Community Marketing. The convergence of devices to engage audience more into experience based marketing activities. Presented in Telkomsel Event together with Tomi Ahonnen in June 2009.

2. Industry Convergence
Web 2.0 Broadcaster 2.0
•• ABC within 11year,
ABC within year,
24 hour nonstop in
24 hour nonstop in
33networks in 60
networks in 60
years : :1.5 Mio
years 1.5 Mio
hours of
hours of
programming
programming
•• YouTube produced
YouTube produced
the same number
the same number
on 1H2008 only
on 1H2008 only
You
Operator 2.0
Feels like free Services
Feels like free Services
Content are often FREE
Content are often FREE
Context is NOT
Context is NOT
Experience is NOT
Experience is NOT
Packaging is NOT
Packaging is NOT

3. 3 Billion devices vs. 1 Billion PCs
•• Nowadays you can be aafamous artist in Matt Harding — funny dance video trip, he traveled
Nowadays you can be famous artist in around 42 countries within 14 months and he became
minutes: someone found the content
minutes: someone found the content quasy-famous. 50 million views
and passed it to someone else, who
and passed it to someone else, who
passed it to someone else, and so on.
passed it to someone else, and so on. Magibon — A young woman that attained celebrity
status on YouTube by doing nothing but stare at the
camera. 50 million views
Moymoy Palaboy — A Filipino comic and singing duo
known for their uploaded lip synch videos in YouTube.
40 million views
Amber Lee Ettinger — also known as Obama Girl, is
famous for her YouTube videos about Barack Obama
called "I Got a Crush... on Obama". 14 million views
Customers THE INTEGRATION
THE INTEGRATION
expect the same
flexibility that
they take for
granted on the
Internet to be
also present on
Mobile devices. Customers are not mere consumers;
Customers are not mere consumers;
They also they are also creators of content.
they are also creators of content.
expect media to They are also participating in social
They are also participating in social
span all their networks; which means they want to
networks; which means they want to
platforms. contact anyone, anywhere.
contact anyone, anywhere.
Mobile Lifestyle

4. Challenges, Opportunities and Barriers mobile
lifestyle
Challenges
Challenges Non-SMS data revenue to be a quarter of
the total mobile operator revenues by 2012
• How to build a community? One of the highest in the region.
• How to monetize it? SOURCE: Yankee, June 2008
• What is it users value in the service? Opportunities
• How to keep them interested?
Mobile Social Networking:
Mobile Social Networking:
Enhancing traditional Internet Social
Networking with maximizing all Mobile
Delivery Channels, and in additional
including G P S, L B S and
Cell broadcast. E.g.:
-Sending sale notices,
coupons and other offers to
someone nearby
-Find friends, locate movie
Barriers trailers for nearby shows
Mobile ecosystem and the network:
Mobile ecosystem and the network: and prime eats
- The relationship between the Network and the Device - Mobile and digital
- The evolution of the network (LTE, IMS, Net contents . E.g.: branded
neutrality, Cellular networks, Radio Frequency avatar, accessories
Networks: such as Bluetooth, WiFi, WiMAx & Mesh,
HSUPA and HSDPA) “Social networking sites are helping the mobile Internet reach its
tipping point. We are now seeing an increasing number of people
- Impact of open source on the device stack (Android, taking a real multi-channel approach to their communications with
Symbian, Linux and others) the growth in the use of email, Facebook and Twitter on the
mobile,..” Abid Warsi – Webcredible May 2009
- The impact of the iPhone and App stores

5. Telkomsel MyPulau
SENSE, FEEL and
RELATE
Data may 2009

6. WEB Features Perspective and Comparison
Myspace Multiply Facebook 12Frenz MyPulau
Refer new friends 1 1 1 1 1
Personalize profile 1 1 1 1 1
Upload pictures 1 1 1 1 1
Add music 1 1 - 1 -
Upload video - 1 1 1 1
Calendar - 1 1 - 1
Unique user web address 1 1 1 1 1
Community/groups 1 1 1 1 1
Sharing portal 1 1 1 1 1
Blogs 1 1 1 1 1
Forums 1 - - 1 1
Mobile application 1 - 1 1 1
IM/ Chatting 1 - 1 1 1
Send bulletins 1 - - - -
Friends update notification 1 1 1 1 1
Newsfeed 1 - 1 - -
Import contacts 1 1 1 - 1
Total 15 12 14 13 14

7. Additional Mobile Feature
Mobile 3G VIDEO SUBMISSION
7700 7700 7700
7700
Recording Confirmation Video Sent
Video Call Disclaimer
Submitted video will be shown on the WEB

8. courtesy fubuki – flickr.com
Terima Kasih Telkomsel - June 2009