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Broadband
Digital Lifestyle
Industry & Business Perspective




                                  December, 2010
                                  TELKOMSEL
• Don’t focus on your customer – Engage them
  to co-innovate your services

• Don’t create products & services – Create
  consumer experiences, enrich them by adding
  value
The facts
•   Mobile broadband growth has exceeded expectations, but comparable profits
    have yet to emerge.

•   Data usage is extremely high (2 petabyte / month) – huge cost and 82.51% data
    payload is coming through unlimited package

•   Mobile netters are mainly Browsing, Gaming, Downloading, Social Networking and
    Chatting – Internet jungle offers everything mostly for free or piracy

•   Customer choose affordable data enabled handsets (one available for Rp. 600k
    and GRPS ready) – 80% of new handset sold are already data ready

•   Content & Application has becoming more popular than ever - 15% contributing
    from TELKOMSEL operating revenue

•   Broadband has becoming a commodity to fulfill people needs in digital lifestyle
    culture – customer demand increases, but with low willingness to pay
INDONESIA in a glance…
   80% mobile ownership within age                           Indonesians are the most prolific users of social
   8-24 year old group. The highest                          media:
   level in the region.                                      • 31 million facebook users – 2nd largest after US
                                                             • Highest Twitter penetration rate worldwide (20.8%
                                                             or 1-to-5)
                                                             • 2nd largest total users of Opera mobile browser
                                                             • World highest mobile browsing intensity, 661 pages
                                                             per month/person
                                                             • The largest BlackBerry Users in the region (1.3
                                                             million)
                                                             • 5th Largest Internet Market in Asia (after
                                                             China, Japan, India and South Korea)
                                                             Data ComScore, Opera, Checkfacebook.com




                                           Fixed                Fixed                                         Cellular
                                          Wireline             Wireless           Broadband

                                          ± 8.7 mn             ± 29 mn             ± 2.5 mn                 ± 170 mn
              Total
           Industry                                  Penetration                 Penetration             Penetration
                                                                                                                                      Prepaid cards 97.5%
                                                         16%                           2%                         71%                 Postpaid cards 2.5%
Note :
Indonesia population around 238 million                                                          Source: Telkom Internal market research - as of September 30, 2009 `
TELKOMSEL dynamics                                                                                25 Million        Unique Users download & subscribe to
                                                                                                                    MOBILE GAMES, MUSIC, INFO..etc

subscriber base     95mio                               7 million m.facebook.com active
                                                                                                     500 Million P2P SMSes transacted DAILY
Psst: More than our next two competitors added up..     visitors
                                                 2 Petabyte data usage /
                                                 month                          7 Million chargeable CONTENT-SMSes purchased DAILY

                500k BlackBerry Active Users                                                                 16 Million high-end 3G Devices
                                                                    600k downloads daily NSP
                 RBT is 87% of total music Industry                                                                     15 Million Data Users

      The most complete Social Networking Service and
                                                                              Device Manufacture Access Share
                                                                              100%
      Chatting product line ups
                                                                               90%
                                                      1,000 Games on deck
                                                                               80%
   Mobile WEB usage                                                            70%        56%          57%           55%         52%
                          6%           2%
                                                      19%                                                                                     Nokia
                                                                               60%
       20%                                                                                                                                    SonyEricsson
                                                                               50%                                                            Nexian
                                                                  <18
                                                                               40%                                                            Samsung
                                                                  18-27                                                          20%
                                                                                                                     20%                      RIM
                                                                  28-37                   23%          21%
                                                                               30%
                                                                                                                                 3%           Other
                                                                  38-47                                              3%
                                                                               20%        3%           3%
                                                                  >48
                                                                               10%                                   18%         21%
                                                                                          15%          16%
                                                                                0%
                                                            53%                           Feb          Mar           Apr         May
    Data from Eyeka.asia – June 2010                                             Data from AdMob Mobile Metrics – May 2010
The monetization model
Pricing Strategy and New Business Models Reverses the Decline in Profitability
We need to identify the winning value proposition for each market segment




                                                                             Devices               Corporate

                                                                    M-Ads              Content


                                                                New models:
                                                                •Broadband Content Subscription/Purchase Model
                                                                      • Video, Games, Music, etc
                                                                •Feature Phone with a set of application
                                                                      • Video, Game, Soccer phone
                                                                •Mobile Advertising
   Fair-use schemes have been applied. In                             •Ad-funded mobile news paper
   Telkomsel 82.51% of data payload is                          •Mobile Data Premium
   consumed within Unlimited Package.                                 • Video Premium Data
                                                                • Personal Tools (part of cloud computing)
                                                                      • Secure storage, Address Book, Calendar

 “Mobile data traffic is derived by digitization, personalization, and virtualization. Mobile technology in the future will
 be user-centric and integrated, not application-centric, people will store data centrally and access it through multiple
 screens” Obermann – CEO Deutsche Telecom (CTIA – March 2010)
Lessons Learnt and Strategic Paces must be taken
 The pyramid

Focus in 2011
Building Blocks – 3 Strategic Focuses


     Enlarge the Industry          Service Leadership        Commercial Viability




Basic Principles
Going to the bottom of the pyramid



                                                               Business
                  Pricing               Marketing               Model

           Niche & Sachet Market                           Evolvement of Multiparties
                                     Effective Marketing
The organization
    Resources focus towards new businesses
John Kotter – Our Iceberg Is Melting:
“We believe strongly that the world need much more       We need to transform…
action from a broader range of people – action that is
informed, committed and inspired – to help us all in
                                                         Discipline and Competency focuses           are
an era of increasing change.”                            transforming into End-to-End perspective.



