THE PROPOSAL OF INTERNET PROTOCOL TELEVISION (IPTV) PRODUCT INNOVATION AT PT. TELEKOMUNIKASI INDONESIA

• Main Author: A. GDE MAHARDHIKA (NIM : 29108053); Pembimbing: Dwi Larso, Ph. D, A.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/14582
• Institution: Institut Teknologi Bandung

On January 8, 2006, PT. Telkom has succeeded the lab test of Internet Protocol Television (IPTV) development. The Innovation has proved that IP-based network has huge capability and flexibility in serving integrated communication services that could not be found in conventional network. At this time, IPTV development has reached Product Testing stage, which has been doing by free trial program to PT. Telkom executive. PT. Telkom has put its interest in IPTV business by many reasons, one of them is IPTV can be an effective way to revitalize fixed line business, which is found in declining pace. Yet, based on exploration study and expert opinion, IPTV would be barely accepted by <br /> <br /> <br /> market because the threat of substitute product is so fierce. Beside the matter of value that has been substituted, user also need to pay additional cost such as for additional bandwidth and Set Top Box (STB) device. In respect to product hierarchy theory; augmented product and potential product, the upgrading of IPTV value could be done. This could be achieved by Product Innovation, which is the embodiment of internet browser and the support of peripheral device. Through the innovation that could be done in 11 months, IPTV would be transformed into a service that serves integrated interactive entertainment (one-stop interactive entertainment) and able to switch broadcasting concept from elite-based programming to community-based programming. The innovation will make this service unique and be the answer of emerging <br /> <br /> <br /> trends. The innovation do not has significant effect to the price of STB or barely make additional cost of production. The financial analysis of this innovation concludes that IPTV service is financially worth to be done because it has payback period that less than three years and the positive NPV. The NPV (n=5. k=6.5%) of Optimistic assumption is IDR 143,156 million, moderate assumption is IDR 90,983 million and pessimistic assumption is IDR 38,810 million.