL
OSSBSS
Benefit of SDP :
• Integrated single platform with open architecture for all services
• Allows TELKOM to discover new business opportunities and models at “Internet Speed”
• Simplifies planning of network and services
• Reduces urgency to move to all IP-core network
• Platform for service aggregation across networks and devices
Integrated Business Operation : From Reactive to Proactive Service
Service Operations & QualityService Operations & Quality Network OperationsNetwork Operations
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Standardized & Integrated INFUSION Application
360���� view
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Customer ServiceCustomer Service
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Pleasant EnvironmentPleasant Environment
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Indigo Implementation : Community and Creativity Building
Indigo : Content IncubationCreative Content Incubation- Band Community blog.- Indie & Music News.- Review album.- Music distro.[music webstore].- Chart musik & rating.- Interactive discussion.- Music Fashion.- E Magazine download.- Band of the month.- Music program content.- Music Collaboration - “FREE” Download and Streaming- Widget and Links
Digital Asset Management
Digital Content & Applications
Digital Payment
The Infrastructure
Broadband & BroadcastBroadband & Broadcast
Service Platform
copyrightprotection
portalSDP mediaserver
Digital Content & Applications
Game Education Music Animation Schools Govt SMEs
Digital Payment
A New Integrated Strategy NEEDED to SURVIVE!
� Broadband and 3G as ACCESSACCESS� Life style of customer as SERVICE EXPERIENCE FOCUSSERVICE EXPERIENCE FOCUS� PROSUMER or CROWDSOURCING as paradigmparadigm� SDP as Orchestrating PlattformOrchestrating Plattform� NGN-IMS as Backbone NetworkBackbone Network
� People CREATIVITY and INNOVATION as main objectives� Which will create INNOVATION ECONOMYINNOVATION ECONOMY!
� Through
� Supported by and !
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