   TRIGGERS                                CHALLENGES                       RESULTS
  New Perception                      New Business Processes           New Product & Services
  New Description                     New Competencies                 New Pricing Scheme
  New Re-Action                       New Job Descriptions             New Profitability Rate
  New Expectation                     New Target
  New Competition                     New Levels of Achievement
                                      New Audit & Compliance levels
                                      New Quality of Services
                                      New Core and Mediation Technology
                                      New Marketing and Promotion
                                      New Legal & IPR aspects
kiitos
Let’s google that

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Broadband & Digital Lifestyle - Telkomsel Perspective - December 2010

  • 1. Broadband Digital Lifestyle Industry & Business Perspective December, 2010 TELKOMSEL
  • 2. • Don’t focus on your customer – Engage them to co-innovate your services • Don’t create products & services – Create consumer experiences, enrich them by adding value
  • 3. The facts • Mobile broadband growth has exceeded expectations, but comparable profits have yet to emerge. • Data usage is extremely high (2 petabyte / month) – huge cost and 82.51% data payload is coming through unlimited package • Mobile netters are mainly Browsing, Gaming, Downloading, Social Networking and Chatting – Internet jungle offers everything mostly for free or piracy • Customer choose affordable data enabled handsets (one available for Rp. 600k and GRPS ready) – 80% of new handset sold are already data ready • Content & Application has becoming more popular than ever - 15% contributing from TELKOMSEL operating revenue • Broadband has becoming a commodity to fulfill people needs in digital lifestyle culture – customer demand increases, but with low willingness to pay
  • 4. INDONESIA in a glance… 80% mobile ownership within age Indonesians are the most prolific users of social 8-24 year old group. The highest media: level in the region. • 31 million facebook users – 2nd largest after US • Highest Twitter penetration rate worldwide (20.8% or 1-to-5) • 2nd largest total users of Opera mobile browser • World highest mobile browsing intensity, 661 pages per month/person • The largest BlackBerry Users in the region (1.3 million) • 5th Largest Internet Market in Asia (after China, Japan, India and South Korea) Data ComScore, Opera, Checkfacebook.com Fixed Fixed Cellular Wireline Wireless Broadband ± 8.7 mn ± 29 mn ± 2.5 mn ± 170 mn Total Industry Penetration Penetration Penetration Prepaid cards 97.5% 16% 2% 71% Postpaid cards 2.5% Note : Indonesia population around 238 million Source: Telkom Internal market research - as of September 30, 2009 `
  • 5. TELKOMSEL dynamics 25 Million Unique Users download & subscribe to MOBILE GAMES, MUSIC, INFO..etc subscriber base 95mio 7 million m.facebook.com active 500 Million P2P SMSes transacted DAILY Psst: More than our next two competitors added up.. visitors 2 Petabyte data usage / month 7 Million chargeable CONTENT-SMSes purchased DAILY 500k BlackBerry Active Users 16 Million high-end 3G Devices 600k downloads daily NSP RBT is 87% of total music Industry 15 Million Data Users The most complete Social Networking Service and Device Manufacture Access Share 100% Chatting product line ups 90% 1,000 Games on deck 80% Mobile WEB usage 70% 56% 57% 55% 52% 6% 2% 19% Nokia 60% 20% SonyEricsson 50% Nexian <18 40% Samsung 18-27 20% 20% RIM 28-37 23% 21% 30% 3% Other 38-47 3% 20% 3% 3% >48 10% 18% 21% 15% 16% 0% 53% Feb Mar Apr May Data from Eyeka.asia – June 2010 Data from AdMob Mobile Metrics – May 2010
  • 6. The monetization model Pricing Strategy and New Business Models Reverses the Decline in Profitability We need to identify the winning value proposition for each market segment Devices Corporate M-Ads Content New models: •Broadband Content Subscription/Purchase Model • Video, Games, Music, etc •Feature Phone with a set of application • Video, Game, Soccer phone •Mobile Advertising Fair-use schemes have been applied. In •Ad-funded mobile news paper Telkomsel 82.51% of data payload is •Mobile Data Premium consumed within Unlimited Package. • Video Premium Data • Personal Tools (part of cloud computing) • Secure storage, Address Book, Calendar “Mobile data traffic is derived by digitization, personalization, and virtualization. Mobile technology in the future will be user-centric and integrated, not application-centric, people will store data centrally and access it through multiple screens” Obermann – CEO Deutsche Telecom (CTIA – March 2010)
  • 7. Lessons Learnt and Strategic Paces must be taken The pyramid Focus in 2011 Building Blocks – 3 Strategic Focuses Enlarge the Industry Service Leadership Commercial Viability Basic Principles Going to the bottom of the pyramid Business Pricing Marketing Model Niche & Sachet Market Evolvement of Multiparties Effective Marketing
  • 8. The organization Resources focus towards new businesses John Kotter – Our Iceberg Is Melting: “We believe strongly that the world need much more We need to transform… action from a broader range of people – action that is informed, committed and inspired – to help us all in Discipline and Competency focuses are an era of increasing change.” transforming into End-to-End perspective. TRIGGERS CHALLENGES RESULTS New Perception New Business Processes New Product & Services New Description New Competencies New Pricing Scheme New Re-Action New Job Descriptions New Profitability Rate New Expectation New Target New Competition New Levels of Achievement New Audit & Compliance levels New Quality of Services New Core and Mediation Technology New Marketing and Promotion New Legal & IPR aspects